10th Virtus Awards: Showcasing a Decade of Excellence in Philippine Hotel Sales & Marketing

May 1, 2024

The Virtus Awards, organized by the Hotel Sales and Marketing Association of the Philippines (HSMA), returned for its 10th year of honoring the best of the best in Philippine hotel sales and marketing talent.

HSMA shines the spotlight on the culture of career excellence that impacts businesses to thrive in the long term under the theme, “A Decade of Distinction”. Captain Stanley Ng, President and COO of Philippine Airlines, served as the keynote speaker during the media launch and General Membership Meeting held last April 25 at Lanson Place Mall of Asia.

“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,” said 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.”

Established by HSMA in 2014, Virtus will once again bestow three of the most accomplished nominees the honors of Outstanding Sales and Marketing Associate, Outstanding Sales and Marketing Manager, and Outstanding Sales and Marketing Leader.

The sole group category, the Institutional Award for Most Outstanding Marketing Campaign of the Year, will be given to the program that successfully showcases the dynamic changes in travel, recreation, and celebration trends, and how these respond to current preferences and needs of old, new and future guests.

Throughout the years, properties that have taken home multiple Virtus Awards include The Bellevue Hotels and Resorts, a six-time winner; Chroma Hospitality Group, which has won eight times,  including wins by its Quest Plus Conference Center Clark, Crimson Hotel Filinvest City, Manila, Quest Hotel and Conference Center-Cebu properties; four-time winner Conrad Manila; and three-time winner Sofitel Philippine Plaza Manila.

For all Virtus awardees, their achievements are more than just trophies to display proudly on their shelves–taking home a Virtus has also paved the way for them to craft a career that has allowed them to impact the Philippines’ hotel and tourism industry. Quest Plus Conference Center’s assistant director of sales Jaymart Lorenzo, who bagged the 2017 Outstanding Sales and Marketing Associate award, said the recognition opened many doors for him both from a personal and professional perspective.

“It has led me to this thriving journey I’m living today. I am a leader who aims to create an impact and enable the full potential of others,” he said. “I encourage HSMA sales and marketing professionals to strive for a Virtus Award to exemplify dedication, perseverance, and grit. Through this platform, you will be able to inspire others to do the same and bring pride and prestige to the hospitality industry.”

Winning the first Outstanding Marketing Campaign of the Year for Robinsons Hotels & Resorts (“Let’s Go, Go, Go”), said Nonito Antonio Cuizon, RHR director of marketing, was a coveted feat–and a confidence booster for his entire team, which continues to inspire them to continue with their pursuit of excellence in all their endeavors, especially in providing better options for tourists and travelers.

For HSMA PR director Cielo Reboredo, winning the Virtus for Outstanding Sales & Marketing Leader in 2015 Virtus Awards paved the way for her to secure an executive position at the world-class resort-casino Okada Manila, where she was part of its pre-opening team and now sits as VP for Sales and Marketing.

“Being recognized by industry peers and influential leaders in the hospitality sector is a priceless honor.  This recognition becomes a part of HSMA’s history and is a valuable gift for yourself, your family, and fellow hoteliers,” said Robredo. “It has ignited an even greater inspiration and motivation within me to enhance my skills in the Sales and Marketing field continuously. Winning the award has not only made me a role model for my team but also for countless hoteliers in the Sales and Marketing industry, encouraging them to never give up and to approach their work with passion.”

Added HSMA VP Amie Villena, 2017 Outstanding Sales & Marketing Leader Awardee when she was director of Sales at Bellevue Hotel Manila, and now director of Sales and Marketing at Four Points by Sheraton Palawan, Puerto Princesa: “Striving for a Virtus Award from HSMA is worthwhile because it recognizes excellence in sales and marketing, boosts industry credibility, opens up career opportunities, provides networking chances, and fosters personal and professional growth. Winning this award is prestigious because it showcases your exceptional work and leadership.”

Michee Crudo, 2022 Outstanding Sales & Marketing Leader Awardee and Director of Sales, for Novotel Manila Araneta City and Ibis Styles Manila Araneta City, agrees and attests how the Virtus elevates the Philippines on the international hotel and tourism industry to a higher level, as a major (MICE/Leisure) destination and to imprint in the hearts and minds of every guest we host.  “Filipino hospitality, resilience, and our continuous pursuit of excellence must all start from us,” Crudo says.

Nominations are still being accepted for the 10th Virtus Awards until August 2. Judging is set on August 24 at the Crimson Hotel in Filinvest City, Muntinlupa.

The 10th Virtus Awards Night and Gala Dinner is happening on October 10 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,” says 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 the support of Atlantis, Crimson Hotel Filinvest City Manila and Lanson Place Mall of Asia, Manila.  For more information, visit or Like and Follow @HSMAPH on Facebook and Instagram.

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