Virtus Awards: Recognizing Excellence, Shaping the Future.
For more than a decade, the Virtus Awards has celebrated the individuals and teams whose passion, innovation, and leadership continue to elevate the standards of Philippine hospitality. As we move Onward & Forward, we honor not only achievement, but also the vision and commitment that will shape our industry’s future.
The Virtus Awards is the Hotel Sales & Marketing Association’s (HSMA) premier recognition program for excellence in hotel sales, marketing, and revenue management. Established in 2014, the awards honor professionals and teams whose contributions have advanced business performance, strengthened brands, and helped shape the growth of Philippine hospitality.
The story of the Virtus Awards began in 2014 when the late HSMA President Christine Ann Ibaretta, inspired by the Adrian Awards of HSMAI (USA), envisioned an industry recognition program dedicated to celebrating the achievements of Filipino hospitality sales and marketing professionals. She shared this vision with then HSMA President, now HSMA Chair, Margarita F. Munsayac. Soon after, the Virtus Awards Committee, chaired by Rose Libongco, was formed to develop and launch what would become one of the industry’s most respected honors. The first Virtus Awards was successfully held in 2015.
Over the years, the Virtus Awards has evolved alongside the hospitality industry itself. It has witnessed periods of growth, transformation, and unprecedented challenges. During the global pandemic, when the tourism and hospitality sectors faced one of the most difficult chapters in their history, the Virtus Awards remained steadfast in recognizing the remarkable resilience, creativity, and leadership of hotel professionals who continued to adapt and find ways to serve their guests and sustain their businesses.
As the industry emerged from those challenging years, the Virtus Awards continued to shine a spotlight on individuals and teams whose passion, determination, and innovative thinking helped accelerate recovery and create new opportunities for growth. Today, the awards stand not only as a symbol of achievement but also as a testament to the strength and spirit of the Philippine hospitality community.
In 2024, the Virtus Awards celebrated a significant milestone—its 10th cycle—highlighting a decade of honoring excellence and creating opportunities for hospitality professionals to grow, lead, and inspire. Through the years, countless Virtus finalists and awardees have gone on to advance their careers, strengthen their organizations, and influence the future direction of hospitality sales, marketing, and revenue management in the Philippines.
Now on its 12th year, the Virtus Awards moves forward with renewed purpose under the theme, Onward & Forward.
More than a statement of progress, Onward & Forward reflects the mindset of an industry that continues to evolve in an increasingly dynamic and competitive environment. It recognizes the professionals and organizations that embrace change, seize opportunities, and lead with courage, creativity, and vision. It celebrates those who continuously challenge conventions, adapt to emerging trends, and find new ways to create value for their guests, teams, and businesses.
The theme also acknowledges that success in hospitality is never achieved alone. It is built through collaboration, innovation, resilience, and a shared commitment to excellence. As guest expectations evolve and new technologies reshape the industry, hospitality leaders are called upon not only to keep pace with change but to help define what comes next.
Onward & Forward honors the individuals, teams, and campaigns that are driving this transformation. It recognizes those who have turned challenges into opportunities, embraced innovation with confidence, and demonstrated leadership that inspires others to reach higher.
As HSMA looks ahead to the future, the Virtus Awards remains committed to its mission of championing excellence, fostering innovation, and celebrating the achievements that continue to move the hospitality industry onward and forward. Through every finalist, every winner, and every story of success, the Virtus Awards reaffirms its role as a beacon of excellence and a catalyst for progress within the Philippine hospitality community.
