INTERVIEWS: Meet Lee Flores, the Marketing Leader Shaping Four Points by Sheraton Boracay

In a growing hospitality landscape that is met with competition and a high demand for sales, one lady discovered that the key lies in creating meaningful connections, telling pivotal stories and crafting meaningful experiences for guests. That lady is Lee Flores, Group Director of Sales and Marketing for Four Points by Sheraton Boracay.

Lee Flores, Group Director of Sales and Marketing for Four Points by Sheraton Boracay.

Having built a reputation in experience-driven marketing and compassionate leadership, Discovering Hospitality found Miss Lee’s position in Four Points by Sheraton Boracay worthy to celebrate and share with the audience. Therefore, in this interview, Miss Lee recounts her journey in the hospitality industry, her successful marketing strategies and her engagement with diverse communities, including Boracay Island. 

What first drew you to a career in hospitality?

Initially, I wanted to pursue a medical career and follow in my family's footsteps. But it was not to be; a close friend saw an opening in the hotel industry and said, “Let’s get a glamorous and fun job.” And off we both went. 

What was the defining moment in your career that shaped how you approach sales and marketing in the hotel industry?

When I realised that I loved dealing with and helping people. If you can first see what people need and then provide it, you’re doing a good job.

What keeps you motivated and inspired every day?

Passion.

How do you define “success” in your role?

First, you have to look at what defines success. When you’ve had another long day and get home, and you are happy with what you have achieved, that’s success to me. 

What are some of the most effective strategies you’ve implemented in Four Points by Sheraton Boracay?

Some of the most effective strategies we’ve implemented at Four Points by Sheraton Boracay center on strategic promotions, meaningful local partnerships, and strong collaborations with media and content creators.

We continuously develop targeted promotions aligned with seasonal demand and evolving guest preferences, allowing us to remain competitive while delivering genuine value. These initiatives help sustain visibility and engagement throughout the year while supporting consistent business performance.

We also place strong emphasis on collaborations with local businesses and experiential event concepts, such as Sip Happens, for our food and beverage offerings. These partnerships allow us to create distinctive experiences that appeal not only to in-house guests but also to the local community, strengthening our connection to the destination.

In addition, we actively collaborate with content creators and media partners to share authentic stories that showcase both the property and the Boracay experience. By focusing on genuine, experience-driven storytelling, we can connect with today’s travelers in a more meaningful way.

By combining thoughtfully designed promotions, destination-driven partnerships, and authentic storytelling, we position Four Points by Sheraton Boracay as a trusted international brand while remaining deeply rooted in the island’s character and culture.

With today’s guests being more experience-driven, how do you balance traditional marketing with digital storytelling?

Balancing traditional marketing and digital storytelling requires a unified strategy. Traditional channels remain essential for building credibility and maintaining strong relationships with corporate and travel trade partners, while digital platforms allow us to communicate the emotional and experiential aspects of a stay. The key is ensuring that both approaches reinforce a consistent brand story.

What trends do you see that are currently shaping hotel marketing?

Hotel marketing is increasingly shaped by personalization, short-form visual content, and authentic storytelling. Guests today seek experiences that feel genuine and reflective of the destination. Sustainability and wellness are also becoming more important considerations in travel decisions.

The poolside of Four Points by Sheraton Boracay

How do you ensure that Four Points by Sheraton Boracay stands out while respecting the island’s identity?

Our approach is to position Four Points by Sheraton Boracay as a refined yet relaxed hotel experience that complements Boracay’s natural beauty. Rather than competing with the island’s identity, we align with it by showcasing the authentic Boracay experience, while providing the comfort and consistency of an international brand, and while promoting responsible tourism practices.

How do you collaborate with the local community and tourism stakeholders to promote sustainable tourism?

Collaboration is essential in a destination like Boracay, and we actively work with tourism stakeholders, travel partners, and local businesses to support responsible and sustainable tourism.

For our tourism stakeholders, we make it a priority to support destination-wide initiatives and industry activities, whether through sponsorships that help strengthen Boracay’s tourism presence.

We also work closely with travel partners, such as Southwest Tours, who assist in providing seamless and reliable transfer services for our guests. In our food and beverage offerings, we collaborate with local partners such as Sip Happens, our local beer provider, allowing us to introduce locally inspired experiences within the hotel.

In addition, we support the local community by inviting Boracay-based talents and performers to participate in our events and activations, creating authentic experiences for guests while providing opportunities for local creatives.

Through these collaborations, we contribute to a tourism environment that supports both visitors and the local community.

How do you see the future of hospitality marketing evolving in resort destinations like Boracay?

Hospitality marketing in resort destinations like Boracay will continue to evolve, but it will also become increasingly challenging due to growing competition — not only within Boracay, but also from other destinations across the Philippines and nearby countries. Travelers today have more choices than ever, and many emerging destinations are offering new experiences and competitive value.

Because of this, hotels will need to work harder to differentiate themselves through strong branding, consistent service, and well-designed guest experiences. Marketing will no longer be just about visibility, but about clearly communicating what makes a property and destination unique.

Despite the challenges, Boracay remains one of the country’s most recognized destinations, and the key is to continuously innovate, while maintaining the quality and authenticity that guests expect. Hotels that can adapt to changing traveler preferences, while staying true to their brand will be best positioned for long-term success.

What advice would you give to young professionals aspiring to become future hospitality leaders?

Work hard and enjoy what you do.

Finally, if you were to post a photo of yourself in Four Points by Sheraton Boracay, how would you caption it?

Leading with purpose in one of the world’s most beautiful destinations.

Proud to represent Four Points by Sheraton Boracay.