Who makes hotel stays memorable? HSMA opens nominations for 12th Virtus Awards

MANILA, Philippines — The people behind hotel experiences, tourism campaigns and guest services in the Philippines are set to be recognized as the premier organization of hotel sales and marketing leaders in the Philippines, Hotel Sales and Marketing Association (HSMA) Philippines, opened nominations for the 12th Virtus Awards.

Now in its 12th year, the Virtus Awards aims to recognize excellence in hospitality sales and marketing, honoring individuals and teams who demonstrate innovation, mentorship and leadership in the industry.

The awards program was launched during HSMA’s General Membership Meeting at Hilton Manila Newport World Resorts on Monday, June 22, where the association introduced this year’s theme, “Onward & Forward.”

“Our theme reminds us that excellence is never a destination; it is a continuous journey,” Carmela Bocanegra, HSMA Director for Public Relations, said. 

This year’s awards will recognize outstanding performance 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.

Virtus Awards co-chair Cielo Reboredo encouraged members to identify individuals who contribute new ideas and solutions to the industry.

“We call all upon [our members] to look around you and seek out your champions,” Reboredo said. “Look for the person who sees things differently and discovers new solutions.”

Tourism Secretary Dita Angara-Mathay, who served as the keynote speaker at the launch, praised HSMA for continuing the recognition program and for helping raise standards in the tourism industry. She described the Virtus Awards as “a symbol of excellence in Philippine hospitality.”

“Ordinary tourists do not remember statistics; they remember moments. Hospitality is not just about friendliness, but also about competence,” Angara-Mathay said.

Established in 2015, the Virtus Awards has recognized professionals from different areas of hospitality, including food and beverage sales executives, brand managers and sales and marketing leaders from properties across the country.

Among previous awardees are representatives from hotel groups such as The Bellevue Hotels and Resorts, Chroma Hospitality Group, Crimson Hotel Filinvest City, Megaworld Hotels and Resorts, and Conrad Manila.

At the 11th Virtus Awards held in November 2025 at the Grand Ballroom of Okada Manila, Cathryn Mae Asis of Okada Manila was named Outstanding Sales and Marketing Associate; Jaron Nepomuceno of Manila Marriott Hotel received the Outstanding Sales and Marketing Manager award and 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 is scheduled for October 22 at The Manila Hotel.

During the general membership meeting, HSMA also welcomed new members: 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.

The organization now has more than 140 hotel and resort members.

Summer online sale

During the launch, the association also announced the top performers of its 2026 Summer Online Sale (SOS). Twin Lakes Hotel topped the list, with participating properties collectively generating P7.24 million in revenue during the campaign.

The 12th Virtus Awards is presented by HSMA Philippines the Department of Tourism, and the Tourism Promotions Board Philippines.