Pasay City, June 22, 2026 — The Hotel Sales and Marketing Association (HSMA) Philippines officially launched the 12th Virtus Awards during its General Membership Meeting at Hilton Manila Newport World Resorts, opening nominations for what remains the country’s premier recognition program for hospitality sales and marketing excellence.
Carrying the theme “Onward & Forward,” this year’s Virtus Awards comes at a time when the hospitality industry continues to navigate evolving market conditions and new business challenges.
“Our theme reminds us that excellence is never a destination; it is a continuous journey,” said Carmela Bocanegra, HSMA Director for Public Relations.
HSMA President Loleth So acknowledged the challenges facing the sector but emphasized the association’s commitment to supporting its members and advancing the profession.
“Despite the challenges facing our industry, HSMA remains committed to moving forward together, creating initiatives that help our members thrive and ensuring that our sales and marketing professionals continue to lead the way in driving recovery and growth,” So said.
Recognizing Hospitality’s Revenue Drivers
She also underscored the significance of the Virtus Awards as one of HSMA’s flagship programs dedicated to recognizing hospitality sales and marketing professionals.
“For 12 years, Virtus has championed the recognition of hospitality sales and marketing professionals—the people who drive revenues, create opportunities, and help our industry thrive even in the most challenging times,” she added.
Guest of honor and keynote speaker Tourism Secretary Dita Angara-Mathay commended HSMA for sustaining a tradition that celebrates excellence and professionalism in Philippine hospitality.
Creating Moments That Matter
“Ordinary tourists do not remember statistics, they remember moments,” Mathay said, emphasizing that memorable guest experiences are created through meaningful interactions, thoughtful recommendations, and genuine care throughout a visitor’s journey.
She added that while Filipinos are known for their warmth and hospitality, service excellence must also be anchored on professionalism and competence.
“True hospitality is not just making guests feel welcome—it is making sure they are well taken care of from start to finish,” the tourism chief said.
Mathay also expressed support for the Virtus Awards’ role in inspiring excellence, innovation, and leadership among hospitality professionals who help shape the future of Philippine tourism.
A Legacy of Industry Excellence
The 12th Virtus Awards will recognize outstanding performance and innovation across four categories: Outstanding Sales and Marketing Associate, Outstanding Sales and Marketing Manager, Outstanding Sales and Marketing Leader, and the Institutional Award for Most Outstanding Marketing Campaign of the Year.
”We call all upon [our members] to look around you and seek out your champions,” said Virtus Awards co-chair Cielo Reboredo. “Look for the person who sees things differently and discovers new solutions.”
Held at the Grand Ballroom of Okada Manila in November 2025, F&B Sales Executive Cathryn Mae Asis of Okada Manila was named Outstanding Sales and Marketing Associate; Brand Management and Graphic Design Manager Jaron Nepomuceno of Manila Marriott Hotel claimed the Outstanding Sales and Marketing Manager award; and Sales and Marketing Director Sharon Deanne Guerrero of Luxent Hotel was recognized as Outstanding Sales and Marketing Leader. Megaworld Hotels and Resorts’ “100% Muslim-Friendly Accommodation Establishments” campaign, led by Group General Manager Arturo Boncato Jr., won the Institutional Award for Most Outstanding Marketing Campaign of the Year.
HSMA is accepting nominations until August 15. Judging will take place on August 29, while the 12th Virtus Awards Night will be held on October 22 at The Manila Hotel. Full submission details can be found at www.hsma.org.ph/virtus-awards.
New HSMA Members Inducted
HSMA also welcomed seven new member properties during the General Membership Meeting, further expanding its network of hospitality professionals nationwide.The new members are Alta Vista de Boracay (DMCI Hotels & Resorts), Forest Crest Nature Hotel and Resort, Heritage Hotel, Park Inn by Radisson Clark, Tambuli Seaside Resort & Spa, SotoGrande Palawan, and Lime Resort & Spa Bohol.
With the latest addtions, HSMA’s membership now exceeds 140 hotels and resorts across the country.
SOS 2026 Top Performers Recognized
The association also announced the top-performing properties its HSMA’S Summer Online Sale (SOS) 2026 campaign. Twin Lakes Hotel emerged as top revenue generator, leading a roster of 10 hotels roster that collectively contributed ₱7.24 million in revenue, accounting for 58.22 percent of the campaign’s year-to-date sales of ₱12.43 million.
Crimson Resort and Spa Boracay and Lanson Place Mall of Asia Manila completed the top three performers. Also making the list were The Manila Hotel, Acuatico Beach Resort & Hotel, Movenpick Resort & Spa Boracay, Pico Sands Hotel, Discovery Boracay, Bluewater Maribago Beach Resort, and Kingsford Hotel Manila.
Marking a first in the campaigns’s seven-year history, this year’s SOS was held during the summer season from April to May, offering travelers exclusive deals and packages across participating member properties.
The 12th Virtus Awards is presented by the Hotel Sales and Marketing Association (HSMA) Philippines in partnership with the Department of Tourism and the Tourism Promotions Board Philippines. For nomination guidelines, award criteria, and submission deadlines, visit hsma.org.ph or follow @HSMAPH on Facebook and Instagram.
