The Hotel Sales and Marketing Association (HSMA) Philippines officially launched the 11th Virtus Awards, with a renewed mission to not only celebrate sales and marketing excellence but to cultivate leadership continuity and empower the next generation of hospitality professionals.
With the theme “Paths & Bridges: Leading the Way and Building Continuity,” Virtus XI underscores a dual purpose: honoring hospitality trailblazers while challenging today’s leaders to build bridges of mentorship, innovation, and sustainable growth for emerging industry talents.
“This year’s Virtus aligns with HSMA’s commitment to professional development, tourism recovery, and wellness leadership,” said Loleth So, HSMA President. “We aim to spotlight individuals and teams who contribute beyond performance—those who influence positive transformation within their organizations and communities.”
The official launch took place during HSMA’s General Membership Meeting at Fairmont Makati, headlined by Therese “Gang” Badoy Capati, president of Rock Ed Philippines. Her keynote, “Rock the Talk,” highlighted the critical role of communication and empathy across multi-generational teams—a timely call to action as the industry navigates post-pandemic shifts.
Rose Libongco, Virtus Awards Chair, echoed this call for mentorship. “Every day we open doors with warmth, adapt to evolving guest needs, and lead with service. This year, Virtus recognizes those who don’t just walk the path but blaze it, who build bridges where gaps exist, and guide future leaders towards greater heights,” she said.
Elevating the Virtus Legacy
Now on its 11th year, the Virtus Awards continues to uphold the values of excellence, integrity, and resilience—seeking hospitality professionals who redefine success through innovation, courage, and compassion.
“Virtus has never been just about numbers,” noted Margarita Munsayac, HSMA Chair. “It’s about the X-factor: the ability to inspire, to mentor, and to lead with purpose. Whether reviving destinations, restoring traveler confidence, or fostering new markets, our awardees lead the industry forward.”
This milestone edition introduces updated judging criteria that reflect evolving traveler behaviors and market demands, along with strengthened partnerships and thought leadership initiatives. Award categories remain: Outstanding Sales and Marketing Associate, Manager, Leader, and the Institutional Award for Most Outstanding Marketing Campaign of the Year.
Previous winners include distinguished properties such as The Bellevue Hotels and Resorts, Crimson Hotel Filinvest City, Conrad Manila, Megaworld Hotels & Resorts, and Chroma Hospitality, alongside rising stars like Mika Paula Bustillo (Belmont Hotel Manila) and Christian Paulo Morales (The Ascott Limited).
A Platform for Mentorship and Transformation
More than an awards program, the Virtus Awards is evolving into a movement—championing mentorship, leadership development, and knowledge-sharing across generations. The program encourages industry veterans to nurture young marketers who are digitally savvy, emotionally intelligent, and culturally aware, ensuring the Philippine hospitality sector remains globally competitive.
“We are intentional about building continuity,” added Libongco. “It’s about honoring today’s leaders while equipping tomorrow’s. Every recognition, every success story, every nominee becomes part of a larger narrative—one that strengthens our industry’s future.”
The 11th Virtus Awards will open nominations in the first week of August through the HSMA website (hsma.org.ph), with a deadline set in September. Judging will take place on October 18, and the grand awarding ceremony and gala night will be held on November 11.
“This is more than an awards program—it’s a movement to recognize excellence, uplift the industry, and celebrate the future leaders of hospitality,” Libongco concluded.
The XI Virtus Awards is presented by Hotel Sales and Marketing Association (HSMA), the Department of Tourism, and Tourism Promotions Board (Philippines), with the support of Raffles Makati and Fairmont Makati.
