Boracay’s Puka Beach is set to welcome its first integrated upscale resort, as I’M Hotel announced the development of a 381-room property slated for soft opening by Q1 next year.
Carrying the homegrown I’M brand, the resort will introduce I’MSIGNIA, a signature collection concept highlighting curated guest touch points. “I’Msignia symbolizes a mark of distinction—our goal is to offer unique, leisure-driven experiences that elevate Boracay’s appeal, especially in the face of growing competition from Bohol and Siargao,” Melissa Lim, I’M Hotel country manager shared in an interview with Hospitality News PH.
Poised to become a destination within a destination, I’Msignia Beachfront Resort Boracay will feature several firsts in hospitality experience offering hotel guests access to an Ocean and Water Park focused on immersive marine and aquatic programs. It also includes the underwater rooms inspired by Maldives, and mega day clubs reminiscent of Bali’s iconic beach parties with novel F&B concepts all intertwined throughout the guests’ journey.
The project spans over two hectares, offering guests a highly exclusive beachfront experience in Puka Beach, while incorporating a range of family-friendly and wellness-oriented facilities. Among the highlights are an upgraded I’M Onsen Spa, red light therapy services, and one of the island’s largest room inventories—with no category smaller than 45 square meters and specialized suites including family playground rooms.
“Boracay’s transfer logistics present challenges, particularly for MICE groups. That’s why we’re building a complete, all-inclusive resort that appeals mainly to leisure travelers—families, couples, and young explorers. Everything they need will be within reach,” Lim explained.
In addition to pioneering attractions, I’Msignia Beachfront Resort Boracay will introduce Michelin-level dining concepts, collaborations with international DJs, golf simulators, and wellness programs, cementing its status as Boracay’s most ambitious leisure hub.
The resort will also serve as a talent hub, with I’M Makati operations training pre-opening teams to ensure service consistency across properties.
Beyond Boracay, the group eyes Palawan and even Korea within its five-year expansion roadmap.
“Our shareholders envision a destination experience, not just a hotel. We want to raise the bar for integrated hospitality in the Philippines,” she concluded.
