Filinvest and Archipelago International announced yesterday the rebranding of their joint venture, FilArchipelago, to Chroma Hospitality with the aim of becoming more entrepreneurial and independent from its mother companies.
“We want to show the market and the industry that we are serious about our hospitality management business,” said Francis Gotianun, assistant vice president of Chroma, in an exclusive interview with Hospitality News Philippines. “We want to define very clearly to the industry that we have brands that we can use with third-party assets. So we’re looking for third-party owners outside Filinvest.”
“Chroma Hospitality doesn’t just manage properties, we actually sell our brands” said James Montenegro, country manager of Chroma Hospitality. The company currently manages three hospitality brands: Crimson Hotels & Resorts, a luxury brand; Quest Hotels, a three-star MICE brand; and Azure, a beach cub.
In late 2015, Chroma will formally launch a lifestyle hotel brand called Canvas Hotels and Resorts that will cater to millennials.
The goal is to bring the Filipino brands outside the Philippines, said Gotianun.
The company also aims to manage 4,000 rooms by 2020, he said. Hotels under development include three Canvas properties, a Boracay property under Crimson, and two hotels under Quest.
The full report about Hospitality News Philippines‘ exclusive interview with Chroma will be published in its July 25, 2015 issue.