Some of the most memorable moments in travel are rarely found on an itinerary. They happen while wandering through a neighborhood café recommended by a local, discovering a heritage home tucked behind a busy street, sharing a meal that tells the story of a city, or meeting the people who bring a destination to life.
Recognizing that modern travelers are looking for a deeper sense of connection, Seda Hotels has launched Roots by Seda, a destination-led initiative designed to connect guests with the communities, culture, flavors, and experiences that shape each location.
The program debuted at Seda Vertis North with a curated experience for media and creators, showcasing Quezon City beyond the hotel walls. More than a familiarization tour, Roots by Seda reflects the brand’s refreshed direction, one that places meaningful local connection at the heart of the guest journey.
Seda Vertis North, located in the heart of Quezon City, was the ideal starting point for the initiative. Surrounded by cultural landmarks, beloved dining destinations, and historic districts, the area offers an authentic local experiences rooted in food, culture and stories. To launch Roots by Seda, guests explored iconic destinations including Las Casas Filipinas de Acuzar, Quezon Memorial Circle, Bahay Modernismo, and Provenciano, discovering the people, heritage, and flavors that make Quezon City unique.
Beyond curated tours, Roots by Seda will continue to bring these experiences to life through partnerships with local organizations, artisans, and homegrown businesses. From community sourced products and insider recommendations to cultural collaborations within the hotel, every touchpoint is designed to help guests experience each destination through its food, culture, and stories, creating deeper and more meaningful connections with the local community.
Beyond curated tours, Roots by Seda will also foster partnerships with local organizations and artisans, bringing community-sourced products directly into the hotel. From these local collaborations and insider recommendations to the unique products showcased within the property, every touchpoint is designed to celebrate the people and stories that make a destination unique.
“Travel today is no longer just about where you stay. It’s about how deeply you experience a place,” said Paloma Urquijo Zobel de Ayala, Creative Director of Ayala Land Hospitality.
“With Roots by Seda, we invite our guests to connect more meaningfully with the destinations they visit. Seda has always been part of the communities we call home, and this initiative allows us to bring those connections to life by introducing guests to the local culture, businesses, traditions, and stories that make each destination special.”
The initiative reflects Seda’s evolving approach to hospitality: one that balances comfort, convenience, and genuine local discovery. By serving as a gateway to the surrounding community, the brand hopes to create experiences that feel more personal, memorable, and rooted.
As Seda continues to expand and evolve, Roots by Seda will roll out to properties across the country serving as a platform to celebrate local culture and invite guests to experience destinations not just as visitors, but as participants in the local story.
To discover the curated Roots by Seda experiences or book your stay at Seda Vertis North, visit here.
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