Chroma Hospitality is entering its next phase of expansion with a trio of developments that signal both brand diversification and scale, according to country manager James Montenegro.
The group is currently operating more than 2,000 rooms and is targeting close to 3,000 rooms within the next five years, driven largely by fully owned developments rather than management contracts.
Leading the roll-out is the debut of Grafik, Chroma’s first in-house lifestyle brand, launching in Baguio with a 256-room property called The Pinehouse, located within the historic John Hay estate. Positioned as a millennial-forward, experiential brand, the property is fully contactless and designed around open, social spaces. It will house three dining concepts: Hey Diner, Spanish restaurant Altitude, and bistro Shira, alongside two bars, including a speakeasy and a club.
“It’s a brand that’s supposed to engage people in experiential states,” Montenegro said, noting that Grafik is built around curated touchpoints such as walking tours and wellness activities that connect guests with the estate’s natural setting. “It’s a little bit different from what we normally do, and that’s what excites us about it.”
Chroma is also preparing to break ground on its next Crimson Hotels & Resorts property in Clark in 2H2026. The 300-room hotel will feature a sky bar restaurant, club floor, ground-floor bistro and a large ballroom.
The third pillar of Chroma’s expansion is Chroma Beyond, a new loyalty programme designed to deliver instant rewards rather than long-term point accumulation. The app-based platform allows digital check-in and provides mobile room keys and immediate perks, from dining rewards to complimentary stays.
Montenegro noted that guests can claim benefits after each booking and choose whether to redeem immediately or on a future visit.
Together, the initiatives reflect Chroma Hospitality’s intent to scale deliberately while strengthening brand identity and guest experience across its growing Philippine portfolio.
“We do the full complement. We’re one of the local resorts that has Michelin restaurants. We are well known for our food and restaurant products, and also for the quality of our guestrooms. Our service rating is almost 96 per cent. Our NPS (net promoter score) is about 85 per cent. And that is our advantage. We play in the mass upper mass market,” concluded Montenegro.
