XI Virtus Awards: Building Continuity, Empowering the Next Generation

Philippine hospitality’s premier awards program returned with renewed focus on mentorship and multi-generational leadership.

The new members of HSMA

The Hotel Sales and Marketing Association (HSMA) Philippines successfully launched the 11th Virtus Awards on July 15,2025, marking a milestone edition that elevated the prestigious program beyond recognizing excellence in hotel sales and marketing to championing the mission of empowering the next generation of industry leaders.

Loleth So, HSMA President

With the theme "Paths & Bridges: Leading the Way and Building Continuity,” this year’s Virtus Awards served both as a tribute and a challenge: honoring the trailblazers who defined Philippine hospitality, while urging today’s leaders to build new bridges of knowledge, mentorship, and innovation for a future shaped by younger professionals.

“It was a vision that aligned with HSMA's core educational pillar and the industry’s broader goals of travel recovery, tourism growth, wellness, and sustainable leadership development,” noted HSMA president Loleth So.

The official launch coincided with HSMA’s General Membership Meeting held at Fairmont Makati, where keynote speaker Therese "Gang" Badoy Capati, president of Rock Ed Philippines and trauma therapist, delivered a compelling presentation titled "Rock the Talk." She addressed the vital need for effective communication across multi-generational teams within today’s rapidly evolving hospitality landscape.

Keynote speaker Therese ‘Gang’ Badoy Capati , president of Rock Ed Philippines and trauma therapist

“Gang Capati shared insightful ways to bridge the generational divide within our teams,” said Virtus Awards chair Rose Libongco. “Her message responded directly to the industry’s call for more cohesive and collaborative teamwork. We encouraged leaders to bring their teams—because the new generation must understand the journey that brought us here, just as we must recognize the paths they are forging.”

The Virtus X-Factor: Going Beyond Performance

As with past editions, the 11th Virtus Awards continued to seek individuals and teams who went beyond delivering results to influence genuine change. The coveted X-factor encompassed not only exceptional performance but also the courage to innovate, the ability to mentor, and the vision to lead with empathy and foresight.

“Whether reviving destinations, building new markets, or creating campaigns that restored traveler confidence, Virtus XI honored those who redefined industry standards and raised the bar for excellence,” added HSMA chair Margarita Munsayac.

This year’s edition introduced enhanced judging criteria reflecting post-pandemic travel realities, an expanded network of industry partners, and a platform for sharing stories of resilience and innovation. These updates positioned Virtus XI as potentially the most meaningful and impactful edition in the program’s history. The awards retained their four categories:

• Outstanding Sales and Marketing Associate

• Outstanding Sales and Marketing Manager

• Outstanding Sales and Marketing Leader

• Institutional Award for Most Outstanding Marketing Campaign of the Year

Properties and hotel groups that have previously received multiple Virtus Awards included The Bellevue Hotels and Resorts, Chroma Hospitality Group, Crimson Hotel Filinvest City, Megaworld Hotels & Resorts, and Conrad Manila.

In the 2024 edition, standout winners included:

• Mika Paula Bustillo, eCommerce Executive, Belmont Hotel Manila – Outstanding Associate

• Christian Paulo Morales, Assistant Manager for Content & Graphics, The Ascott Limited – Outstanding Associate

• Ma. Fe Pulga, Senior Sales Manager for Rooms, Midas Hotel and Casino – Outstanding Manager

• Erwin Fidel Doña III, Director of Marketing and Communications, Novotel and Ibis Styles Manila Araneta City – Outstanding Leader

• Megaworld Hotels & Resorts – Institutional Award for their “The Sampaguita” campaign

Cultivating Tomorrow’s Leaders Today

Rose Libongco, Virtus Awards chair

Beyond being an awards platform, Virtus has continued to evolve into a movement centered on excellence and mentorship. Through strategic educational initiatives, including this year’s keynote and other thought leadership programs, HSMA encouraged member properties to cultivate the next generation of marketers—those who are digitally savvy, emotionally intelligent, and culturally sensitive.

“We were intentional about building continuity,” emphasized Ms. Libongco. “This year’s program wasn’t just about celebrating today’s stars—it illuminated the path for tomorrow’s leaders and ensured that our industry’s knowledge and values continue to be shared across generations.”

HSMA also proudly inducted several new members during the event, further strengthening its growing network of tourism and hospitality professionals nationwide:

1. Tag Hotels & Resorts – Mayette Sagales-Delfin, Director of Sales and Marketing

2. Via Appia Tagaytay – Dr. Richard Dela Rosa, Chairman

3. Sol Y Viento – Shanen Sultaire Nogus, Director of Sales and Marketing

4. Rancho Bernardo Luxury Villas – Corinna Reyes, Director of Sales and Marketing

5. Alpha Suites – Elgie Bryan R. Goyonan, Director of Sales

6. H Resort – The Coral Clidd – Anna Maria Dolor-Fernandez, General Manager

7. Vivere Hotel – Agot Serrano, General Manager

Their induction reflected HSMA’s ongoing commitment to uplift industry standards, promote collaboration, and foster innovation among hospitality professionals—building stronger “paths and bridges” for the next generation.

The XI Virtus Awards was presented by the Hotel Sales and Marketing Association (HSMA), the Department of Tourism, and the Tourism Promotions Board (Philippines), with the support of Raffles Makati and Fairmont Makati.

For more information or partnership inquiries, visit hsma.org.ph or follow @HSMAPH on Facebook and Instagram.