More Than a Seasonal Trend: How Hotel Sogo's Pride Pass Brings Inclusion to Everyday Spaces

　　MANILA, Philippines — Walk into any Hotel Sogo location right now, and you might notice something different. On June 23, the hotel chain quietly shifted the conversation around corporate support by rolling out the Pride Pass. It is an ongoing program designed to turn daily hotel stays into practical ways to support diversity, acceptance, and the local community。

　　More than a basic discount card or basic hotel privileges , the Pride Pass brings together a growing network of partner businesses that care about the same goals. The initiative aims to show that welcoming everyone is a daily habit, not just a marketing push for a single month or season。

　　Built to give guests great value while helping others, the Pride Pass offers cardholders specific perks, such as a 22% discount on rooms and a 10% discount on food in all Hotel Sogo branches across the country. Outside of the hotel rooms, the card links guests to a wider circle of local businesses. By connecting customers with wellness centers, restaurants, salons, and shops, the program turns ordinary daily shopping into a way to support open and welcoming spaces。

　　During the launch event, Ms. Sue Geminiano, Corporate Marketing Head of Hotel Sogo, spoke about the main goal of the project:

　　"The Pride Pass is our way of making inclusion a reality at Hotel Sogo. This is the first time an initiative like this has truly focused on the LGBTQIA+ community to ensure we are genuinely noticed and recognized. It is far more than a simple membership, a discount, or a set of packages; it is about creating spaces, partnerships, and experiences where everyone feels seen, respected, and valued every single day, marking a meaningful step toward a world where everyone accepts each other equally." — Ms. Sue

　　The launch gathering brought together LGBTQIA+ community advocates, business owners, reporters, online creators, and industry leaders. Their attendance showed a collective effort to build safer public spaces and build stronger ties between companies and the community. The afternoon featured live music, interactive games, and activities centered on unity. To highlight personal well-being, the gathering also set up self-care stations where guests received free services, like basic facials and short massages, run by the participating store partners。

　　The Pride Pass works alongside a varied group of lifestyle, wellness, and retail shops that want to maintain friendly, open environments:

　　Lifestyle & Beauty

　　Cut Encarnacion Group of Salon

　　Niza Facial Centre

　　Fresh Hair Studio

　　Arc of Beauty

　　Wellness & Aesthetics

　　Stella Advanced Medical Aesthetics

　　The Stella Lounge

　　Food & Beverage

　　Figaro Coffee

　　Angel’s Pizza

　　Max Mango

　　Fluid Café and Restaurant

　　Brews and Babes Bistro

　　Blaire’s Bread Basket

　　Zoe Delights

　　Handmade Haven

　　Services & Retail

　　Ideal Vision

　　Have A Blast Carwash & Detailing Services

　　Lesquest Studios

　　Special Thanks to Event Sponsors:

　　Mogu-Mogu, Anghel Kape, Medtribe Pharma, and Hikari Skin Essentials。

　　This serves as a reminder to other establishments that we all share a social responsibility to treat every individual with equality and respect, while fostering an environment where inclusivity is practiced and valued。