In real estate, creativity has become essential because it makes developments livable and meaningful. This is where Paloma Urquijo Zobel de Ayala, creative director of Ayala Land Hospitality, plays a key role. She takes a holistic approach to shaping the group’s hotels and resorts, guiding everything from concept and design to the preservation of their character long after opening.

Paloma is no stranger to the creative side of business. Before joining Ayala Land Inc. (ALI), she founded PioPio, a lifestyle brand that works with local artisans, and co-founded Kalye Artisano in El Nido, Palawan, a mixed-use community that integrates culture, sustainability, and learning through the country’s first Earth School. A graduate of Parsons School of Design with a Master’s in Strategic Marketing from Imperial College London, she draws on these experiences to develop ALI projects that celebrate Filipino creativity and craftsmanship.

In her current role, Paloma brings these ideals to a broader stage, modernizing architectural cues and native artistry to give ALI developments a distinct identity that endures over time. For her, being a creative director goes beyond design—it is about collaboration, purpose, and balance. She begins with strategy and branding, helping teams define a project’s purpose and shape its narrative, whether revitalizing hotels, designing new residences, or building sustainable communities. Her work spans hospitality, residential, and estate developments, combining a global perspective with a deep sense of local identity to create spaces that embody ALI’s vision of world-class quality rooted in Philippine culture.

Reflecting on her role, she explains how she helps teams bridge the gap between creative ideas and business goals. “We’ve seen how hospitality connects to so many of Ayala Land’s other businesses. It really is at the heart of the company," Paloma explains. "We’re already present in residential, malls, and estates, so it felt like a natural transition to take on this role and build creative teams that bridge the gap between creativity and business. That’s how I see my value—balancing both sides and making sure they work together.”

One of Paloma’s first projects in her role was revitalizing the Seda Hotels. For the renovations at Seda Centrio in Cagayan de Oro, Seda BGC, and Seda Abreeza in Davao City, her goal was to strip everything back and focus on the essence of hospitality: a comfortable room, a well-designed bathroom, and excellent food and beverage.

To achieve this, interiors and service elements were standardized across locations to ensure guests feel at home wherever they stay. The focus is on comfort, quality service, and a consistent experience that caters to both business and leisure travelers. Paloma approaches each project holistically, ensuring that hotels, malls, and communities function together as a connected ecosystem.

Kennedy Kapulong, general manager of Seda Abreeza, shared that the team is focused on creating a seamless guest experience. “As Paloma mentioned, we’re strengthening our F&B by introducing curated menus—not just food, but drinks based on local products and recipes—and we’re doing this across all our properties. Staying at a hotel isn’t just about sleeping; for business travelers, the food is just as important. It creates memories, and that’s exactly what we want Seda to offer,” Kennedy says.

While certain elements are unified across properties, each Seda hotel still celebrates local creativity. Artworks by regional artists, such as Goldie Siglos in Davao and menus inspired by local flavors, reflect the unique identity of every location.

Paloma believes guests want more than a place to stay, seeking connection and belonging. For her, design isn’t just visual as it is about creating emotion. “When you walk into the room upstairs, you can't wait to get into bed. The warm laminates on the walls, the soft lighting, the cozy duvet—it all evokes a feeling of being home,” she says. Beyond comfort, her goal is to inspire curiosity and craft experiences that surprise and engage, turning each hotel visit into something memorable and meaningful.

Guided by the belief that design can shape experiences and communities, Paloma finds purpose in the opportunities ahead at Ayala Land. She thrives on collaborating with talented teams to create spaces that enrich homes, communities, and malls.

“There’s always room to improve, and that’s what excites me—finding ways to build better and do more. I want to keep creating products that people love and that inspire them. Competition is strong, which keeps us on our toes, but at the end of the day, my goal is to create spaces and places that people truly enjoy," she says.

Paloma finds joy in working with her family and colleagues in an environment that inspires and motivates her. With ongoing renovations and upcoming launches across Seda hotels, Ayala resorts, and residential projects, she highlights the creativity, care, and passion poured into every development.

For Paloma, creativity is about building connections, not just design. Just as she shapes the group’s hotels and resorts to be purposeful and authentic, she also fosters collaboration across its various developments. She believes every part of the company—from residential to hospitality—should work together with hospitality at its core. Challenges are constant, but she sees them as opportunities to think creatively and add value to a company that now recognizes the importance of imagination in every decision. By bridging design and strategy, Paloma ensures each property reflects both vision and heart, making creativity central to how people live and experience their spaces.