Herald Suites Hotels

What Herald Suites Hotels does

Herald Suites Hotels is a privately held boutique hotel operator headquartered in Makati City, Philippines, founded in 1997. The company operates three properties — Herald Suites Chino Roces (flagship), Herald Suites Polaris, and Herald Suites Solana — all located within Makati's central business and heritage districts. The portfolio features a distinctive heritage aesthetic anchored by custom-designed Herald Machuca tiles (produced by the Philippines' oldest tile manufacturer, Machuca Tile Company), Venetian glass mirrors, antique hardwood with carabao horn inlays, and Art Deco interior motifs at the Polaris property.

The company's core technology stack comprises a conventional hotel property management system with an integrated website-based direct booking engine and presence across major online travel agencies (Booking.com, TripAdvisor, Hotels.com, Expedia). Revenue is generated through four streams: nightly room accommodations (Standard, Superior, Deluxe, Junior Suite tiers at ₱2,131.15 to ₱3,688.52 per night), three food and beverage outlets (Hatsu Hana Tei Japanese restaurant, Coca Cafe, Meridian Lounge), banquet and event services (Palmeras venue for corporate and social events), and ancillary services (valet parking, massage, roof deck pool). Pricing follows a unit-pricing, pay-as-you-go nightly model with 12% VAT, local tax, and 10% service charge applied, plus direct-booking incentives of 15% beverage and 30% massage discounts.

The business targets three primary segments: business travelers needing central Makati accommodation, leisure travelers and staycation guests seeking culturally distinctive experiences, and corporate/event clients requiring banquet facilities. Distribution is dual-channel: direct-to-consumer via the company website (best guaranteed rates, no booking fees) and indirect via OTAs, supplemented by phone and email reservation channels. General Manager Ruben O. Pabustan oversees operations across all three properties.

Name

Herald Suites Hotels

Legal name

Herald Suites Hotels

Website

https://heraldsuites.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Herald Suites Hotels is a privately held boutique hotel operator in Makati City, Philippines, running three properties (Chino Roces, Polaris, Solana) with custom Machuca tile heritage design, targeting business travelers, leisure guests, and event clients through direct booking and OTA channels.

Ownership category

akta.pro rank

Product category

Boutique Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Heritage & Historic Boutique Hotels (THAGADAD)

akta.pro secondary industries

Urban & Downtown Full-Service Hotels (THAGAAAA), Hotel & Resort Restaurants (THAFACAH), Historic/Heritage Conference Hotels (THAGALAL)

Keywords

• Boutique hotel accommodations
• Hotel room rentals
• Banquet event venues
• Hotel dining services
• Business travel lodging

Headquarters

HQ city

Makati City

HQ country

Philippines

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Room Accommodations: Nightly room rental across Standard, Superior, Deluxe, and Junior Suite categories. Direct booking offers best guaranteed rates with discounts on beverages (15%) and massage services (30%).
2. Food and Beverage: Three dining outlets: Hatsu Hana Tei (Japanese restaurant), Coca Café (Filipino and Continental dishes, known for prime beef steaks aged 21 days), and Meridian bar and lounge. Operating hours extend to late evening.
3. Banquet and Event Services: Palmeras event venue for business meetings, seminars, weddings, baptisms, birthdays, and other social gatherings. Services include event styling, catering, audio-visual equipment, and room accommodation.
4. Ancillary Services: Valet parking, massage services, and other guest amenities. Additional charges apply for extra persons (P1,250++ at Chino Roces, P900++ at Polaris).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Herald Suites Hotels operates three boutique hotel properties in Makati City, Philippines, providing room accommodations across Standard, Superior, Deluxe Suite, and Junior Suite categories. The properties feature heritage architecture with custom Machuca tiles, traditional craftsmanship, and Art Deco interiors. The hotels are complemented by multiple in-house dining outlets (Hatsu Hana Tei Japanese restaurant, Coca Cafe, Meridian Lounge, Aurora Lobby Cafe) and event/banquet venues (Palmeras, Luna Event Room) serving both business and leisure guests.

Product overview

Herald Suites Hotels operates a portfolio of boutique hotels in Makati City, Philippines, comprising three properties: Herald Suites Chino Roces (flagship), Herald Suites Polaris, and Herald Suites Solana. The hotels are positioned as 'stellar' properties above traditional star-rating classifications, featuring Philippine/Spanish/Mediterranean architecture with custom Machuca tiles. The Chino Roces property offers Standard, Superior, Deluxe, and Junior Suite rooms alongside dining venues (Coca Cafe, Meridian Lounge, Hatsu Hana Tei Japanese restaurant) and the Palmeras banquet venue. The Polaris property features Standard Twin and Double rooms with Art Deco interiors, Aurora Lobby Cafe, Luna Event Room, and Business Center. Common amenities across properties include roof deck pool, business centers, massage services, valet parking, and comprehensive room amenities (air conditioning, cable TV, WiFi, mini bars, safes).

Differentiator

Problem solved

Functional benefit

Products and services

• Herald Suites Chino Roces Flagship boutique hotel property at 2168 Don Chino Roces Ave., Makati City, featuring Philippine/Spanish/Mediterranean revival architecture with custom Machuca tiles, Venetian glass mirrors, antique hardwood with carabao horn inlays, and three in-house dining venues (Hatsu Hana Tei Japanese restaurant, Coca Cafe, Meridian Lounge).
• Herald Suites Polaris 50-room boutique hotel at 45 Polaris St., Bel-Air, Makati City, located in the Poblacion heritage district with Art Deco interior design motifs, Aurora Lobby Cafe, Luna Event Room, and Business Center.
• Herald Suites Solana Sister boutique hotel property in Makati City offering its own distinct characteristics and atmosphere as part of the Herald Suites portfolio.
• Hatsu Hana Tei Japanese restaurant at Herald Suites Chino Roces emphasizing traditional preparation and presentation with seasonal ingredients; includes private Tatami Rooms for reservations.
• Coca Cafe Casual dining restaurant at Herald Suites Chino Roces open 5:30 AM to 10:30 PM, serving Filipino and Continental dishes including prime beef steaks aged 21 days.
• Meridian Lounge Cozy bar and lounge at Herald Suites Chino Roces with soft jazz ambiance, open 11:00 AM to 10:30 PM, serving cocktails.
• Palmeras Banquet Venue Event venue for business meetings, seminars, trainings, workshops, baptisms, kiddie parties, birthdays, debuts, weddings, and social events, with AM/PM snacks, set/buffet lunch, WiFi, LCD projector, PA system, and room accommodation included.
• Aurora Lobby Cafe Dining facility at Herald Suites Polaris serving breakfast, lunch, and dinner from 6 AM to 12 MN with Continental and Filipino dishes; doubles as a happy hour drinks venue.
• Luna Event Room Private function room at Herald Suites Polaris accommodating 20-30 persons for private dinners, gatherings, workshops, and seminars.

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Hotel H2O: Boutique-themed hotel at Manila Ocean Park offering distinctive design-led guest experiences - relevant comparable for the design-differentiation boutique strategy Herald Suites pursues.
• Berjaya Makati Hotel: Mid-tier Makati hotel catering to business and leisure travelers with multiple F&B outlets and event space - directly comparable to Herald Suites' Chino Roces on amenities mix and target guest profile.
• The Picasso Boutique Serviced Residences: Boutique serviced residence in Makati City offering themed rooms and a distinct design-forward identity, very comparable to Herald Suites' Polaris-property boutique positioning and corporate-travel focus.
• Discovery Suites: A serviced-suite hotel in Ortigas Center, Manila, offering apartment-style accommodations with kitchenettes and dining - the same all-suite, business-traveler targeting model Herald Suites operates in the adjacent Makati district.

Regional players

• Red Planet Hotels: ASEAN value hotel chain with multiple Manila-area properties - relevant regional comparable for the Philippines mid-tier limited-service urban hotel segment, though a different price tier.
• Ascott Bonifacio Global City Manila: International serviced-residence operator with Manila presence; comparable through apartment-style accommodation model and corporate-traveler mix, though operating in BGC rather than Makati.
• Astoria Hotels and Resorts: Philippine hotel chain operating upscale properties in Manila and resort destinations - comparable as a domestically-grown Philippine brand but operating in different segments (resort and upscale).

Broad incumbents

• Shangri-La at the Fort, Manila: Luxury property in nearby BGC operated by a global hotel group; competes with Herald Suites' banquet and corporate-event segment at the premium end with much larger event inventory.
• Marriott Grand Ballroom at Manila Marriott Hotel: Flagship international chain property near Manila's airport - relevant comparable scale competitor for Herald Suites' banquet/event business from multinational corporate clients.
• Holiday Inn & Suites Makati: International chain operating in central Makati - represents direct head-to-head competition for Herald Suites' corporate-traveler base through IHG's global distribution and loyalty program.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/heraldsuites
• LinkedInlinkedin.com/company/herald-suites-hotels

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Herald Suites Hotels