There are sales targets to be met, rooms to be filled and VIP guests to take care of at different events. This is what the officers of the Hotel Sales and Marketing Association (HSMA) share as the organization celebrates its 40th anniversary this year, coinciding with the much-awaited Virtus Awards that will honor this year’s batch of outstanding sales and marketing professionals, and their campaigns.
Of torn stockings and far-flung meetings
This year’s HSMA officers are composed of HSMA Chairman Margie Munsayac of Bluewater Resorts, President Christine Ann Ibarreta of Golden Phoenix Hotel Manila, Vice President Benjie Martinez of Bayleaf Hotels, Treasurer Carmela Bocanegra of Chroma Hospitality, Memberships Director Tet Romualdo of Linden Suites, Programs Director Amie Villena of Bellevue Resorts Bohol, and PR Director Pearl Maclang of Marco Polo Davao.
These industry stalwarts share some of the experiences that they had while they were establishing their careers. Ibarreta laughs as she recalls being chased by a dog and tearing her stockings en route to her client presentation at a government office. “They looked at my disheveled appearance, and decided to book all their events with me, out of what I hope to be admiration for my grit,” she laughs.
It is also about going to far-flung places to do sales pitches for companies. There are stories too of having to be accessible at any given time without exception, as is the life of many a hotelier.Â
There is constant pressure too in meeting sales targets. To be successful in this field, one has to constantly be on their toes, coming up with new campaigns while constantly taking care of their network and building new connections.
What can be said about the job, though, is that it is rewarding in different ways. One of the perks is meeting the decision-makers of the top Philippine companies or even international celebrities and heads of state.
Hotel Sales and Marketing icon Rose Libongco, one of the HSMA founders and current Virtus Awards chairman, shares that the most fulfilling part of her job is to be able to mentor several of the industry’s current crop of hotel sales and marketing leaders. “We now have a talented pool of sales and marketing leaders who are making their own mark in the Philippine hospitality industry,” she says proudly.Â
Recognizing passion
The HSMA has grown to about 115 members and the prestigious Virtus Awards is now on its fifth year, where they seek out and recognize talent from among their ranks, celebrating their innovative efforts as the “unsung heroes” of the hospitality industry. “Most of the awards focus on the operations side of the hotel, but sales and marketing is the one that brings in the revenue. This is why we came up with Virtus, to recognize passionate and talented individuals in our field, along with their fresh and innovative campaigns,” explains Ibarreta.
At last year’s awards, Timothy Santos of Bellevue Hotels, Mae Fatima Lolita Mationg of Makati Diamond Residences, and Francis David formerly with Hyatt City of Dreams won top honors, while the marketing team of Las Casas Filipinas de Acuzar scored the Campaign of the Year award with audio-visual executions in line with their Vanguard of Filipino Heritage promotion efforts. Â
The 2019 Virtus Awards will be held on October 14 at the Forbes Ballroom of Conrad Manila. This year’s immensely competitive group of nominees came from Bayleaf Intramuros, Bellevue Hotels & Resorts, Bluewater Maribago Beach Resort, City of Dreams Manila, Conrad Hotel Manila, Crimson Hotel Filinvest, Crimson Resort & Spa Boracay, Diamond Hotel Philippines, Golden Phoenix Hotel Manila, Hotel 101 Manila, Hotel Jen Manila by Shangri-La, Joy Nostalg Hotels & Suites Manila, Las Casas Filipinas de Acuzar, Lima Park Hotel, Midas Hotel & Casino, Oxford Suites Manila, Quest Hotel & Conference Center Cebu, Seda Hotel Abreeza, Sofitel Philippine Plaza Manila, Solaire Resorts Manila and Taal Vista Hotel.
One step further
The HSMA likewise seeks to uplift the profession by bringing it to the different provinces of the country in an effort to share best practices that will help them promote not only their property but also their tourist spots.
From a small group of hoteliers that met regularly for industry updates, they are now committed to growing their community of sales and marketing professionals to push for tourism promotion as its advocacy. “We want them to be equipped with standardized marketing and sales procedures and with the skills on how to effectively market their property, to bring in more tourists and subsequently help their community,” says Ibarreta.
The first leg of the training was held in Vigan, followed by Camiguin, and will soon be held at Surigao and Siargao. The goal is to elevate the Hotel Sales and Marketing practices in the provinces to elevate tourism all over the country to a global level.
The Virtus Awards 2019 is supported by Conrad Manila Hotel, Tourism Infrastructure and Enterprise Zone Authority (TIEZA), Philippine Amusement and Gaming Corporation (PAGCOR), Golden Phoenix Manila, Philippine Airlines, and Turkish Airlines. Official spirits sponsors are Emperador Distillers and Destileria Limtuaco. Official media partners are BusinessMirror, Pilipino Mirror, Philippine Graphic, Cook, and Health&Fitness.
For more information about HSMA, membership, and their programs, visit www.hsmaphilippines.com and follow their Facebook account @HSMA-Hotel-Sales-and-Marketing-Association-International.
For more information about HSMA, membership, and their programs, visit www.hsmaphilippines.com and follow their Facebook account @HSMA-Hotel-Sales-and-Marketing-Association-International.