The Hotel Sales and Marketing Association (HSMA) Philippines launched last July 15 the 11th Virtus Awards, the prestigious program recognizing excellence in hotel sales and marketing, now championing the empowerment of next generation of industry leaders.
With the theme “Paths & Bridges: Leading the Way and Building Continuity,” this year’s awards honor the trailblazers who have defined Philippine hospitality, while challenging today’s leaders to build new bridges of knowledge, mentorship, and innovation.
“It’s a vision that aligns with HSMA’s core educational pillar and the industry’s broader goals of travel recovery, tourism growth, wellness, and sustainable leadership development,” said Loleth So, HSMA president.
The official launch coincided with HSMA’s General Membership Meeting at Fairmont Makati, featuring keynote speaker Therese “Gang” Badoy Capati, president of Rock Ed Philippines and trauma therapist. Her presentation, “Rock the Talk,” addressed the need for effective communication across multi-generational teams in today’s rapidly evolving hospitality landscape.
As in previous years, the 11th Virtus Awards continues to seek individuals and teams who go beyond delivering results in order to influence genuine change. This year’s edition introduces enhanced judging criteria that reflected post-pandemic travel realities, an expanded network of industry partners, and a platform for sharing stories of resilience and innovation. There will still be three solo awards: Outstanding Sales and Marketing Associate, Outstanding Sales and Marketing Manager, and Outstanding Sales and Marketing Leader. The sole group category is the Institutional Award for Most Outstanding Marketing Campaign of the Year.
Properties and hotel groups that have taken home multiple Virtus Awards include The Bellevue Hotels and Resorts, Chroma Hospitality Group, Crimson Hotel Filinvest City, Megaworld Hotels & Resorts, and Conrad Manila.
Last year, the Virtus Award for Outstanding Sales and Marketing Associate was given to Belmont Hotel Manila eCommerce executive Mika Paula Bustillo and The Ascott Limited assistant manager for Content & Graphics Christian Paulo Morales. Midas Hotel and Casino senior sales manager for Rooms Ma. Fe Pulga received the Virtus Award for Outstanding Sales and Marketing Manager, and Outstanding Sales and Marketing Leader was Erwin Fidel Doña III, director of Marketing and Communications at Novotel and Ibis Styles Manila Araneta City.
Megaworld Hotels & Resorts won the Institutional Award for Most Outstanding Marketing Campaign of the Year for its “The Sampaguita” campaign.
Beyond its role as an awards platform, Virtus has evolved into a movement for excellence and mentorship. Through strategic educational initiatives, including this year’s keynote and ongoing thought leadership programs, HSMA encourages member properties to develop the next generation of marketers who are digitally savvy, emotionally intelligent, and culturally sensitive.
The HSMA also proudly welcomed its newly inducted members this year, including Tag Hotels & Resorts, Via Appia Tagaytay, Sol Y Viento, Rancho Bernardo Luxury Villas, Alpha Suites, H Resort, and Vivere Hotel.
The XI Virtus Awards is presented by HSMA, the Department of Tourism, and Tourism Promotions Board (Philippines), with the support of Raffles Makati and Fairmont Makati. For more information and partnership inquiries, visit hsma.org.ph or Like and Follow @HSMAPH on Facebook and Instagram.
