It’s Chao time
“The Philippines has much to offer and give.”
A versatile woman leader, who has gone far and wide with her skills, is now at the forefront of championing heartfelt service excellence within a homegrown hospitality chain in the Philippines.
HOSPITALITY and media were two industries that may, at times, have intertwined, but these could be worlds apart. One who has seen both worlds was Charlene “Chao” Go-Co, head of Marketing Innovations at Megaworld Hotels and Resorts (MHR)’s Commercial Division.
Despite the lack of initial background in the hotel sector, Go-Co’s diverse skill set and strong foundation in the arts, particularly in media, allowed for a unique perspective and creativity in her approach to the hospitality sector.
As a former media professional, Go-Co’s angelic voice and remarkable talent has been heard and witnessed in radio, television, theater and live events. Her experience has even transcended beyond spoken words with her experience in content writing across local media outlets and various brands.
Developing love for the industry
Go-Co has seen her father’s involvement in the hotel industry at a young age. During family travels, she has also gained an up-close look at hotels, where her fond childhood memories were formed.
In an exclusive interview with The Manila Times, she said: “I saw how hard my dad worked. Looking at him enjoying his work, I liked that. I wanted to enjoy what I’m doing, too. There was a point where I said, ‘I want to be in the hotel industry as well.’”
After 6 years of exploring different roles in broadcast media, Go-Co’s career took an exciting turn when she found herself working as a public relations manager of an international hotel in her hometown of Cebu City.
“I guess it was really a God-given opportunity. It was the exposure [and] network that I was able to build in media that [allowed me to successfully get the job],” Go-Co uttered.
Coming from a different background, it wasn’t always smooth sailing for Go-Co. But even then, she knew that working in the hospitality sector was something that she truly enjoyed.
“Of course, it wasn’t easy, but immediately, I fell in love with hospitality, especially at that time, the thrust of the hotel was to travel brilliantly. So, when I learned that, I wanted others to travel brilliantly; I wanted them to experience the joy of traveling,” Go-Co shared.
Among the things she had to adapt to was transitioning from having flexible working hours in media to embracing structured office hours in a corporate setting. Despite work adjustments and routine changes, the newbie Go-Co would not have reached this far if it weren’t for the support and willingness of her colleagues, mentors and others around her.
Before chasing a new career path, Go-Co had envisioned staying in Samar, where she had fallen in love with surfing. However, life had other plans. Her initial plans were scratched after she received an offer from a prestigious hotel. This opportunity opened doors for Go-Co to step into the industry she had long dreamt of entering.
When she got married, Go-Co joined her husband and relocated to Metro Manila. It was in the nation’s capital that she had written content for hotels and restaurants, allowing her to further see and appreciate the beauty of local destinations.
Go-Co also loved traveling and found joy in incorporating her love for traveling into her professional endeavors.
“The Philippines has much to offer and give,” she remarked, conveying the sense of pride in working for the homegrown brand that is MHR.
A brand with a heart
As the head of Marketing Innovations, Go-Co has been playing a crucial role in tying together Megaworld’s 12 hotel properties and establishing a cohesive voice and messaging for all.
The challenge, as Go-Co describes, invovles answering questions such as, “How do you create this brand to ensure standards are in place; that you have a strong brand identity, and at the same time, how do you strengthen the MHR brand?”
Through Go-Co’s leadership and guidance, MHR has successfully puzzled it out, ultimately leading to the creation of its signature brand of hospitality: the sampaguita.
As a homegrown hospitality brand, MHR has likened itself to the national flower, forwarding its advocacy to preserve Filipino culture; thereby, enriching guest experiences with a heartfelt service for which Filipinos have been known.
For years, sampaguita has been a symbol of faith, devotion and love for many Filipinos. Through research and development efforts, MHR discovered the need to preserve and revitalize the fading sampaguita industry and infused the flower into the heart of its sustainable initiatives and operations.
Go-Co said: “Being the national flower of the Philippines, sampaguita has [a whole lot of] meaning and value. In that same light, the value and substance that a sampaguita has is the same value and advocacy we want for MHR. That’s how it came about.”
In a bid to increase the visibility of the national flower, MHR successfully planted 2500 sampaguita seedlings across several Megaworld properties in 2023. It has also introduced a sampaguita menu in all of its hotels.
She added, “It’s not just a symbol for us, it’s really something we are advocating for. [So, we] want to preserve this culture.”
Speaking on behalf of MHR, Go-Co expressed the desire to see this sampaguita project extend beyond the four walls of the hotels and share with its stakeholders the importance of fostering sustainability by actively engaging with various communities.