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25th June 2024

The 10th Virtus Awards celebrates “A Decade of Distinction” in hotel sales and marketing

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The 9th Virtus Awards winners last year

The Virtus Awards, now in its tenth year, commemorates a decade of recognizing the crème de la crème in the Philippine hotel sales and marketing sector. Despite the challenges posed by a global pandemic, the awards ceremony returns in 2024 with its most grandiose celebration to date, spotlighting the enduring culture of professional excellence that has enabled businesses to prosper over the long term.

The Hotel Sales and Marketing Association of the Philippines (HSMA) revealed this year’s 10th Virtus Awards theme: “A Decade of Distinction” with  Captain Stanley Ng, President and COO of Philippine Airlines as the keynote speaker.

“This is a momentous event because it is happening also on HSMA’s 45th anniversary, and having reached its 10th year, the Virtus has earned the high regard and respect of the travel industry because of the way it has always been conducted,” remarked Rose Libongco, Virtus Awards chair. “Our high standards have remained unchanged, whether for nominees, guidelines, or our well-chosen reputable judges, who remain anonymous except to the Virtus Core Team until announcement day. Winners are also immediately chosen by the end of judging day–but revealed only on Awards night.”

Since its inception by HSMA in 2014, Virtus has consistently honored three exceptional individuals in the categories of Outstanding Sales and Marketing Associate, Manager, and Leader. Additionally, the Institutional Award for Most Outstanding Marketing Campaign of the Year is presented to a campaign that adeptly reflects the evolving trends in travel, recreation, and celebration, catering to the current and future preferences and needs of guests.

Over the years, multiple Virtus Awards have been claimed by renowned properties such as The Bellevue Hotels and Resorts, a six-time recipient; Chroma Hospitality Group, with eight accolades; Conrad Manila, with four awards; and Sofitel Philippine Plaza Manila, a three-time winner.

Virtus awardees see their victories as more than mere trophies. For instance, Jaymart Lorenzo, assistant director of sales at Quest Plus Conference Center and the 2017 Outstanding Sales and Marketing Associate, credits the award for opening doors that have led to a flourishing career, inspiring him to empower others and make a significant impact on the industry.

Nonito Antonio Cuizon, director of marketing for Robinsons Hotels & Resorts, reflects on winning the first Outstanding Marketing Campaign of the Year award as both a prestigious achievement and a morale booster for his team, spurring them to excel in their pursuits, especially in enhancing tourist and traveler experiences.

For Cielo Reboredo, HSMA PR director and the 2015 Virtus awardee for Outstanding Sales & Marketing Leader, the recognition was instrumental in securing an executive role at Okada Manila. It fueled her inspiration and drive to continuously improve her skills, serving as a role model in the industry.

Amie Villena, HSMA VP and 2017 Outstanding Sales & Marketing Leader Awardee, now with Four Points by Sheraton Palawan, underscores the value of the Virtus Award in recognizing industry excellence, opening career doors, and fostering growth. Similarly, Michee Crudo, 2022 Outstanding Sales & Marketing Leader Awardee, emphasizes that the Virtus Award elevates the Philippines in the global hospitality sector, showcasing the nation as a prime destination and highlighting the essence of Filipino hospitality.

Nominations for the 10th Virtus Awards are open until August 2, with judging scheduled for August 24 at the Crimson Hotel in Filinvest City, Muntinlupa. The awards gala will take place on October 11 at the Grand Hyatt Manila.

“Today we begin our year-long celebration of Virtus Awards’ 10th year. This event has evolved into a Legacy Program that has sustained hotels and resorts through the ups and downs of the industry,” said Libongco. “Come and join us to celebrate–be there, be part of, belong!”

The 10th Virtus Awards is co-presented by the Department of Tourism and Tourism Promotions Board, with support from Atlantis, Crimson Hotel Filinvest City Manila, and Lanson Place Mall of Asia, Manila. For more information, visit hsma.org.ph or follow @HSMAPH on Facebook and Instagram.


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