The country's tourism and hospitality industry was still able to "adapt, restrategize, and thrive" (ART) despite being among the hardest hit by the ongoing pandemic as shown in this year's prestigious Virtus Award.
Organized by the Hotel Sales and Marketing Association (HSMA), this year's Virtus Awards gave special recognition to the country’s most resilient hotel sales and marketing professionals that stand out amid the crisis.
Luxury integrated resort Okada Manila bagged the 2021 Virtus Award for "Most Resilient Business - Property" for tapping online shopping sites such as Lazada and Shoppee for its special monthly sales, which served to supplement its direct and OTA bookings
"This three-pronged approach (ART) has enabled us to reinvent our offerings based on consumer insights we’ve gathered, which, basically, show their need to experience a semblance of normalcy again," Okada Manila Director of Corporate Marketing and Communications Victor Galzote said.
Aside from receiving the prestigious award, Okada Manila also earned an official verification under the Forbes Travel Guide/Sharecare Certification as compliant with all safety requirements. At the time of certification, only 134 properties worldwide were certified, with 17 based in Asia, and only three in the Philippines.
Similar to Okada Manila, the Chroma Hospitality Group was named as the "Most Resilient" in the Hospitality Group category because of their ability to keep occupancy rate up with their bubble initiatives including the travel bubble in Boracay and the PBA bubble in Clark, Pampanga.
Meanwhile, the Conrad Hotel Manila was awarded "Outstanding Marketing Campaign" for their effective "Meetings To Go/Signature Takeaway" campaign that drove sales and brand equity despite a limited budget.
For individual awards, the HSMA recognized Ericka Joy Calamba, Hotel 101 Group’s Sales Executive for MICE, as Outstanding Sales and Marketing Associate; Robinsons Hotels and Resorts Group Director of Sales and Marketing Joy de Mesa, Outstanding Sales and Marketing Leader; and Alexis John Aquino, former Marketing and Communications Manager of JPark Island Resort & Waterpark Mactan, Cebu, Outstanding Sales and Marketing Manager.
Now in its seventh year, HSMA's annual Virtus Awards aims to recognize the most outstanding hotel sales and marketing professionals in the Philippines.
"The Virtus Awards have allowed the HSMA and its outstanding members to move on with a renewed confidence that the light is now getting brighter," HSMA chairman Rose Libongco said.
"Encouraged by the upbeat outcome of HSMA projects, we are conscious of the next steps to keep going and building on achievements. We see it best to remain united and be ahead of the game, be strong and keep the momentum towards developing an emerging future," she added.
The Department of Tourism and the Tourism Promotions Board Philippines has been partnering with the HSMA to organize the annual Virtus Awards. Other partners for this year include Atlantis Asia, Conrad Manila, Isentia, Cebu Pacific, Emperador Distillers Inc., Barefoot Wine, and PikNik.