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Seda Hotels gears up for big expansion

Seda Vertis North Facade

Ayala Land Hotels and Resorts Corp.’s (AHRC) Seda Hotels recently announced that it would be adding to its inventory more than 2,400 rooms in nine destinations between 2017 and 2019.

Melissa Carlos, group director of sales and marketing, announced during a recent media briefing that the company’s goal is to be the leading Filipino hotel brand catering to global travelers in the Philippines.

Since its founding in 2012, Seda has built up its room inventory to 817 rooms spread over five properties – Seda BGC, Seda Centrio in Cagayan de Oro City, Seda Abreeza in Davao City, Seda Nuvali in Laguna, and Seda Atria in Iloilo City.

All five hotels met their targets in 2016 including the year-old Seda Atria.

“Across all our properties, our guest satisfaction scores ranged from 83 to 86 percent, which is way above the industry average, hovering in the 70s,” Carlos proudly said. “All our hotels also took the number one slot in their category in each of their cities.”

Top performer

Seda’s best performing property has been Seda BGC, which registered an average occupancy of 87 percent in 2016—far more than the 65 percent industry average occupancy rate of Makati hotels. This indicates high demand for its rooms despite the proliferation of new hotels that are part of international chains in both BGC and Makati.

The excellent performance of Seda BGC has prompted the addition of a new tower with 342 rooms, including 48 serviced apartments to cater to long-staying guests, many of whom are project consultants who remain in the country for up to six months.

Bonifacio Global City’s business travelers appreciate the highly vibrant BGC location and its easy access to dining and entertainment options—a quality shared by all Seda hotels.

The new stand-alone Seda BGC tower, to be completed in 2018, will seamlessly interconnect with the current tower at three levels. The construction will not disrupt operations and will allow the expansion of facilities like the 300-seater all-day dining outlet, as well as function rooms that can seat up to 450 persons.

This April 2017, Seda will be launching Seda Vertis North in Quezon City—its biggest hotel with 438 rooms.

Seda Lio Overall Facade

Seda Lio Overall Facade

“Seda has been successful in highly underserved areas,” according to Carlos. She recalls that AHRC planners had conservatively estimated demand for this four-star hotel brand “offering five-star service” and designed properties with an average of 150 rooms. But given its success, Seda’s next generation of city hotels in Makati, Taguig, Cebu, the Bay Area in Manila will be bigger, ranging anywhere from 200 to 350 rooms.

Seda will also launch a resort hotel in AHRC’s new tourism estate in El Nido, Palawan called Lio.

Seda Lio will have 153 rooms and will be completed in the last quarter of 2017. The two-storey hotel has been designed to have low environmental impact on its surroundings and is intended to serve as a model for future Seda hotels in other AHRC resort areas.