Seda Hotels
Francis Morales is a seasoned sales professional in the hospitality industry, currently serving as the Director of Sales for Seda Hotels since June 2025, focusing on rebranding and reopening efforts. Previously, Francis held the role of Director of Sales & Marketing during the pre-opening of The Noble Cebu Hotel from January to March 2025, and excelled as the Sales Manager at Discovery Hospitality from March 2023 to January 2025, recognized as the top sales producer in the pre-opening phase. Additional experience includes leading sales efforts as the Head of Sales at Apo View Hotel and serving as the Assistant Sales & Marketing Manager at Waterfront Insular Hotel Davao. Academic credentials include a Certified Hospitality Sales Professional designation from the American Hotel & Lodging Educational Institute and a Bachelor of Science in Hospitality Management from Philippine Women's College of Davao.
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Seda Hotels
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Seda Hotels, named “Philippines’ Leading Hotel Group” by the U.K.-based World Travel Awards from 2014-2023, offers a weave of seamless service, exceptional value and exciting destination for a safe and remarkable hospitality experience. Although replete with modern accoutrements, Seda takes pride in its philosophy, “home of Filipino hospitality” where the best of tradition is applied to a modern-day setting. Seda is the Filipino word for "silk," representing our commitment to providing a seamless hospitality experience. It is fully-owned and operated by AyalaLand Hotels and Resorts Corporation (AHRC). Seda hotels are located in the most dynamic destinations in the Philippines: Seda BGC in Taguig City, Metro Manila; Seda Capitol Central in Bacolod City; Seda Ayala Center Cebu and Central Bloc Cebu in Cebu City; Seda Centrio in Cagayan de Oro; Seda Abreeza, Davao; Seda Atria, Iloilo; Seda Nuvali in Sta. Rosa, Laguna, Seda Lio in El Nido, Palawan; Seda Residences Makati in Makati; Seda Manila Bay, Paranaque; and Seda Vertis North, Quezon City.