Veteran hotelier and hospitality industry advocate Alfred M. Reyes has passed away. Reyes was the Vice President for Operations and General Manager of bai Hotel Cebu at the time of his passing. He was 58 years old.

“It is with profound sadness that we share the passing or our beloved Vice President for Operations and General Manager Alfred Reyes. More than a leader, GM Alfred was a guiding force whose passion, dedication, and unwavering commitment helped shape bai Hotel Cebu into the home that it is today,” the official statement from bai Hotel Cebu posted on its Facebook page said.

“His kindness, warmth, and leadership touched countless lives, and he will be deeply missed by the entire bai family,” it added.

The Hotel, Resort and Restaurant Association of Cebu Inc. (HRRACI), in which Reyes served as its president from 2021-2024, in its statement said: “Beyond his titles, he was a mentor, a visionary, and a tireless champion for [the] Cebu hospitality sector. His warmth, integrity, and unwavering belief in ‘service from the heart’ shaped not just our association, but also generations of hoteliers and restaurants across the region.’”

Reyes was HRRACI’s president during the height of the COVID-19 pandemic where he helped restore hope and pride in the hospitality industry, the association also said in its statement.

Funeral services will be held from May 8 to 12, 2026 , 7 AM to 11 PM at Matteo Ricci Chapel, Sacred Heart Church, D. Jakosalem St., Cebu City.

The bai Hotel Cebu family humbly requests everyone for prayers and privacy for his family and loved ones during this difficult time.

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