‘Beyond the Bottom Line’: Philippine hospitality sector’s innovation, dedication feted at 9th Virtus Awards

MANILA, Philippines — Members of the Hotel Sales and Marketing Association once again gathered on Thursday evening to celebrate and acknowledge the Philippine hospitality industry’s best professionals and campaigns.

For its ninth edition, annual peer-recognition event Virtus Awards, had the theme “Beyond the Bottom Line” to urge hospital groups to be responsive to “shifting preferences and be flexible to future scenarios.”

Happening Now: Virtus Awards Night
of the Hotel Sales and Marketing Association.

Now on its 9th edition, the HSMA recognizes the outstanding achievements of hotel sales & marketing executives & the local hospitality industry. #HSMATheWayForward #VirtusAwards2023 @PhilstarNews pic.twitter.com/sQqIYz6Eao

This year, it recognized three winners for its individual categories namely Outstanding Sales and Marketing Associate, Outstanding Sales and Marketing Manager as well as Marketing Leader. Virtus Awards also gave an award for an Outstanding Marketing Campaign.

Loleth So, HSMA president, said that this year is rare as they had the biggest number of entries so far, with 49 nominees on the roster.

“Thank you for recognizing them, for recognizing your people because they are supported. All of them are winners already,” she said in her opening remarks.

The following emerged as winners in the celebrated event.

The winning campaign was given recognition as its creative and flexible product offerings benefit various types of travelers including the planner, adventurer and the chatter.

The hotel group’s three product offerings are the following:

“Since we have a vast network of hotels and resorts stretching from Tuguegarao to General Santos City, we wanted to maximize. That’s why we created ‘Let’s Go, Go, Go’ as an encouragement for Filipinos and international travelers as well to go and explore more of the Philippines,” Nonito Antonio Cuizon, director of Marketing of Robinsons Hotels and Resorts, said, emphasizing their desire to align with the Department of Tourism’s goal to promote local tourism this year.

Tourism Secretary Christina Frasco lauded the HSMA for shining a spotlight on the excellence of hotel sales and marketing professionals who continue