Shaping the future of hospitality: HSMA’s 3rd annual summit focuses on next-gen leaders

On June 19, 2025, the Philippine Hotel Sales and Marketing Association (HSMA) will hold its 3rd Annual Sales and Marketing Summit at the Grand Ballroom of City of Dreams Manila. With the theme Leading the Shift: Redefining Hospitality Sales and Marketing for the Next Generation, the event offers a timely opportunity for the industry to strengthen its foundation by preparing future leaders.

Preparing for an evolving industry

This year’s theme addresses the growing need to equip young professionals with the skills to lead in a fast-changing, tech-driven hospitality sector. 

“This year, it’s all about the next generation,” said HSMA President and Group Commercial Director of Megaworld Hotels & Resorts Loleth So during the media launch. “What’s important is that we equip them with the right skills and knowledge so they can confidently lead the industry—and, hopefully, lead the HSMA as well, in the future.”

The summit will feature sessions on topics such as AI-driven marketing, revenue optimization, leadership development, and building meaningful industry relationships that drive conversations.

These aren’t just buzzwords. They represent tools that can help hospitality professionals adapt to shifts in traveler behavior and industry challenges.

But as much as these discussions focus on building careers, they also touch on something bigger—the industry’s responsibility to its wider tourism ecosystem.

Connecting leadership with meaningful tourism

Although the summit is targeted at hospitality professionals, its purpose extends to supporting a more inclusive and sustainable tourism landscape. By prioritizing innovation, sustainability, and education, the summit reflects a shared commitment to creating transformative travel and hospitality experiences, not merely transactional ones.

HSMA Chair and Vice-President of Sales and Marketing at Bluewater Resorts Margarita Munsayac explained, “The insights shared at this event will help shape the future of hospitality sales and marketing practices in the country. We’re focused on creating meaningful discussions that translate to transformative strategies for attendees.”

A keynote will delve into navigating government policies and one panel will focus on managing distribution channels, topics that have significant potential to impact sustainability-led practices across the industry. By making these systems more efficient and ethical, hospitality businesses can create smoother guest experiences while demonstrating a commitment to responsible tourism—a win for both the business and the planet.

These strategies are particularly critical for the Philippines, where tourism plays a vital role in supporting livelihoods and contributing to economic growth. Equipping leaders with the skills to balance profitability with responsibility ensures the country’s natural and cultural resources remain respected and preserved for future generations.

A platform for dialogue and action

The event is bringing together industry leaders, including Maria Margarita Montemayor Nograles, COO of the Tourism Promotions Board Philippines, along with experts from hospitality groups and tech innovators. They will spark actionable conversations—not just on solving immediate challenges but on building a more sustainable future for the industry.

“This summit gives [young professionals] the tools, insights, and inspiration they need to thrive in a rapidly changing world,” said Loleth So.

Developing these leaders isn’t just an investment in the industry’s future; it’s a step toward creating tourism systems that value connection over exploitation, responsibility over recklessness, and sustainability over short-term goals.

Why the summit’s outcomes matter

For those who believe hospitality and tourism should create positive change, the lessons from the HSMA’s 3rd Annual Sales and Marketing Summit carry significant importance. These conversations aren’t just theoretical. The approaches discussed will influence how businesses operate, how destinations are marketed, and how the travel experiences impact communities and ecosystems.

The event’s emphasis on leadership, innovation, and community connection reflects a deeper commitment to meaningful tourism. It’s not just about filling hotel rooms or boosting numbers but about ensuring the hospitality industry contributes to a world where travel promotes understanding and respect.

The HSMA summit isn’t just another conference. It’s a chance to rethink and rebuild how leaders shape the future of an industry that touches countless lives.

For further inquiries, you may contact Riza Pangan via Viber at +63 917 804 1274. You can also connect with the Hotel Sales and Marketing Association through their official social media channels: Facebook and Instagram.

All photos by HSMA