Elevating the game: HSMA holds first Hotel Sales & Marketing Summit

The Philippines’ Hotel Sales and Marketing Association (HSMA) hosted its inaugural Hotel Sales & Marketing Summit on October 12 at the Manila Marriott Hotel aiming to equip Filipino hoteliers with the essential skills required to navigate the ever-evolving landscape of the hotel industry.

As aptly put by Loleth So, the President of HSMA and Area Director of Sales and Marketing at Megaworld Hotels and Resorts, “The market landscape is always changing. If you will not adapt or evolve, you will become a Nokia.”

With the theme “Elevate the Game: Leading the Way to Global Competitiveness,” the event brought together a distinguished array of speakers, hotel industry experts, and thought leaders who shared their valuable insights, knowledge, and visions for the hospitality sector.

The summit commenced with a keynote address by Margarita M. Nograles, the Chief Operating Officer of the Tourism Promotions Board (TPB), who spoke about the vital role of “Tourism is Everyone’s Business.”

Subsequently, Benito Bengzon Jr., the Executive Director of the Philippine Hotel Owners Association (PHOA), led a thought-provoking discussion on “Hospitality Stakeholders’ Initiatives Towards Global Competitiveness.”

This is followed by a panel discussion, titled “Enhancing Global Competitiveness through an Enhanced Filipino Approach to Service,” and featured distinguished figures from the industry and was skillfully moderated by Cleofe Albiso, Managing Director of Megaworld Hotels & Resorts. The panel included luminaries such as Bruce Winton from Marriott International, James Montenegro of Chroma Hospitality Inc., Philip Barnes of The Ascott Limited Philippines, Bobby Horrigan of Horrigan Hospitality Services, Inc., and Peggy Angeles of SM Hotels and Conventions Corporation, all of whom shared their wealth of insights and experiences.

Throughout the day, the summit explored a variety of pertinent topics within the hospitality sector. Jonathan Ravelas, Managing Director at eManagement for Business and Marketing Services (EMBM), shed light on the “Business Outlook: Recovery in the Hospitality Industry from an Economist’s Perspective.” Wilma Estaura, Group Director of Human Resources at Ayala Hotels and Resorts, engaged the audience in a discussion on “Cultivating Globally Competitive Filipino Hoteliers: Strategies for Efficiency and Entrepreneurship.”

Chris Legaspi, Vice President for Archipelago Hotels and Resorts, delved into “Navigating Challenges in Hotel Distribution with Technology and Strategy,” while Dr. Donald Patrick Lim, the COO of DITO CME, unveiled the latest “Digital Trends in the Hospitality Industry.” An intriguing session on “The Impact of Short-Form Videos for Hotels” was led by Tejveer Singh Bedi, Head of Travel and Tourism, SEA, TikTok.

The summit drew to a close with a final panel discussion, addressing the “Career Journeys of Industry Leaders: Lessons, Triumphs, and Everything in Between.” Moderated by Carmela Bocanegra, Vice President of Chroma Hospitality, Inc., this session showcased the personal and professional journeys of esteemed leaders from the industry. Panelists included Cathy Nepomuceno of Discovery Hospitality, Agnes Pacis from SM Hotels and Conventions Corporation, Joy de Mesa of Robinsons Hotels and Resorts, and Sophia “Khendy” Altamirano, Market Director of Sales and Distribution and National Director of Sales for Marriott Philippines.

The inaugural Hotel Sales and Marketing Summit was a day marked by learning, collaboration, and, above all, an inspiring journey toward global competitiveness.