There’s something unmistakably special about the way Ilonggos welcome guests. It’s not just the polite smile or the courteous greeting—it’s the feeling of being cared for, almost like family. We don’t just accommodate; we embrace. We don’t just serve; we anticipate. It’s the kind of hospitality that turns strangers into friends and fleeting visits into lasting memories.

I saw this firsthand during a recent workshop I conducted for the frontline food and beverage staff of a local hotel. We didn’t just talk about service protocols. We talked about attitude change—the shift from merely doing a job to embracing service as an extension of who we are as Ilonggos. We explored the foundations of effective communication, the unique flavor of Ilonggo-branded customer experience, and the art of silent and invisible service—those thoughtful gestures that guests don’t always notice but deeply feel.

Hospitality Rooted in Culture

Hospitality is second nature to us. It’s how we welcome visitors into our homes—“Kaon ta!” is not just an invitation to eat but an expression of warmth and inclusion. We make sure our guests are not only well-fed but also comfortable, safe, and appreciated. This same spirit should be the heart of every service business in Iloilo City and the province.

In our restaurants, hotels, transport services, and tourism spots, the Ilonggo brand of hospitality should shine through—not just in grand gestures but in the small, thoughtful details. It’s the waiter who notices a diner’s puzzled look and offers a menu recommendation. It’s the front desk officer who remembers a returning guest’s name. It’s the shop assistant who takes an extra moment to wrap a purchase neatly, knowing it might be a gift.

These seemingly simple actions reflect who we are. We care, not because it’s expected, but because it’s in our nature. Our warmth is genuine, our smiles sincere. This is the service culture that has made Iloilo a standout destination, earning us the title of “City of Gastronomy.” But titles, as prestigious as they are, can only be sustained if we continuously build upon the culture that earned them in the first place.

The Challenge Ahead

While the Ilonggo spirit of hospitality comes naturally, translating it into consistent, world-class service requires conscious effort. As Iloilo continues to grow as a tourism and business hub, we must elevate our service standards without losing the warmth that makes us unique.

Training plays a crucial role here. It’s not just about teaching technical skills but about reinforcing the values that define Ilonggo service: respect, attentiveness, and genuine care. Every frontliner, whether in hospitality, retail, or tourism, should see themselves not just as employees but as ambassadors of our city’s brand.

This means embracing the art of silent service—the kind that operates quietly in the background but enhances the overall experience. Refilling a water glass without being asked. Offering an umbrella when the rain starts to pour. Adjusting the air conditioning when a guest looks uncomfortable. These are the touches that transform good service into unforgettable experiences.

Building a Culture of Excellence

If Iloilo is to sustain its reputation as a top-tier destination, service businesses across the city and province must embrace this challenge. It’s not enough to rely on our natural warmth; we must pair it with professionalism, consistency, and attention to detail.

Local business owners and managers must invest in their people—not just through skills training but by cultivating the right mindset. When service providers see the value of their role in promoting Iloilo’s brand, they approach their work with more pride, care, and dedication.

But this effort shouldn’t be limited to hotels and restaurants. It should extend to every touchpoint a visitor encounters—airport staff, transport operators, shopkeepers, and even street vendors. Every interaction shapes the overall experience of Iloilo, reinforcing (or undermining) the reputation we’ve worked so hard to build.

The Heart of Iloilo’s Future

At the end of the day, the Ilonggo brand of service is not just about business. It’s about the heart. It’s about treating guests not as customers but as people deserving of respect, kindness, and attention. It’s about creating an environment where visitors don’t just enjoy their stay but leave with stories of warmth and care—stories they’ll share long after they’ve gone home.

As Iloilo continues to grow, let us not lose sight of what truly sets us apart. Let’s embrace innovation, yes—but let’s ensure that every advancement strengthens, rather than dilutes, the essence of Ilonggo hospitality.

We have something special here. Let’s nurture it, refine it, and proudly carry it forward. Because in the end, the true measure of a world-class city is not just in its infrastructure or accolades, but in the way it makes people feel.

And if there’s one thing we Ilonggos know how to do, it’s making people feel at home.

Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.