Megaworld Hotels & Resorts’ Muslim-friendly campaign triumphs at XI Virtus Awards

MANILA, Philippines — The 11th edition of Virtus Awards of organization Hotel Sales and Marketing Association, which recognizes the best talents in the Philippine hotel sales and marketing sector, wrapped up on Sunday, November 16.

Megaworld Hotels & Resorts emerged as a top winner, with its “100% Muslim-Friendly Accommodation Establishments” campaign taking home the Most Outstanding Marketing Campaign award at the XI Virtus Awards held at the Grand Ballroom of Okada Manila.

The campaign made Megaworld the first hotel group in the Philippines to achieve full Muslim-friendly certification across all its properties, and was recognized for its creativity, measurable impact, and commitment to inclusivity.

Team leader Arturo Boncato Jr., Group General Manager of Megaworld Hotels & Resorts, also a former Tourism Undersecretary, accepted the award with his 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.

“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,” he said.

The awards also honored individuals in hospitality sales and marketing. Carthryn Mae Asis, F&B Sales Executive at Okada Manila, was named Outstanding Sales & Marketing Associate; Jaron Nepomuceno, Brand Management and Graphic Design Manager at Manila Marriott Hotel, won Outstanding Sales & Marketing Manager; and Sharon Deanne Guerrero, Director of Sales and Marketing at Luxent Hotel, received Outstanding Sales & Marketing Leader.

HSMA President Loleth So noted, “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.”

Keynote speaker Anthony Pangilinan shared leadership insights from his 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 Virtus XI Awards featured a distinguished panel of judges across all categories and was co-presented by the Department of Tourism and Tourism Promotions Board Philippines.

Sumit Rajput, Okada Manila’s Director of Food & Beverage, welcomed guests, while Rose Libongco, Virtus Chair and HSMA co-founder, emphasized the awards’ aim: recognizing achievement as well as the character, resilience, and passion behind it.