SM Hotels and Conventions Corp. (SMHCC) has appointed hospitality veteran Melissa J. Carlos as vice president for commercial, strengthening its leadership team as the company expands its portfolio and sharpens its growth strategy in the increasingly competitive Philippine hospitality market.
Carlos brings more than three decades of industry experience, with expertise in business strategy, revenue management, brand development, sales, marketing, and hotel operations. Her appointment comes as hotel operators intensify efforts to capture rising tourism demand and business travel while maximizing revenue across expanding property networks.
Before joining SMHCC, Carlos served as group director of sales and marketing at Robinsons Hotels & Resorts, where she led commercial strategy across sales, events, marketing, reservations, revenue management, and public relations, while overseeing pre-opening initiatives for new hotel projects.
She also spent more than a decade with Seda Hotels, playing a key role in launching 12 properties nationwide and leading commercial and revenue management functions. Earlier in her career, she held leadership positions at Fraser Place Manila and The Heritage Hotel Manila.
In her new role, Carlos will oversee SMHCC’s commercial operations, including business development, sales, marketing, revenue management, reservations, public relations, digital marketing, and brand communications across the company’s hotels, convention centers, and future developments.
“I am truly honored to join SM Hotels and Conventions Corporation at such an exciting and transformative time,” Carlos said, adding that she looks forward to strengthening partnerships, enhancing guest experiences, and creating long-term value for the business.
SMHCC Executive Vice President Peggy Angeles said the appointment underscores the company’s commitment to building a leadership team capable of supporting its next phase of expansion.
“Melissa’s strategic expertise, proven track record in driving business growth, and deep understanding of the industry will be instrumental as we continue to expand our portfolio, elevate our brands, and help shape the future of Philippine hospitality,” Angeles said.
The appointment signals SMHCC’s focus on strengthening commercial execution as competition intensifies and demand for premium hospitality experiences continues to recover.
