Cebu's son is finally home

CEBU, Philippines - Looks can sometimes be delightfully deceiving.

At first glance, he looks Caucasian. He has an old European charm about him. With a name like Alan James Montenegro, one would naturally assume that he is of South American descent. Imagine the delight then when this writer sat down to chat with the new general manager of Crimson Resort and Spa. He is actually a true-blue Cebuano!

“I grew up here in Cebu. In fact, we still have a house along Tojong St.,” he said with a huge grin, Cebuano pride written on his face.

His school days in International School brought fond memories of childhood, as well as the sweet taste of sylvanas, his mom’s business which still exists to this day, with only a nondescript “Sylvanas for Sale” sign at the gate.

“My family has always been in the food business,” he said, so going into the hospitality business was inevitable.

Montenegro graduated with a degree in Hospitality Management at one of the most prestigious Hospitality Business schools in the world — Ecole Les Roches in Bluche, Crans-Montana, Valais, Switzerland and took the Professional Development Program at Cornell University. He is now on his MBA in International Hospitality and Service Industries Management at Switzerland ’s Glion Institute of Higher Education.

He had his apprenticeship in Hyatt Continental in Montreux, Switzerland and Hotel Ascot in Zurich, an experience which soon saw his career catapult to world-class hotels and resorts in the country, like The Westin Philippine Plaza, Shangri-La’s Mactan Resort, Mandarin Oriental Manila and Marco Polo Davao.

After honing his skills locally, he set his sights further overseas as the Food and Beverage Director then the Director of Operations of Hotel Equatorial – Bangi – Putrajaya in Malaysia and as general manager of Hotel Equatorial – Ho Chi Minh City in Vietnam .

But even then, he has never forgotten his Cebuano roots. So, after 10 years of working in the international scene, it was time for him to trace his steps back home. He said, “Cebu is now ripe for development. It was the right time.”

As the new general manager of Crimson Resort and Spa, Montenegro is steering the resort into providing Cebuano hospitality to guests, both local and international. He said, “We’re providing guests the Cebu flavor. Because guests who come here look for the local experience. They come here expecting to see and taste what Cebu has to offer. One way to do that is by the authenticity and character of the dishes we present.”

Montenegro further said, “Crimson gives you the authentic Cebu experience. It’s not something bottled or copied from other Asian countries like Phuket or Bali .”

He further elucidates: “Foreign guests expect the same level of service, something they’re used to and at the same time, try a new experience.”

He also assures guests of more personal service at Crimson. He said, “Because we have a higher staff to guest ratio,” a formula that guarantees that all guests’ needs are promptly attended to.

Making the Crimson staff measure up to his standard was relatively easy as he describes Cebuanos as naturally charming. “Smiling is like second nature to us.”

On comparing the Filipinos to other nationalities, he said, “It’s easy to train Cebuanos because we are naturally friendly, charming. With other nationalities, you’d have to teach them how to be polite, to smile, to greet other people. But all these come naturally for Cebuanos.”

Montenegro has brought home his skills and experience as a world-class hotelier. Matched with Cebuano creativity, this makes a formidable combination, one that Crimson would be proud of.

Expect Crimson to soar to greater heights with Montenegro at the helm…because Cebu’s son has finally come home.