The Philippine hospitality market is evolving rapidly, with strong leisure travel and corporate/MICE segments increasingly blending business and leisure. Companies seek destinations offering inspiring experiences alongside meeting spaces, while travelers demand sustainability, seamless connectivity and digital-nomad-friendly environments. With growing expectations as such, the industry faces some pressing challenges that encompasses global economic uncertainty, international conflicts and fluctuating tourist arrivals, particularly from North Asia, affecting occupancy and revenues.
Despite these challenges, successful resorts nurture loyal relationships, remain agile and continuously innovate to meet shifting guest expectations and market demands. One among them is Bluewater Maribago Beach Resort. Born from the vision of the Alegrado family, the Bluewater brand helped put Cebu on the international tourism map as early as 1989. Today, it has grown into a trusted name in Filipino hospitality.
A Noteworthy Journey
Bluewater Resorts started as the Alegrado family’s private beach property with a big swimming pool. Chairman Arcadio Alegrado often hosted friends and family there. Seeing their excitement, he decided to expand it into a family-oriented resort. From a single beach house, he built 32 cottages on the six-hectare property. From there, the resort continued to expand from 32 rooms to 65, then to 99, 155 and eventually to 255 rooms at Bluewater Maribago.
Additionally, the resort also expanded beyond Cebu with Bluewater Sumilon in 2005, first with 14 rooms and later 31 villas, followed by Bluewater Panglao in Bohol in 2011, starting with 54 rooms and later expanding to 82. From the get-go, the vision focused on families, friends and creating a place where people feel cared for by providing the best Filipino hospitality and lifestyle experiences.
“Over time, we defined our core value to our guests as Amuma. An old Visayan word, it means to care for, pamper and nurture, which embodies our true Filipino hospitality. We promise that you will create cherished memories, whether you visit us for leisure or business”, states Margie Munsayac, Vice President (Sales & Marketing), Bluewater Resorts. With a vision to be the preferred resort brand, the resort has always focused on creating cherished memories for families that span generations.
Its core values include Protect, Love, and Respect. So to say, protect focuses on creating a safe and caring environment, preserving Filipino culture and safeguarding nature in line with UN Sustainable Development Goals. While love emphasizes delivering Amuma with passion and commitment every day.
And lastly, respect means valuing every person, treating them with dignity and projecting a positive image as ambassadors of Filipino hospitality. In total, the resort remains deeply rooted in its community, actively supporting local initiatives and taking responsibility for sustaining the environment around its properties while embracing its Filipino identity.
Guest-Centric Features
The Bluewater Maribago Beach Resort in Cebu offers six room types across different wings: Deluxe, Executive Deluxe, Premier Deluxe, Junior Suite, Amuma Spa Suite, and Royal Bungalow. Deluxe Rooms (37–40 sqm) are in the Garden Wing, while Executive Deluxe (40–45 sqm) and Premier Deluxe (44–46 sqm) are beachfront. Junior Suites (60–63 sqm) and Royal Bungalows (60–66 sqm) provide spacious beachfront accommodations. All rooms accommodate 2–4 adults, some with children, and feature modern amenities and comfortable bedding.
The resort boasts three swimming pools, a pristine beachfront, diverse dining options including Allegro Restaurant, The Cove Live Seafood, and Amuma Juice Bar, along with Amuma Spa, tennis courts, and a fitness center. A landscaped garden offers a peaceful retreat, while the Amuma Spa Wing provides Filipino-inspired wellness experiences. Strategically located on Mactan Island, it is 16 km from Cebu City and easily accessible from the airport.
Continuous upgrades ensure guests enjoy new experiences on every visit. When it comes to the technological aspect, the resort has a robust Property Management System (PMS) and a Customer Relationship Management (CRM) System in place to understand guest preferences. Adding to this, AI helps analyze data and anticipate guest needs, supporting staff in delivering personalized service. Furthermore, plans are underway to centralize reservations with a Central Reservations System (CRS) next year to ensure seamless operations while creating cherished memories for guests.
Fostering End-to-End Expertise
The resort’s core team of seasoned professionals is led by President and CEO Julie Alegrado-Vergara, the second-generation owner of the Alegrado family, who holds a Master’s in Entrepreneurship and is an active member of the global EO (Executive Officials) network. Supporting her is Rhyz Buac, Vice President for Operations and Finance, who oversees operations and finances across all properties. Each resort has its own general manager reporting to him.
We have defined our core value to our guests as Amuma, an old Visayan word meaning to care for, pamper, and nurture, perfectly embodying our genuine Filipino hospitality
Furthermore, sales and marketing are managed by their respective Vice President, Margie Munsayac, while the Director of HR handles talent management for all properties and a Group Controller manages financial controls. Each resort follows a consistent structure with operations managers, F&B managers, HR managers, maintenance managers and purchasing managers ensuring friction-free operations.
The Path Ahead
Bluewater Resorts plans to build more rooms and possibly new properties in the coming years with a key focus on growing the Bluewater Hospitality Management Services Corporation. Additionally, the group is building a dedicated team to expand this management arm and take on more projects. For 2026 and beyond, the goal is to grow both the resort portfolio and the management company, strengthening Bluewater’s presence in the hospitality sector.
Julie Alegrado-Vergara, President & CEO, Bluewater Maribago Beach Resort
Julie Alegrado-Vergara is the President and CEO of Bluewater Resorts, a proudly Filipino-owned hospitality group behind iconic destinations such as Bluewater Maribago, Sumilon and Panglao. She champions sustainable tourism and genuine Filipino warmth.
Beyond steering the family-led resort brand to international acclaim, she also serves as the Honorary Consul of Austria in Cebu, strengthening cultural and economic ties between the Philippines and Austria. Balancing her roles as business leader, diplomat and mother of three, Julie is celebrated for her vision, resilience and dedication to both community development and the growth of Philippine tourism.
We use cookies to ensure you get the best experience on our website. Read more...
.jpg "Technology in Cancer Care: A story of evolving paradigms")
.jpg "Bringing Shop Floor to Manufacturer's palm: Smart Factory Solutions for tomorrow")
