Hospitality’s Next Chapter: Sales, Marketing, and Leadership Redefined
The HSMA Board of Directors with the Secretary of the Department of Interior and Local Government, Juanito Victor “Jonvic” Remulla (in the middle), keynote speaker at the HSMA Summit 2025
What does it take to succeed in an industry where every guest expects more than just a room? At the Hotel Sales & Marketing Association Summit (HSMA Summit 2025) in the Philippines, held on June 19, 2025, more than 300 industry professionals and leaders gathered to share insights on redefining sales, marketing, and leadership while preparing the next generation of leaders with purpose, innovation, and connection.
“Leading the Shift: Redefining Sales & Marketing for the Next Generation” was more than a banner. It was a challenge placed squarely before every delegate.
What follows isn’t a recap, but a collection of ideas, firsthand lessons, and tested strategies drawn directly from the summit’s most honest conversations. This article is for those who want their work to matter and their teams to excel, not just keep up.
From Transactional to Transformational Marketing
The consensus among speakers at the summit was clear—hospitality sales and marketing must move beyond transactional strategies and focus on creating meaningful, transformational experiences.
Maria Margarita Montemayor Nograles, Chief Operating Officer of the Tourism Promotions Board, set the tone early in her keynote address.
“Travelers today are more discerning, experience-driven, and increasingly mindful of sustainability and social impact,” she emphasized. To connect with these travelers, hospitality professionals must cultivate authentic, people-centered experiences that resonate on a deeper, emotional level. This means going beyond simply promoting products. Instead, the focus should shift to sharing stories that reflect cultural authenticity, sustainability, and human values.
One key strategy discussed was the emphasis on personalized, purpose-driven marketing. Panelists agreed that understanding guest preferences and tailoring offers accordingly can elevate engagement. For instance, a simple switch from generic pitches to highly personalized proposals can showcase that a hotel truly understands its clients’ needs.
Redefining Leadership and Talent Development
Leadership in hospitality is shifting away from rigid hierarchies and moving towards collaboration, openness, and genuine engagement. Cleofe Albiso, Managing Director of Megaworld Hotels & Resorts (MHR), spoke candidly about developing future leaders in the industry. “Harness the power of mentorship,” she said. “What’s the value of your years of experience if you’re not able to pass them on to people who can carry the industry forward?”
MHR’s recently-launched Next Generation Leadership Council exemplifies this approach. The program identifies and grooms high-potential talents aged 23 to 35, offering cross-department training, hands-on leadership opportunities, and mentorship. This initiative ensures young professionals see a clear career path, grow into leadership roles, and stay committed to the industry.
“And for us who have been ahead of them, it is for us to embrace the unique generation nuances for us to be able to work collaboratively and harness the power and the contribution that they can possibly give to an organization,” she added.
Left: Cleofe Albiso, Managing Director of Megaworld Hotels & Resorts (MHR), speaking at the HSMA Summit 2025; Right: MHR launched the Next Gen Leadership Council (NGLC), a league of Gen Z and Millennial talents from across the 13 properties
Actionable Tips:
Develop comprehensive mentorship programs that enable seasoned leaders to impart their skills while allowing younger professionals to contribute fresh, innovative ideas.
Recognize and reward adaptability and collaborative problem-solving.
Empower people by providing them with the tools, resources, and guidance they need to succeed independently and enabling them to create their own strategies.
Channel Optimization for Maximum Reach
The debate between online travel agencies (OTAs) and direct bookings took center stage during one of the sessions, with industry leaders emphasizing the importance of striking a balance between these channels to maximize growth.
"Channel Power Play: Striking the Right Balance Between Online Channel and Direct", with panelists (from left) Raissa Roque, Market Team Manager at Booking.com Philippines; Mich Briones, Business Development Head for Hotels at Klook Philippines; Steve Nguyen, Market Director - Vietnam & Philippines at Trip.com; and moderator Ma. Celeste Romualdo, HSMA Director for Membership and General Manager at The Linden Suites
Steve Nguyen, Market Director for Vietnam & Philippines at Trip.com, described OTAs as “brand discovery engines” that help hotels reach larger audiences and attract first-time customers.
“We all agree OTAs actually help you in terms of reach, in terms of demand, in terms of visibility. So, the question is, why not utilize that?” added Mich Briones, Business Development Head for Hotels at Klook Philippines.
Briones suggested that hotels should view OTAs as a starting point for building long-term relationships with guests. The key, she explained, is to convert customers acquired through OTAs into loyal guests by nurturing them through direct channels like loyalty programs or personalized post-booking engagement. By leveraging the initial exposure provided by OTAs, hotels can establish more direct and profitable relationships with their guests.
To balance these channels effectively, hotels should:
Leverage OTAs for discovery. Use OTAs to attract new customers and increase visibility, especially in new markets, but focus on nurturing relationships through direct communication.
Focus on direct relationships. Convert OTA-acquired guests into loyal customers by offering exclusive perks for direct bookings, such as room upgrades, personalized services, or discounts on future stays.
Monitor and optimize channel performance. Regularly analyze your channel mix to identify which platforms drive the most valuable bookings. Use this data to optimize costs and allocate resources effectively.
The Balancing Act of Relationships and Metrics
Sales metrics like conversion rates, ROI, and ADR (Average Daily Rate), remain fundamental, but the summit emphasized that building long-term client relationships is equally important.
"Relationship ROI: Turning Connections into Conversions", with panelists (from left) Claire Del Rosario-Bernabe, Head of Sales & Strategic Partnerships at Megaworld Hotels & Resorts; Nora Fajardo, Commercial Director at Hilton Clark Sun Valley Resort; Cecille Kimpo, Assistant Vice President – Sales at Chroma Hospitality; moderator Jenny Santillan, HSMA Director for Programs | Director, Sales & Marketing and Contact Services at City of Dreams Manila; panelists Denise Olegario, Cluster Director of Sales & Distribution at The Ascott Limited; and Marvin Kim Tan, Vice President for Sales & Marketing at Manila Hotel
Jenny Santillan, HSMA Director for Programs and Director for Sales & Marketing and Contact Services at City of Dreams Manila, shared a compelling perspective, noting, “At the end of the day, we are all offering the same products—guest rooms, ballrooms, spas. What differentiates us is how we respond to our clients and make them feel valued.”
Building trust through transparency, accountability, and authenticity can turn one-time clients into lifelong patrons. The summit also addressed “relationship ROI,” the concept that client relationships should deliver not just revenue but referrals, testimonials, and brand advocacy over time.
Tactical Advice:
Track and reward referrals stemming from long-standing client relationships.
Incorporate client testimonials as trust-building content on your website and social media.
Ensure transparency and accountability in every client interaction to build trust.
Integrating AI in Hospitality to Optimize Guest Experience
Adopting advanced technology and artificial intelligence (AI) was a recurring theme at the summit, but speakers were quick to point out that technology should support—not overshadow—the human touch. Jerome Dela Cruz, Director of Business Development at Hyperguest, explained how AI is reshaping the hospitality industry by enhancing efficiency and freeing up staff for meaningful guest interactions.
Dela Cruz explained how AI agents are evolving from simple task-based automation to intelligent assistants capable of scanning countless sites, comparing offers, and even making bookings almost as seamlessly as a human.
“AI agents are task-based and reactive. Agentic AI is goal-based, can plan, make decisions, take actions, and adjust along the way.”
The message: don’t just adopt technology for the sake of it—be strategic, and know what’s possible already.
AI tools like Google AI Home and OpenAI’s Operator are transforming hotel operations, from real-time bookings to personalized guest experiences. However, Jerome stressed the importance of clean, structured data as the foundation for any AI implementation.
“You’re not just selling to guests anymore. You’re also selling to AI agents—so make your website and data friendly to both,” he advised.
Jerome Dela Cruz, Director of Business Development at Hyperguest, explained how AI is reshaping the hospitality industry.
Dela Cruz emphasized three immediate action points for hoteliers:
Optimize your digital presence. Websites need to have structured data and schema markups (a type of code that helps search engines understand the content of your website) so that AI-powered agents and search functions can easily interpret hotel information and rates. This helps ensure properties aren’t overlooked in digital searches or voice-driven queries.
Embrace long-tail keywords and natural language content. Guests are no longer searching using just basic keywords. They now type or say what they want in complete sentences. FAQs and content should directly answer these questions, improving chances of appearing in AI-powered search results.
Streamline website experience. Any friction, like slow loading times, pop-ups, or a confusing design, will frustrate not only people but also AI agents, which can lead to missed bookings.
“Hospitality is still about human connection,” Jerome reminded everyone. “But those who are ready to learn, experiment, and adapt AI thoughtfully will be the ones who lead the shift.
Moving Forward with a Purpose-Driven Approach
The “next generation” of hospitality sales and marketing is not just about adopting the latest tools or trends—it’s about leading with purpose, crafting thoughtful experiences, and anchoring strategies in both technological innovation and human connection.
And as emphasized by multiple speakers during the summit, hospitality is less about selling and more about storytelling.
Final thought: Start leading this shift by aligning your strategies with two key objectives: enhancing guest experiences and creating purpose-driven connections while satisfying the objectives of all industry stakeholders. The tools are already available, but it’s the intention and execution that will truly redefine the future of hospitality sales and marketing.
