MANILA, Philippines – A hotel is more than just a place to sleep in — it’s a whole team effort, with tons of people working behind the scenes to make sure every guest feels right at home.
Running a five-star hotel in the middle of Makati City isn’t all glitz and glam; it can get tough. With fierce competition, rising guest expectations, increased costs, talent drain, and a huge demand for personalized experiences, hospitality leaders have to keep innovating while sticking to the core values of service.
So, how does Discovery Primea — a relatively new face along Ayala Avenue — hold its ground against the legacy hotels nearby and the many cheaper Airbnbs in the area?
“We opened our doors in 2015 as part of the Discovery Hospitality Group, a proudly Filipino brand known for award-winning hotels and resorts,” David told Rappler.
As the hotel celebrates its 10th anniversary (which is still pretty young in hotel years), general manager David Pardo de Ayala has been hard at work making Discovery Primea stand out among Metro Manila’s bustling financial hub, even with all the challenges the post-pandemic world has thrown at the industry.
As David puts it: “We see changes as opportunities rather than obstacles to continuous growth and success.” But what are these obstacles exactly in 2025, and what has David learned so far that has helped Discovery Primea overcome them?
Leisure market shifts
Primea offers its signature “Service That’s All Heart” to travelers, with 140 rooms and suites, seven dining options, and facilities that balance business convenience with leisure comforts.
As I stepped inside the lobby, I was impressed that despite not being as grand and large as the older hotels, Discovery Primea exuded a timeless, old-time charm that evoked nostalgia — a throwback to old-school luxury hotels visited during my childhood but with a fresh, updated feel. It didn’t feel stuffy or overwhelming; it was homey, warm, welcoming, and effortlessly classy.
David has observed that despite the rise of budget travel and more local destinations, city stays remain a strong option. Factors like spacious accommodations for families, curated dining experiences, wellness packages, and strategic promotions are what guests look for to celebrate special occasions.
The pandemic was also a game-changing lesson for David. “When the pandemic hit, we served as a preferred quarantine hotel for international travelers and balikbayans. During that period, we focused on refining our services, emphasizing thoughtful in-room amenities and personalized touches to help guests feel genuinely cared for even during uncertain times,” he shared.
‘It’s a must to invest in both service innovations and sustainability initiatives to keep offerings fresh and forward-thinking,” he added.
The rooms are spacious, and cozy, and are of understated luxury, like a lavish yet humble home in an affluent neighborhood. With plush beds, complete amenities, a Nespresso machine, a bathtub and shower, and even a TV by the tub, staying in the whole day won’t feel sayang.
Keep things fresh and new
One of Primea’s standout features is its exclusive Terazi Spa and the unique Hammam treatment — an authentic Turkish bath ritual that is still relatively uncommon in the local spa scene.
“We wanted something truly unique in Makati’s spa landscape,” David said, noting it has since become one of the hotel’s most sought-after treatments by newcomers and spa aficionados. The Hammam experience introduces guests to the traditional steam, invigorating scrub, and cleansing tradition for under P4,000 for 45 minutes in a private room — it was a one-of-a-kind experience that I would try again.
“The feedback has been overwhelmingly positive, and we’ve refined our entire spa menu to offer more indulgent yet holistic wellness options.”
While the prices are on the higher side, typical of hotel spas, you get value — with a refreshing welcome drink, cookies, a private room complete with steam, sauna, and shower before your massage, and tea afterward. The ambiance is serene, and the overall experience is intentional.
Rate competition
Despite the influx of more affordable boutique hotels and convenient Airbnbs, David is firm: no lowering of the hotel’s rates.
“Rather than engage in ‘rate wars,’ we emphasize high-value delivery. Our dedicated team, service culture, and strong guest relationships set us apart. This approach fosters loyalty, proving that genuine connections hold more weight than pricing,” he said.
Part of this is making dining a priority; it should not be an afterthought, but a highlight.
In my opinion, a hotel’s dining options can truly make or break the experience. A hotel is only as good as its restaurants, and Primea’s dining options are some of the best I’ve tried. “They’re a mixture of comfort and creativity,” David said.
Restaurant Tapenade is a favorite for Mediterranean flavors, while Flame, located on the 16th floor, serves modern Asian-Continental cuisine and premium charcoal-grilled steaks in a romantic, intimate setting. We enjoyed December’s all-beef tasting menu (for P3,000 a head, it was well worth it), and for brunch at Tapenade we enjoyed the stone-baked feta cheese with sun-dried tomatoes, brandy, capers, and and honey, served with freshly-baked bread — a salty, sweet, tangy, and creamy medley of flavors.
Flame offers a relaxed atmosphere with stunning views of the Makati City skyline and Rockwell buildings from its roof deck, making it a great place to unwind with drinks and chow in hand. The menu features a variety of dishes, including the Crispy Salmon, where the raw salmon is complemented by crispy sushi rice and a sweet-savory madeira-mirin glaze.
The Wagyu Nuggets are filled with moist beef, mozzarella, and camembert, and served with a Japanese curry dip, while the Spicy Tuna Tacos have raw tuna, togarashi mayo, tempura crunch, and crispy nori shells. For a local twist, the tasty Flame Caesar Salad mixes traditional Caesar elements with Filipino faves like queso de bola and smoked fish tinapa.
For breakfast, Tapenade’s buffet is extensive (don’t sleep on the crispy bacon!), and brunch options include a satisfying crispy Chicken and Waffles and light Shakshouka.
“Our executive chef, Luis Chikiamco, regularly collaborates with local and international talents, especially through our Elements of Flavor series at Flame, to keep the menus innovative. We’re constantly refreshing our dishes and beverages, honing our culinary and bartending talents, and incorporating guest feedback,” David said.
As a former chef, David also takes part in menu engineering to “stay current” and cater to guests’ evolving tastes.
Engagement in a digital world
It is a must to utilize technology, David said. Not only does it greatly improve convenience through services such as online check-ins, digital menus, and mobile communication, it can help build trust and loyalty with guests, as long as you “never lose sight of the personal touch,” David added.
Primea also makes sure that their social media presence is active.
Sustainability as necessity
Sustainability isn’t just a trend; it is an imperative.
“We’re taking small, intentional steps to build a lasting culture of sustainability. By using LED lighting and efficient HVAC systems, installing low-flow fixtures, reducing single-use plastics, and growing our own herbs, we’re steadily laying the groundwork for a greener future,” David said. The hotel’s Our Waves for Water partnership commits to clean water initiatives.
“Given that sustainability is now a key deciding factor for many guests, clients, and tourism partners, these efforts form the building blocks of our 2025 vision for sustainable growth and responsible hospitality.”
The complete experience
While the spacious rooms provide comfort, the hotel’s amenities are enticing — aside from the spa and gym, the heated outdoor pool on the sixth floor, with its bubbling jacuzzi and poolside bar, is a good way to pass the time.
Staying at Discovery Primea is both a retreat and a gateway to the city — its convenient location is ideal for those wanting to experience the bustling Makati life. Shopping is just across the street at Rustan’s, Landmark, Glorietta, One Ayala, and only a short walk from Greenbelt. You can stroll to Ayala Triangle Gardens or enjoy the car-free streets on weekends.
The environment is slow and scenic during the weekends and holidays, but it can get busy during the weekdays with rush hour traffic.
Hiring qualified talents
In the post-pandemic landscape, many hoteliers shifted to other industries, David said. But with tourism rebounding, they are now eager to complete their workforce again.
“By cultivating a supportive culture and investing in growth through comprehensive training and recognition, we keep our team motivated and engaged, directly benefiting our guests,” he said, stressing the correlation of happy staff with happy customers.
It’s “service above all” at Primea. Filipino hospitality is evident throughout the experience, from the smooth check-in process to the attentive bellboys and dining staff. The fact that it’s a homegrown brand makes a noticeable difference — Filipino service is recognized worldwide, with many foreigners choosing the Philippines for its warm and welcoming atmosphere. It’s no wonder the hotel caters to a diverse range of guests, including local and foreign families, couples, and business travelers looking for both short and long-term stays.
“Our non-negotiables are genuine Filipino warmth, intuitive service, and a personal touch in every interaction,” David said. “We want each stay to feel personal and memorable.”
Small details like a handwritten welcome letter and turndown service with thoughtful chocolate treats make a difference.
Generational shifts
The industry is also seeing a new generation of younger hoteliers, David said, which brings fresh perspectives, tech-savvy solutions, and new priorities.
“We strive to blend this new energy with the experience of our seasoned professionals. Through collaboration and mentorship, we stay innovative but also ensure our heartfelt hospitality remains front and center,” he said.
“Our biggest advantage is our people: their heartfelt service and genuine care set us apart. There may be countless hotels in Makati, but our guests return because they find something more personal and familiar at Discovery Primea,” he said, proud of the multiple accolades the hotel has earned over the years.
Discovery Primea may be smaller than its fellow five-star neighbors, but it delivers where it matters. Its understated luxury, attentive service, personal touch, and prime location make it a solid choice for a great stay that I won’t hesitate to book again.
David offers an important perspective on what keeps a hotel successful: it’s not about the opulence or high prices, but the simple belief that people will always return to places that make them feel at home. – Rappler.com