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TIBFI 3rd Tourism HR Congress 3/23/2015
Prof. Eric Zerrudo 1
Revisiting the
Filipino Brand of
Service Program Department of Tourism
Project Description: “The good and positive in Filipino Hospitality” create the Filipino brand of service. The vision enhances the current nationwide tourism campaign of “It’s More Fun in the Philippines” and uplifts the quality of Philippine service. Beyond the experience of breathtaking sites, the excellence in service becomes a regional brand and a wholistic national identity.
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Project Objectives: 1. Conduct a cursory mapping of traditional services and
hospitality for the regions.
2. Develop storylines and messages out of these traditional
services that promote and instill the good and positive.
3. Develop a national storyline and message to brand the
Filipino service.
4. Develop iconic gestures and spiels to represent the brand.
GESTURAL EXPRESSION
ORAL EXPRESSION
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Welcome/ Arrival
Accommodation
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Dining
Shopping
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Entertainment
Transportation
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Adventure
Departure
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Dates of Workshops: Module 1: (Consultation Workshop for the Filipino Brand of Service)
Regions 1, 2 and CAR Baguio City Nov. 27-28, 2013
Region 7 Cebu City Dec. 2-3, 2013
Region 6 Iloilo City Dec. 10-11, 2013
NCR Mania Feb. 20-21, 2014
Region 3 & 4 Tagaytay City Feb. 27-28, 2014
Region 9 & ARMM Zamboanga March 6-7, 2014
Region 10 & 13 CDO March 13-14, 2014
Region 11 & 12 Gen. Santos City March 17-18, 2014
Region 5 Legaspi City April 9-10, 2014
Region 8 Tacloban City April 25-26, 2014
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FBS Baguio
FBS Cebu
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FBS Iloilo
FBS Manila-Tagaytay
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Module 2: (Validation Workshop for the Filipino Brand of Service)
Region 6 Bacolod City March 24-25, 2014
Region 1, 2 and CAR Laoag City April 21-22, 2014
Region NCR, 3 & 4 Pampanga April 29-30, 2014
Regions 9, 10, 11, 12 & 13 Davao City May 6-7, 2014
Regions 5, 7 & 8 Cebu City May 16-17, 2014
Findings:
National Capital Region Oral Expression Gestural Expression
Welcome/ Arrival • Sampaguita welcome lei
Adventure • Sagot ko po kayo!
Huwag kayong mag-
alala
• Map-guide
• Safety reminders
Cordillera
Administrative Region
Oral Expression Gestural Expression
Welcome/ Arrival • Hand shake
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Region 2 Oral Expression Gestural Expression
Departure
“Dios ti kumuyog” (God
be with you)
• Hand shake and
shoulder tapping (Men)
Region 1 Oral Expression Gestural Expression
Departure
“Dios ti kumuyog” • Pabaon or souvenir gift
• Padala/ paw-it
• sili, cd, laptop
Region 5 Oral Expression Gestural Expression
Welcome/ Arrival “Maogmang pag-abot
sa Albay” (Welcome to
Albay)
• Waving of hands to
greet guests
Departure “Diyos Mabalos!”
• Hands swaying, cheek
to cheek, hugging
and/or tapping of
shoulder
Region 4 Oral Expression Gestural Expression
Departure • Kaway na may ngiti
Region 3 Oral Expression Gestural Expression
Welcome/ Arrival
Mabuhay!
• Kumakaway/
kumakamay
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Region 6 Oral Expression Gestural Expression
Welcome/ Arrival Family & Friends
• “Welcome”
• “Maayo nga pag-
abot”
Family & Friends
• Kisses (Beso-beso)
Shopping/
Entertainment
• “Amiga/ amigo”
• “Suki”
• Offering discount/s
• Paaman (dagdag)
• Paayo (discount)
• Hands swaying, cheek
to cheek, hugging
and/or tapping of
shoulder
Region 7 Oral Expression Gestural Expression
Welcome/ Arrival
Cebu:
“Maayong pag-abot
___ (Name of the
place)”
Cebu:
Lei offering with welcome
singing guitarist
Departure
Cebu:
“Balik-balik, ayo-ayo”
Negros Oriental/ Siquijor:
• Wave hand
• Hug/ beso
• Warm smile
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Region 8 Oral Expression Gestural Expression
Welcome/ Arrival
Samar/ Leyte:
“Maupay nga pag-
abot”
• Kumakaway
• Handshake
• Welcome lei
Region 9 Oral Expression Gestural Expression
Welcome/ Arrival “Bienvenidos a
Zamboanga!”
• Handshake
• Giving leis (first timer)
• Beso-beso (for frequent
visitors)
Transportation “Cuidao!” (Careful)
Region 10 Oral Expression Gestural Expression
Welcome/ Arrival “Maayong pag-abot” • Offer to carry the hand-
carried bag
Region 11 Oral Expression Gestural Expression
Welcome/ Arrival “Madayaw Dabaw” • Smiling
Departure “Daghang salamat sa
pagbisita sa Dabaw”
• Shake hands/ wave
hands/ hug
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Region 12 Oral Expression Gestural Expression
Shopping/
Entertainment
Magandang GenSan,
answer must be “Wow
GenSan” – site specific
expression
• Always with a smile
Region 13 Oral Expression Gestural Expression
Welcome/ Arrival
“Madiyaw na pagkani
sa CARAGA” – site
specific expression
(South and Western
part)
• Donning of garland/ lei,
beso-beso
FILIPINO BRAND OF SERVICE
National Branding
1. Welcome/ Arrival
• There should be a Welcome Song for arriving guests.
i. Suggested a pipe-in music for the airport since most areas
cannot afford/ doesn’t have a Rondalla Group.
ii. DOT Regional Offices can tie-up with schools or universities that
has a Rondalla/ Music group on their region that might take
turns in welcoming arriving guests in the airport. They might
also come up with festivals and/or celebrations to feature such
groups.
• Handshake
• Name Tag of Place Cards for arriving guests
i. Size and font of letters should be specified.
ii. “It’s More Fun.. Color branding can be utilized.
• Offering a welcome lei should be practiced.
i. Regional branding shoul be observed . (Sili for Bicol, Guitar for
Cebu, Marskara for Bacolod, vinta for Zamboanga, etc.)
• Remind “Sundo Team” to be early, never late! And should always be
decent in their attire.
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2. Accommodation
• Belhop: “Mabuhay!”
• Security at the Hotel: “Mabuhay!” Welcome to (Name of hotel)”
• Front Desk Officer: “Mabuhay! Welcome home.”
• There should be a welcome drinks and welcome tower for visitors.
i. Local drinks is suggested.
ii. Calamansi (or citrus) scent is suggested for the welcome tower.
iii. Just a tinge of smell should be on the welcome towel, not too
dominating.
• There should be no more ‘kamustahan’
• It is also suggested to have a ‘Welcome Note’ handwritten by the hotel
manager at the hotel room or a ‘pillow gift’ as complimentary gift
from the hotel.
• Option: Welcome Towel at the hotel lobby and welcome drinks at the
hotel room.
3. Dining
• Spiel of the one offering food: “Mabuhay, tuloy po kayo”
• While ordering food, “Have a taste of our local cuisine”
• After the food is served, “Kain na po”. Offer to serve water.
• There should be patis, sili, suka, toyo and calamansi on the table (for a
Filipino restaurant).
• Food should be served on the left side of the person.
• While eating, “Kain na po”
• Don’t pile up food plates while cleaning the table (for restaurant
servers)
• After eating at the restaurant, Doorman says, “Maraming salamat po”
• It is also suggested to have a presentations while dessert is served.
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4. Transportation
• Driver, “Good day! (Local language for regions) Name of driver at your
service.
• Tour guide, “Mabuhay, good morning (time of day), alalay gestures for
the guests.
5. Adventure
• Officer: Mabuhay! (for introduction)
• Usual briefing on safety measures
• Officer: Ingat and have fun (for extro)
6. Shopping
• Tindera: “Suki, bili na kayo”
• Highlight if the buyer is a ‘Buena mano’
7. Departure
• Token (pabaon)
• Two hands extend while giving gift, “Maraming salamat”
• Waves hands as farewell gesture, “Ingat, Mabuhay!”
• Should do “hatid”
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