Revisiting the Filipino Brand of Service Program(R

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.



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



Welcome/ Arrival

Accommodation



Dining

Shopping



Entertainment

Transportation



Adventure

Departure



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



FBS Baguio

FBS Cebu



FBS Iloilo

FBS Manila-Tagaytay



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



Region 2 Oral Expression Gestural Expression

Departure

“Dios ti kumuyog” (God

be with you)

• Hand shake and

shoulder tapping (Men)


Departure

“Dios ti kumuyog” • Pabaon or souvenir gift

• Padala/ paw-it

• sili, cd, laptop


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


Departure • Kaway na may ngiti


Welcome/ Arrival

Mabuhay!

• Kumakaway/

kumakamay




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


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




Welcome/ Arrival

Samar/ Leyte:

“Maupay nga pag-

abot”

• Kumakaway

• Handshake

• Welcome lei


Welcome/ Arrival “Bienvenidos a

Zamboanga!”

• Handshake

• Giving leis (first timer)

• Beso-beso (for frequent

visitors)

Transportation “Cuidao!” (Careful)


Welcome/ Arrival “Maayong pag-abot” • Offer to carry the hand-

carried bag


Welcome/ Arrival “Madayaw Dabaw” • Smiling

Departure “Daghang salamat sa

pagbisita sa Dabaw”

• Shake hands/ wave

hands/ hug




Shopping/

Entertainment

Magandang GenSan,

answer must be “Wow

GenSan” – site specific

expression

• Always with a smile


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.



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.



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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Documents

Revisiting the Filipino Brand of Service Program(R