The hotel industry in Cebu has issued a strong warning to travelers as the province prepares for the massive Sinulog festival in January 2026. With occupancy rates soaring, authorities report a concerning increase in fraudulent online booking activities targeting excited visitors.
Scammers Exploit High Demand for Sinulog Accommodations
The Hotel, Resort and Restaurant Association of Cebu Inc. (HRRACI) raised the alarm on Friday, January 9, 2026. The association's president, Mia Singson-Leon, stated that scammers are actively targeting both local and foreign travelers during this peak period. These fraudsters create fake social media profiles posing as legitimate hotels, resorts, or travel agencies.
"Scam bookings are really still ongoing, especially during high-demand periods like Sinulog," Singson-Leon emphasized in an interview. She clarified that genuine hotels will never ask guests to book or pay directly through Facebook. Travelers should only use certified websites or official booking channels for their transactions.
Sophisticated Fraud Tactics and Industry Impact
These fraudulent operations are becoming increasingly sophisticated. Scammers copy official hotel logos, professional photos, and even bank details to appear authentic. A common tactic is to advertise "50 percent off" promotions to create a sense of urgency, pressuring victims into making quick payments via e-wallets or bank transfers.
Singson-Leon explained that the hospitality sector remains a prime target. "These groups come and go, but there appears to be a specific network focused on hotels, resorts, and even legitimate travel agencies," she noted. While financial losses can reach millions of pesos, many victims do not file formal complaints, allowing the scammers to continue operating.
Strong Festival Recovery Amidst Security Concerns
Despite the scam warnings, the outlook for Cebu's tourism is positive. Hotels in Cebu City, particularly those near the Ayala Business District and major downtown routes, are reporting occupancy levels between 90 percent to fully booked for the Sinulog weekend. Demand is so high that some properties have stopped accepting online reservations.
This strong performance is driven by early bookings from balikbayans (returning Filipinos), devotees of the Santo Niño, and general festival-goers. Singson-Leon said this robust demand, which has persisted despite previous year's challenges, sustains confidence in the sector. However, she stressed that this very popularity creates more opportunities for criminals.
To avoid scams, HRRACI advises travelers to:
- Always look for verified social media pages or official websites of hotels.
- Avoid deals offered exclusively through social media messengers.
- Confirm reservations directly with the hotel using contact details listed on their accredited website.
- Never transfer money to personal accounts or unverified e-wallets.
The association reminds the public that vigilance is the best defense against these fraudulent schemes, especially during major events like the Sinulog festival.
