MANILA, PHILIPPINES — Megaworld Hotels & Resorts’ groundbreaking “100% Muslim-Friendly Accommodation Establishments” campaign took home the Most Outstanding Marketing Campaign award at the 11th Virtus Awards held at the Grand Ballroom of Okada Manila, marking a significant milestone in inclusive hospitality in the Philippines.
The winning campaign, which established Megaworld’s properties as the country’s first hotel group to achieve 100% Muslim-friendly certification across all its establishments, was recognized for its creativity, measurable impact, and authentic commitment to inclusivity. The initiative competed against 13 other innovative campaigns.
Team leader Arturo Boncato, Jr., group general manager of Megaworld Hotels & Resorts, accepted the award alongside team members Claire Bernabe, director of customer experience & new ventures, head of sales & strategic partnership; Jun Justo, cluster general manager for NCR and Batangas; Socrates Alvaro, cluster general manager for Belmont Manila and Boracay Newcoast Hotels; Avinash Menon, cluster general manager for Iloilo and Bacolod; and Cleofe Albiso, managing director. The campaign was nominated by Nico Ivan Velasquez, group director of public relations, Megaworld Hotels & Resorts.
“We believe that what we put together is not something entirely for our pockets. As human beings, we follow the divine direction… to be kind to your guests and strangers,” said Boncato.
Individual excellence recognized
The Hotel Sales and Marketing Association (HSMA) Philippines also announced winners in three individual categories, recognizing professionals who have demonstrated exceptional performance and leadership in hospitality sales and marketing.
Carthryn Mae Asis, F&B sales executive at Okada Manila, was named Outstanding Sales & Marketing Associate, emerging from a field of 13 finalists. The judges praised her exceptional client relationship management, innovative approach to sales, and consistent achievement of targets that exceeded expectations.
In the Outstanding Sales & Marketing Manager category, Jaron Nepomuceno, brand management and graphic design manager at Manila Marriott Hotel, claimed top honors among 20 nominees. The citation highlighted his strategic leadership, ability to mentor team members, and implementation of revenue-generating initiatives that significantly impacted the property’s performance.
Sharon Deanne Guerrero, director of sales and marketing at Luxent Hotel, took home the Outstanding Sales & Marketing Leader award, recognized for her visionary leadership, industry contribution, and track record of building high-performing teams that consistently deliver exceptional results. Five senior industry leaders competed in this category.
The Virtus XI Awards Night & Banquet brought together hospitality leaders from across the country for an evening of recognition and inspiration. Co-presented by the Department of Tourism and Tourism Promotions Board Philippines, the event honored individuals and teams whose work continues to elevate Philippine hospitality on the global stage.
“Tonight, we celebrate the individuals and teams who go beyond selling rooms and services—they sell experiences, they build relationships, and they tell the story of Filipino hospitality to the world,” said Loleth G. So, HSMA president and Megaworld Hotels & Resorts’ group commercial director, in her opening remarks.
The keynote address by multiplatform communicator and business leader Anthony Pangilinan provided insights into the five Ms of leadership, which he learned from his own mentor John Maxwell: model, mentor, monitor, move back, and multiply.
“In this industry, you are the stars, and you must continuously shine for others,” he said.
The XI Virtus Awards proudly convened an exceptional panel of judges, each a respected leader in their field, to evaluate this year’s outstanding nominees. For the Outstanding Sales & Marketing Associate category, the panel was composed of Dr. Lilibeth Aragon, dean of the College of International Tourism and Hospitality Management of Lyceum of the Philippines University–Manila; Dr. John Paolo R. Rivera, president and chief economist of Oikonomia Advisory & Research, Inc.; and musical icon Mr. John Lesaca.
The Outstanding Sales & Marketing Manager category was evaluated by Edward Esparagoza, people leader and equality, diversity & inclusion regional representative of Arup; Grace Fernandez, director for compliance monitoring and evaluation of the Anti-Red Tape Authority; and Jeannie Pilapil, chairperson and president of Transitions Executive Search, Inc.
For the Outstanding Sales & Marketing Leader category, the distinguished judges were Arnel Jose Bañas, first vice president for organization effectiveness & learning at the Metropolitan Bank & Trust Company; Judy Grace DL. Capili, vice president of Ayala Land Inc.; and Carol Torres-Mills, president and CEO of Ayala Land Offices Inc.
Meanwhile, the Most Outstanding Marketing Campaign category was assessed by Jos Ortega, chairman and CEO of Havas Ortega; Cesar Jose Jesena, managing director of Global Robot Coffee Barista Inc.; and Martin Dee Yuchioco, president of Corona Holdings Inc. Their collective expertise, discernment, and commitment to excellence ensured the integrity, rigor, and prestige of this year’s judging process.
Sumit Rajput, Okada Manila’s director of food & beverage, welcomed guests to the gala event, while Rose Libongco, vVrtus chair and HSMA co-founder, delivered an inspirational message emphasizing the awards’ purpose: to recognize not just achievement, but the character, resilience, and passion that drive true excellence.
