Chroma Hospitality Bets Big with Grafik Hotel Collection as It Redefines Hospitality Across the Philippines

Hotel News: Chroma Hospitality, the hotel management arm of Filinvest Development Corporation, is shaking up the Philippine hotel industry with the launch of its bold and creative new brand — the Grafik Hotel Collection. Unveiled in Makati on May 20, Grafik promises a distinctive blend of cultural immersion, artistic collaboration, and local culinary experiences that aim to capture the hearts of modern travelers seeking more than just a place to sleep.

According to James Montenegro, Chroma’s Country Manager, Grafik is about “experiential hospitality grounded in culture and the human experience.” Unlike cookie-cutter chains, each Grafik hotel is envisioned as a unique chapter — an individual story rooted in its locality. This Hotel News report explores how the brand plans to disrupt the industry with its tailored offerings, deep cultural connections, and a striking absence of the typical buffet spread.

Grafik Takes Root in Iconic and Untouched Philippine Locations

The brand’s first flagship property, Grafik Pine House, is slated to open by late 2025 or early 2026 in the storied Camp John Hay complex in Baguio. The hotel will feature 256 rooms across six levels and sprawl over a 5,700-square-meter split-level property. While many developers aim for scale, Chroma is clearly targeting substance — Pine House will not only include a spa and four imaginative dining outlets but will also serve as a hub for local artistry and traditional Kalinga culture.

Its culinary lineup is particularly impressive. Guests can expect a reinterpretation of highland flavors at Saleng Signature Restaurant, which draws inspiration from a traditional Kalinga firestarter, as well as relaxed offerings at Sierra Bistro All-Day Dining, a cozy speakeasy called The Saddle Room, and the Mountain Club bar. The commitment to using locally sourced ingredients ensures an authentic taste of the region, while the decor, adorned with community-crafted art, makes each corner a visual delight.

Beyond Baguio Grafik Eyes Moalboal and More

Following the debut in Baguio, Grafik is already lining up expansion. Moalboal, a coastal gem in Cebu renowned for its dive spots and marine biodiversity, will host the second property by 2027. Interestingly, the push for a Moalboal location came from Montenegro himself, who has personal ties to the area. The third and fourth Grafik locations will be in Dauin and Duawon (Mactan), respectively — both chosen for their rich natural settings and potential for immersive storytelling.

Unlike traditional brands, Grafik will be split into three distinct types to suit various traveler archetypes: City, Resort, and Nude — the latter catering to off-the-beaten-path explorers seeking raw and untamed escapes. Branding Manager Joshua Hernandez explained that each Grafik property will focus on “curious collections, colorful cuisines, and a chapter one front,” a phrase that hints at their emphasis on a compelling narrative throughout the guest experience.

Grafik Sidesteps Controversies and Buffet Lines

Grafik Pine House’s development also comes with clear boundaries. Montenegro emphasized that it is not embroiled in the ongoing CJH Development Corporation dispute involving other properties in the area. The land on which Pine House will sit is leased directly from the Philippine government through the Bases Conversion and Development Authority (BCDA) and its subsidiary, John Hay Management Corporation (JHMC), ensuring legal clarity and operational stability.

Adding to its unique appeal, Grafik properties will also break from one of the hotel industry’s most established traditions — the buffet. In a move that reflects the brand’s bespoke direction, Grafik will instead focus on curated dining experiences that honor local ingredients and elevate regional flavors through refined culinary techniques.

A Strategic Expansion That Blends City Buzz with Resort Calm

Chroma’s strategy with Grafik also supports a larger ecosystem of experiences across its hotel network, which includes Crimson Hotels, Quest Hotels, and Timberland Highlands Resort. Montenegro noted that the guest journey often flows from city to resort and back again, creating a loop of loyalty. “They see that they had a good experience in the city, and when they want to go on holiday, they take on one of our resorts,” he explained. “The reverse works the same way… twenty to thirty percent of our business is just that.”

With rising land costs in Metro Manila, Chroma is now focusing on prime provincial locations that offer more room for creativity and cultural exploration. “This is our last frontier for manufacturing — tourism,” Montenegro said. “We’re not producing physical products. We’re producing a lot of memories.”

The Grafik Hotel Collection is clearly not just another hotel brand. It represents a shift in how hospitality in the Philippines might be experienced going forward — not just through luxury and amenities, but through stories, place-based authenticity, and the delicate weaving of local heritage into every guest encounter.

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