Every year, the officers and members of the Hotel Sales and Marketing Association (HSMA) Philippines gather for their most important event of the year. The venue sparkles with the best-looking hotel industry professionals, all dressed to the nines, making any Hollywood gala pale in comparison.
Celebrating a “Decade of Distinction,” the HSMA’s highly coveted Virtus Awards marked its 10th anniversary amidst a sea of hotel salespeople, eagerly anticipating who would receive the all-important trophies of distinction.
The Virtus Award for Outstanding Sales and Marketing Associate was given to Belmont Hotel Manila eCommerce executive Mika Paula Bustillo and The Ascott Ltd. assistant manager for Content & Graphics Christian Paulo Morales, while Midas Hotel and Casino senior sales manager for Rooms Ma. Fe Pulga received the award for Outstanding Sales and Marketing Manager. The honor of Outstanding Sales and Marketing Leader was bestowed upon Erwin Fidel Doña III, director of Marketing and Communications at Novotel.
Megaworld Hotels & Resorts won the Institutional Award for Most Outstanding Marketing Campaign of the Year for its “The Sampaguita” campaign, establishing the company’s unique brand of hospitality. The brains behind the campaign included team leader Charlene Go-Co, head of Marketing Innovation, and her team members Cleofe Albiso, managing director; Jun Justo, cluster general manager – NCR; Sonny Alvaro, cluster general manager – F&B; Claire Bernabe, director of Customer Experience & New Ventures; and Nico Ivan Velasquez, group director of Public Relations.
As a proudly homegrown Filipino brand, Megaworld Hotels & Resorts incorporated the country’s national flower into its brand of service, ensuring brand excellence across all of its 13 hotels and complementing Megaworld’s sustainability initiative, which involves reviving the sampaguita flower industry.
This year’s Virtus awardees were chosen from a pool of 56 finalists, nominated by their respective HSMA member properties.
The awards ceremony was held at Dusit Thani Manila, and in celebration of its 10th anniversary, Awards chair Rose Hilario-Libongco was recognized as an Honorary Virtus Awardee for her extensive and successful career in the hotel sales and marketing industry. Libongco previously led sales and marketing for three top international chain hotels: Sofitel Philippine Plaza, Westin Philippine Plaza Manila, and Hotel InterContinental Manila.
A mentor and inspiration to those in the industry, Libongco has been referred to as a brand unto herself, earning accolades for her creativity and innovation in staging activities, packaging desirable hotel products, crafting challenging but achievable sales targets, and coaching with a focus on personal motivation.
Before accepting her award, video messages from close friends were shown in her honor. In my message, I referred to her as an “icon in the industry” and the “shining star of the accommodation sector.” Not only has she elevated the standards of hotel sales and marketing, but she has also ensured these standards are world-class. I know her brilliance will continue to inspire aspiring sales and marketing practitioners as they pursue success.
HSMA president Loleth So emphasized the value of the Virtus Awards, stating, “Recognition is so important in hotel sales and marketing. The awards celebrate the people who work 24/7 in the industry.”
The evening’s keynote speaker, Alma Rita Jimenez, encouraged industry professionals to understand the “seismic shifts” happening in hospitality and tourism to remain relevant to their customers.
HSMA chair Margie Munsayac proudly declared that presenting the Virtus Awards for 10 uninterrupted years is a huge cause for celebration. “Virtus is a spirit that moves in all of us, empowering us to stand proud of all that we have achieved.”
The 10th Virtus Awards was presented by HSMA, the Department of Tourism, and the Tourism Promotions Board, with support from PAGCOR, Dusit Thani Manila, GRAB for Business, Masaya Trip, and Destileria Limtuaco.
For feedback, I’m at bobzozobrado@gmail.com
