Meet the Experts!
At AB Plus Consultancy, we believe that the best solutions come from the collective expertise of exceptional professionals. The AB+ Advisory Network is a carefully curated community of industry leaders, consultants, researchers, trainers, and technical specialists who collaborate with our Executive Leadership to deliver innovative, practical, and results-driven solutions.
Each member brings deep knowledge and experience in their respective fields, allowing AB+ to assemble multidisciplinary teams tailored to the unique needs of every client and project. Together, we are committed to advancing excellence, sustainability, and innovation across the tourism and hospitality industry.
Because at AB+, the “+” represents the people who make great ideas possible.
EXECUTIVE LEADERSHIP
Michael C. Albaña
Chief Executive Officer (CEO)
A seasoned hospitality and tourism executive with decades of experience in commercial, sales, operations and general management across some of the region’s most respected hotel, resort and convention brands. A graduate of the University of the Philippines Asian Institute of Tourism with a Bachelor of Science in Tourism Management, he has built his career with award-winning properties under Century Int’l Hotels, Shangri-La Hotels & Resorts, Westin Philippine Plaza, Holiday Inn Manila, Conrad Manila, and other leading international hotels and resorts.
As Vice President and General Manager of SMX Convention Center, Michael led one of the Philippines’ premier MICE organizations, overseeing venues that have earned regional and global recognition, including the ASEAN and World MICE Awards. His leadership is known for being people-centered, adaptive, and performance-driven, blending transformational, democratic and coaching styles while upholding integrity as a non-negotiable value.
Recognized with numerous industry honors—including the AHRM’s Mabuhay Award, the SKAL International Tourism Personality Award and multiple team excellence awards—Michael takes pride in building high-performing teams, delivering seamless guest experiences, and consistently exceeding client expectations. Outside of work, he is an avid outdoor and motorsport enthusiast, enjoying mountaineering, scuba diving, circuit racing, golf and remains passionate about eventually giving back to the tourism industry by mentoring future industry leaders which he does under the Tourism Congress of the Philippines.
Ralph L. Balmaceda
Chief Operating Officer (COO)
Ralph L. Balmaceda is a tourism and hospitality consultant with over 25 years of professional experience in strategic advisory, destination development, organizational excellence, and project management. As Chief Operating Officer of AB Plus Consultancy, he leads the firm’s consulting operations, project implementation, quality assurance, and multidisciplinary advisory engagements. He also serves as President and Principal Consultant of Ralph Consultingand as Country Director and Lecturer of the London Institute of Business & Technology (LIBT). With a background in Psychology, complemented by graduate and doctoral qualifications in Strategic Leadership and Cross-Border Operations, he integrates business viability, environmental stewardship, and human capital development into tourism and hospitality initiatives across the region.
Beyond his leadership roles, Ralph serves as Program Consultant of the Metro Pacific Investments Foundation (MPIF) for its Shore It Up! program, supporting sustainable coastal tourism and marine conservation initiatives. He is also the Program Director of the ADFIAP Institute’s International Study Tour Program, leading executive learning programs for Development Finance Institutions (DFIs), government officials, and industry leaders across the Asia-Pacific. Through the Association of Development Financing Institutions in Asia and the Pacific (ADFIAP), he also served as Lead Researcher for the Japan Economic Research Institute (JERI) on disaster risk reduction financing, undertaking policy and institutional research with development finance institutions, government agencies, and technical organizations in Indonesia, Vietnam, Fiji, and the Philippines.
Ralph specializes in tourism and hospitality strategy, destination development, organizational development, and project implementation. His expertise includes feasibility studies, tourism planning, institutional strengthening, leadership development, and stakeholder engagement for both public and private sector organizations. He is committed to helping clients transform strategic concepts into practical, sustainable, and high-impact initiatives that contribute to the long-term growth and resilience of the tourism and hospitality industry.
ADVISORY PARTNERS
SENIOR CONSULTANTS
Cielo Ortega Reboredo
Senior Consultant
Accomplished hospitality executive with over 33 years of leadership experience in sales, marketing, customer experience, and commercial strategy across the Philippine hospitality and integrated resort industry. Recognized for driving sustained revenue growth, building high-performing commercial organizations, and strengthening brand positioning through strategic leadership and innovation. An award-winning industry leader with an exceptional track record in hotel, gaming, MICE, events, and food and beverage sales, known for delivering outstanding business results while fostering strong client relationships and organizational excellence.
An accomplished commercial executive with over three decades of progressive leadership across the Philippines’ leading hospitality brands. Spent ten years at Okada Manila, advancing from Director of Sales – Events & Marketing to Vice President of Sales & Marketing, where she led commercial strategy across Rooms, MICE, Events, Food & Beverage, and other revenue-generating businesses, driving sustained growth and building one of the country’s highest-performing sales organizations.
Previously served as Director of Sales & Marketing at Midas Hotel & Casino, providing executive leadership for Sales, Marketing, Public Relations, Brand Management, Events, and Casino Marketing. Successfully delivered significant revenue growth, including a 95% increase in room revenue and a 66% increase in casino revenue, while leading the launch of major gaming facilities and strengthening the property’s market position.
Built a strong foundation through 15 years with premier luxury hotels including Sofitel Philippine Plaza Manila, The Westin Philippine Plaza, and Makati Shangri-La, progressing from Guest Relations Officer to Assistant Director of Events Management & Corporate. Managed strategic corporate, government, embassy, and association accounts while leading major events and consistently exceeding sales and revenue targets.
Throughout her career, she has earned numerous industry recognitions, including Asia’s Inspiring Figure in Hospitality Excellence (2026), PeopleAsia Women of Style and Substance (2022), Virtus Awards Leader of the Year (2015), Asia Pacific Elite Winner, Mabuhay Award, and multiple Top Sales Awards, reflecting her sustained excellence in commercial leadership and business development.
A respected leader and advocate for the Philippine hospitality industry, Cielo currently serves as President of the Hotel Sales and Marketing Association (HSMA) Philippines, following three consecutive terms on its Board of Directors. She is also an active member of SKÅL Club Makati, contributing to industry collaboration, professional development, and the continued advancement of hospitality sales, marketing, and tourism in the Philippines.
ASSOCIATE CONSULTANTS
Ghia B. Balmaceda
Associate Consultant – Organizational Development & Corporate Services
Remegia “Ghia” B. Balmaceda has been involved in the tourism and hospitality industry since 2007, bringing extensive experience in tourism operations, organizational development, and consulting. She currently serves as the Vice President of Ralph Consulting, where she has been actively involved in consulting engagements since 2013, supporting a diverse portfolio of projects across the tourism, hospitality, and development sectors.
Prior to her consulting career, Ghia served as the General Manager of E & S Adventure Tour, a full-service inbound tour operator specializing in customized travel experiences throughout the Philippines. She successfully managed operations for a wide range of clients—from small groups of international adventure travelers exploring multiple destinations over extended periods to large-scale tour groups requiring complex logistical coordination across the country. Earlier in her career, she worked with prominent Philippine law firms as a Legal Secretary, where she gained valuable experience in corporate documentation, contract administration, intellectual property matters, and legal processes.
As Associate Consultant – Organizational Development & Corporate Services, Ghia provides advisory support in organizational development, human resources, contract administration, and corporate documentation. She specializes in the review and administration of consulting agreements, organizational policies, HR systems, and project compliance, while also supporting project planning and implementation. Her unique combination of tourism operations, legal administration, and consulting experience enables her to help organizations strengthen their internal systems, governance, and operational effectiveness while supporting the successful delivery of consulting engagements.
Shemmea P. Marquez
Associate Consultant – Research & Project Support
Shemmea Poquiz Marquez is an Associate Consultant with experience in research, data management, project documentation, and technical project support.
She served as Research Assistant to Ralph L. Balmaceda for the ADFIAP–Japan Economic Research Institute (JERI) research project, “Study for the Market Creation of Pre-Disaster Disaster Risk Reduction (DRR) and Climate Adaptation Solutions Through Finance.” In this role, she supported research on high-technology pre-disaster DRR and climate adaptation solutions across selected APEC economies, including the Philippines, Vietnam, Indonesia, and Fiji. Her work included identifying and verifying relevant government, private-sector, development, and research initiatives and organizing findings into comparative project profiles and research databases.
Her background also includes research and data management, hospitality and tourism, administrative support, and international-facing assignments. She holds a Bachelor of Science in International Hospitality with Specialization in Cruise Line Operations in Hotel Service from Lyceum of the Philippines University and studied Hotel Management at Bucheon University in South Korea.
TECHNICAL SPECIALISTS
PROJECT ASSOCIATES
Gellie B. Fernandez
Project Associate
Gellie B. Fernandez has been working closely with Ralph L. Balmaceda as a Project Associate for the past five years, providing essential support across a wide range of consulting, research, training, and development projects in the tourism, hospitality, and related sectors.
She is a graduate of Tourism and Hospitality Management from the London Institute of Business and Technology (LIBT), where she developed a strong foundation in tourism operations, hospitality management, and professional project support.
At AB Plus Consultancy, Gellie plays a vital role in project coordination and implementation. She supports the development of technical reports, coordinates fieldwork logistics, training programs, and stakeholder engagements, and ensures project compliance with applicable government requirements and regulatory processes. She also assists in project documentation, research coordination, and client communications, contributing to the efficient delivery of consulting engagements through her strong organizational skills, attention to detail, and commitment to excellence.
Gail B. Balmaceda
Project Associate
Gail B. Balmaceda has been working with Ralph L. Balmaceda as a Project Associate for the past two years, providing technical and administrative support across consulting, research, training, and development projects in the tourism, hospitality, and related sectors.
She studied Information Technology at the London Institute of Business and Technology (LIBT), equipping her with strong skills in digital technologies, information management, and technical support. Her academic background complements the firm’s consulting services by integrating technology-driven solutions into project implementation and client deliverables.
At AB Plus Consultancy, Gail is responsible for handling the information technology and design requirements of various projects, including the preparation of presentation materials, visual communications, and digital content. She also supports the writing and development of technical reports, coordinates with National Government Agencies (NGAs) and Local Government Units (LGUs), manages project compliance requirements, and oversees the logistics for fieldwork, meetings, training programs, and client presentations. Her attention to detail, technical proficiency, and organizational skills contribute to the efficient and professional execution of consulting engagements.