THE CHALLENGE FOR PHILIPPINE TOURISM PROFESSIONALS

THE CHALLENGE FOR PHILIPPINE TOURISM PROFESSIONALS

ACB / September 8, 2006

The Philippines has a strong and dynamic tourism industry. According to “Philippine Hotel Personnel Named Number One In Worldwide Survey On Service” of January 31, 2006,

“When it comes to contentment of guests at hotels around the globe, the Philippines - a country long known for its friendliness - is currently achieving the highest levels of service. The finding, reported in a Market Metrix Hospitality Index (MMHI) survey for the third-quarter of 2005, is based on some 10,000 interviews relating to non-U.S. hotel stays. Philippine hotels and resorts ranked number one with a mark of 89.9 percent in delivering a premier level of satisfaction.”

Obviously, the international market is satisfied with Philippine service so far. However, there is a saying that goes

“When my horse is running good, I don't stop to give him sugar. - William Faulkner”

For this reason, hotels need to invest on regular enhancement trainings for its people. The global tourism industry is highly competitive and for Filipinos, this should be no time to sit on their laurels.

Organizational innovations are even taking place at this moment to further strengthen and diversify services and products among local and international tourism players. This will mean new challenges for employers and staff alike. All this was predicted as early as 1997, as shown in the paper entitled “Human Resource Development In Asia and the Pacific In the 21st Century: Issues and Challenges for Employers, and their Organisations,” a summary of issues discussed during the ILO (International Labour Organisation) Workshop on Employers' Organizations in Asia-Pacific in the Twenty-First Century Turin, Italy, May 1997. The paper said that

“The production of goods and services have become flexible… Instead of fragmentation of tasks, increasing use is made of teams and multiskilled workers. The gap between those in control of institutional leadership and those responsible for production and delivery of products or services is narrowed. As a result of these changes in working patterns, the role of workers has broadened with a consequent need for a wider range of skills.”

This poses a new challenge for today’s employee. In order to compete effectively in the global market, he must reassess himself and see how he fits in the new and more competitive arena. Employers and employees can maintain a symbiotic relationship by coordinating with subcontractors who can help them assess and enhance skills critical to the tourism industry: technical and communication skills.

Still from the same paper is a discussion of the challenge presented by a multicultural environment.

“Executives need to understand the political, social and cultural situation of the country they will be operating in. They will need skills in managing a multicultural workforce. As international alliances become a competitive necessity, executives will need to be trained to make such collaboration successful. Often the success of such international alliances require skills in managing the people related issues involved with two enterprises, each with its own culture and operating systems and procedures, coming to work together.”

Several languages interacting will naturally pose conflicts but these can be anticipated and supported through regular communication skills enhancement.

Various industries in the Philippines and even those with international affiliations are currently working hand in hand with training centers like Advanced Speech and Academic Professionals, Inc. ASAP has been involved in communication skills enhancement and has conducted seminars, studies, and trainings for companies exposed to a multicultural environment and skills based revenue. We have a list of satisfied clients that we are working with right now and with whom we have plans for more future collaborations.

Filipinos already have an edge in the race, as stated in the worldwide survey article:

“The friendliness of the Filipino people, along with the destination's diverse and attractive things to see and do, are major factors in the steady growth of tourist arrivals that the country of more than 7,000 islands has been receiving. Specifically, North America has posted an increase of 11.9% based on the latest statistics - from last year's 396,185 travelers to 2005's 443,184 for the period of January to September 2005. The United States continues to be the country's top source market for international arrivals.”

This natural hospitality combined with world-class communication skills will allow the Philippines to stay as one of the most competitive players in the global tourism industry.