Virtus Awards 2020: Meet the hospitality heroes

The year 2020 has been a wild ride. As COVID-19 swept across the globe, everything came to a standstill. The pandemic affected everyone, and no industry was spared. Travel and hospitality were the first to get hit. The once busy hotels turned quiet, airport terminals were empty, travel operators came to a halt, and restaurants operated only for takeout and deliveries. Brands worldwide faced an uncertain future because of the impact of the pandemic.    

But while the industry took a hit, many refused to crumple and fall. In fact, the Hotel Sales and Marketing Association (HSMA) Philippines found heroes in the tourism and hospitality industry – professionals who were more than resilient in the face of a pandemic. They have weathered a storm we all didn’t see coming, and they were creative, productive, and proactive in their respective journeys.

HSMA recently recognized these hospitality heroes through the 2020 Virtus Awards, the Philippines’ most prestigious annual awards event for hotel sales and marketing professionals.

Virtus Awards 2020 highlights

To recognize the contributions of individuals and teams in addressing the challenges of the pandemic since the lockdown in March, HSMA created a new recognition – the Champions of Resilience.

The Champions of Resilience Awards are divided into three categories: Individual, Team, and Marketing Communications.

Ma. Elena Cecille M. Daugdaug, Sales Manager of Quest Hotel and Conference Center Cebu, bagged the Individual category award. Luxent Hotel under the leadership of Melanie Pagkalinawan, General Manager, won the Team category; and Chroma Hospitality, led by Carmela Bocanegra, Vice President for Sales and Marketing, clinched the award in Marketing Communications category.

According to Margarita Munsayac, HSMA chair, Daugdug was chosen out of seven other nominees because of her remarkable dedication, perseverance, business agility, and incredible resilience during the pandemic. 

“Not only did our winner protect the business, but our winner also grew the business that contributed to the retention of a sizable percentage of hotel staff,” says Munsayac. 

As for Luxent Hotel, their win was the result of everyone’s holistic approach toward mitigating the effects of the pandemic. “By ensuring the safety and well-being of its employees and their families, which included mental health awareness and providing alternative platforms to earn money as partner-providers of the hotel, the employees were fully engaged in proactively increasing revenue streams of the hotel while reducing its expenses during this time of adversity,” says Munsayac.

Chroma Hospitality’s marketing campaign titled “Safely Apart, Closer at Heart,” was chosen for being the most comprehensive and well-planned campaign among four others, and for its clear messaging. It was also voted the “most digi-centric,” shifting strategies and priorities in the online sphere not only to thrive amid today’s unusual challenges but also to bounce back stronger.

Continuing the Virtus tradition

According to Virtus Awards chair Rose Libongco, it was highly important for the HSMA to continue with this tradition because, despite all the hurdles they encountered these past few months, the organization has also continued to be active and to make itself available to its customers and stakeholders. 

“Anyone can imagine that it was easy to give in to despair and frustration when travel had stopped, government imposed quarantines, new standards of hygiene and customer care were imposed, and no cure was in sight. But thankfully, sales and marketing people are endowed with an indomitable spirit. When down and out, Sales & Marketing get up and roll in. When pushed against a wall, they break the wall; when down in the dumps, they dig for the gold. Sales and Marketing continue to be the lifeblood for the company – always working, thinking, creating, never giving up,” says Libongco.

Outstanding Sales and Marketing Awards

As in previous Virtus Awards, HSMA honors the hospitality industry’s sales and marketing professionals this year.

Erika Denice S. Patajo, Events Executive of Okada Manila, bagged the Outstanding Sales and Marketing Associate award. HSMA recognized her ability to tackle challenges with a joyful and positive outlook, her persistence to deliver quality service despite limitations, and her ability to maintain a harmonious working relationship with colleagues.

The Outstanding Sales and Marketing Manager award went to Pio A. Sanchez, Senior Sales Manager of El Nido Resorts. Sanchez was recognized for his genuine pride of purpose and successful out-of-the-box programs that were both innovative and adherent to the company’s core values and business propositions.

Eun Joo Bae, Director of Sales – FIT at Conrad Manila, bested six others in the Outstanding Sales and Marketing Leader category because of her ability to create positive, defining moments for high-level protocol-sensitive clients that paved the way for a niche service for the hotel.

From left: Erika Denice S. Patajo, Outstanding Sales and Marketing Associate; Pio A. Sanchez, Outstanding Sales and Marketing Manager; Eun Joo Bae, Outstanding Sales and Marketing Leader

Sofitel Philippine Plaza Manila brought home the Outstanding Marketing Campaign award. Dave Pimentel, Director of Marketing and Communications, and Margot Calimon, Public Relations Manager, represented the hotel. Their “Bid to Forever” campaign generated an excellent buzz, was well-defined and concise, and showed an innovative approach for sourcing new markets.

Lauding the fact that many hotel sales and marketing professionals still participated in the Virtus Awards 2020, HSMA president Christine Ann Ibarreta says the annual event is “a timely reminder of the determination, innovation, and commitment of hotel sales and marketing professionals across the country.”

They have all been working extremely hard to reopen, to welcome guests back safely, and to continue to provide excellent service. The Virtus is our humble way of giving them the recognition they truly deserve.

Christine Ann Ibarreta, HSMA president

For the latest travels trends, trip inspiration, sustainable travel and tourism, luxury hotels and resorts promotions, and more, follow Travel Asia Now on Facebook, Instagram and LinkedIn.