More Than Tuna: How Founder Jessica Manilay-Santos Is Rebranding GenSan Through Indigenous Art and Hospitality

 

For Jessica Manilay-Santos, hospitality is less about room count and more about cultural preservation.

When the 28-room Bila Boutique Hotel and its in-house Tribu Kefi café opened in December 2025, the venture was born out of an insider-outsider perspective. Manilay-Santos, a Psychology graduate from Ateneo de Davao who previously worked in Manila before returning to General Santos City permanently, noticed a void in the local tourism market: a shortage of curated, boutique accommodations and authentic dining options that reflected the region’s rich heritage.

"We want to showcase to others that GenSan is not only tuna," Manilay-Santos said. "We have something else to offer."

Her primary advocacy centers on integrating indigenous Mindanao arts and culture into the city's commercial landscape. Taking its name from the Blaan word for "home" or "dwelling," Bila Boutique Hotel acts as a showcase for local craftsmanship, targeting travelers seeking cultural immersion alongside modern comforts.

Beyond interior aesthetics, Manilay-Santos is actively building partnerships with local communities to source authentic souvenir items and display indigenous artisan goods within the hotel.

At Tribu Kefi, the cultural focus extends to the menu and payroll. The café serves dishes inspired by local cuisines while intentionally employing Indigenous Peoples and Moro staff. She collaborates with the culinary heritage advocate Chef Christopher Guado Carangian.

Starting a hospitality venture in General Santos City brought significant operational challenges. Manilay-Santos had to navigate staffing hurdles, inflation, and high raw material costs. To keep prices accessible for guests while maintaining financial sustainability, she relies heavily on local markets and regional suppliers, an approach that also supports the local agricultural economy.

Despite these headwinds, the hotel's compact scale remains its primary competitive edge.

"We are small, and because of that, we can offer a personalized touch," Manilay-Santos said. "Guests feel at home, and management can interact directly with customers to adapt quickly to feedback."

That community-first philosophy faced its first major test six months after opening. Following a severe 7.8-magnitude earthquake on June 8, when power grids failed across the city, the hotel operated on generator power to provide free phone-charging stations for residents and offered half-price meals to locals needing relief.

The hotel is also an active member of the GenSan Hoteliers Association Inc., working alongside industry peers during citywide events like the Batang Pinoy games, when local room capacity is pushed to its limits.

Looking ahead, Manilay-Santos plans to expand Tribu Kefi’s evening operations to include wine services and deepen the property’s cultural programming. Her long-term goal is to establish the boutique property as a premier destination for travelers seeking a deeper connection to Mindanao.

"When people think of GenSan," she said, "we hope they think of us."