HSMA Virtus Awards names 10th-year winners as it celebrates ‘A Decade of Distinction’

Standing as a “testament to the power of determination and the impact of honorable actions,” Belmont Hotel Manila, The Ascott Limited, Midas Hotel and Casino, Novotel and Ibis Styles Manila Araneta City, and Megaworld Hotels & Resorts took home this year’s prestigious Virtus Awards, which is given by the Hotel Sales and Marketing Association (HSMA) Philippines every year to recognize the best of the best in the country’s hotel sales and marketing industry.

Under the individual categories, 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, while Midas Hotel and Casino senior sales manager for Rooms Ma. Fe Pulga received the Virtus 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 and Ibis Styles Manila Araneta City.

Megaworld Hotels & Resorts, on the other hand, won the sole group category, 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.

The winners were chosen from a pool of 56 finalists, who were nominated by their respective HSMA member properties in August.

The awards ceremony was held at the Dusit Thani Manila under the theme “A Decade of Distinction,” as the Virtus Awards celebrated its 10th anniversary this year. As part of this special milestone, Virtus 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 had previously held the reins of sales and marketing for three top international chain hotels: Sofitel Philippine Plaza, the Westin Philippine Plaza Manila, and the InterContinental Manila.

As a mentor and great inspiration to those in the industry, Libongco has been referred to as a brand unto herself, earning accolades through her creativity and innovation in staging activities, packaging desirable hotel products complete with catchy titles, crafting challenging but achievable sales targets with incentives, and imparting a coaching style that focuses on personal motivation.

Addressing the night’s winners, Libongco said: “As you stand on this stage tonight, know that you are not just being recognized for your accomplishments; you are being celebrated for your courage to dream big and your commitment to turn those dreams into reality. You are role models for us all, showing that when we harness our talents for the greater good, we can create ripples of change that resonate far beyond ourselves.”

Added Loleth So, HSMA president: “Recognition is so important in hotel sales and marketing. [The Virtus Awards are] all about celebrating the people who work 24/7 in the industry.”

Among the Virtus Awards’ distinguished guests were Shubham Chandra, Dusit Thani Manila area general manager, Philippines, and keynote speaker Alma Rita Jimenez, whose speech encouraged guests to equip themselves with a full understanding of “seismic shifts” happening in hospitality and tourism to remain relevant to their customers. Jimenez also noted how serendipitous it was for her to speak at this year’s ceremony–as she was one of the judges during the very first Virtus Awards.

“That we have successfully implemented our Virtus Awards for 10 uninterrupted years is a huge cause for celebration,” said Margie Munssayac, HSMA chair. “We have carried the torch of excellence proudly. 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 is presented by HSMA, the Department of Tourism, and the Tourism Promotions Board (Philippines), with the support of PAGCOR, Dusit Thani Manila, GRAB for Business, Masaya Trip, and Destileria Limtuaco & Co., Inc.