FOR YEARS, the Seda Hotels brand has been synonymous with the sleek, efficient pulse of the Filipino business traveler. But as the lines between professional obligations and personal rejuvenation continue to blur, the homegrown hotel chain is undergoing a thoughtful evolution.
Through its “Refining the Experience” campaign, Seda is evolving into a premier destination for “bleisure” (business and leisure)—that sweet spot where busy boardroom meetings melt into wholesome family staycations.
This isn’t a mere cosmetic lift (though properties like Seda Abreeza underwent recent top-to-bottom renovations), it is a cultural pivot led by Ayala Land Hotels and Resorts. Creative director Paloma Urquijo Zobel de Ayala notes that the rebranding targets the versatile needs of the modern traveler.
”We are elevating the Seda experience by blending our signature Filipino hospitality with a more versatile design language. It’s about creating environments that feel sophisticated for the business executive yet warm and welcoming for families,” she said during a recent Davao media roundtable.
Paloma explained that the shift involved mapping the guest journey to strip away unnecessary frills.
”Fundamentally, we wanted everything to feel the same, but the world around us and the needs of the travelers were changing. So, we built kids’ rooms and lounges, provided resort amenities to make sure that we’re kind of blending the ‘bleisure’ market but still kept that consistency,” Ayala said.
In Mindanao, this transformation is palpable. Kennedy Kapulong, cluster general manager for Mindanao, sees the shift resonating deeply in hubs like Davao and Cagayan de Oro, where the Seda brands are situated.
”We’ve enhanced our facilities and curated experiences that appeal to more families. But it wasn’t about changing everything, but refining, keeping that sense of ease and familiarity, making things feel warmer, more thoughtful. Nothing over the top, just a place that works and feels good to be in,” he said.
The “refined” Seda also embraces a sense of place. At Seda Abreeza, Manila-based Dabawenyo artist and designer Goldie Siglos, known for her Bulawan brand, has infused the rooms with local soul. Her artworks—featuring elements of durian, mangosteen, crocodiles, and Kadayawan—bring the warmth of home to a hotel setting.
By blending expanded play areas and family menus with upgraded dining, wellness, and meeting facilities, the new Seda Hotels proves that work and play are the perfect travel companions. It is no longer just a place to work; it is now a place to live, even if only for the weekend.
