Chroma Hospitality, the homegrown company behind Crimson Hotels and Quest Hotels, has introduced a new hotel brand aimed at travelers seeking deeper, more meaningful connections with the places they visit. Called Grafik Hotel Collection, the brand was officially launched on May 20 through a welcome event titled Chapter One: A Prelude to Grafik Hotel Collection, held at Whitespace in Makati City.

[L-R] CHI Director for Branding & Communications Joshua Hernandez; CHI VP for Operations Ria Sarrosa; QM AZ Holdings Owners of Grafik Moalboal Jum & Lyka Quirante; Filinvest Hospitality Corporation First SVP Francis Gotianun, CHI AVP for Strategic Marketing Veronica Beguas, CHI Country Manager James Montenegro

Grafik is the latest addition to Chroma’s expanding portfolio and is positioned as a collection of design-led, experience-driven hotels that reflect the character of their surroundings. According to Chroma Country Manager James Montenegro, the brand was developed for “travelers who want more than just a place to stay.”

“It’s for those who seek meaning and connection,” said Montenegro. “Every Grafik hotel is shaped by its location and tells a story that guests can be part of.”

Grafik Hotel Collection logo

The first two properties under the Grafik banner will open in Baguio and Moalboal. Grafik Baguio takes inspiration from the city’s creative atmosphere and cool mountain climate, while Grafik Moalboal highlights the town’s tropical marine environment and laid back coastal culture. Both destinations are known for their distinct charm and are expected to set the tone for what Grafik stands for.

The brand is guided by three core pillars: design, destination, and differentiation. First, Grafik champions Design that is both thoughtful and evocative, drawing from local textures, landscapes, and materials to create spaces that inspire creativity and calm. Second, Grafik’s Destination-driven approach ensures each property is located in places rich in story, whether it be a vibrant cultural enclave, a tranquil coastal town, or a creative urban hub. Lastly, Grafik celebrates Differentiation by offering bespoke experiences rooted in local narratives like weaving traditions and coral reef explorations, allowing each stay to feel deeply connected to its setting.

CHI Country Manager James Montenegro

Grafik Hotel Collection Brand Launch at WhiteSpace Manila

Grafik also introduces three key brand expressions that define the guest experience across all properties:

Colourful Cuisines is the brand’s culinary program that celebrates Filipino heritage. Menus are seasonal and locally sourced, with each dish designed to reflect the essence of its location.

Chapter One is a signature welcome ritual that begins every stay. It introduces guests to the story of the place and serves as a quiet moment of reflection and orientation.

Curious Collections is a curated display of locally made items—from crafts to artworks—that provides guests with a tangible connection to the community’s creative identity.

CHI Corporate Executive for Business & Project Development Kirk Llamas, QM AZ Holdings Owners of Grafik Moalboal Jum & Lyka Quirante, CHI AVP for Strategic Marketing Veronica Beguas, Grafik Pine House Baguio General Manager Mabel Roman

Grafik is presented in three property types, depending on location and guest needs. Grafik City properties are urban hotels designed for movement, creativity, and discovery. Grafik Resort properties offer a more relaxed, nature-centered retreat in scenic destinations. Grafik Nude is the most minimalist expression of the brand, focusing on simplicity, mindfulness, and the luxury of intentional design.

Together, these formats make up the Grafik Hotel Collection, which Chroma Hospitality describes as a series of distinctive properties that “speak their own language, shaped by their surroundings.”

Grafik’s launch coincides with Chroma Hospitality’s 10th anniversary and the 70th year of its parent company, Filinvest Development Corporation. More information about Grafik, including upcoming properties and brand updates, is available at www.grafikhotels.com.

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