For years, The Farm at San Benito has been a haven for those seeking healing and inner peace. Now, the wellness resort is stepping onto the global stage with a new partner.
On April 30, Wednesday, Marriott International and CG Hospitality signed an agreement to convert the award-winning wellness resort into the hotel’s Autograph Collection brand, a curated portfolio of boutique hotels and resorts.
Scheduled to open by the end of the third quarter this year, the move marks the debut of the Autograph Collection brand in the country through a strategic conversion deal.
According to Marriott Asia Pacific president Rajeev Menon, the move focuses on brand expansion while also enhancing The Farm’s wellness experience and introducing it to a wider global audience.
“It is a partnership where The Farm, after going through a renovation, three to four months, it will become part of Marriott International’s Autograph Collection of hotels,” said Menon.
“So, The Farm, being a wellness retreat, is the first of its kind in coming into the portfolio of Autograph Collection. And we are very proud to be able to showcase this particular estate as a destination to the world in terms of a retreat that is really about rejuvenating customers,” he continued.
Located just 90 minutes from Metro Manila in Lipa City, Batangas, the 52-hectare property is known for its transformative wellness philosophy, featuring 70 accommodations, including one-bedroom villas and exclusive two- and four-bedroom private pool villas.
Now, under the Autograph Collection, it will undergo upgrades in preparation for its launch in the third quarter of 2025. The transformation includes refurbishing its lodging villas and enhancing wellness facilities.
Autograph Collection Hotels are renowned for their individuality and immersive experiences. Each property under the brand is selected for its unique character, design, and narrative. The Farm, widely recognized as one of Asia’s leading holistic wellness destinations, aligns with this ethos through its comprehensive approach to health and well-being—from nutrition and movement to integrated medicine and mindful living.
“An Autograph is a collection of these unique hotels that are boutique in nature. They have their own fingerprints,” explained Menon.
On the other hand, Dr. Binod Chaudhary, chairman of CG Corp Global, which owns The Farm, underscored the alignment of values between the two companies.
“We believe that Marriott has the ability to take The Farm to the whole world… this will become truly a unique Filipino brand to go world,” Chaudhary stated.
When asked about preserving The Farm’s character amid global expansion, Menon emphasized that the retreat’s identity will remain untouched.
“The offerings of The Farm are sacrosanct in terms of what it has been known for so many years. We cannot dilute that. That’s the reason. [A] part of this partnership is also about upgrading it to a point of setting up minimum standards that The Farm is going to deliver,” said Menon.
Chaudhary echoed this sentiment, adding, “There is no question of compromising. With their expertise and ability to scale up, we’re going to continue to strengthen our fundamentals in terms of the identity of The Farm.”
Future plans for The Farm include expanding its footprint and possibly replicating its concept globally under localized formats.
“It may be urban Farm, or a smaller version yet encompassing the same values and benefits,” Chaudhary shared.
The collaboration also plays into Marriott’s broader strategy of offering wellness-centered travel experiences.
“People are seeking destinations like The Farm, where they can go and rejuvenate over five to 10 days or two weeks,” Menon said.
This partnership represents not just an elevation for The Farm but also a milestone for Filipino wellness tourism.
“This will probably be the first time that a Filipino product and a Filipino brand will go out globally. We have authentic Filipino well-tested therapies which are not like the usual spa that you talk about. We have our medical, which is for healing, as well as for alternate medical practices that are well proven and, most importantly, our food and the people,” Chaudhary stated.
