Ayala Land launches own hotel brand

Posted at 12/03/2012 2:48 PM | Updated as of 12/03/2012 2:49 PM

MANILA, Philippines - Property giant Ayala Land Inc. is launching its first wholly-owned hotel brand this month. 

AyalaLand Hotels and Resorts (AHRC), ALI's tourism and hospitality subsidiary, on Monday said it will open the first Seda hotel in Bonifacio Global City, Taguig. 

Al Legaspi, AHRC Chief Operating Officer, said the company is targeting to have a total of 665 rooms in 4 Seda hotels by the end of 2013.

An "urban lifestyle" hotel brand, Seda's name is taken from the Filipino word for "silk" and represents a "new and fluid hospitality experience."

"There is such tremendous opportunity in the country's flourishing foreign and domestic tourist industries. Our Seda hotel line is well positioned to capture more than its fair market share across various regions with our superior product and strategic location within Ayala Land's mixed use developments," Legaspi said. 

The first hotel, Seda Bonifacio Global City, has 179 rooms and located near Bonifacio High Street and Serendra. 

AHRC is also planning to open a second hotel, Seda Centrio, located within the Centrio ALI development in Cagayan de Oro, before the end of the year.

The Abreeza, Davao and NUVALI projects are scheduled to open in the first and last quarters of 2013 respectively.

"Seda will offer the convenience and security of a high-energy, central location on top of innate Filipino hospitality combined with global best practices," Andrea Mastellone, Seda group general manager, said.

AHRC tapped well-known Filipino architect Conrad Onglao to design all the interiors, including guestrooms and public areas. Onglao initially established his practice in the US West Coast where he worked with or was exposed to the best designers in the global hospitality industry.

While Seda is Ayala's first hotel brand, the property giant also has other hotels, namely InterContinental Manila and Cebu Marriott.