As one of the first refreshed properties in the network, Seda Abreeza brings together thoughtful design, local artistry, and a stay experience shaped for today’s business and leisure traveler.
Seda Hotels unveils its refreshed brand experience, with Seda Abreeza among the first properties in the portfolio to showcase the brand’s evolving direction. The update highlights a more intentional stay experience shaped by thoughtful design, local connection, and the continued growth of Davao as an important business and leisure destination.
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| Refreshing. Take a dip in the redesigned swimming pool. |
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A bigger Club Lounge
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| City view from the top floor Club Lounge |
Long known as a dependable business hotel brand, Seda’s latest refresh builds on that strong foundation while responding to the needs of today’s traveler. Rather than reinventing the brand, the focus was to refine it—bringing greater warmth, simplicity, and ease across the guest journey. The result is a hotel experience that moves seamlessly between work, rest, and leisure.
At Seda Abreeza, that refreshed experience is most visible in its redesigned rooms and guest spaces. Interiors have been updated to feel warmer, more intuitive, and better aligned with how guests stay today—whether visiting for business, a quick city break, or a longer and more flexible trip. Every detail was approached with comfort, function, and ease in mind.
Local connection is another key part of the experience. The hotel partnered with Goldie Siglos, a Davao-based artist, to create pieces featured in the rooms and throughout the property. Inspired by local stories and character, the artworks bring a stronger sense of place to each stay. Guests can also visit the hotel’s new retail kiosk, featuring locally made products and treats that can be enjoyed during their stay or taken home as gifts.
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| Goldie Siglos artworks in all Seda Abreeza rooms |
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| Goldie Siglos art piece in the spacious and homey one-bedroom suite |
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| The new one-bedroom suite |
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| Sense of place. Local bites as welcome treat for suite guests |
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| Locally produced products on display |
Another highlight is S~Bar, a new social space designed for guests to unwind after a busy day or gather with friends and family. The bar serves local and international favorites, alongside signature drinks inspired by flavors from across the Philippines.
Bringing these elements together—from the refreshed spaces to the stronger local connections—was a key part of the redesign vision led by Paloma Urquijo Zobel, Ayala Land Hospitality’s Creative Director. Her approach focused on building on what guests already value about Seda, while shaping an experience that feels more thoughtful and more connected to place.
“At the beginning, what stood out to us was how strong and familiar Seda already was as a brand,” said Urquijo Zobel de Ayala. “The opportunity was not to change it completely, but to evolve it—to make the experience feel more intentional, more human, and more connected.”
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| Paloma Urquijo Zobel de Ayala |
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| Paloma Urquijo Zobel de Ayala with Cluster GM Kennedy Kapulong and commissioned Davao artist Goldie Siglos |
“We focused on creating spaces that feel comfortable and approachable, while keeping things simple and intuitive,” she added. “Working with local artists was an important part of that, allowing us to bring in stories and textures that make each property feel grounded in its location.”
As one of the first refreshed properties in the network, Seda Abreeza signals the direction of the brand moving forward. It also invites guests to be among the first to experience the new Seda in one of the Philippines’ most dynamic cities—where business and leisure come together naturally.
To celebrate the relaunch, Seda Abreeza is introducing the Discover Seda promo, which includes:
30% off room stays
20% off at the retail kiosk
One complimentary signature drink at Sbar
The offer gives guests the chance to experience the refreshed hotel, discover local products, and enjoy the newest additions to the Seda Abreeza experience.
(PR)
