By Philip Cu Unjieng
Published Jun 15, 2025 12:05 am
The HSMA, an association of hotel sales and marketing professionals, will be holding their third Sales and Marketing Summit this June 19, at the City of Dreams (COD) Grand Ballroom. Having attended the two previous iterations, I’m certain it will once again be an illuminating “snapshot” of our hotel industry – with speakers and panels discoursing on where the hospitality industry is headed, what improvements are needed, and what roadblocks still persist.
Entitled “Leading the Shift: Redefining Sales and Marketing for the Next Generation,” the media gathering held the other week was the HSMA’s teaser of what to expect, and why this emphasis on the next generation. Foremost in the mindset of the organizers was the recognition that the composition of the present HSMA Board are primarily filled with “veterans” and long-standing luminaries of the industry. While that is fine and good, the issue of succession, of enabling the next generation of leaders, has become a pressing concern. Plus, it is about making the Summit relevant to the younger HSMA members, who now make up the majority of the Association’s membership.
It’s about embracing innovation, and creating future-ready teams. It’s about seeking solutions from fresher minds, and new voices. The figures of our inbound foreign visitors for the first four months of 2025 remain sluggish, to say the least. We are tracking 2.1 million visitors for January to April. And to put it into perspective regionally, Vietnam had 7.6 million visitors for that same period, and Thailand 11.3 million. So you can’t pull out the “coming back from pandemic” excuse; and we have to face the reality that winning Best Dive Destination, Best Beach Destination, and all the awards we’ve collected over the years, have still not translated into a sudden upsurge in foreign visitors.
The visitors who come do spend when they’re here; and generally, are all praises for the Philippine experience. So I do hope the Summit will come up with an analysis, and some answers/solutions, on why we still get “trickles,” and what we should do to change that scenario. While one eye should be set on the long term, and most definitely include infrastructure issues and concerns; given the vital role tourism plays in our national development, some “quick fix” measures can be proposed and adapted. Otherwise, we’re looking at a hospitality industry and tourism sector that will remain too dependent on the domestic market, while we enviously cast our eyes at our ASEAN neighbors.
Nice to note that Manila Hotel’s Kim Tan is on a panel to be moderated by Jenny Santillan, HSMA Director of Programs, and Director of Sales & Marketing, City of Dreams.
Nice to note that Manila Hotel’s Kim Tan is on a panel to be moderated by Jenny Santillan, HSMA Director of Programs, and Director of Sales & Marketing, City of Dreams.
As it is, the one-day summit is packed with potentially illuminating dialogues and discussions. The Impact of Government Policies on the Hospitality Business is one such talk, and between the DOT, the DILG, the Department of Transportation, and even the DICT; it’s easy to observe that their policies impact on tourism and hospitality. Channel Management and Distribution Strategies should bring out experiential best practices, and how the Summit can act as a sounding board for adapting new strategies, and optimizing efficiencies in the industry.
Then there’s Revenue Optimization and AI Driven Marketing. This should be especially useful for those ready to embrace AI and technology, while appreciating how tenure, experience, and the human touch are still irreplaceable. There’s Leadership Development for the Next Generation of Professionals, and this echoes the growing concern about succession. Building Meaningful Industry Relationships that Drive Conversions is one broad topic, and would emphasize how the industry has to work as a community, and not so much as competitors. I’m sure Online Travel Agencies (OTA) will be called on as resource speakers; as globally, it’s impossible to ignore the reach and business generated by the OTAs.
“The HSMA Summit is where industry leaders and rising stars come together to shape the future of Philippine Tourism. The next generation of sales and marketing professionals must attend; not just to learn, but to lead. This summit gives them the tools, insights, and inspiration they need to thrive in a rapidly changing world,” says Loleth So, HSMA President, and Group Commercial Director of MEGAWORLD Hotels and Resorts.
Two other major activities of the HSMA each year are their September Online Sale, and the Virtus Awards. The Online Sale is a nationwide travel fair that’s popular for offering the best deals for accommodations. The Virtus Awards is the HSMA honoring their own, recognizing deserving individuals and stellar marketing campaigns.
Thursday, June 19 is the date; and there’s a discounted registration fee for HSMA members, while non-HSMA individuals can also attend. Just visit the HSMA official FB Page and Instagram account for details. It promises to be a lively discussion; with a ton of learnings offered up by those who are at the front line of the hospitality industry.
Happy Father’s Day!