Filinvest Hospitality Corporation (FHC) has officially completed the topping-off of the first of its new line of hotels called, Grafik Hotel Collection.
Set to launch in the first quarter of 2025, Grafik Hotel Collection Baguio, the first hotel in the portfolio, is built in the 5,700 sqm property within Camp John Hay. This new brand is designed to offer guests experiences that will evoke stories about Filipino culture and heritage. The project is in partnership with the Bases Conversion and Development Authority (BCDA), and the John Hay Management Corporation (JHMC).
“The Grafik Hotel Collection is poised to make a significant impact on the local economy. By creating numerous employment opportunities, we aim to engage and uplift the community. Our project will not only boost tourism but also foster a sense of pride and involvement among the residents of Baguio. We are committed to contributing to the city’s growth and prosperity,” said Francis Gotianun, First Senior Vice President, Filinvest Hospitality Corporation.
With a total investment of PHP2.7 billion, Grafik Hotel Collection Baguio will consist of three towers, each 8 stories high, offering a total of 256 upscale accommodations. The hotel will also feature five food and beverage outlets, a grand ballroom, meeting spaces, a spa and an executive lounge.
Brand concept
The brand name Grafik draws its name from the word “Graphic,” which signifies a vibrant image. The brand aims to provide guests with an immersive experience beyond visuals, captured in the tagline “Live Vivid.”
“We are trying to integrate a lot of the local culture into the different spaces primarily for the restaurants,” shared David Gotianun, SharePro Inc. Assistant Vice President and Projects Head. “We have the rice concept that comes into play. It is very important that we put a lot of natural heirloom grains into the concept on different items in the menu. Even with the interior design of the space, we will incorporate elements of abstracted grains to add texture, visual interest, and a natural element to a space. We are also incorporating some natural materials like pine woods for key areas like hotel lobby or some areas in the specialty restaurants.”
Cultural showcase
Francis mentioned that they are currently seeking the right partners to source local fabrics and are also in the process of finding local artists to commission artworks. The Grafik Hotel Collection Baguio embodies this philosophy by collaborating closely with the local community to provide genuine culinary, artistic, and cultural encounters.
The Grafik Hotel Collection aims to bring the world to the Philippines and to take the Philippines to the world, pioneering new paths in Filipino hospitality through fresh perspectives and unforgettable experiences. The core purpose of the brand is to transform explorers into storytellers. Its innovative approach integrates locally inspired elements into every aspect of its service, ensuring that every guest leaves with a story to tell.
FHC is in partnership with Blu Water Studio, a Malaysian interior design company that has worked on both past and current projects with other properties.
Economic contributor
The BCDA welcomes the establishment of FHC’s new hotel, as this will enhance Camp John Hay’s position as a leading tourist haven and hub for leisure and business.
“This is an excellent addition to the world-class hotels lining up Camp John Hay, and we hope this entices more tourists to choose John Hay as their next destination,” BCDA President and Chief Executive Officer Joshua M. Bingcang said.
Catering to both domestic and international travelers, the new hotel will support local businesses and contribute to the overall economic growth of Baguio City. The project has generated approximately 3,000 jobs during its construction phase and will hire around 250-300 employees when it becomes operational.
It also earns a positive notes from JHMC saying that the Grafik Hotel is set to significantly boost the revenue for the John Hay Special Economic Zone by attracting a larger number of tourists. “It will play a key role in job creation, balancing economic growth with environmental sustainability. I am confident that through our collective efforts, we can transform Camp John Hay into a model of sustainable tourism and community development, setting a precedent for others to follow,” said JHMC President and Chief Executive Officer Atty. Marlo Ignacio V. Quadra.
“The Grafik Hotel Collection is more than just a brand; it’s an experience that celebrates the beauty and stories of the Philippines,” said James Montenegro, Country Manager, Chroma Hospitality Inc. “Our properties will serve as gateways to the Filipino experience, offering guests a chance to become part of the narrative through immersive and engaging experiences.”
The Grafik Baguio is the eighth hotel property of the Filinvest Group to be managed by Chroma Hospitality, Inc. The company also manages FHC brands such as Crimson Hotels & Resorts (Mactan, Boracay and Filinvest City), Quest Hotels & Resorts (Cebu City, Clark and Tagaytay), Mimosa Plus Golf Course in Clark, Timberland Highlands Resort and Timberland Mountain Bike Park in San Mateo, Rizal.
