Melo Villareal
Rooted in the core values of love, honor, dignity, and healing, the Spirit of Sampaguita—Megaworld Hotels & Resorts’ distinguished brand of service—was brought to life during the 48th ASEAN Summit in Cebu. This initiative not only exemplified their dedication to heartfelt hospitality but also significantly contributed to showcasing Cebu’s vibrant culture and warm hospitality. The event served to elevate the city’s reputation, highlighting it as a prominent and emerging MICE (Meetings, Incentives, Conferences, and Exhibitions) destination within the ASEAN region, drawing attention from international travelers and business events alike.
Megaworld Hotels & Resorts brings the spirit of Sampaguita in ASEAN 2026 in Mactan, Cebu.
Cebu reaffirmed its status as an emerging MICE hub in Southeast Asia with the return of the Summit in 2026. The event showcased Filipino hospitality through attentive service, smooth coordination, and sincere warmth, creating a memorable experience for regional leaders and delegates during the international gathering.
Hellen B. De La Vega, Director General for Operations of the ASEAN National Organizing Council, stated that the successful hosting of the 48th ASEAN Summit and Related Meetings was due to “shared commitment, close coordination, and collective spirit of service.” Megaworld Hotels & Resorts embodied this spirit through Savoy Hotel Mactan Newtown and Mercure Mactan Cebu, which played vital roles in providing accommodations, culinary services, and seamless coordination between the hotels and the Mactan Expo at The Mactan Newtown.
The summit came after the province hosted the ASEAN Tourism Forum 2026 earlier this year, bringing together tourism stakeholders and industry leaders from Southeast Asia.
“The ASEAN Tourism Forum earlier this year already demonstrated Cebu’s growing strength as a MICE destination, but hosting the ASEAN Summit and ministerial-level meetings further affirmed that Cebu is fully prepared for events of global significance. Through Megaworld Hotels & Resorts’ Sampaguita brand of service, we were able to showcase not only operational excellence, but also the genuine warmth and gracious hospitality that define the Filipino spirit,” Megaworld Hotels & Resorts Managing Director and Cebu MICE Alliance President Cleofe Albiso said.
Megaworld Hotels & Resorts’ Sampaguita Brand of Service
Many core activities and logistical operations occurred in Lapu-Lapu City, with Mactan Newtown acting as a key hub for coordination and support. The township model showcased a distinct operational benefit by combining accommodations, convention facilities, dining options, transport access, and essential services within a unified, interconnected environment. This integration facilitated more efficient collaboration across various event needs.
For large international events, this collaboration reduces logistical challenges and improves security, mobility, and coordination among delegates, organizers, and media partners.
The summit also emphasized one of Cebu’s greatest strengths: its people. Known for their warmth and hospitality, Cebuanos have proven that world-class events are enhanced not just by venues and infrastructure but also by sincere human interaction and attentive service.
Behind these operations, hundreds of hospitality professionals worked largely behind the scenes. Their efforts were crucial to execution, highlighting the vital role of human capital in staging large-scale international events.
The Savoy Hotel Mactan Newtown and Mercure Mactan Cebu demonstrated the Sampaguita brand of service while welcoming guests. Both hotels, along with Megaworld Corporation’s Mactan Expo, received the Certified Sanitation Standard from the Department of Health in preparation for the ASEAN Summit and prominent visitors.
“It was a distinct honor for us to host His Excellency President Ferdinand R. Marcos Jr. and the Philippine delegation during the 48th ASEAN Summit and Related Meetings. To warmly welcome our distinguished guests, our team curated local experiences that reflected the warmth and identity of Cebuano hospitality – while championing the initiative of “Feeling Local Everywhere,” Gwendolyn Dela Cruz, General Manager of Mercure Mactan Cebu, said.
“We were always guided by the ASEAN Philippines Summit 2026 theme, “Navigating Our Future Together,” which strongly aligned with the Sampaguita brand of service and our shared values of loving and honoring our country. Whether through eagerly welcoming delegates upon arrival, showcasing Cebuano culture and cuisine, or ensuring every detail of their stay was thoughtfully prepared, our goal was to create a guest journey that reflected genuine Filipino hospitality and proudly represented our country on an international stage,” she added.
Meanwhile, the Savoy Hotel Mactan Newtown team developed a multi-sensory experience that authentically embodies the Sampaguita brand.
“During the ASEAN Summit, our team focused on the core value of honor. Hosting world leaders was not just an operational responsibility but a privilege to present the best of Cebu and the Philippines. This vision came alive through a curated sensory journey. Upon arrival, delegates stepped into halls filled with our signature Sampaguita scent, welcomed by our team dressed in traditional Filipiniana. In their rooms, guests discovered an artisanal chocolate-coated kakanin collection. The local showcase extended into the evening with premium Cebuano turndown treats, including otap, dried mango chocolate, and rosquillos. More than just hosting a summit, we extended a heartfelt embrace of authentic hospitality that truly honored Cebu, our nation, and our global guests,” Josef Chongbian, General Manager of Savoy Hotel Mactan Newtown, said.
Beyond its immediate impact, the 48th ASEAN Summit solidifies Cebu’s status as a well-established MICE hub in Southeast Asia. Thanks to the combined efforts of government and industry partners, such as Megaworld Hotels & Resorts with its Sampaguita service brand, the summit served as a compelling display of Filipino hospitality to the world.
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