VIA GRAPHIC PLUS — Every successful event is not just built on a well-executed program, but also on strong partnerships. Recognizing the value of these relationships, SM Hotels and Conventions Corporation (SMHCC) continues to deepen its commitment to its clients through PRiMO (Perks and Recognition for Meeting Organizers), its official loyalty and recognition program for M.I.C.E. bookers and organizers.

PRiMO is designed to acknowledge clients for their continued patronage of participating SMHCC hotels and convention centers, and the confidence they place in the company as a partner for meetings, conferences, incentive trips, corporate events, and other gatherings. More than a loyalty program, PRiMO reflects the company’s appreciation for the relationships built with clients over time, providing members with exclusive privileges and opportunities to experience the wider SMHCC portfolio and the broader SM ecosystem.

Recognition that goes beyond the booking

At the heart of PRiMO is recognition, which is meant to express its appreciation to clients who continue to choose its hotels and convention centers for their business events.

Members may enjoy exclusive privileges and benefits through the program, with qualified bookings contributing toward recognition within PRiMO. These may include opportunities to redeem accumulated PRiMO points for select benefits and experiences, subject to the program’s terms and conditions. The program is particularly relevant to M.I.C.E. professionals, corporate bookers, and decision-makers who regularly plan and manage business events.

“PRiMO is our way of recognizing the people who continue to choose SMHCC for their business and events. We want every booking to be more than a transaction. We want it to build a lasting relationship that reflects our appreciation for our clients,” said SMHCC Executive President Peggy Angeles.

Evolving with our clients

As the M.I.C.E. landscape continues to evolve, so does PRiMO. SMHCC is enhancing the program through new privileges and partnerships that bring members greater opportunities to experience the broader SM ecosystem. Among the partnerships currently being developed are with IKEA, Kultura, and SM Foundation, which will further broaden the range of potential privileges and experiences available to PRiMO members. These partnerships reflect SMHCC’s commitment to keeping PRiMO relevant to its members while creating meaningful connections across the hospitality, retail, lifestyle, and social development offerings within the SM ecosystem.

“We continue to listen to our members and look at how we can make PRiMO more meaningful to them. Our goal is to ensure that the program reflects our appreciation for their continued trust while offering privileges that are relevant, accessible, and useful,” added Ms. Angeles.

A relationship built on recognition

PRiMO is ultimately about recognizing the relationships that make every event possible. It is SMHCC’s way of acknowledging the clients and business partners who choose to entrust their meetings and events to its hotels and convention centers. Looking ahead, SMHCC will continue to develop PRiMO through new partnerships, relevant privileges, and initiatives that enhance engagement and the overall member experience. For M.I.C.E. professionals, PRiMO is SMHCC’s way of recognizing the confidence behind every partnership and expressing appreciation for the continued confidence placed in its hotels and convention centers.

Simply put, PRiMO is fundamentally about recognition, not simply rewards. Ultimately, it is a commitment to making every partnership count, and every contribution valued.