WHO WILL BE THE FIRST WINNERS OF THE VIRTUS AWARDS FOR EXCELLENCE?

If I had been a few inches taller, a few pounds lighter and a maybe, just maybe a wee bit more handsome, (ehem) I would have probably pursued a career in the hotel industry. But in my time when everybody was pursuing Physical Therapy, Communication Arts and Accounting, I decided to take up Businesss Administration hoping to put up/or continue our family business.

But after having lunch with Rose Libongco, last week at the Yanagi restaurant in Midas Hotel and Casino it made me think about the “What If’s” had I taken the path to a career in the hospitality industry.

I never knew I had the same birth year as four of the most iconic hotels we have right now, such as the Dusit Thani, Manila Peninsula, Sofitel (Philippine Plaza Hotel and Westin Philippine Plaza) and the Mandarin Oriental.

In between bites and several sneaky trips back to the delicious Japanese buffet (love the tempura and sukiyaki!) Libongco shared a bit of Philippine hotel history and how Hotel Sales & Marketing Association, which she serves as currently serves honorary chairperson, began.

“The first hotel building boom was when Manila hosted the International Monetary Fund – World Bank Conference in October 1976. Back then there were just a few hotels and the sudden rise in arrivals raised room inventory five times to house the 5,000 strong IMF delegates.

“However, in the ensuing years, the demand for hotel rooms was not sustained and hotel occupancy languished which promoted cut-throat competition and rate undercutting. The sales directors saw it fit to hold regular meetings which took place on the last Tuesdays of the month to thresh out common problems, dispel destructive rumors and seek solutions.

These informal gatherings of the directors of sales and marketing of the top hotels in Metro Manila eventually led to the formation of the HSMA in 1979. “

The first officers included Melvin Cruz of the Hyatt Hotel as the first HSMA president and was joined by Rose Hilario-Libongco of Hotel Intercontinental Manila, Aurora Patricio- Paredes of Manila Hilton, Michael Cuisia of The Manila Hotel and Peter Litgeib of The Manila Mandarin as charter officers.

Libongco said the formation of the HSMA transformed the relationships of the hotel officers–from petty jealousies, intrigues and rumours pitting one hotel against another, it turned into friendly dialogues. Soon enough, meetings were elevated to include subject experts as speakers on tourism, sales skills, negotiations, business trends, economic forecasts and hospitality topics and made the monthly sessions professionally enriching.”

The HSMA became a very important partner of the department of Tourism in promoting the country and attracting more tourists.

Hotel luminaries who have held the reins of the HSMA president include Maggie Garcia, Leny Fabul, Ofri Canlas, the late Chiqui Recio- Ang, Lyn Tamparong, Gami Holazo, Roberto Laygo & Marita Marcos.
I later found out that she actually was the longest serving president of the HSMA having been elected for multiple terms from 1982 until 2010—which was some of the industry’s most turbulent times politically and environmentally.

This year, as the HSMA furthers its influence in the industry and continues to be a trailblazer in the travel industry, it sets out another important goal for hoteliers with the VIRTUS AWARDS.

Envisaged to be the Oscars of the hotel industry, the Virtus Awards will showcase the best minds and talent as it hopes to transform the mindset of sales and marketing professionals in the hotels and resorts industry.

“We came up with the Virtus Awards to honor and motivate the sales and marketing staff, the most important asset of your properties – the human resource,” adds Libongco.

Libongco adds the awards is quite timely because hotels are actually getting a lot of competition from other industries in getting talents. We really have to put ourselves upfront and say, Hey, the hotel industry is really an exciting industry.”

The VIRTUS Awards will honor excellence in 3 individual sales and marketing categories – Associate, Manager, Leader – covering positions in room sales, events management, catering, reservation, public relations, communication and revenue management. The multi-category initiative also recognizes a Marketing Campaign of the Tear, built around a single unified theme.

Trophies for the VIRTUS Awards were specially made by Mr. Joey Ong for HSMA. Mr. Ong was the 1st Prize awardee for Sculpture Art Association of the Philippines (AAP) Art Competition 1999 and 2002.

Nominations began from July 15 and September 15 with entries judged by a panel composed of leaders in the fields of advertising, public relations, digital marketing, and the academia will judge entries in October.

Winners will be announced during a black-tie gala dinner on November 25, 2015 at the New World Manila Bay Hotel, which is expected to attract nearly 300 key influencers in the tourism and travel industry.