Megaworld incorporates sampaguita in its hospitality brand

PROMINENT property developer Megaworld Corp. formally introduced its Sampaguita brand of hospitality at Kingsford Hotel Manila, with Megaworld Hotels and Resorts managing director Cleofe Albiso leading the launch.

Citing the five senses — sight, smell, touch, hearing and taste — Albiso said Megaworld Hotels and Resorts resonates with the values of the country's national flower, namely love, honor, dignity and healing.

Megaworld Hotels and Resorts managing director Cleofe Albiso (seventh from right) leads the launch of the sampaguita program of Megaworld Corp. at Kingsford Manila, along with Department of Tourism National Capital Region regional director Sharlene Zabala-Batin (sixth from right), San Pedro, Laguna LGU officials and other stakeholders. CONTRIBUTED PHOTO

“We desire for our brand to stand out and touch the heart of every Filipino, and be the brand that one can be truly proud of. It is our goal to be the hospitality chain whose story people can relate with because our journey mirrors what every Filipino undergoes, yet comes out stronger from,” she said.

She affirmed later in an interview with The Manila Times that the myth of the origin of sampaguita, which is the phrase “Sumpa kitang mamahalin,” is a promise that Megaworld will abide by what the five-petal white flower symbolizes, which, according to research, thrives under stressful conditions — just like how Filipinos are known for their resiliency.

Sampaguita all over

Across all 12 Megaworld Hotels and Resorts properties, guests are greeted by sampaguita artworks with hotel staff wearing sampaguita pins. They also carry the colors of the Philippine flag with the one petal pointing to the heart of the wearer.

Guests get a whiff of the specially concocted sampaguita scent from the door to every nook of the hotel. Restaurants and cafes serve culinary creations infused with the essence of sampaguita, such as salads, soups, grilled dishes, main courses and even desserts like ice cream and fruit medley.

“Surprisingly, a lot of our guests are intrigued. They find nostalgia while eating the creations. At the same time, they create new memories with how sampaguita is being introduced in a delicious way. It evokes nationalism and pride,” the executive said.

Those who wish to have a soothing, relaxing massage can opt to use sampaguita massage oils. They can also choose to end their session with a cup of samara tea with flavors of sampaguita, mango and tarragon.

Sustainable advocacy

Meanwhile, Megaworld Hotels and Resorts partnered with Dwellbeing, a sustainable, private enterprise led by women. The company provides jobs to challenged sectors of society by having them convert used bottles and create organic home cleaning products and scents.

“This is genius. This project is an embodiment of Philippine culture and heritage, and this is the glory days of the sampaguita. We have put sampaguita on the pedestal that it is now a symbol of the Philippines. It translates to your scent, your services, your everyday wear, almost everything connected to the hospitality industry,” Department of Tourism National Capital Region regional director Sharlene Zabala-Batin said during the launch.

Megaworld also tied up with the local government of San Pedro, Laguna, known as the Sampaguita Capital of the Philippines to have a continuous supply of the flower, which will be used to manufacture scents, soaps and food ingredients.

Mayor Art Mercado and engineer King Layola from the San Pedro City Agriculture Office lauded the banner program as it will sustain income for sampaguita farmers, pickers, garland makers and plants that make oil out of the national flower.

This initiative is part of MEGreen, Megaworld's sustainability program. Whether the property is located in a bustling metropolis or in an island like Boracay and Cebu, Megaworld is bent on propagating the growth and cultivation of sampaguita in all its hotels, resorts and townships all over the country.