Chroma Hospitality, the group behind Crimson Hotels & Resorts and Quest Hotels, has launched a new hotel brand aimed at enhancing the travel experience with a stronger sense of place and purpose.
Called Grafik Hotel Collection, the brand will debut its initial locations in Baguio and Moalboal, offering a unique approach to Philippine hospitality that emphasizes cultural connection, creativity, and local identity.
Grafik positions itself as more than a place to stay. Chroma describes it as a platform for storytelling, aiming to create meaningful guest experiences inspired by each destination’s character. The approach focuses on thoughtful design, a strong sense of place, and unique local experiences.
Each hotel will reflect its surroundings through architecture and interiors influenced by local textures and landscapes, while also offering programs and activities that draw directly from community narratives, from traditional weaving to marine exploration.
Guests can expect experiences that extend beyond the usual hotel offering. To further enrich the guest journey, Grafik introduces the following signature brand expressions in each stay: Colourful Cuisines, Chapter One, and Curious Collections.
Grafik’s culinary program, Colourful Cuisines, celebrates Filipino heritage with refined, sensorial menus rooted in seasonality and local sourcing. Each dish is a creative expression of place, designed to evoke memory and emotion.
On the other hand, a ritual that marks the beginning of every stay, Chapter One is a welcome experience that introduces guests to the soul of the destination, setting the tone for a journey of reflection and meaning.
Meanwhile, Curious Collections is a dynamic curation of locally made objects and materials. This connects guests with the community’s creative spirit and further deepens their cultural experience.
The collection also features three sub-brands that highlight the variety of travel experiences. Grafik City emphasizes dynamic urban settings, appealing to guests who enjoy activity and interaction. In contrast, Grafik Resort is designed as a nature-focused retreat that offers relaxation and sensory rejuvenation. The most stripped-down expression of the brand, Grafik Nude, offers a minimalist stay that places simplicity and presence at the forefront.
Grafik is being introduced during a significant year for both Chroma Hospitality and its parent company. Chroma is reaching its 10th year in the industry, and Filinvest Development Corporation, of which it is a part, is commemorating its 70th anniversary. The hotel group sees Grafik as a natural extension of its portfolio—one that responds to a new generation of travelers seeking authenticity, depth, and connection in the places they visit.
Grafik reinforces Chroma’s long-term commitment to responsible tourism. As it continues to expand its footprint in key Philippine destinations such as Manila, Cebu, Mactan, Clark, Tagaytay, and Boracay, the company says it remains focused on creating positive, lasting value in the communities where its properties stand.