Rising in Baguio: Filinvest’s first Grafik Hotel promises local flair, next-level experiences

BAGUIO CITY, Philippines — With a total investment of P2.7 billion, Filinvest Hospitality Corporation (FHC) is set to bring a new chapter to Filipino hospitality with the Grafik Hotel Pine Baguio—anticipated to open by the first quarter of 2025. 

The rising hotel will boast 256 upscale rooms, five dining options, a grand ballroom, meeting spaces and a spa, all located within Camp John Hay (CJH).

This marks the debut of FHC’s Grafik Hotel Collection, designed to elevate the guest experience by weaving Filipino heritage and culture into every aspect of the stay.

During the topping-off ceremony on June 14, FHC First Senior Vice President Francis Gotianun told Philstar.com that they take pride in the love and care they put into the design of this property as they try to bring hospitality to the next level.

“The public can expect a higher level of hospitality, a higher level of luxury and a higher level of experiences,” he teased, noting how Grafik distinguishes itself from other properties at Camp John Hay.

Local flair, living vivid

Inspired by the word “graphic”—think vivid imagery—FHC’s Grafik Hotel Collection promises guests an experience that goes beyond a pretty room. It’s a full-on dive into the heart and soul of each destination, letting guests “Live Vivid” by transforming explorers into storytellers with unforgettable memories.

For the first Grafik Hotel in Baguio, this concept is embodied by FHC’s collaboration with the local community. 

This collaboration integrates aspects of the region’s culture into the hotel’s overall experience, from the hotel’s design, which incorporates local culture, to the food served at their signature restaurant “Saleng” (named after a fire-starting pine root), everything tells the unique story of Baguio. 

Saleng will even showcase heirloom grains from the Cordillera region, further deepening the connection to the area’s rich heritage.

Moreover, in an interview with the media, Gotianun assured that the new property would have creative spaces, mentioning that areas like the lobby and function rooms were designed to be flexible that they can hold exhibitions, pocket events and other creative events.  

Sustainability is also a priority at Grafik Baguio, mirroring the city’s own green initiatives. FHC, emphasizes this commitment through the hotel’s sustainability features that align with Baguio’s reputation as a sustainable and creative city.

“The Grafik Hotel Collection is more than just a brand; it’s an experience that celebrates the beauty and stories of the Philippines,” said Chroma Hospitality Inc. Country Manager James Montenegro. “Our properties will serve as gateways to the Filipino experience, offering guests a chance to become part of the narrative through immersive and engaging experiences.”

Grafik Baguio will be the eighth property under Chroma Hospitality’s management, joining established brands like Crimson Hotels & Resorts (Mactan, Boracay and Filinvest City) and Quest Hotels & Resorts (Cebu City, Clark and Tagaytay).

Beyond hotels, Chroma’s expertise extends to properties like Mimosa Plus Golf Course in Clark, Timberland Highlands Resort and Timberland Mountain Bike Park in San Mateo, Rizal.

‘Nucleus of growth’ in CJH

At the ceremony, Gotianun announced that the company anticipates the new hotel collection to significantly impact the local economy of Baguio City, and they are committed to contributing to the city’s growth and prosperity.

“By creating numerous employment opportunities, we aim to engage and uplift the community. Our project will not only boost tourism but also foster a sense of pride and involvement among the residents of Baguio,” he said.

According to Gotianun, the project has generated approximately 3,000 jobs during its construction phase and will hire around 250 to 300 employees when it becomes operational.

Local leaders in Baguio echoed Gotianun’s sentiments regarding the project’s positive in terms of Baguio’s local economy. 

Bases Conversion and Development Authority (BCDA) president and CEO Joshua Bingcang sees the hotel as a catalyst for future growth in Camp John Hay.

“We welcome this development as it will enhance the potential and future growth of Camp John Hay. This may be occupying a tiny spot in John Hay, but this will be the nucleus of growth moving forward,” he remarked.

Moreover, John Hay Management Corp. (JHMC) president and CEO Marlo Ignacio Quadra shared similar optimism, believing the project will increase the appeal of John Hay Special Economic Zone as both a tourist destination and an attractive investment opportunity. 

“This project resonates deeply with our vision for Camp John Hay. As the estate manager, we aim to maximize the potential of this historical site to be a thriving economic center that brings not only tourism activities in this summer capital, but also investment opportunities,” he said. 

Editor’s Note: This #BrandSpace story is published by the Advertising Content Team that is independent from our Editorial Newsroom.