Marriott International has launched its Autograph Collection brand in the Philippines through a strategic conversion of The Farm at San Benito, a 23-year-old medical wellness destination in Batangas province. The partnership with CG Hospitality marks the first Autograph Collection property in the country and expands Marriott’s Philippine portfolio to 13 operating hotels.
The 52-hectare resort in Lipa City, approximately 90 minutes from Manila, now operates under the Marriott Bonvoy loyalty programme. The conversion reflects broader industry trends as major hotel groups seek to capitalise on the wellness tourism sector, which industry analysts project will reach between $1 trillion and $2 trillion globally by 2030.
“The Farm at San Benito embodies the Autograph Collection’s commitment to distinct perspective and meaningful experience,” said Duke Nam, Regional Vice President for Korea, Vietnam and the Philippines at Marriott International. He noted that the property’s approach invites guests to engage in what he described as “purposeful transformation.”
A pioneer becomes a global brand
Founded in 2002, The Farm at San Benito established itself as a pioneer of detox-based wellness programming in the Philippines. The resort gained international recognition for its integrative approach combining medical diagnostics, functional medicine, therapeutic treatments and nutrition-focused care.
The property operates under CG Hospitality, the hospitality arm of Nepal-based CG Corp Global led by billionaire Binod Chaudhary. The conglomerate acquired The Farm in late 2018 and has since invested in expansion, adding villa accommodations and upgrading medical facilities.
CG Hospitality currently manages approximately 195 hotels across 12 countries, with ambitions to reach 650 properties by 2030. The Marriott partnership represents a strategic shift towards global brand affiliation for the company’s wellness portfolio.
“Our strategic partnership with Marriott International reflects our commitment to creating experiences that are both timeless and transformative,” said Dr Binod Chaudhary, Chairman of CG Corp Global. He indicated that discussions are ongoing with Marriott regarding potential expansion of The Farm concept to other markets in Asia Pacific and beyond.
Capitalising on wellness travel demand
The timing aligns with sustained growth in wellness-focused travel. Marriott has previously acknowledged wellness as a key driver of travel decisions, with Rajeev Menon, President for Asia Pacific excluding China, noting that the Philippines offers an ideal setting for wellness hospitality given its natural environment and growing reputation as a rejuvenation destination.
Industry research consistently ranks Marriott among the leading players in wellness tourism alongside Hilton, Hyatt and Accor. The sector has evolved from luxury spa offerings to encompass medical wellness, longevity programmes and evidence-based health interventions.
The Farm positions itself at the medical end of this spectrum. Its multidisciplinary team includes internationally trained doctors, therapists, nutritionists and practitioners who deliver personalised programmes addressing chronic illness, stress and lifestyle conditions. Core offerings include Pure Body Reset, Resilience & Recovery, The Sanctuary of Self and Metabolic Reboot programmes.
Property and experience
The resort features 70 wellness accommodations ranging from Palmera Suites to private pool villas and multi-bedroom residences. Each is designed to promote immersion in the tropical landscape, with views of Mount Malarayat and access to 52 hectares of grounds that include a 5,700-square-metre organic garden supplying the resort’s kitchens.
Five dining outlets emphasise the property’s healing food philosophy. ALIVE! serves immune-boosting vegan cuisine, Prana offers Indian vegetarian dishes, PESCE provides Mediterranean-pescetarian options, Souffle de Vie specialises in raw vegan desserts and The Upperdeck features heart-healthy dishes using pasture-raised ingredients.
Wellness facilities are organised into dedicated sanctuaries: the Wellness & Integrative Medical Sanctuary for diagnostics and non-invasive therapies, a spa offering Filipino and international treatments, and an Aqua Hydrotherapy Sanctuary with therapeutic pools. Additional spaces include a meditation labyrinth, contemplation lagoon and the Temple of Five Elements.
Strategic context for Marriott
The Autograph Collection operates as Marriott’s vehicle for distinctive independent properties seeking global distribution and loyalty programme access while maintaining individual character. The brand’s positioning as “Exactly Like Nothing Else” reflects a curation strategy emphasising unique narratives rather than standardised experiences.
For Marriott’s Philippine operations, The Farm complements existing properties focused on urban business travel and beach resort segments. The company operates under brands including Sheraton, Westin, JW Marriott, Courtyard by Marriott and Four Points across destinations including Manila, Cebu, Iloilo and Palawan.
Recent openings have included AC Hotel by Marriott Manila, marking that brand’s Philippine debut, alongside Fairfield by Marriott Cebu Mactan. The company has indicated additional developments are in various stages across Davao, New Clark City, Palawan and Bohol.
What comes next
The partnership opens potential avenues for expanding The Farm concept internationally. CG Hospitality has previously explored opportunities in Phuket, Croatia, Nepal and the Middle East for wellness properties under its portfolio.
For Marriott, the conversion demonstrates appetite for differentiated wellness offerings that command premium positioning. Hotel industry analysts note that wellness amenities now contribute significantly to guest satisfaction metrics and can justify higher rate structures.
Giuliano Callegaro, General Manager of The Farm at San Benito, Autograph Collection, characterised the property’s approach as personalised and intentional. “Every treatment is personalized, every experience is intentional, and every moment invites our guests to forge deeper connection – with nature, with others, and with themselves.”
