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Ayala Land to launch boutique hotel brand

Posted on December 03, 2012 10:19:40 PM [ BusinessWorld Online ]
AYALALAND Hotels and Resorts Corp., the hotel development arm of listed Ayala Land, Inc., plans to launch this month Seda Bonifacio Global City (BGC), the first development under Seda, its first wholly-owned boutique hotel brand, the company said in a statement yesterday.  The 179-room Seda BGC, located at the corner of 30th Street and 11th Avenue, will “soft-open” this month and will be marketed as an “urban lifestyle” hotel that will leverage on strategic location within the Ayala Land-developed BGC, as well as target the tourism sector, the statement read.
“There is such tremendous opportunity in the country’s flourishing foreign and domestic tourist industries. Our Seda hotel line is well-positioned to capture more than its fair market share across various regions with our superior product and strategic location within Ayala Land’s mixed-use developments,” Michael Alexis C. Legaspi, AyalaLand Hotels and Resorts chief operating officer, said in the statement.
Seda -- Spanish for “silk” -- replaces Ayala Land’s earlier-introduced hotel brand, Kukun, Mr. Legaspi said. “It’s just a name change,” Pamela T. Perez, Ayala Land investor communications and compliance head, said via text.
In the pipeline are the 150-room Seda Cagayan de Oro, which is set to open before yearend at Ayala Land’s Centrio mixed-use complex, as well as two similar hotels in Davao and NUVALI, Laguna opening in the first and fourth quarters next year, respectively, the statement added. While information on number of rooms of Seda hotels in Davao and Laguna were not available, AyalaLand Hotels and Resorts said that it aims to grow its portfolio to 665 rooms across its first four locations in the next 14 months.
The Seda group will be led by General Manager Andrea Mastellone, a hotelier with 25 years of industry experience, the statement said.
Ayala Land shares lost 15 centavos to P23.85 apiece yesterday. -- Franz Jonathan G. de la Fuente         
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