2GO Partners with DOT for Filipino Brand of Service Excellence (FBSE) Program

2GO, the Philippines’ leading sea travel provider and a subsidiary of the SM Group, has proudly joined forces with the Department of Tourism (DOT) to support the Filipino Brand of Service Excellence (FBSE) Program.

This partnership highlights 2GO’s commitment to enhancing hospitality and promoting culturally aligned Filipino service standards across its operations. By aligning with this initiative, the company strengthens its role in elevating the standards of the Philippine tourism industry.

The FBSE Program, spearheaded by Undersecretary Shahlimar Hofer Tamano of the DOT, aims to equip tourism frontliners with the skills to provide exceptional service infused with the warmth of Filipino culture.

The program’s values-based approach emphasizes seven core Filipino values—Maka-Dios, Makatao, Maka-Kalikasan, Makabansa, Masayahin, May Bayanihan, and May Pag-asa—that distinguish it from traditional customer service training.

These values collectively shape the unique identity of Filipino hospitality, which the program seeks to embed in service delivery nationwide. According to Undersecretary Tamano, 2GO’s commitment to the FBSE Program is a testament to the industry’s dedication to uplifting hospitality standards in the Philippines. By collaborating with the DOT, 2GO ensures that visitors will experience the Filipino warmth and hospitality that define the national brand of service.

This partnership enables 2GO to play an active role in promoting a distinctly Filipino approach to customer care across its operations. As part of its involvement, 2GO sent 14 participants to a DOT-conducted “Train-The-Trainer” learning course to further the reach of the FBSE Program.

These participants will train other team members, particularly those in frontline roles, on culturally significant practices such as the Mabuhay and Salamat Gestures. By adopting these practices, 2GO is creating an environment that reflects the core values of Filipino hospitality, enriching the service experience for travelers within its establishments.

These newly certified trainers are essential to embedding FBSE principles within 2GO’s culture. They will ensure that the company’s service standards consistently reflect the Filipino warmth and values that travelers have come to expect.

Frederic DyBuncio, President and CEO of 2GO Group, Inc., emphasized the importance of this initiative, noting that the partnership with the DOT will help provide a seamless Filipino hospitality experience for travelers across the country’s shores. In the coming months, 2GO plans to train 200 participants from various departments and regions, reinforcing its commitment to service excellence.

This initiative marks a significant milestone in 2GO’s efforts to enhance the quality of service in the sea travel and logistics sector, as the Philippines experiences a steady increase in tourist arrivals. By partnering with the DOT, 2GO continues to strengthen its role as a leader in promoting the best of Filipino hospitality in the transportation industry.