Travelers looking to stretch their budgets amid rising and unpredictable travel costs can now lock in the year’s best deals as the Hotel Sales and Marketing Association (HSMA) launches its Summer Online Sale (SOS) from April 24 to May 24, 2026.

Previously held in September, HSMA has moved the sale earlier to give Filipinos a smarter way to plan ahead—offering up to 70-percent off on hotel stays, dining, and vacation packages exclusive to the event and not available on other booking platforms.

A proven industry driver since 2020, SOS has generated over P138 million in sales and attracted strong nationwide participation, with more than 25,000 vouchers sold. This year, the refreshed Summer Online Sale aims to reignite interest by giving travelers more time—and more reason—to book early. “With prices expected to fluctuate due to global economic pressures, this is the best time to secure travel at significantly lower rates,” said HSMA President Loleth So. “These are exclusive deals you simply won’t find anywhere else.”

A total of 69 hotels and resorts nationwide are offering curated packages for all types of travelers—from city staycations to beach getaways for the period April 24 until May 24, 2026. 

Renowned brands participating in the SOS from popular beach destinations Boracay and Iloilo are the Chancellor Hotel Boracay, Belmont Hotel Boracay, Savoy Hotel Boracay, Crimson Resort and Spa, Movenpick Resort and Spa, Discovery Boracay, Fairways and Bluewater, Four Points by Sheraton Boracay, Belmont Hotel Iloilo, and Richmond Hotel Iloilo.

Those planning to visit the Queen City of the South may browse offers from Marco Polo Plaza Cebu, Bluewater Sumilon Beach Resort, Bluewater Maribago, Mercure Mactan Cebu, Savoy Hotel Mactan, Quest Hotel & Conference Center Cebu, Waterfront Cebu City Hotel & Casino, J Park Island, Crimson Resort and Spa Mactan, and Bai Hotel Cebu.

Equally popular destinations Palawan, Davao and Bohol will showcase packages from Acacia Hotel Davao, Discovery Samal, Discovery Coron, Bluewater Panglao Beach Resort, H Resort Bohol-The Coral Cliff, The Lime Resort Bohol, and The Bellevue Resort.

Featured resorts located in North and South Luzon are Sol Y Viento Pansol, Pico Sands Hotel, Acuatico Beach Resort & Hotel, The Bayleaf Cavite, Twin Lakes Hotel Tagaytay, Acuaverde Beach Resort and Hotel, Quest Hotel Tagaytay, Anya Resort Tagaytay, Taal Vista Hotel, Timberland Highlands Resort, and Quest Plus Conference Clark.

City hotels offer great value by mixing the relaxation of a weekend escape without the hassle of leaving the city. The participating hotels in Pasig City and Quezon City are Discovery Suites, Richmonde Hotel Ortigas, The Linden Suites, Luxent Hotel, Citadines Roces Quezon City, Eastwood Richmonde, Ace Hotels & Suites, Park Inn by Radisson, North EDSA, and Grand Hyatt Manila.

A mix of notable international chains and Filipino hospitality brands from Manila, Makati and Bonifacio Global City (BGC) are also taking part with special rates from The Alpha Suites, Dusit Thani Manila, Ascott Makati, Citadines Benavidez Makati, Bayview Park Hotel, Hotel Lucky Chinatown, The Bayleaf Intramuros, The Manila Hotel, Diamond Hotel Manila, and Lyf Malate Manila.

Why book during SOS?

• Up to 70-percent off on rooms and packages
• Exclusive rates not offered on other travel sites
• Advance booking advantage amid price uncertainty
• Flexible options for future travel

As travel demand continues to rise, HSMA’s Summer Online Sale gives travelers a rare window to book early, save more, and travel smarter.

All offers are available through the official HSMA platform www.hsma.org.ph/sos beginning April 24 and will remain online until May 24, 2026. Visitors to the site may look for the Summer Online Sale tab and search vacation and hotel/resort options per destination.

The post Travel for less this year: Up to 70% discounts on hotels and resorts at HSMA’s Summer Online Sale appeared first on Lakbay Magazine.

The Hotel Sales and Marketing Association (HSMA) proudly announces the return of the September Online Sale (SOS) 2025, the country’s most eagerly awaited online travel fair offering up to 80-percent off on accommodations, dining, and leisure packages from nearly 100 participating hotels and resorts across the Philippines. Running from September 1 to 30, 2025,  SOS 2025 is the premier platform for Filipino travelers seeking exceptional value and convenience when booking their next getaway – and to showcase how much they “Love the Philippines.” This month-long online fair allows travelers to lock in the best deals for stays valid until 2026 and even 2027,

Now in its 6th year, SOS has become a trusted platform for Filipino travelers looking for both affordability and quality. Under the theme “Discover the Best Stays in the Philippines,” SOS 2025 highlights experience-driven packages curated for families, couples, barkadas, business travelers, and even fur parents.

This year’s edition highlights the Department of Tourism’s flagship campaign, “Love the Philippines,” underscoring HSMA’s commitment to support the DOT’s  focus on the domestic market and encourage more Filipinos to explore local destinations.

Unlike traditional travel fairs that require guests to brave Metro Manila crowds and traffic (not to mention the additional challenge of finding parking), as well as quick, on-the-spot decision-making, SOS 2025 offers travelers the luxury of browsing and booking the best hotel and resort deals from the comfort of their homes. With a full month to explore options, travelers can take their time to find the perfect accommodation without the pressure of crowded venues, traffic concerns, or time constraints.

“SOS provides a more relaxed, flexible, and accessible booking experience that truly puts travelers first,” said Ma. Celeste Romualdo, HSMA SOS Project Head/Director for Membership. “Our platform, accessible via hsma.org.ph/sos, eliminates the stress of traditional travel fairs while delivering even better value.”

Unmatched variety 

As an initiative organized by HSMA, made up of the best sales and marketing leaders from the country’s top hospitality establishments, SOS 2025 guarantees the best and lowest rates available for the entire month of September, compared to other booking platforms. Travelers can enjoy discounts of up to 75 percent on accommodations nationwide, along with special offers on hotel and resort restaurants, social banquets, corporate meeting functions, spa treatments, fitness packages, and wellness experiences.

SOS 2025 Deals

The scope and variety of hotel and resort offers from HSMA member properties include:

* City escapes – Staycations in Makati, Manila, Pasig, Quezon City, Alabang, BGC, Pasay, and Parañaque with packages as low as ₱2,800 per night.

* North and South Luzon adventures – Scenic Tagaytay and Batangas resorts, Baguio city breaks, and Rizal highland getaways with discounts up to 63 percent.

* Island destinations – Palawan, Boracay, Cebu, Bohol, Iloilo, and Davao resorts offering 3D2N packages, family suites, Halal-friendly stays, spa credits, and island-hopping tours with validity until 2026–2027.

* Special packages – Muslim-friendly dining, pet-friendly rooms, wellness escapes, and bundled family offers with extended validity windows of up to two years.

During the booking period, browsers only need to visit the HSMA website by typing hsma.org.ph/sos to view the extensive lineup features properties strategically organized into regional clusters for easy browsing: Manila and Makati; Pasig and Quezon City; Alabang and Bonifacio Global City; Pasay City and Parañaque; South Luzon; North Luzon and Rizal; Palawan, Davao, and Bicol; Cebu, Bohol, and Iloilo and Boracay.

Carefully designed experiences

“HSMA is excited to give travelers not just discounts, but carefully designed experiences across all regions of the Philippines. Through SOS, we’re making world-class hospitality more accessible while boosting our domestic tourism industry,” said Loleth So , HSMA President.

“Love the Philippines finds its perfect partner in SOS. Together, we invite Filipinos to rediscover our destinations, support local tourism workers, and celebrate the richness of our country,” added Assistant Secretary Sharlene Batin, Department of Tourism.

“What makes SOS truly special is how our member hotels and resorts unite for one cause: to give travelers the best value while showcasing the breadth of Philippine hospitality. This collaboration is our way of ensuring that every Filipino can discover world-class stays right here at home,” said Tet Romualdo, HSMA Director of Membership and Project Lead for SOS.

“This year’s SOS is not just about discounts, but about curating meaningful experiences — from family-friendly vacations to wellness escapes and even pet- and Muslim-friendly packages. We want every traveler to find a stay that feels tailor-made for them,” said Amie Villena, HSMA Vice President and Co-lead for SOS.

SOS success

SOS has demonstrated remarkable growth and reliability since its inception, generating significant value for both travelers and the hospitality industry:

• 2020: 1,752 vouchers sold, ₱14.1M revenue
• 2021: 5,164 vouchers sold, ₱29.6M revenue  
• 2022: 5,854 vouchers sold, ₱35.6M revenue
• 2023: 3,666 vouchers sold, ₱19M revenue
• 2024: 5,552 vouchers sold, ₱24.2M revenue
  

In the past five years, SOS has generated an impressive ₱122.5M in total revenue, cementing its position as a major driver of domestic tourism in the Philippines. This is thanks to the support of key industry players, including the Department of Tourism (DOT). This strong support network underscores the event’s credibility and commitment to promoting Philippine tourism.

Why SOS Matters

–  Extended sale period: a full month of browsing and booking.
– Voucher validity of up to 2026 and 2027.
– Nearly 100 participating hotels and resorts nationwide.
– Proven track record: SOS has generated over ₱100 million in sales in previous editions.

As the Philippines continues to showcase its world-class hospitality and breathtaking destinations, SOS 2025 represents the perfect opportunity for travelers to discover exceptional stays at unbeatable prices. Whether planning a romantic getaway, family vacation, business trip, or wellness retreat, SOS offers something for every type of traveler.

Mark your calendars for September 1, 2025, and prepare to explore the best the Philippines has to offer. Vouchers purchased during SOS 2025 are valid for one year or more. Visit www.hsma.org/sos to start planning your next adventure and secure incredible deals on the country’s finest destinations. Follow HSMA on Facebook and Instagram (@hsmaphilippines) for updates.

The post Discover the best stays in PH with HSMA’s September Online Sale 2025 appeared first on Lakbay Magazine.

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.

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