Manila Bulletin

ALI ho­tel unit to in­vest B un­til 2019 to build up Seda Ho­tel brand

- By MADE­LAINE B. MIRAFLOR Travel · Ayala Corporation · Taguig City · Taguig · Bonifacio Global City · Cagayan de Oro · Cagayan · Davao City · Davao · Laguna province · Iloilo City · Iloilo · Quezon City · Quezon · Bacolod City · Bacolod · Palawan · Makati · Makati City · Parañaque · Cebu City · Philippines · Ayala Land · Lio

Ayala Land Ho­tels and Re­sorts Corp. (AHRC), a sub­sidiary of listed Ayala Land, Inc., is in­vest­ing R15 bil­lion over the next three years to in­crease the num­ber of its ho­tels un­der the Seda Ho­tel brand.

Melissa Car­los, Seda Ho­tels group di­rec­tor of sales and mar­ket­ing, said in a brief­ing held in Taguig City on Wed­nes­day that by 2019, the com­pany should be op­er­at­ing 3,281 ho­tel rooms, an in­ven­tory that would help po­si­tion the com­pany as one of the lead­ing Filipino ho­tel brands.

This, ac­cord­ing to her, will be sup­ported by Seda's plan to more than dou­ble the num­ber of its ho­tel branches in the next few years.

As of now, Seda has room in­ven­tory to 817 rooms spread over five prop­er­ties as fol­lows: Seda Boni­fa­cio Global City (BGC), Seda Cen­trio in Ca­gayan de Oro, Seda Abreeza in Davao City, Seda Nu­vali in La­guna, Seda Atria in Iloilo City.

Car­los said that nine more Seda Ho­tels are on the way un­til 2019 in­clud­ing Seda Ver­tis North in Que­zon City (to open in April); Seda Capi­tol Cen­tral in Bacolod City (to open in July 2017); Seda Lio in Palawan (to be com­pleted this year); Seda BGC tower 2 (to start con­struc­tion in 2018); Seda Cir­cuit Makati (to open in 2018); Seda City Gate in Makati (to start con­struc­tion in 2019); Seda Bay Parañaque (to start con­struc­tion in 2019); Seda Cen­tral Block in Cebu (to start con­struc­tion in 2019); Seda Arca South Taguig (to start con­struc­tion in 2019).

"The to­tal in­vest­ments for all the new ho­tels un­til 2019 is R15 bil­lion," Car­los told re­porters. "Our goal is to be the lead­ing Filipino ho­tel brand cater­ing to global trav­el­ers in the Philip­pines."

Car­los said that Seda's best per­form­ing prop­erty right now is Seda BGC, which reg­is­tered an oc­cu­pancy of 87 per­cent in 2016 or far more than the 65 per­cent in­dus­try av­er­age oc­cu­pancy rate of Makati Ho­tels.

This has prompted the com­pany to build a new tower with 342 rooms, in­clud­ing 48 ser­viced apart­ments to cater to long-stay guests many of whom are project con­sul­tants and re­main in the coun­try from three to six months.

"The new stand-alone Seda BGC tower to be com­pleted in 2018 will seam­lessly in­ter­con­necct with the cur­rent tower at three lev­els. The con­struc­tion will not dis­rupt op­er­a­tions and will al­low the ex­pan­sion of fa­cil­i­ties like an all-day dning out­let with 300 seats and func­tion rooms that can seat up to 450 per­sons," Car­los said.

Seda Ver­tis North in Que­zon City, on the other hand, will be the com­pany's big­gest city ho­tel with 438 rooms.

“Seda has been suc­cess­ful in highly un­der­served ar­eas,” said Car­los.

Seda Lio, mean­while, will have a re­sort ho­tel for­mat and is lo­cated in AHRC’s new tourism es­tate in El Nido town in the Palawan main­land called Lio.

Seda Lio will have 153 rooms and will be com­pleted in the last quar­ter of 2017.

The two-story Seda Lio has been de­signed to have a low en­vi­ron­men­tal im­pact on its sur­round­ings and may serve as a model for fu­ture Seda ho­tels in other AHRC re­sort ar­eas.

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