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Ayala diversifies hotel portfolio with more brands
Marianne Carandang, Manila, June 18, 2013

ENCOURAGED by the results of its newly-opened properties, Ayala Land Hotels and Resorts is planning to grow its hotel portfolio in the Philippines.


The company is planning six more hotels under its four-star Seda brand hotels and will diversify its portfolio with the addition of Seda Suites for all-suite hotels, Seda Resorts for resorts, and larger properties of 400-500 rooms. Seda hotels offer between 150 and 200 keys.


Hotels already confirmed include the Seda Nuvali in Laguna, scheduled to open in 1Q2014; SedaCircuit Makati and Seda Vertis North in Quezon City.


Ayala Land Hotels and Resorts COO, Al Legaspi, who led the opening of the 150-key Seda Centrio in Cagayan de Oro last weekend, said the company would continue to choose locations where it has mixed-use developments for hotel development. “That’s the model for Seda. We want to be in areas where we synergise with malls, residential (properties) and offices.”


Ayala also has six hotels under a new, yet-unnamed value brand in the pipeline, with locations most likely outside of Metro Manila.


“We always looked at hotels as a support business – where we had larger developments, we’d put a hotel there, just to prime the area,” explained Legaspi. “Three years ago, we saw opportunity in the hotel business…so we made this a core business.”


Legaspi also shared that Ayala would look to sell rooms through OTAs as doing so could secure as much as 30 per cent of business. It would also look at regional third-party management contracts in future within the region, where it has received offers.


The company this year launched the Fairmont Makati and Raffles Makati (TTG Asia e-Daily, November 5, 2012), Holiday Inn & Suites Makati, and three Seda hotels. 


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