Long before stepping into management consulting, Reigine Valerie S. Banaag, Certified Management Consultant (CMC®) built her career in an industry where systems, service, and leadership must work together seamlessly: international hospitality.
Working with global hotel groups such as IHG Hotels & Resorts and the Shangri-La Group, Banaag developed a deep appreciation for structured management systems, operational discipline, and customer-focused leadership. These environments exposed her to international service standards and performance-driven cultures that would later shape her consulting philosophy.
“Working with global hospitality brands taught me the importance of operational discipline, brand consistency, and customer-centric leadership,” Banaag says. “Those experiences helped shape how I approach consulting today.”
Over time, those lessons evolved into a consulting mindset—one focused on helping organizations design better systems, build stronger teams, and navigate complex organizational change.
Building a brand from the ground up
A defining milestone in Banaag’s career came when she served as pre-opening CEO and General Manager of mySTAY Hotels, where she led the development of the brand from concept to execution.
The role required far more than operational oversight. Banaag was responsible for creating the hotel’s service culture, operating standards, organizational structures, and end-to-end business processes.
Essentially, she was building an entire hospitality brand from the ground up.
“That experience required strategic thinking, hands-on execution, and constant problem-solving in a real-world setting,” she explains. “It helped me realize that my strength was not only in running operations but in designing systems that allow organizations to grow sustainably.”
The experience proved pivotal. It helped her recognize that her expertise could be applied beyond a single organization.
“My transition into management consulting happened naturally. I saw that I could help other organizations design systems, develop people, and manage change in a structured and evidence-based way.”
A consulting philosophy shaped by hospitality
Banaag’s consulting work remains deeply influenced by her background in hospitality and tourism—industries where success depends heavily on people, experience, and operational excellence.
These sectors taught her that systems alone do not guarantee results.
“Strong systems only succeed when they are supported by capable, engaged people,” she says.
Her experience with international brands provided discipline and consistency, while her entrepreneurial leadership roles strengthened her adaptability and innovation.
“As a consultant, I try to balance global best practices with local realities so that solutions remain practical, scalable, and aligned with an organization’s culture.”
This balance between global standards and local execution is particularly important in the Philippines, where industries such as tourism and hospitality compete in a global marketplace.
The changing landscape of consulting
Banaag believes the consulting profession is evolving quickly—both in the Philippines and globally.
Organizations today are increasingly looking for consultants who combine industry expertise, academic rigor, and ethical practice.
“Consulting today requires more than technical expertise,” she explains. “Clients expect consultants to demonstrate credibility, integrity, and relevance in solving real business problems.”
Professional certifications and lifelong learning are also becoming more important signals of credibility.
Her recent accreditation as a Filipino Brand of Service Excellence (FBSE) Trainer by the Department of Tourism reflects this broader shift toward professionalized service standards in the tourism and hospitality sector.
“There is a growing recognition that service excellence and capability-building must be structured and intentional, especially in industries that depend heavily on human interaction.”
Leading through collaboration and learning
Banaag describes her leadership style as collaborative, structured, and learning-oriented.
These principles guided her leadership during the early stages of building mySTAY Hotels, where creating a new organization required constant iteration and teamwork.
“Building a brand from scratch requires clarity, accountability, and empowerment across the organization,” she explains.
That same philosophy now shapes her consulting engagements.
Rather than prescribing solutions from the outside, she works closely with clients to design systems and strategies that they understand and own.
“Consulting should be a process of co-creation. The best solutions are those that organizations can sustain long after the consultant leaves.”
Navigating resistance to change
One of the most common challenges in consulting, Banaag says, is resistance to change.
Organizations often struggle to adopt new systems or strategies when those changes challenge long-standing habits or assumptions.
“Sometimes the data clearly shows that change is necessary, but cultural or emotional factors slow down acceptance,” she explains.
Her approach combines evidence with empathy.
Rather than forcing recommendations, she focuses on dialogue and alignment.
“I try to facilitate conversations that help stakeholders understand why change is necessary and how it can improve both performance and people-related outcomes.”
Phased implementation and continuous communication, she says, often help organizations move forward more confidently.
A commitment to professional excellence
For Banaag, pursuing the Certified Management Consultant (CMC®) designation was a deliberate step in strengthening her consulting practice.
“I wanted a credential that reflected both professional competence and ethical responsibility,” she says.
Preparing for the certification required rigorous reflection on her consulting engagements and methodologies.
“One of the most challenging parts was documenting impact—explaining not just what I did, but how my work created real value for clients.”
The process ultimately strengthened her clarity and confidence as a consultant.
“The CMC designation signals that you are committed not only to expertise, but also to ethics and professional standards.”
Advice for future consultants
For professionals considering consulting careers, Banaag emphasizes the importance of listening before advising.
“Consultants must first understand the client’s context, challenges, and aspirations before proposing solutions,” she says.
Trust, she believes, is the foundation of every successful consulting engagement.
“Clients value consultants who are thoughtful, ethical, and committed to long-term impact—not just quick answers.”
Ultimately, Banaag sees consulting as a profession that combines technical expertise with human understanding.
“Consulting succeeds when strategy, systems, and people work together. That alignment is what allows organizations to grow, adapt, and thrive.”
