Chroma Hospitality, Inc. (CHI) unveiled its newest brand, Grafik Hotel Collection, on May 20, 2025, in Makati City. The launch—led by CHI country manager James Montenegro and Filinvest Hospitality Corp. (FHC) senior vice president Francis Gotianun—marked not only the debut of an inspired new concept in local hospitality, but also a milestone year: CHI’s 10th anniversary and the 70th of its parent company, Filinvest Development Corporation.

CHI corporate executive for Business and Project Development Kirk Llamas, CHI director for Branding and Communications Joshua Hernandez, CHI AVP for Strategic Marketing Veronica Beguas, CHI country manager James Montenegro, Filinvest Hospitality Corporation first senior vice president Francis Gotianun, QM AZ Holdings owners of Grafik Moalboal Jum and Lyka Quirante, CHI VP for Operations Ria Sarrosa, CHI VP for Sales and Marketing Carmela Bocanegra, CHI VP for E-commerce and Revenue Management Sunish Sadasivan

Positioned to reimagine how we experience travel within the Philippines, Grafik is not simply a hotel brand—it is a collection of stories, thoughtfully told through place, design, and people. Montenegro described the collection as “a group of distinct and carefully chosen locations across the Philippines—each one different, each one authentic, each one designed to immerse the guest in the soul of the place.”

More than just accommodation, each Grafik property is envisioned as a canvas—layered with culture, shaped by heritage, and brought to life through moments that linger long after checkout. “We created Grafik for the curious—for those who seek more than a place to stay, but a sense of connection,” Montenegro added. “Our guests are not tourists; they are travelers, drawn to places with stories.”

One bedroom suite living area at Grafik Pine House Baguio (Artist’s perspective)

One bedroom suite living area at Grafik Pine House Baguio (Artist’s perspective)

At the heart of Grafik are three brand pillars that define both the spirit and substance of the collection. First is design, evocative and intentional, drawing from the textures, landscapes, and materials of each locale to inspire both calm and creativity. Next is destination. Whether nestled in a quiet coastal town, a creative capital, or a heritage enclave, every property invites exploration. And lastly, differentiation, where bespoke experiences—such as indigenous weaving traditions or coral reef explorations—deepen the guest’s connection to the place.

The first Grafik destinations will rise in Baguio, Benguet, and Moalboal, Cebu—locations chosen for their richness in narrative and cultural nuance. Rooted in the belief that meaningful travel begins with authenticity, Grafik aims to honor local stories while shaping new ones.

Grafik Moalboal in Cebu (Artist’s perspective)

Luxurious interiors of Grafik Moalboal in Cebu (Artist’s perspective)

Luxurious interiors of Grafik Moalboal in Cebu (Artist’s perspective)

Backed by FHC, Grafik joins CHI’s expanding portfolio of homegrown brands, including Crimson Hotels & Resorts and Quest Hotels. But Grafik is more than a portfolio addition—it is a movement toward collaborative storytelling, where community-building becomes as important as hospitality.

Grafik is where the story begins. And every stay is an invitation to be part of it.