CRIMSON as a Brand

Culture of Clean – Crimson

https://peopleasia.ph/chroma-hospitality-introduces-culture-of-clean-for-crimson-and-quest-
hotels/

Anahaw Awardee
http://www.tourism.gov.ph/news_features/crimson_hotel.aspx

SEO Effect in Chroma/Crimson

https://marketingplatform.google.com/about/partners/img/company/6276560231333888/gac
p/5629499534213120/service/5707702298738688/assets/5681717746597888

From Annual Report 2020

https://www.filinvestgroup.com/sites/default/files/fdc_annual_report_2020_hi_res.pdf

The group’s hotel operations are carried out by Filinvest Hospitality Corporation (FHC), a
whollyowned subsidiary of FDC, and hotel management firm Chroma Hospitality, Inc. (CHI), a
joint venture with Archipelago International Pte. Ltd. The first hotel opened in 2010 through
Crimson Resort and Spa Mactan in Cebu. Five more hotels were added to the portfolio bringing
the total to six managed hotels with almost 1,800 rooms plus two 18-hole golf courses by the
end of 2020. FDC expanded its interests to the hospitality business in response to the
accelerating tourism growth in the Philippines that prevailed over the past decade. The six
hotels carry the group’s homegrown brands, namely Crimson and Quest, which cater to distinct
market segments. The Crimson brand caters to the mass affluent market segment, while the
Quest and Quest Plus brands target the group’s key market, the middle market, including
families and business lodging with emphasis on the MICE (Meetings, Incentives, Conventions
and Exhibitions) segment.

The hospitality group had to reinvent itself during the pandemic. During the months of strictest
quarantine in the country, five of the six hotels and resorts remained in operation on a limited
basis to serve essential BPO workers as well as returning overseas Filipinos serving quarantine.
Cost cutting measures such as reduction in contract services and working hours as well as
partial closure of certain areas were implemented to offset the lower occupancy and daily
rates. However, beginning October 2020, all hotels have been open, with the resort hotels
Crimson Boracay and Crimson Mactan having experienced improvement in occupancy coming
from domestic tourism in the fourth quarter. Quest Clark also got a boost in occupancy in the
fourth quarter when it was blocked off for the duration of one season of the Philippine
Basketball Association (PBA) league, dubbed as the “PBA Bubble”. In view of the lingering
mobility and foreign travel restrictions brought about by the global pandemic, future expansion
plans have been pushed back until a big market improvement is in sight. These plans include
the launch of a third brand called Grafik that will cater to millennial and other younger guests,
and expansion to new geographies. These, however, can easily be reassessed and executed
when the market conditions permit it. The new development currently on hold within Luzon is
in Puerto Princesa, while those in Visayas-Mindanao are in Mactan, Dumaguete, General
Santos, and Zamboanga. Meanwhile, the Clark, Rizal, Baguio, and Mactan Expansion projects
are pushing through upon careful and deliberate assessment.

Annual Report 2019

https://www.filinvestgroup.com/sites/default/files/fdc_annual_report_2020_as_of_july_15.pdf

Crimson brand caters to the high-end market segment while the Quest and Quest Plus brands
target middle-market families and business lodging with emphasis on the MICE segment. The
jewel in the group’s hospitality portfolio is Crimson Resort and Spa Boracay, which opened its
doors in November 2018, coinciding with the Boracay island’s reopening. Another property
under the Crimson brand is Crimson Hotel Filinvest City. The rest of the existing hotels are
under the Quest brand located in Cebu, Clark and the newest one in Tagaytay that opened in
April 2019.

Annual Report 2018

https://www.filinvestgroup.com/sites/default/files/FDC%20Annual%20Report%202018.pdf

The group has 10 new hotels and expansions in the planning and construction stages that are
expected to add approximately 2,600 rooms to the hotel portfolio, with a target to reach 5,000
keys by 2023. The new developments are expected to be located in Mactan, Puerto Princesa,
Cubao, Dumaguete, Cebu, Zamboanga, Clark, Tagaytay and Filinvest City across the Crimson,
Quest and Grafik brands.

CRIMSON RESORT & SPA MACTAN • 2018 World Luxury Hotel Awards – Country Winner,
Luxury Beach Resort • 2018 World Luxury Spa Awards o Continent Winner – Luxury Beach
Resort Spa o Country Winner – Luxury Resort Spa • 2018 World Luxury Restaurant Awards o
Regional Winner – Asian Fusion: Azure o Country Winner Luxury – Beachside Restaurant:
Azure • 2018 Haute Grandeur Global Awards – Winner • Sunstar Best of Cebu – Restaurant of
the Year: Enye by Chele Gonzalez • Sunstar Best of Cebu – Best Concept Party: FOAM •
Sunstar Best of Cebu – Best Resort Spa: AUM Spa • 2018 TripAdvisor Certificate of Excellence
– Winner • Asean Green Hotel Award – Winner • Anahaw Philippine Sustainable Tourism
Certification • 2018 Conde Nast Johansens Service Excellence Award – Winner • Asia Spa
Awards – Romantic Hotel/Resort of the Year • Philippine Tatler Dining - Top 100 Restaurants:
Saffron • Philippine Tatler Dining - Top 100 Restaurants: Azure • Philippine Tatler Dining - Top
100 Restaurants: Enye • Philippine Tatler Dining - 20 New Best Restaurant Awards: Enye
CRIMSON HOTEL FILINVEST CITY MANILA • ASEAN MICE Venue Award – from the
2018 ASEAN Tourism Association Awards • ANAHAW - Philippine Sustainable Tourism
Certification (The certification is given to hotels and resorts with practices and techniques that
save energy, water, fuel, and other resources, reduce waste and carbon emissions to improve the
overall operational efficiency, to increase profit and at the same time, to create a more
sustainable tourism industry.) • 2018 Agoda Circle Awardee • Phil. Tatler Dining Best
Restaurants 2018
Annual Report 2017
https://www.filinvestgroup.com/sites/default/files/FDC%20Annual%20Report%202017.pdf
The newest jewel in FHC’s hotel collection is the Crimson Resort and Spa Boracay, which opens
its doors to the public in 2018. The temporary closure of the island of Boracay for rehabilitation
will delay revenue generation

Annual report 2015

https://www.filinvestgroup.com/sites/default/files/FDC%20Annual%20Report%202015.pdf

In 2015, the group operated and managed three hotels, with a total of 1,062 keys: the 290-key
Crimson Resort and Spa Mactan in Mactan, Cebu the 345- key Crimson Hotel Filinvest City
Manila in Muntinlupa City, and the 427-key Quest Hotel Conference Center in Cebu City
(QHCC). QHCC is a condotel development whose units are owned by third party condotel
investors.
Annual Report 2014
https://www.filinvestgroup.com/sites/default/files/FDC%20Annual%20Report%202014.pdf

In 2008, it formed a 60%-40% joint venture hotel management company, Filarchipelago

Hospitality Inc. (FHI), with Archipelago International Pte Ltd. (AIPL), the largest hotel operator
in Indonesia. FHI is tasked to operate and manage FDC properties, affiliate Filinvest company
properties and third-party owned properties. FHI currently operates hotels under the 5-star
Crimson brand and the 3-star Quest

Currently FDC has 1,062 keys under management through FHI across three properties. These
properties are the 290- key Crimson Resort and Spa Mactan in Mactan, Cebu the 345-key
Crimson Hotel Filinvest City Manila in Muntinlupa City, and the 427-key Quest Hotel
Conference Center in Cebu City. QHCC is a condotel development whose units are owned by
third party condotel investors.

In 2011, FDC formed FDC Hotels Corporation to become the vehicle for all future hotel
developments of the group. FHC has five projects under development which include the 192-key
Crimson Resortand Spa Boracay, Quest Hotel in Tagaytay City, and hotels in Cubao, Cebu City
and Mactan Island. Newest accolade for Crimson Resort and Spa Mactan

The 5-star, Crimson Resort & Spa Mactan (CRSM) is nestled in a sprawling six-hectare beach
retreat on Mactan Island in Cebu. In 2014, CRSM received a World Luxury Hotel Award
(WLHA) for the category of Luxury & Spa Resort. This is the 2nd award of CRSM from the
prestigious awarding body. In 2013 it was named country winner for the Luxury Beach Resort
category.

Annual Report 2014

https://www.filinvestgroup.com/sites/default/files/FDC%20Annual%20Report%202014.pdf

In 2014, FDC broke ground on Crimson Resort and Spa Boracay, a 5-star resort and spa catering
to high-end local and international visitors looking for a contemporary luxury experience. The
hotel will feature 192 keys inclusive of 23 villas and 70 suites, four F&B outlets, meeting
facilities, a full-feature spa and indoor and outdoor entertainment facilities. It is strategically
situated in Barangay Yapak on the northwestern side of Boracay Island in the province of Aklan.
With site development complete and the structural and architectural package underway, phase
one of this premier addition to FDC’s hotel portfolio will be completed by the last quarter of
2016.

Annual Report 2015

https://www.filinvestgroup.com/sites/default/files/FDC%20Annual%20Report%202013.pdf

Crimson Resort and Spa, Mactan Crimson Resort and Spa is a sprawling five-star seafront
development on the island of Mactan, Cebu. On its third year of operations in 2013, the resort
achieved total revenues of Php721.9 million.  In 2013, Crimson Resort and Spa Mactan
completed its second ballroom, “The Hall”, which can accommodate 250 guests. The hotel also
completed the design plans for the expansion of its signature beach side bar, Azure. Capacity of
the outlet will be increased from 60 seats to 156 seats and will also include a full interactive
buffet kitchen. Expansion work will commence early in 2014. The resort also began the planning
work on a 60-room expansion and additional recreational facilities and food outlets. 

Crimson Hotel, Filinvest City Crimson Hotel at the Entrata Urban Complex in Filinvest City,
Alabang completed its first full year of operations in the first quarter of 2014. The five-star, 345-
key development features well-appointed guest rooms and suites, along with expansive meeting
and banquet facilities. It is strategically located at the southern entry/exit point of the Skyway
and is a stone’s throw away from Festival Supermall and Asian Hospital. 

Annual Report 2011

https://www.filinvestgroup.com/sites/default/files/FDC%20Annual%20Report%202011.pdf

Crimson To capture the growing potential of the Philippine tourism industry, FDC formally
launched in October 2010 its maiden project Crimson Resort and Spa, a deluxe resort oasis
located just 15 minutes away from Mactan International Airport, Cebu. 2011 marked the first full
year of operations. It consistently stays among the top three hotels in the Mactan area in major
Internet hotel search sites, as well as among the top in terms of average room rate. The
completion of Aum Spa in January 2011 further boosted the attractiveness and marketability of
the hotel. For 2012, Crimson Cebu’s focus is to increase its share of the key tourism markets in
Korea, Japan, the Philippines and Russia, and it is presently working with key market players to
boost the marketability of the hotel
In 2012, Crimson will commence the pre-opening work of the Crimson Hotel and Conference
Center in Filinvest City, Alabang (Crimson Alabang). Strategically located right beside Festival
Supermall and right at the exit from the Skyway, this will be a flagship Crimson property and
will be part of the larger Entrata Urban Complex. Crimson Alabang will be a 5-star hotel with
345 room keys, a grand ballroom, 10 function rooms and four commercial outlets. Crimson
Alabang is owned by Filinvest Alabang, Inc.

Chroma Corporate Brochure

https://www.chromahospitality.com/uploads/2015-09/chroma-corporate-brochure.pdf

Hotels.com Hotel Information

https://ph.hotels.com/ho636896544/?q-rooms=1&q-room-0-adults=2&q-room-0-children=0
http://hospitalitynews.ph/4614/chroma-hospitality-takes-off-with-home-grown-brands/

https://www.philstar.com/business/2014/05/12/1322017/filinvest-eyes-more-hotel-brands

https://www.scribd.com/document/333501955/HOTEL-RESEARCH

https://hospitalitynews.ph/1026/qa-crimson-hotels-new-gm-on-creating-brands/

https://ph.asiatatler.com/life/redefining-hospitality

https://ph.asiatatler.com/life/a-crimson-affair

https://news.abs-cbn.com/lifestyle/04/15/14/crimson-open-boracay-resort-2017

https://cebudailynews.inquirer.net/333110/invest-in-your-future-travels-with-crimson-hotels-
and-resorts-fund-and-travel

https://tribune.net.ph/index.php/2021/02/21/crimson-boracay-welcome-new-gm/?
__cf_chl_jschl_tk__=pmd_f0150698a4ada93074cc001e404eb087e6f997dc-1626968271-0-
gqNtZGzNAg2jcnBszQbO

https://www.philstar.com/lifestyle/cassandra/2018/06/03/1821002/opinion

Chroma Hospitality, Inc. is a young hotel management company established in 2008. Chroma
was founded on a joint partnership of two regional industry leaders – Filinvest Development
Corporation and Archipelago International Pte Ltd. They manage a growing portfolio of hotels across
the Philippines and Indonesia.  It is the current owner and operator of four hotel brands; Canvas
Hotels, Crimson Hotels, Quest Hotels, and Azure Beach Club. Chroma aims to take its brands to the
global stage.

Its vision is to “create vivid, impactful brands that challenge conventional hospitality”. Their
mission is “it aims to bring brilliant brands to life, enhancing the level of travel experience for
employees and guests, and creating lucrative hotels for ourselves and our partners”. Chroma seeks
to redefine hospitality by crafting truly inspired hotel offerings.

Chroma offers a wide spectrum of services to other hotel owners and guests. For hotel
owners, the services are the following: Market Research & Development, Technical Services,
Rebranding, Pre- Opening, Hotel Operations, Sales & Marketing, E- Commerce, and Human
Resource Management. Hotel accommodation, dining, events and function services are for the hotel
guests.  Due to its committed service and passion to the industry, Chroma had won various awards
from World Luxury Hotel Awards, World Luxury Spa Awards, TripAdvisor, Agoda.com, and
Booking.com since its opening in 2012. The customers in the hotel are employees and guests of
local and foreign origin who stay in the hotel for accommodation and avail of the other services the
hotel has to offer.

The analysts, along with the management of Chroma Hospitality, selected Crimson Hotel in
Filinvest City, Alabang, Muntinlupa City as the field of the study. Crimson Hotel aims to provide an
atmosphere of tranquility, subdued elegance, and a new expression of cosmopolitan life to savvy
business and leisure travelers alike - as they say “At the heart of it all is our cosmopolitan spirit and
gracious Filipino hospitality, creating unforgettable moments for you.” The analysts’ Lean Six Sigma
project is focused more on the accommodation services the hotel provides its customer, specifically
its checking in process. One of the hotel units involved is the accommodation and room-division
management. This area of service is one of the most relevant areas to study on in a hotel business
for the reason that excellent accommodation is the key to providing excellent hospitality to one’s
customers. Moreover, the accommodation services Crimson provides is one of the direct factors of
customer feedback. This study shall help the hotel satisfy its customers by offering a more efficient,
faster, and better customer experience in the area of checking in. This project is relevant for Crimson
hotel since guest satisfaction is required for them to meet their mission and vision as a company.
There are no revenue values for the company from guest satisfaction but the enhancement this
project shall bring would greatly improve the customer experience which the hotel wishes to provide
as part of their hospitality services.

The term checking-in is defined as the process in which the hotel and the guest interact with
each other. Both have to go through this interaction to secure the guest’s room in the hotel. Check-
ins include accomplishing necessary forms and documents which serve as the customer verification
for personal and booking details, asking updates from the housekeeping regarding the preparation of
the rooms, providing amenities and facilities information, and providing the room keys for the guests.