This Busuanga hotel is building a new identity in a Palawan destination still finding its footing

Yunara Resort Busuanga rebrands to better define its market position.

A hotel’s reputation can take years to build, but its identity can evolve much sooner. Yunara Hotel in Busuanga, Palawan, is changing its name from Angel Garden barely two years after opening, giving the resort an early opportunity to establish a brand that better fits its ambitions and the experience it wants to offer travelers.

Rebranding can happen for many reasons, from a change in ownership to a shift in market positioning. In Yunara’s case, management believes the new name gives the property a clearer identity as it works to attract upscale travelers looking for a nature-focused escape.

Christian Guballa, managing director of Approche Hospitality Management Corp., said the resort’s original name did not quite match the product they wanted to market. Angel Garden had also yet to establish much recognition, making this an opportune time to make the change.

The property opened in September 2024, after a building originally planned as a condominium was converted into a resort. With the hotel still young, management saw an opportunity to establish its identity before investing further in promoting the original name.

“It’s easier to rebrand now than when the property is already 15 or 20 years old,” Guballa said, explaining why management saw an advantage in making the change early. The resort had yet to build extensive name recognition, so the team could introduce Yunara before putting years of marketing behind Angel Garden.

The new identity is part of a broader effort to define what kind of destination Yunara wants to be. Guballa sees an opportunity to attract travelers who want to experience Palawan’s natural attractions without staying in busier tourism centers. The aim is to offer an upscale escape where guests can slow down, enjoy the surroundings and find their own rhythm.

The property has 130 rooms, a restaurant, a rooftop pool and a function room for meetings and events. These give the resort a base for leisure travelers as well as groups and corporate events, while management works on additional amenities to broaden its appeal. Plans include a rooftop bar and a spa, along with more activities for guests.

The restaurant, Aurora Modern Seafood, is expected to feature more of Palawan’s seafood and local ingredients. Sourcing supplies in a remote destination can be challenging, Guballa said, but management sees local products as part of the experience it wants to offer guests.

The local connection

That local connection extends beyond the menu. Yunara has about 30 employees, most of them from the area, and management says it works with local suppliers and communities.

Guests can also get a feel for Busuanga through community-based experiences. During radar’s visit, the team went on a river cruise whose pickup point was just a short walk from the resort. Locals along the way were visibly happy to welcome tourists, offering a glimpse of a community that is still getting to know a growing stream of visitors. The experience came with local delicacies, including a nipa shake made from the fruit of the nipa palm, a memorable taste of the area.

That is part of Busuanga’s appeal. It remains an emerging destination, with tourism that feels less commercialized and more raw than polished. For travelers accustomed to well-established resort towns, that relative lack of polish can be the attraction itself, offering closer encounters with local life and a sense of discovery that can be harder to find in busier destinations.

Yunara also wants to help guests discover activities around Busuanga, including island hopping and diving. Dugong watching is among the area’s attractions, while locally produced Busuanga coffee offers another way to bring the destination into the guest experience.

Approche manages 16 properties, but its approach is to keep its own management identity in the background rather than place its name prominently on each hotel. Guballa said the goal is to let each property establish its own brand and stand out for what it offers.

That approach makes the property’s own identity especially important. Rather than market Yunara under the management company’s name, Approche wants the resort to build recognition around its location, facilities and guest experience.

That makes Yunara’s early rebranding a particularly interesting move. The resort is still developing its facilities, service and market position, but management has chosen to establish a new identity before the original name becomes more widely known.

The name change gives Yunara a fresh starting point. Building a reputation will take time, but management believes the resort now has a name better suited to the destination and the travelers it hopes to welcome.

READ: