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Chroma Hospitality eyeing to manage 5,000 hotel rooms in PHL in five years

Hotel-management firm Chroma Hospitality Inc., a joint venture between the Gotianun family and Indonesia’s hotel operator, said it will expand its management of hotels in the country to about 5,000 rooms in five years, most of which will be in the southern part of the country.

James Montenegro, Chroma country manager, said most of their pipeline developments, all of which will be operational by 2018, will be in the Visayas, where a lot of the property developments are ongoing.

From now through 2018, the company may add some 1,207 rooms to its stable of hotels being managed. Three of these will be in Cebu province, under the Canvas Hotel; and a condotel named Serulyan in Mactan, one each in Dumaguete and Tagaytay, under Quest Hotel; another in Cubao, Quezon City, under Canvas; and Filinvest Land’s Crimson Hotel on Boracay Island.

Quest Hotel, an Indonesian brand, offers a $50- to $60-per-night price tag, $60 to $100 for Canvas Hotel and $150 to $200 for Crimson Hotel. Both Canvas and Crimson are local brands.

“Cebu is now being developed into a stronger regional hub, and we’re capitalizing on that,” said Montenegro, whose family also comes from the province.  He added, however, that Cebu is quite “saturated,” as most of its markets are the local and Korean communities.

Chroma, which renamed itself from Filarchipelago Hospitality Inc., is a joint venture of Filinvest Development Corp. and Archipelago International, Indonesia’s largest operator of hotels, condotels, resorts, serviced suites and branded residences, spanning more than 15,000 rooms and apartments in the region.

The company has been a player in the hotel-management business in the Philippines since 2008.

At the moment, Chroma operates three hotel brands in various markets—Crimson Hotels, Azure Beach Club and Quest Hotels—with combined rooms of about 1,000.

Montenegro said that in the next few years, the company expects to close more deals to manage other hotels, including those property developments of Filinvest Land that has developments in Binondo, Manila, and it may also close a deal in Northern Luzon. “In the next three years, even more launches will occur across Mactan and Tagaytay. The company’s aim of 4,000 rooms by 2020 is not unimaginable,” he said.

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