Vlad Bunoan

Moving beyond seasonal Pride Month initiatives, Hotel Sogo brought together food and lifestyle brands to transform allyship into meaningful, everyday rewards.

Article (news)

Josh Mercado

Moving beyond seasonal Pride Month initiatives, Hotel Sogo brought together food and lifestyle brands to transform allyship into meaningful, everyday rewards.Addressing growing consumer frustration with temporary corporate participation during Pride Month, Hotel Sogo debuted its Pride Pass last June 23 at Eurotel North in Quezon City.The initiative is built on a large cross-industry partner network that aims to give actual benefit to pass holders while confirming inclusive workplaces.<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1782701100756image0.jpeg" style="width:960px" class="fr-fic fr-dib" width="960"/>Internet personality Sofia Trazona and filmmaker Rodina Singh attend Hotel Sogo’s Pride Pass launch. Handout </div>The Pride Pass is a year-round discount and loyalty card that provides users with a 22% discount on overnight accommodations at Hotel Sogo, as well as a 10% discount on food purchases. Aside from hotel properties, holders can take advantage of exclusive discounts at a variety of food and lifestyle brands, including Figaro Coffee, Angel&#x27;s Pizza, Cut Encarnacion Group of Salon, Ideal Vision, Stella Advanced Medical Aesthetics, Mogu-Mogu, Anghel Kape, Medtribe Pharma, and Hikari Skin Essentials.During the launch, Sue Geminiano, Corporate Marketing Head of Hotel Sogo, discussed the fundamental 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.&quot;<div> </div><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1782701158410image1.jpeg" style="width:960px" class="fr-fic fr-dib" width="960"/>Pride Pass brings inclusion to everyday spaces. Handout The event also provided a venue for leaders from the corporate, health, creative, and advocacy sectors to discuss diversity, equity, and inclusion (DEI). Dawn Mendoza of Ubiquity Global Services discussed inclusive leadership, while Kim Ruiz of LoveYourself Inc., Dennis Balina of 1LGBT Filipinas Inc., and Manuel Aquino of Ladlad Partylist advocated for institutional community care and collaboration.</div>Dr. Rey Salinel Jr., MD, an infectious disease expert and 1LGBT Filipinas adviser, discussed community health safety and awareness. Meanwhile, Rodina Singh of Pride PH and Spicy Mama Creative Studio spoke about amplifying LGBTQIA+ voices through creative mediums, while Raine Gumapas emphasized inclusive wellness and individuality.<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1782701197011image3 (1).jpeg" style="width:960px" class="fr-fic fr-dib" width="960"/>Hotel Sogo welcomes partners, advocates, experts, celebs during Pride Pass launch. Handout By moving the narrative away from seasonal corporate branding, the Pride Pass ecosystem establishes a new standard for private-sector allyship in the Philippines. By clearly tying everyday consumer action to verified inclusive venues, the program offers a long-term way for businesses to respect diversity promises.</div>According to industry insiders, the plan effectively integrates corporate social responsibility into a functional, year-round infrastructure that serves as a practical model for inclusive hospitality in the future.

Moving beyond seasonal Pride Month initiatives, Hotel Sogo brought together food and lifestyle brands to transform allyship into meaningful, everyday rewards.

Hotel Sogo unveils year-round ‘Pride’ perks

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Hotel Sogo unveils year-round ‘Pride’ perks

Josh Mercado

Published June 29, 2026 11:35 AM PHT

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