Seda Hotels

Seda Hotels is a Philippine hotel and serviced-apartment brand owned and operated by Ayala Land Hotels and Resorts, a hospitality subsidiary associated with Ayala Land and the wider Ayala Corporation group. The brand was created for urban lifestyle accommodation, with an emphasis on business travelers, affluent domestic guests, and visitors seeking hotels integrated with mixed-use developments, shopping centers, business districts, and tourism estates. The first Seda property, Seda BGC, opened in December 2012 in Bonifacio Global City, Taguig, Metro Manila. The 179-room hotel established the brand's basic development model: a contemporary full-service hotel positioned close to Ayala Land and Ayala Malls properties, with access to offices, retail, dining, and transport links. A second property, Seda Centrio in Cagayan de Oro, also opened in 2012 beside the Centrio shopping mall. The chain originally carried the name Kukun. Ayala Land had considered the name Cocoon, but that name was unavailable in Manila; the stylized Kukun was used before the chain adopted the Seda name in January 2013. Seda is derived from the Tagalog word for silk. The brand expanded across major Philippine cities and planned communities during the 2010s. Seda Abreeza opened in Davao City in 2013 near Ayala Malls Abreeza, followed by Seda Nuvali in Santa Rosa, Laguna, in 2014. Seda Atria opened in Iloilo City in 2015, close to Ayala Malls Atria and during a period when Iloilo was hosting events connected with the Asia-Pacific Economic Cooperation meetings. The properties reflected Seda's connection to Ayala Land developments while also giving the company a hotel presence outside Metro Manila. Seda's largest expansion phase came in 2017 and afterward. Seda Vertis North opened in Quezon City's Triangle Park district in April 2017 with 438 rooms, while Seda Capitol Central opened in Bacolod during the same month. In Cebu, a former Marriott-operated hotel beside Ayala Center Cebu was refurbished after Ayala Land ended its operating agreement with Marriott Hotels & Resorts. It reopened as Seda Ayala Center Cebu in August 2018. Seda also entered the resort market with Seda Lio in El Nido, Palawan, which opened in September 2018 within Ayala's Lio Tourism Estate. In 2019, a second tower increased Seda BGC's total inventory to 521 rooms, and Seda Residences Makati opened as the brand's first serviced-apartment property, offering 293 rooms at Ayala North Exchange. The chain continued its mixed-use and business-district strategy with Seda Central Bloc, a 214-room hotel in Cebu IT Park, which opened in February 2020. Reference material described the chain as having 11 branches by 2020, although the numbering of properties and later development announcements varies across accounts. The company had announced a multi-billion-peso expansion program targeting additional properties near Ayala developments, including projects in Makati, Taguig, Manila Bay, and Nuvali. Some announced projects did not proceed. Seda One Ayala, once proposed as a flagship hotel for the One Ayala complex and associated with a planned 2025 opening, was later cancelled and replaced in the development pipeline by a Canopy by Hilton project. Seda's identity combines hotel accommodation with the Ayala group's property ecosystem. Typical facilities include guest rooms and suites, restaurants and bars, meeting and event spaces, swimming pools, fitness facilities, and, in selected locations, serviced apartments or resort amenities. All Seda hotels were designed by Filipino architect Conrad Onglao according to the cited reference material. In 2014, Seda became the first Philippine hotel chain reported to undergo accreditation for Certified Guest Service Professionals through the American Hotel and Lodging Educational Institute. The available reference material does not establish a separate international operating network; the brand's documented properties are located in the Philippines.

Seda Hotels was developed by Ayala Land Hotels and Resorts as a Philippine hotel platform linked to Ayala Land's mixed-use, retail, and real-estate developments. The concept was intended to serve business travelers and upper-income guests through contemporary hotels located near offices, shopping centers, and major urban destinations. Its original working brand name was Kukun. Ayala Land had considered Cocoon, but that name was already associated with another Manila boutique hotel. The chain subsequently adopted the name Seda, a stylized form derived from the Tagalog word for silk. The first hotel, Seda BGC, opened in December 2012 in Bonifacio Global City, Taguig. Its 179 rooms and proximity to Bonifacio High Street, Serendra, and Market! Market! demonstrated the brand's relationship with Ayala's commercial and development portfolio. Seda Centrio in Cagayan de Oro followed in the same year beside Centrio mall. In January 2013, Kukun was formally renamed Seda. Expansion continued with Seda Abreeza in Davao City in June 2013, Seda Nuvali in Santa Rosa, Laguna, in March 2014, and Seda Atria in Iloilo City in March 2015. The sequence broadened Seda from a Metro Manila business-district concept into a national Philippine chain. In January 2014, the company also pursued Certified Guest Service Professional accreditation through the American Hotel and Lodging Educational Institute, a service-training initiative described in the reference material as a Philippine hotel-chain first. The next phase added larger and more strategically placed properties. Seda Vertis North opened in Quezon City's Triangle Park district in April 2017 with 438 rooms, while Seda Capitol Central opened in Bacolod in the same month. In Cebu, Ayala Land ended a 20-year operating agreement with Marriott Hotels & Resorts in October 2017. The former Cebu City Marriott Hotel closed on 1 January 2018 and reopened after refurbishment as Seda Ayala Center Cebu on 19 August 2018. Seda also moved into destination hospitality. Seda Lio opened in September 2018 in El Nido, Palawan, within Ayala's Lio Tourism Estate and near Lio Airport. The property was the chain's first beach resort. In June 2019, a second Seda BGC tower expanded the hotel's total inventory to 521 rooms. On 2 November 2019, Seda Residences Makati opened at Ayala North Exchange as the brand's first serviced-apartment operation, with hotel-style food, beverage, and leisure facilities. Seda Central Bloc opened in Cebu IT Park in February 2020. Reference material described the chain as having 11 branches by that year. Ayala Land had also announced a multi-billion-peso expansion plan involving proposed hotels near Ayala properties, including Seda Circuit Makati, Seda Arca South, Seda Manila Bay, and a second Seda Nuvali tower. The proposed Seda One Ayala flagship was later cancelled; the related operating entity was restructured as Seda College, Inc., and the hotel concept was replaced by a planned Canopy by Hilton Makati. The available material does not document a full subsequent property list or a change in ownership, and therefore the brand's current operating footprint should be verified independently.

• 2025

  Seda One Ayala proposal is cancelled

  [1]Seda Hotelsen.wikipedia.org

  The proposed flagship hotel at One Ayala does not proceed and is replaced in the development pipeline by a planned Canopy by Hilton Makati.

• 2020

  Seda Central Bloc opens

  [1]Seda Hotelsen.wikipedia.org

  A 214-room hotel opens in Cebu IT Park.

• 2019

  Seda BGC expands

  [1]Seda Hotelsen.wikipedia.org

  A second tower brings the hotel's total room inventory to 521.

• 2019

  Seda Residences Makati opens

  [1]Seda Hotelsen.wikipedia.org

  The brand enters serviced apartments with a 293-room property at Ayala North Exchange.

• 2018

  Seda Ayala Center Cebu opens

  [1]Seda Hotelsen.wikipedia.org

  The refurbished former Cebu City Marriott Hotel reopens under the Seda name.

• 2018

  Seda Lio opens

  [1]Seda Hotelsen.wikipedia.org

  The brand opens its first beach resort in El Nido, Palawan.

• 2017

  Seda Vertis North and Seda Capitol Central open

  [1]Seda Hotelsen.wikipedia.org

  The chain adds a major 438-room Quezon City hotel and a Bacolod property.

• 2015

  Seda Atria opens

  [1]Seda Hotelsen.wikipedia.org

  A 152-room hotel opens in Iloilo City near Ayala Malls Atria.

• 2014

  Seda Nuvali opens

  [1]Seda Hotelsen.wikipedia.org

  A 150-room property opens inside Ayala Land's Nuvali estate in Santa Rosa, Laguna.

• 2014

  Guest-service accreditation initiative

  [1]Seda Hotelsen.wikipedia.org

  Seda begins accreditation for Certified Guest Service Professionals through the American Hotel and Lodging Educational Institute.

Showing the 10 most recent.

An upscale Philippine urban lifestyle and business hotel brand integrated with Ayala Land mixed-use developments, shopping centers, central business districts, and selected tourism estates.

• Urban hotel · 2012

  Seda BGC

  Seda BGC is the brand's first hotel and its original flagship property in Bonifacio Global City, Taguig. It was designed around access to a major business district, retail destinations, restaurants, and Ayala-linked commercial developments. The original building opened with 179 rooms; a second tower added in 2019 brought the reported total inventory to 521 rooms. The property illustrates Seda's core positioning as a contemporary full-service hotel for business and upscale leisure travelers.

• Urban hotel · 2012

  Seda Centrio

  Seda Centrio is the chain's Cagayan de Oro property and one of its two original 2012 openings. Located beside the Centrio shopping mall, it reflects Seda's practice of combining hotel accommodation with Ayala's retail and mixed-use developments. The hotel opened with 150 rooms and extended the brand's presence beyond Metro Manila into a major regional Philippine city.

• Urban hotel · 2013

  Seda Abreeza

  Seda Abreeza is a 186-room Davao City hotel positioned near Ayala Malls Abreeza. It was the third Seda property and helped establish the chain as a national Philippine hotel brand rather than a Metro Manila-only operator. Its location connects full-service accommodation with a major regional shopping and business destination.

• Estate hotel · 2014

  Seda Nuvali

  Seda Nuvali is a 150-room hotel within Ayala Land's Nuvali estate in Santa Rosa, Laguna. Unlike the brand's central-business-district properties, it is integrated into a large master-planned development combining residential, commercial, and leisure uses. The hotel broadened Seda's estate-based accommodation offer and was followed by proposals for further expansion at Nuvali.

• Urban hotel · 2015

  Seda Atria

  Seda Atria is a 152-room property in Iloilo City located near Ayala Malls Atria. It opened in 2015 and served the city's growing business, retail, and events market. Its opening coincided with Iloilo's role in activities connected with the 2015 Asia-Pacific Economic Cooperation summit, giving the hotel an event-oriented context in addition to its regular corporate and leisure functions.

• Urban hotel · 2017

  Seda Vertis North

  Seda Vertis North is a 438-room hotel in Quezon City's Triangle Park district and one of Seda's largest properties. It forms part of Ayala Land's Vertis North development and is designed to serve corporate travelers, events, and visitors to the northern Metro Manila business corridor. Its scale marked a significant step up from the chain's earlier regional hotels.

• Urban hotel · 2017

  Seda Capitol Central

  Seda Capitol Central is a hotel within Ayala Land's Capitol Central development in Bacolod, Negros Occidental. The property opened in 2017 with 154 rooms and extended Seda's presence into another major regional Philippine city. Its placement within a mixed-use project follows the chain's broader model of pairing lodging with offices, retail, dining, and civic or commercial activity.

• Urban hotel · 2018

  Seda Ayala Center Cebu

  Seda Ayala Center Cebu is the refurbished former Cebu City Marriott Hotel beside Ayala Center Cebu. After Ayala Land ended its long-term Marriott operating agreement, the property closed in January 2018 and reopened under the Seda brand in August of that year. The conversion gave Seda an established hotel site in Cebu's principal commercial and business environment.

• Beach resort · 2018

  Seda Lio

  Seda Lio is the brand's first beach resort, located in El Nido, Palawan, within Ayala's Lio Tourism Estate. The 153-room property extends Seda beyond urban and estate hotels into destination tourism. Its proximity to Lio Airport, which is associated with Ayala Corporation and serves the estate, supports an integrated resort-development model linking accommodation, aviation access, and tourism infrastructure.

• Serviced apartments · 2019

  Seda Residences Makati

  Seda Residences Makati is the brand's first serviced-apartment property. It opened at Ayala North Exchange in Makati with 293 rooms, a restaurant, a bar, and a swimming pool. The location near Glorietta and Greenbelt connects extended-stay accommodation with Makati's corporate, retail, and dining districts. The property expanded Seda's offer from conventional hotel stays into longer-term residential-style lodging supported by hotel services.

• Urban hotel · 2020

  Seda Central Bloc

  Seda Central Bloc is a 214-room hotel in Cebu IT Park. Opened in 2020, it places the brand in one of Cebu's major technology, office, and mixed-use districts. The property reinforced Seda's focus on business-oriented locations and Ayala-linked developments while complementing the chain's earlier presence at Ayala Center Cebu.

• 2025

  Cancel the proposed Seda One Ayala flagshipStrategy

  Background

  A flagship Seda hotel at One Ayala had been proposed with an expected 2025 opening.

  Action taken

  The proposed hotel was cancelled, the related operating entity was restructured as Seda College, Inc., and the hotel concept was replaced by a planned Canopy by Hilton Makati.

  Aftermath

  The change removed the proposed One Ayala flagship from Seda's announced development pipeline.

  • Canopy by Hilton — Canopy by Hilton was identified as the replacement hotel concept in the cited material.

  Source

• 2019

  Expand Seda BGC with a second towerGeneration change

  Background

  Seda BGC was the original brand property and occupied a strategic location in Bonifacio Global City.

  Action taken

  A second tower opened in June 2019, increasing the combined property inventory to 521 rooms.

  Aftermath

  The expansion strengthened Seda BGC's role as the chain's largest and most prominent urban property in the cited period.

  Source

• 2017

  Plan a national expansion programStrategy

  Background

  Ayala Land sought to grow Seda alongside its shopping centers, business districts, and other property developments.

  Action taken

  The company announced a multi-billion-peso investment program aimed at expanding the chain to 11 branches and 3,268 rooms by 2020, with proposed sites including Circuit Makati, Arca South, Manila Bay, and an additional Nuvali tower.

  Aftermath

  Some proposed properties progressed or opened, while other announced projects, including Seda One Ayala, were later cancelled or replaced.

  announced investment. PHP 10 billion to PHP 15 billion (2017-2018 announcement period)

  Source

• 2017

  End Marriott operating agreement for the Cebu propertyOther

  Background

  Ayala Land had operated a hotel beside Ayala Center Cebu under a 20-year contract with Marriott Hotels & Resorts.

  Action taken

  Ayala Land terminated the contract in October 2017; the hotel closed on 1 January 2018 for conversion and refurbishment.

  Aftermath

  The property reopened as Seda Ayala Center Cebu on 19 August 2018.

  • Marriott Hotels & Resorts — The operating relationship ended; no further reaction is documented in the cited material.

  Source

• 2014

  Pursue Certified Guest Service Professional accreditationStrategy

  Background

  As the chain expanded, it sought a formal service-training framework for its hotel personnel.

  Action taken

  Seda underwent accreditation for Certified Guest Service Professionals through the American Hotel and Lodging Educational Institute.

  Aftermath

  The initiative was presented as a service-quality milestone and as the first such accreditation effort by a Philippine hotel chain.

  Source

• 2013

  Rename Kukun as SedaStrategy

  Background

  The hotel concept initially operated under the Kukun name after the preferred Cocoon name was unavailable in Manila.

  Action taken

  Ayala Land changed the brand name to Seda, a name derived from the Tagalog word for silk.

  Aftermath

  All subsequent properties were developed under the Seda identity, which became the public-facing hotel brand.

  Source

• 2020

  Seda Central Bloc opens in Cebu IT Park[1]Seda Hotelsen.wikipedia.org

  Product launch

  A 214-room Seda property opened in Cebu IT Park, strengthening the chain's presence in a major Philippine business and technology district.

• 2019

  Seda BGC adds a second tower[1]Seda Hotelsen.wikipedia.org

  Product generation

  A second tower increased Seda BGC's total room inventory to 521 rooms.

• 2019

  Seda Residences Makati opens[1]Seda Hotelsen.wikipedia.org

  Product launch

  The brand opened its first serviced-apartment property at Ayala North Exchange, combining extended-stay accommodation with hotel services.

• 2018

  Former Cebu Marriott property reopens as Seda Ayala Center Cebu[1]Seda Hotelsen.wikipedia.org

  M&A · Product launch

  After Ayala Land ended its operating contract with Marriott Hotels & Resorts, the refurbished Cebu property reopened under the Seda brand.

• 2018

  Seda opens its first beach resort in El Nido[1]Seda Hotelsen.wikipedia.org

  Product launch

  Seda Lio opened within Ayala's Lio Tourism Estate in Palawan, extending the brand beyond urban hotels into resort accommodation.

• 2017

  Seda enters Quezon City and Bacolod[1]Seda Hotelsen.wikipedia.org

  Product launch

  Seda Vertis North and Seda Capitol Central opened during a major expansion phase in Ayala Land developments.

• 2015

  Seda completes early regional expansion[1]Seda Hotelsen.wikipedia.org

  Product generation

  The chain added properties in Davao, Nuvali, and Iloilo after its initial launches in Bonifacio Global City and Cagayan de Oro.

• 2013

  Kukun is renamed Seda[1]Seda Hotelsen.wikipedia.org

  Other

  Ayala Land's hotel brand moved from its original Kukun name to Seda, derived from the Tagalog word for silk.

• 2012

  Seda BGC opens as the brand's first hotel[1]Seda Hotelsen.wikipedia.org

  Product launch

  The first Seda property began operations in Bonifacio Global City, establishing the chain's urban business-hotel format.

1. 1Seda Hotelsen.wikipedia.org
2. 2Seda Hotels official websitesedahotels.com