The Road That Led Loleth So to Hospitality

Women’s Month often comes with flowers, greetings, and social media tributes. But for Loleth G. So, it carries a deeper meaning. As President of the Hotel Sales & Marketing Association (HSMA) and Group Commercial Director of Megaworld Hotels & Resorts, she sees it as both a celebration and a moment to reflect.

Loleth So, President of the Hotel Sales & Marketing Association (HSMA) and Group Commercial Director of Megaworld Hotels & Resorts

“Women’s Month is both a celebration and a reflection,” she shares. “It recognizes the progress women have made across industries while reminding us that leadership must continue creating opportunities for others.”

In hospitality and tourism, she has seen that progress firsthand. Women now play increasingly important roles in shaping organizations and driving initiatives that move the industry forward.

“Beyond personal achievement, Women’s Month highlights how inclusive leadership strengthens organizations, empowers communities, and encourages more women to participate in building a stronger Philippine tourism sector,” she explains.

Interestingly, hospitality was not always part of the plan. Earlier in life, So had been preparing for a legal career. But fate had other ideas.

“For much of my early life, I believed I would become a lawyer,” she recalls. “But while waiting to take my law entrance exam, what I now consider a moment of divine redirection happened—I joined my first hotel.”

What began as an unexpected detour soon became a calling.

“Hospitality in the Philippines immediately felt like where I truly belonged,” she adds. “I discovered a passion for caring for people and creating meaningful experiences.”

More than three decades later, that passion continues to guide her work.

Leadership, she believes, often begins with the willingness to serve rather than waiting for the perfect moment.

“In HSMA, leadership has never been about waiting for the perfect moment of readiness,” she points out. “It is about the willingness to serve the industry and contribute to its growth.”

Collaboration lies at the heart of that mission. HSMA has long championed the idea that tourism thrives when brands—local or international, large or emerging—work together.

Her approach is shaped by Megaworld Hotels & Resorts’ “Circle of Happiness,” which emphasizes love for oneself through growth, love for work through excellence, love for family through gratitude, love for country through service, and love for the Divine through humility.

“Women often bring a nurturing and collaborative perspective to leadership,” she notes. “In hospitality, this translates into stronger team culture, empathy for guests, and a commitment to developing people.”

Even seasoned leaders encounter humbling lessons. At one point, she believed she had reached the peak of her abilities.

“That realization humbled me and reminded me that growth never truly stops,” she reflects.

For young women aspiring to leadership roles, her advice is simple:

“Leadership does not begin with titles—it begins with how we serve others in the roles we hold today,” she emphasizes.

As Women’s Month is celebrated, So hopes more women will step forward—not only to pursue their own aspirations, but also to help strengthen communities and Philippine tourism.