CEBU CITY — As Bayfront Hotel Cebu celebrates its 12th anniversary, the Cebu-based hospitality group is taking a closer look at the business environment while continuing to position itself for long-term growth.

The company now operates three hospitality concepts and is developing plans for another hotel project, even as tourism and travel patterns continue to shift.

Bayfront opened its first property in North Reclamation on September 7, 2014, followed by Bayfront Hotel Cebu – Capitol Site on September 7, 2021. Its latest venture, Bayfront CoLive+, opened on October 3, 2025.

The company’s diversified customer base — from corporate travelers and domestic tourists, to families and groups — has helped Bayfront maintain its occupancy levels despite the challenges faced by the tourism sector.

Bayfront Hotel Cebu Founder & Managing Director Mr. Charlton C. Cokaliong

“The hotel business is about understanding the market and knowing where the demand is coming from,” Cokaliong said. “There are periods when certain segments perform better than others, so we have to remain responsive and position the business accordingly.”

Opportunity Comes Everyday

Bayfront’s longevity has come from an understanding of the business after years of experience. Unlike businesses where revenue is generated from a single transaction, hotels are all about consistency. Every room represents a revenue opportunity — whether it’s an overnight stay, a returning guests or a corporate account — and that opportunity refreshes every single day.

“You are investing in a property that has to generate income every day,” Cokaliong said. “You cannot sell yesterday’s empty room tomorrow. That is why understanding demand and maintaining occupancy are very important to the business.”

For Bayfront, this has meant building a broad customer base rather than relying heavily on a single market.

Cebu’s Multiple Demand Drivers

Cebu’s accommodation market is supported by both tourism and business activity. Corporate travel, domestic tourism, family trips and group movements all contribute to hotel demand.

Bayfront’s move into co-living also reflects an effort to address accommodation needs beyond the traditional short-stay hotel.

“We see different opportunities within the accommodation business,” Cokaliong said. “We are looking at what people need and where we can provide something that makes business sense.”

Looking Ahead

Despite the challenges in the tourism sector, Bayfront remains positive about Cebu’s long-term prospects.

The company is currently conceptualizing another hotel project, with details still being developed.

“We remain positive about Cebu,” Cokaliong said. “There will always be cycles in business. Our approach is to stay disciplined, understand the market and invest when we see the right opportunity.”

Bayfront Hotel Cebu – Capitol Site Staff

Bayfront CoLive+ Staff

Bayfront Hotel Cebu – North Reclamation Staff

As Bayfront celebrates its 12th anniversary, its approach remains straightforward: understand the market, protect the fundamentals of the business and continue investing in Cebu.