Chapter One: Where Your Grafik Experience Begins
Grafik Hotel Collection invites you to shape your own story, where Filipino hospitality, curated experiences, and personal discovery fill every page.
Words Bridgette Yutuc
Photo courtesy of Chroma Hospitality Inc.
May 25, 2025
At the heart of the Grafik Hotel Collection is a mantra that captures its essence: Embrace life.
Create memories. Live vivid.
The brand’s story begins with what it calls “Chapter One”—the guest’s first encounter with the Grafik experience. It’s more than check-in; it’s a turning point where the traveler steps beyond being an observer and becomes the storyteller.
Following the successful topping-off of its first hotel in the pine-scented hills of Baguio, Grafik Pine House, nestled within the scenic grounds of Camp John Hay, will feature 256 thoughtfully designed rooms, four dining venues, a grand ballroom, flexible meeting spaces, and a serene spa retreat.
This milestone marks the official debut of Filinvest Hospitality Corporation’s (FHC) newest brand, the Grafik Hotel Collection (GHC)—a concept designed to elevate the travel experience through a seamless blend of Filipino heritage, design, and service.
Grafik now sets its sights on its second destination: the city of Cebu.
More Than a Stay
The Grafik Hotel Collection is tailored for travelers seeking something deeper than a place to sleep. It’s for those who seek experiences that linger—where each stay becomes a chapter in a personal journey of discovery, connection, and inspiration.
“Grafik is about focusing on the experiential part of travel,” said James Montenegro, Country Manager of Chroma Hospitality, in an exclusive interview. “We want people to tell their stories about us. And it won’t always be perfect—and that’s okay. If something’s wrong, we’ll fix it. But your feedback helps us understand how our brand truly connects.”
Montenegro emphasizes that the essence of Grafik lies in making each visit not only memorable but meaningful—steeped in authenticity and true Filipino hospitality.
Curated Experiences
While deeply rooted in Filipino culture, Grafik also sets itself apart through a strong focus on lifestyle branding and curated travel experiences.
“We’re not just building hotels—we’re crafting a lifestyle brand that people can connect with,” Montenegro said. “That’s what sets us apart in a competitive market.”
Each Grafik property is envisioned as a sub-brand with its own distinct personality, tone, and aspirations—tailored to resonate with a wide range of modern travelers. Whether guests are in search of serenity, adventure, culture, or luxury, Grafik offers a meaningful stay designed around their lifestyle.
Grafik Hotel Collection is committed to blending contemporary design, authentic local touches, and world-class service—all while staying agile in response to the needs of today’s global traveler.
Hospitality with Heart
According to Montenegro, Grafik’s attention to detail goes beyond aesthetics. Each brand under the Filinvest Hospitality Corporation umbrella is developed in tandem with a thoughtfully built service culture.
“Even when we develop brands, we do it in parallel with service. We teach our teams the touchpoints that matter, ensuring the brand experience and service culture always align.”
It’s this synergy of design, experience, and heart that transforms Grafik into more than just a hotel brand—it becomes a stage where stories are made, remembered, and shared.
