What Happened to Crimson Hotel Filinvest City? Rebrand Details

Crimson Hotel Filinvest City, Manila has been rebranded as Quest Plus Conference Center, Manila, a transformation announced in late 2025 (Manila Standard). This change shifts the property from a five-star lifestyle hotel to a conference-focused venue under the Quest Plus brand, operated by Chroma Hospitality. This article lays out the timeline, the reasons behind the rebrand, and what it means for travelers and business guests headed to Alabang.

Last checked: 2026-07-28

Address: 2609 Civic Drive, Entrata Urban Complex, Filinvest City, Alabang, Muntinlupa · Former Website: www.crimsonhotel.com · New Name: Quest Plus Conference Center, Manila · Property Type: 5-star hotel with conference facilities

What happened to Crimson Hotel in Filinvest City?

The Crimson Hotel Filinvest City, Manila ceased operations under that name and was relaunched as Quest Plus Conference Center, Manila in late 2025. The announcement, reported by Manila Standard, described the change as a transformation into a “refreshed destination” promising more comfort, more value, and more reasons to stay in Alabang. Social media posts from Filinvest-affiliated accounts confirmed the rebrand, noting that the property would continue to offer the same trusted hospitality under a fresh, vibrant experience (Filinvest Group Careers Instagram).

The property had been operating as a five-star hotel since it opened in 2012, when it was part of the Entrata Urban Complex. A Facebook post marking “13 years of Crimson Hotel in Filinvest City, Alabang” in October 2025 indicated that guests were already being welcomed to the new name (Crimson Hotel community Facebook).

What this means: The rebrand is a single-property change within the Filinvest portfolio; the Crimson brand remains active at resorts in Mactan and Boracay.

Rebranding announcement

According to the Manila Standard article, the rebrand was announced as “exciting times in the South” and positioned the property as a conference center. The article notes that the change aligns with Chroma Hospitality’s goal of making Quest Plus Hotels & Resorts the premium, value-driven choice for both business and leisure travelers.

New name and concept

The new name, Quest Plus Conference Center, Manila, emphasizes the property’s focus on meetings, incentives, conferences, and events (MICE). A LinkedIn post by a Filinvest-related real estate professional characterized the rebrand as a “massive confidence booster” for property investors in Filinvest City (LinkedIn – Aremchel Cruzado). Post-rebrand, guests are promised refreshed rooms, enhanced event spaces, and new dining concepts.

The bottom line: The property’s strong conference infrastructure—a grand ballroom of ~564 square meters and multiple meeting rooms—makes the “Conference Center” label a natural fit, not a radical departure.

Why did Crimson Hotel change its name?

Filinvest Hospitality Corporation manages multiple brands, with Crimson Hotels & Resorts positioned as five-star properties and Quest Hotels serving mid-priced leisure markets. The decision to rebrand the Alabang property from Crimson to Quest Plus reflects a strategic repositioning within Filinvest’s portfolio. Corporate materials describe Crimson as “bold, expressive and alluring” (Philippine Star), while Quest is framed as value-driven and premium mid-market (Filinvest Development Corporation press release).

No official reason beyond the transformation announcement has been given. However, the change aligns with Filinvest’s broader hospitality strategy: the company is adding new brands like Grafik Hotel Collection while optimizing existing assets. The Alabang property, with its strong conference facilities, may have been better suited to the Quest Plus positioning than the luxury Crimson brand.

The implication: The rebrand may shift the perceived market segment of the property from five-star luxury to premium value-driven, potentially attracting more MICE business.

Rebranding as Quest Plus

The Quest Plus brand is described by Chroma Hospitality as a “premium, value-driven choice” for business and leisure travelers. This differs from the earlier Crimson identity, which was marketed as a lifestyle staycation destination in “the South”(Filinvest Group lifestyle article).

Conference center positioning

The LinkedIn and Instagram announcements for Quest Plus Conference Center highlight enhanced spaces for conferences and events and a focus on “smart, seamless, and satisfying” stays. This underscores the property’s repositioning toward MICE demand, which has been growing in the Filinvest City area.

Who owns Crimson Hotel in the Philippines?

The property is owned by Filinvest Development Corporation, the parent company of Filinvest Hospitality Corporation. Filinvest Hospitality manages seven hotels under brands including Crimson, Quest, Timberland, and the upcoming Grafik Hotel Collection. The Crimson brand itself operates three properties: the former Filinvest City hotel (now Quest Plus), Crimson Resort and Spa Mactan, and Crimson Resort and Spa Boracay (Filinvest Hospitality brand page).

The pattern: Filinvest retains the Crimson brand for its resort properties while converting the city hotel to Quest Plus, suggesting a deliberate tiering within the portfolio.

Filinvest as owner

Filinvest Development Corporation’s 2023 hospitality revenues rose 48% to ₱2.9 billion, according to a June 2024 press release. This growth context likely supported the investment in the rebrand.

Other Crimson Hotels

As of 2024, the other Crimson properties are located in Mactan Island, Cebu and Boracay Island, Aklan. These remain five-star resorts under the Crimson brand, indicating that the rebrand was specific to the Alabang property.

How many floors is Crimson Hotel?

Exact floor count is not publicly available from the sources reviewed. The property was originally described as a 345-room, five-star hotel with a grand ballroom of approximately 564 square meters, multiple meeting rooms, and several F&B outlets. The building is part of the Entrata Urban Complex, a mixed-use development adjacent to Festival Supermall.

The catch: Without an official floor count, travelers should rely on room categories and event space descriptions when booking.

Building details

The hotel’s 345 rooms were spread across multiple floors, and the property included an iconic infinity pool and private pool villas, according to past marketing.

Floor count availability

No official source lists the number of floors. The building’s height is not documented in the provided research notes.

Location and getting there

The property is located at 2609 Civic Drive, Entrata Urban Complex, Filinvest City, Alabang, Muntinlupa City. It is adjacent to Festival Supermall and within the Filinvest City business district, a mixed-use urban hub that was rebranded from Filinvest Corporate City in 2012.

Alternatives in the Filinvest portfolio

Other properties under Filinvest Hospitality include Crimson Resort and Spa Mactan, Crimson Resort and Spa Boracay, and Quest Plus Hotels in other locations. The Quest Plus brand is expanding; the Alabang property is the first to carry the “Conference Center” suffix, but the brand is described as a premium, value-driven choice.

For travelers seeking a similar Crimson experience in the Philippines, the resorts in Mactan and Boracay remain under the Crimson brand. For a conference-focused stay in Metro Manila, the Quest Plus Conference Center is now the dedicated option.