Megaworld Hotels and Resorts (MHR) took center stage at this year’s Virtus Awards, winning the Marketing Campaign of the Year for its “100% Muslim-Friendly Accommodation Establishment” initiative. The campaign, which promotes inclusivity in the Philippine hospitality sector, topped entries from 12 other hotel groups nationwide.
The 11th Virtus Awards Night was held Nov. 16 at Okada Manila. Judges described MHR’s campaign as “authentic, inclusive, and commercially impactful,” praising the chain for tapping an underserved market while demonstrating cultural respect and leadership.
The campaign positioned MHR as the Philippines’ first fully Muslim-friendly hotel chain, with all its properties recognized by the Department of Tourism (DOT). It also earned international attention at the Halal Travel Awards in Singapore in June, highlighting the country’s readiness to welcome Muslim travelers.
This year’s Virtus Awards, held under theme “Paths and Bridges: Leading the Way and Building Continuity,” was presented by the Hotel Sales and Marketing Association (HSMA) in partnership with DOT and the Tourism Promotions Board Philippines (TPBP).
In September, MHR received a Tourism Industry Excellence Award at the DOT’s first Philippine Tourism Awards for for its efforts to promote Muslim inclusivity and advance the Filipinization of hospitality through its signature Sampaguita service.
Tourism is a major driver of the Philippine economy, and the government has been working to draw more Middle Eastern visitors by developing Muslim-friendly destinations and ensuring access to halal products and services.
MHR’s winning streak continued at the 28th Mabuhay Awards, widely regarded as the “Oscars of Philippine Hospitality,” held Nov. 14.The event coincided with the 50th anniversary of the Association of Human Resources Managers (AHRM) and carried the theme “Galing ng Pilipino, Ginto ng Buong Mundo,” celebrating world-class Filipino hospitality professionals.
Maria Bianca Villanueva, Accounts Payable Associate of Twin Lakes Hotel, received the Heart of the House Award for her dedication to back-of-house operations. Hanna Kristina Tiongson, People Management & Development Manager of Savoy Hotel Mactan Newtown, was named HR Leader of the Year, marking another back-to-back victory for MHR following Trixie Tan’s win in 2024.
“These recognitions are a humbling reminder of what truly drives Megaworld Hotels & Resorts—our people,” Cleofe Albiso, MHR’s managing director, said. “Their love for their work and their passion continues to elevate our service and our culture. Therefore, behind every marketing campaign and every milestone is a team that pours genuine heart, creativity, and purpose into their craft. And when love becomes part of one’s purpose, it radiates authentically — guests feel it, colleagues feel it, and the entire organization grows because of it.”
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