The day’s end was the best time to witness what Davao’s Seda Abreeza Hotel had to unveil. Gathered at one of the newly refurbished function halls, a select few members from the Davao media were welcomed by the three personalities geared up to present the transformation Seda Abreeza has undergone: Paloma Urquijo Zobel, Ayala Land Hospitality’s Creative Director, and Kennedy Kapulong, Cluster General Manager of Seda Hotels Mindanao, joined by Davao artist Goldie Siglos.

“At the beginning, what stood out to us was how strong and familiar Seda already was as a brand,” said Urquijo Zobel.

Seda Hotels has long been known as a dependable business hotel brand. Since the brand's entry in Davao City in 2013, Seda Abreeza has cemented its presence as one of the best in its niche in the hospitality sector. Today, the hotel reopens after months of undergoing major rehabilitation and upgrades, and unveiling a refreshed brand experience. It is among the first properties in the portfolio to showcase the brand’s evolving direction. The update highlights a more intentional stay experience shaped by thoughtful design, local connection, and the continued growth of Davao as an important business and leisure destination.

“Seda’s latest refresh builds on that strong foundation while responding to the needs of today’s traveler. Rather than reinventing the brand, the focus was to refine it—bringing greater warmth, simplicity, and ease across the guest journey. The result is a hotel experience that moves seamlessly between work, rest, and leisure,” announced the general manager.

Seda Abreeza’s refreshed experience is most visible in its redesigned rooms and guest spaces. Interiors have been updated to feel warmer, more intuitive, and better aligned with how guests stay today—whether visiting for business, a quick city break, or a longer and more flexible trip. Every detail was approached with comfort, function, and ease in mind.

“The opportunity was not to change it completely, but to evolve it—to make the experience feel more intentional, more human, and more connected. We focused on creating spaces that feel comfortable and approachable, while keeping things simple and intuitive," shared Urquijo Zobel.

Local connection is another key part of the experience. The hotel partnered with Davao artist Goldie Siglos to create pieces featured in the rooms and throughout the property. Inspired by local stories and character, the artworks bring a stronger sense of place to each stay. Guests can also check out the hotel’s new retail kiosk, which features locally made products and treats.

“Working with local artists was an important part of that, allowing us to bring in stories and textures that make each property feel grounded in its location,” pointed out the creative director.

Another highlight is the S~Bar, a new social space designed for guests to unwind after a busy day or gather with friends and family. The bar serves local and international favorites, alongside signature drinks inspired by flavors from across the Philippines.

Bringing these elements together—from the refreshed spaces to the stronger local connections—was a key part of the redesign vision led by Paloma Urquijo Zobel. Her approach focused on building on what guests already value about Seda while shaping an experience that feels more thoughtful and more connected to place.