Interview : James Montenegro, CEO, Filinvest Hospitality Group

James Montenegro is the CEO of Filinvest Hospitality Group in the Philippines as well as the country manager of Chroma Hospitality. His aim is to create unique, memorable, and meaningful experiences that embody Filipino hospitality through the development of hotels and resorts in the country.

The company manages the following brands in the Philippines for the following brands : Crimson Hotels and Resorts; Quest Hotels; Canvas Hotels and Resorts and Azure Beach Club. Present at the last ASEAN Tourism Forum edition in Cebu, Philippines, Montenegro provided an insight about Philippines tourism and the expansion of its various brands for TravelMole. 

Could you introduce yourself and give a short portrait of your hospitality company?

James Montenegro: I’m James Montenegro, President and CEO of Philinvest Hospitality Group, and I also operate Chrome Hospitality. We are a Filipino hospitality company with approximately 2,300 keys across the country. Our portfolio includes hotels, resorts, golf courses, and restaurants. We currently operate in several major destinations including Cebu, Boracay, Clark in Pampanga, and Metro Manila.

How would you characterize the Philippine hospitality market? What makes the Philippines strong as a hotel destination?

James Montenegro: The main difference is really how Filipinos approach hospitality. We are naturally very welcoming, and communication barriers are minimal because English is widely spoken. Filipino culture is inherently warm and service-oriented. People genuinely enjoy serving guests and delivering memorable experiences.

Hospitality is deeply rooted in our culture. For example, even when you don’t know someone, it’s common to invite them to share a meal. That openness translates directly into our brand ethos — encouraging teams to connect with guests and provide authentic service.

Your company operates several brands. Can you explain how they are positioned?

James Montenegro: Our luxury segment is represented by Crimson, which we position primarily as a resort brand. We have properties such as our resort in Boracay, and we are developing a new golf resort in Clark, Pampanga, with construction beginning this year. It will be surrounded by a championship 36-hole golf course, including night-lit holes and multiple dining concepts.

We also operate Quest Hotels, which is our mid-scale, value-driven brand. We currently have four Quest properties, including locations in Tagaytay, Clark, and Metro Manila.

Additionally, we are launching a new brand, with the first property opening later this year in Baguio at Camp John Hay — a historic mountain retreat surrounded by pine forests. The hotel will have 256 rooms and three restaurants, including a fine-dining concept led by a Michelin-star chef, focused on heritage heirloom rice inspired by nearby Ifugao traditions.

Do you see expansion opportunities in underserved destinations across the Philippines?

James Montenegro: Absolutely. The Philippines has many beautiful islands that still lack strong branded hospitality offerings. With improved connectivity,  especially through Cebu, destinations like Busuanga are becoming more accessible. We’re exploring a resort project there in a more remote setting.

Another area is Dauin near Dumaguete, which is currently one of the world’s top macro diving locations. It’s close to Apo Reef, one of the most beautiful reef systems, and just 30 minutes from our existing resort. We hope to begin construction there by late this year or early next year.

How many projects are currently in development or planning?

James Montenegro: We currently have one property under construction and another about to begin construction. Two additional projects are awaiting approvals, plus smaller resort developments in Dauin and Busuanga. Altogether, we are planning roughly 1,000 additional keys.

Are you considering expansion outside the Philippines?

James Montenegro: International expansion is definitely part of our long-term strategy. Initially, we would focus on established markets where brand positioning is easier. Vietnam is a strong candidate because I have previous experience there. Thailand is also attractive, although entry costs can be higher. Indonesia is another promising market.

Would you then consider partnerships with international hotel chains?

James Montenegro: We are open to partnerships as long as there is mutual benefit and our brand identity remains strong. Collaborations with international groups can increase global exposure, and if structured properly, they could help us expand overseas while also bringing new brands into the Philippines.

How do you evaluate tourism promotion efforts in the Philippines today?

James Montenegro: The main challenge is geography. The Philippines is an archipelago with many smaller islands, which makes infrastructure development essential. Improving inter-island connectivity is key to unlocking tourism growth.

There are many untouched destinations — places like Siquijor or parts of Palawan — but accessibility remains a hurdle. Cebu is becoming a major gateway due to improved international connectivity, and I believe it will emerge as a key tourism hub. Helping travelers understand how easy it can be to move between islands will significantly boost visitor numbers.

Overall, the Department of Tourism is doing a good job. Recent initiatives like visa-free access for Chinese and Indian travelers, new direct flights from Australia to Cebu, and increased European capacity are all positive developments. Infrastructure investment remains the biggest priority.

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