Manila, August 2026 – For meeting planners and corporate event organizers, choosing a hotel or convention venue is often the start of a continuing relationship rather than a one-off transaction. SM Hotels and Conventions Corporation (SMHCC) is building on that relationship through PRiMO (Perks and Recognition for Meeting Organizers), its loyalty program for M.I.C.E. bookers and organizers.
The program gives qualified bookings at SMHCC hotels and convention centers a value beyond the individual event. Members accumulate PRiMO points based on eligible bookings, which can be redeemed for select privileges, benefits, and experiences, subject to the program’s terms and conditions.
The concept is straightforward: the more consistently a client brings business to SMHCC properties, the more opportunities there are to receive recognition through the program.
For M.I.C.E. professionals, corporate bookers, and decision-makers who manage events regularly, this creates another consideration when choosing venues and properties for meetings, conferences, incentives, and other business gatherings.
PRiMO is also expanding beyond hotel and venue-related benefits. SMHCC is developing partnerships with brands within the broader SM ecosystem, including IKEA, Kultura, and SM Foundation. These initiatives are expected to give members access to a wider mix of lifestyle, retail, and social development-related privileges.
SMHCC Executive President Peggy Angeles said the program is intended to recognize the people behind the business generated by corporate and M.I.C.E. bookings.
“PRiMO is our way of recognizing the people who continue to choose SMHCC for their business and events. We want every booking to be more than a transaction. We want it to build a lasting relationship that reflects our appreciation for our clients,” Angeles said.
The expansion of PRiMO comes as M.I.C.E. clients increasingly look beyond rates and venue specifications when selecting properties. Loyalty benefits, ease of doing business, consistency of service, and the value of the overall relationship can also influence repeat bookings.
For SMHCC, PRiMO provides a platform to keep that relationship going beyond the event itself.
“We continue to listen to our members and look at how we can make PRiMO more meaningful to them. Our goal is to ensure that the program reflects our appreciation for their continued trust while offering privileges that are relevant, accessible, and useful,” Angeles added.
With new partnerships and benefits being developed, PRiMO is evolving from a conventional points program into a broader engagement platform connecting SMHCC’s M.I.C.E. clients with the wider SM ecosystem.
For the meeting planner who returns to the same hotel for another conference, the corporate account that brings its next annual gathering to the same venue, or the organizer managing multiple events throughout the year, that continuity is where the value of PRiMO lies.
It is ultimately less about rewarding a single booking and more about recognizing the relationship that develops from one event to the next.
