Cover Department of Tourism Secretary Christina Garcia Frasco, a keynote speaker in the HSMA event.
Department of Tourism Secretary Christina Garcia Frasco, a keynote speaker in the HSMA event.
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To move forward, the hotel sales and marketing group will prioritise growth, education, and community building this 2023
Last February 16, under new leadership, the Hotel Sales and Marketing Association (HSMA) Philippines held a membership meeting to discuss their plans for the year. With #ToMoveForward as their core guiding principle, they aim to recover the losses from the pandemic and jumpstart the tourism industry.
According to HSMA President, Loleth So, the association will focus on three strategies to attain its "blue ocean" goals: generating dynamic revenue, offering learning opportunities for sales and marketing leaders, and giving back to the community.
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"HSMA has always played an integral role in the tourism industry...we need to remain relevant, dynamic, and innovative. Traditional strategies will no longer be the way to move forward. The Blue Ocean Strategy has always been my favourite. It means seeking new markets, innovation, and a lot of creativity," So explains.
Above HSMA President Ms Loleth So explaining one of the strategies of the association for their goals this year.
Above DOT Secretary Christina Garcia Frasco.
HSMA President Ms Loleth So explaining one of the strategies of the association for their goals this year.
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Aside from discussing its goals in the membership meeting, HSMA also introduced a new board of trustees. Present at the event is Department of Tourism (DOT) Secretary, Christina Garcia Frasco, who led the induction.
Under the guidance of a new and proactive leadership team, the group is looking forward to providing more avenues for success for its member hotels and resorts, particularly in the domestic market.
Above Standing from left to right: HSMA Treasurer Desiree Rose de Guzman, Director of Programs Jennylyn Santillan, Director of Ways and Means Wenie Maligaya, Director of Education Lynette Ermac, and Secretary Amie Villena.
Seated from left to right: HSMA President Cristina Carreon, HSMA President Loleth So, Director for Membership Tet Romulado, and Public Relations Director Clelo Reboredo.
Standing from left to right: HSMA Treasurer Desiree Rose de Guzman, Director of Programs Jennylyn Santillan, Director of Ways and Means Wenie Maligaya, Director of Education Lynette Ermac, and Secretary Amie Villena. Seated from left to right: HSMA President Cristina Carreon, HSMA President Loleth So, Director for Membership Tet Romulado, and Public Relations Director Clelo Reboredo.
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Through the years, HSMA is a group that hopes for industry innovation. The group was consulted when legislatures formed the Republic Act No 11494 or the “Bayanihan to Recover as One Act”, also known as Bayanihan 2.
It also spearheaded vaccination drives of hotel industry workers and worked with government agencies on deploying arriving OFWs to member properties for mandated quarantine quarters during the previous lockdowns.
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Credits
Photography: Hotel Sales and Marketing Association
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Angela Nicole Regis Guiral is the assistant digital editor of Tatler Philippines. She studied journalism and has since written features that look closely at how culture, lifestyle and social impact converge, while occasionally wandering into the worlds of style and travel.
