Philippine hospitality’s premier awards program returns with renewed focus on mentorship and multi-generational leadership
The Hotel Sales and Marketing Association (HSMA) Philippines launched on July 15, 2025 the 11th Virtus Awards, a milestone edition that elevates the prestigious program beyond recognizing excellence in hotel sales and marketing to champion the critical mission of empowering the next generation of industry leaders.
With the theme “Paths & Bridges: Leading the Way and Building Continuity,” this year’s Virtus Awards serve as both tribute and challenge: honoring the trailblazers who have defined Philippine hospitality while challenging today’s leaders to build new bridges of knowledge, mentorship, and innovation toward a future shaped by younger professionals.
“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 vital need for effective communication across multi-generational teams in today’s rapidly evolving hospitality landscape.
“Gang Capati shared compelling insights on bridging the generational divide within our teams,” says Rose Libongco, Virtus Awards Chair. “This responds directly to the industry’s call for more coherent and collaborative teamwork. We encourage leaders to bring their teams, the new generation must understand the journey that brought us here, just as we must understand the paths they are forging.”
The Virtus X-factor: Going beyond performance
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. The coveted X-factor encompasses not only exceptional performance but also the courage to innovate, the ability to mentor, and the vision to lead with empathy and foresight. “Whether reviving destinations, building new markets, or creating campaigns that restore traveler confidence, Virtus XI honors those who redefine industry standards and elevate the bar for excellence,” adds Margarita Munsayac, HSMA Chair.
This year’s edition introduces enhanced judging criteria that reflect post-pandemic travel realities, an expanded network of industry partners, and a platform for sharing stories of resilience and innovation. These updates position Virtus XI as potentially the most meaningful and impactful edition in the program’s history. 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 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 won the Institutional Award for Most Outstanding Marketing Campaign of the Year, for its “The Sampaguita” campaign.
Cultivating tomorrow’s leaders today
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.
“We are intentional about building continuity,” emphasizes Libongco, HSMA Virtus Awards Chair. “This year’s program isn’t just about celebrating today’s stars, it’s about illuminating the path for tomorrow’s leaders and ensuring our industry’s knowledge and values transfer seamlessly across generations.”
HSMA expands its ranks with new members
The HSMA also proudly welcomed its newly inducted members this year, further strengthening its network of tourism and hospitality professionals across the country.
1. Tag Hotels & Resorts – Official Rep: Mayette Sagales-Delfin, Director of Sales and Marketing
2. Via Appia Tagaytay – Official Rep: Dr. Richard Dela Rosa, Chairman
3. Sol Y Viento – Official Rep: Shanen Sultaire Nogus, Director of Sales and Marketing
4. Rancho Bernardo Luxury Villas – Corinna Reyes, Director of Sales and Marketing
5. Alpha Suites – Elgie Bryan R. Goyonan, Director of Sales
6. H Resort-The Coral Cliff – Anna Maria Dolor-Fernandez, General Manager
7. Vivere Hotel – Agot Serrano, General Manager
The growing roster reflects HSMA’s continuing commitment to uplift industry standards, promote collaboration, and foster innovation among hospitality leaders. Their induction marks a renewed energy within the organization as it builds stronger “paths and bridges” for the next generation of tourism professionals.
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.
