11/10/2026
# π΅π INVESTING IN A RESORT IN THE PHILIPPINES: WHY ANALYZE CUSTOMER DEMAND BEFORE BUYING LAND?
Last August, I traveled to Bohol to assess the tourism development potential of two properties belonging to a client: one in San Miguel and the other in Guindulman, near Anda.
Two properties, two very different environments. But before considering their development potential or designing villas, I wanted to answer one fundamental question:
**Is there sufficient tourism demand to justify developing a resort in these locations?**
# # # 1. San Miguel: Why would tourists come here?
When assessing the property in San Miguel, I started by asking myself several questions.
Why would a tourist choose this destination rather than Panglao, Loboc or Anda? What tourist attractions are nearby? What activities could justify traveling to this area?
And above all, **why would visitors stay for two, three or four nights instead of just a few hours?**
A property may be beautiful, spacious and relatively inexpensive. That does not necessarily mean there is a market willing to stay there.
I therefore spoke with travel industry professionals to understand whether the area could genuinely attract tourists, which customer segments might be interested and how the location could fit into existing travel itineraries.
This is an essential step. It is not enough to imagine an attractive hospitality concept. We need to establish whether it responds to identifiable market demand.
# # # 2. Panglao and Loboc: Visiting existing resorts
I also spent time visiting several resorts in Panglao, including private villa developments, one of which belongs to another client of mine.
I then continued my observations around Loboc, where the tourism environment and accommodation concepts are quite different.
The objective was not simply to look at the architecture, facilities or quality of the rooms.
I wanted to understand how these businesses actually performed commercially.
During each visit, I sought information about occupancy rates, peak booking periods, average length of stay, customer profiles and main reservation channels.
These conversations helped me compare my own assumptions with the practical experience of resort operators.
**A beautiful resort is not necessarily a profitable resort. And a concept that works in Panglao will not automatically succeed in San Miguel.**
# # # 3. Booking, Agoda and Airbnb: Simple tools to observe market demand
Another useful exercise is to analyze the availability of competing properties on booking platforms.
Select several comparable resorts and check their availability across different periods, for example April, May and June, while accounting for the specific seasonality of each destination.
How many rooms or villas are still available? At what prices? Do weekends appear more heavily booked? Are certain accommodation categories more popular than others?
Repeat the exercise over several weeks.
If a property shows very limited availability several months in advance, this may be an interesting indicator of demand for its concept and market positioning.
Conversely, significant availability may justify further investigation. Is the price too high? Is the concept poorly adapted? Is the location less attractive? Is competition particularly strong? Or do customers simply book closer to their travel dates?
**One important caution: availability displayed online is not the same as an actual occupancy rate.** Some properties block rooms, do not release their full inventory or distribute bookings across several channels.
However, combining these observations with site visits and discussions with operators can provide valuable market insights.
# # # 4. Compare destinations, not just resorts
This is particularly important in a destination such as Bohol.
Panglao, Loboc, San Miguel and Guindulman do not necessarily have the same tourism drivers, customer segments or commercial potential.
We therefore need to compare not only competing properties, but also the destinations themselves.
Why do visitors travel there? How accessible is the area? How many nights are they willing to stay? What experiences are they looking for? How much are they prepared to spend on accommodation?
We must also distinguish between a location that attracts day visitors and a destination that actually generates overnight stays.
That distinction is fundamental for a hospitality investor.
# # # 5. The concept and the land must respond to commercial reality
Once market demand has been assessed, we can begin defining the hospitality product.
Should the project consist of four private villas with swimming pools, six simpler units, family accommodation or a small resort with shared facilities?
What average daily rate (ADR) can realistically be achieved? What occupancy assumptions should be used in the financial projections? What level of capital investment can the market justify?
The next step is to incorporate land acquisition costs, infrastructure, construction, operating expenses and investment risks to assess the project's financial viability.
Cheaper land does not necessarily represent a better investment.
A more expensive property, better positioned to capture tourism demand, may offer stronger economic potential. But this must be demonstrated through financial analysis.
# # # 6. My conclusion after visiting Bohol
One common investment mistake is to buy land because it is beautiful, accessible or attractively priced, and only afterward try to determine what type of resort could be built on it.
I prefer the opposite approach.
First, understand why tourists visit the destination, how long they stay and what they are looking for.
Then assess the competition, verify market pricing, examine seasonality and develop realistic commercial assumptions.
Next, define an appropriate concept and test its financial feasibility.
And only then determine whether the proposed land is genuinely suitable for the project.
**The land should serve the business model. The business model should not be invented to justify land that has already been purchased.**
That is precisely what I set out to investigate during my visits to Bohol.
And you? If you were considering investing in a resort in the Philippines, would you start by searching for land or by analyzing tourism demand?