Through Shifting Tides: Inside The Lind Boracay’s Years of Change

Since opening in 2015, The Lind Boracay has navigated the island’s rehabilitation, the pandemic, changing guest demographics, and new developments in its approach to hospitality.

For six months, one of the Philippines’ most visited island destinations went quiet. In April 2018, Boracay shut its shores to tourists as the island went on a government-led rehabilitation period, reopening in October that same year. Less than two years later, in March 2020, the island faced another interruption as the pandemic brought travel to a halt.

The island’s changing circumstances would also become part of The Lind Boracay’s own history. Opened in 2015, the resort was only three years into its operations when Boracay closed for rehabilitation, followed by the pandemic less than two years later. Looking back on these 11 years, Pierre Henrichs, chief operating officer of The Lind Hotels, reflects on how the resort navigated the changes: “With every setback, we came out much stronger than before,” he says.

Yet these changes also brought new opportunities. As Boracay’s visitor demographics shifted, The Lind developed a stronger base of returning Filipino guests and expatriates living in the Philippines. Its approach to hospitality evolved alongside them, reflecting a destination continually adapting while finding new ways to build on what it has always offered.

The Island That Had to Change

As Boracay underwent its transformation, The Lind also reconsidered its responsibility to the destination. Sustainability now informs many aspects of its operations, from preparing food in-house, including sauces, pasta, and dough, to sourcing ingredients locally to minimize its carbon footprint. This consideration extends to the products offered throughout the property, from guest toiletries to boutique selections, with an emphasis on cruelty-free formulations and marine-friendly alternatives.

The resort also supports designated Department of Environment and Natural Resources (DENR) areas for tree-planting activities, organizes regular beach cleanups, and works to minimize single-use plastic bottles. Water recycling and filtration systems further contribute to its environmental efforts.

Understanding the Changing Guests

When The Lind first opened, it welcomed guests from a broad mix of markets, particularly South Korea and Mainland China. As these markets shifted, the resort began building a stronger following among Filipinos and expatriates living in the Philippines, many of whom have since become loyal, returning guests.

“We kind of lost this market mix, but then we were able to build a very, very strong base of loyal customers,” Henrichs says. “So actually, we lost one market or two markets, but then we gained a much stronger market for us, which we can build upon.”

Direct bookings from returning guests have more than doubled over the past two years, while the resort continues to welcome individual travelers, families, groups, and business travelers. Still, families remain central to its identity.

“We always say we are a family hotel as such because we do believe that families are the future,” Henrichs explains. “You have the parents, but then also the children eventually will come back with their friends.”

A More Personal Approach to Hospitality

Following the pandemic, The Lind completed a comprehensive brand refresh in 2024, updating its visual language, facilities, and operational standards while retaining its original identity.

“We went back to the drawing board,” Henrichs says. “It is not a change. It is more like a refresh because after 10 years, the taste has changed a little bit.”

The refresh also led to the creation of a dedicated Guest Experience department, bringing reception, guest relations, concierge, and recreation functions together. Personalization extends to housekeeping, with rooms prepared according to individual preferences and requirements, from baby cots to extra beds.

“We are trying to personalize the experience as much as possible,” Henrichs says. “Every guest should be spoken to at least once by our Guest Experience team throughout the stay.”

Beyond the Stay: Dining and Recognition

Dining remains an important part of The Lind’s approach to hospitality. The resort refreshes its restaurant menus quarterly, balancing new offerings with familiar favorites, while regular promotions give returning and long-stay guests more to discover.

This approach informed the introduction of Yím, its Thai restaurant, which replaced the former +36 Lobby Lounge and Bar. Led by a Thai chef to ensure the authenticity of its cuisine, the restaurant also sources ingredients locally.

“Everything on the Thai menu is sourced locally, which is great,” Henrichs says.

Yím has since attracted in-house guests, Boracay residents, and visitors staying at other properties on the island. Its name means smile in Thai, reflecting the experience the resort hopes to create. The concept is also part of The Lind Hotels’ plans for its upcoming properties in Coron and Siargao.

In October 2025, The Lind Boracay was among the properties recognized in the MICHELIN Guide’s arrival in the Philippines. For Henrichs, the distinction came as a surprise.

“We have been very humbled by this recognition because we didn’t expect it and we didn’t plan for it,” he says.

He also sees the guide’s arrival as an important moment for Philippine hospitality, bringing greater attention to the country’s diverse culinary landscape and destinations.

“If you look at the tourist destinations in particular, let’s keep it in Southeast Asia, other destinations have always had more attention than the Philippines, which I never understood because I feel like it has so much to offer,” he says.

Beyond Boracay

The Lind’s next chapter will take its experience beyond the island, with the group working toward openings in Coron and Siargao. While Boracay has provided a foundation for the brand’s development, Henrichs emphasizes the importance of understanding each destination rather than simply replicating the same operation.

“Boracay helped us to plan and execute Coron,” he says.

After 11 years, The Lind continues to adapt to changing guest expectations while investing in responsible operations and more personalized experiences. Boracay may have been where that journey began, but the lessons gathered on the island are now informing what comes next.