While women represent 55.5% of the global hospitality workforce, the climb to leadership positions remains steep, with only 26% attaining those roles. Yet, a different narrative is unfolding in South Africa, where a new generation of women is actively shaping the industry’s future.
Jadine Venter, Head of Marketing at BON Hotels, embodies this shift. Starting as a teenage waitress, Jadine’s journey exemplifies the industry’s potential for growth. “As women in hospitality, we often have to go the extra mile to show how hard we work and get the respect we deserve,” she says. “I’ve learned to bring a faultless sense of professionalism to every task, proving time and again that I can handle the heat of this fast-paced industry.”
Her experience resonates across the South African hospitality sector, where women are demonstrating remarkable resilience and determination. “The hospitality industry is a career with countless paths for growth,” Jadine says. “But as a woman in this industry, you need more than just passion. You need determination, encouragement, audacity, and independence.”
These qualities are crucial for women navigating the industry’s inherent challenges. Long hours and demanding schedules often clash with family responsibilities, making work-life balance a constant battleground.
Progressive companies like BON Hotels are tackling this head-on. “At BON Hotels, we’re constantly working to create more flexible policies that allow our employees, especially women, to thrive both personally and professionally,” Jadine explains. This commitment to change is echoed by other industry players implementing initiatives to support a better work-life balance for their employees.
Mentorship programmes are also proving invaluable. The power of learning from women in senior positions, observing their leadership styles, and navigating career paths is proving instrumental in empowering the next generation of female leaders.
Driving this positive evolution are several key factors, including:
• Prioritising Diversity and Inclusion: Companies are increasingly integrating diversity and inclusion into their core values and policies, fostering a more equitable playing field for women.
• Recognising Leadership Strengths: The hospitality industry is waking up to the diverse skills that individuals, regardless of gender, bring to leadership roles.
• Actively Engaging Young Women: Programmes designed to expose young women and girls to the career opportunities within hospitality are gaining momentum.
One such initiative was launched this past Women’s Day, spearheaded by several hotel groups including BON Hotels, underscoring this commitment. The programme involved delivering hygiene products to under-resourced schools, coupled with visits from female hospitality leaders who shared their experiences and discussed career paths with students.
“This programme was about planting seeds for the future,” Jadine explains. “These girls saw women in leadership roles, women who perhaps started just like them and have built successful careers. We hope we changed their perception of hospitality from a temporary job to a viable, exciting career path.”
While challenges persist, the overall outlook for women in South African hospitality is incredibly positive. “The qualities that make for exceptional leaders – empathy, attention to detail, decisiveness, and the ability to juggle multiple tasks – are not gender-specific,” says Jadine. “Success in this industry comes down to hard work, dedication, and a commitment to excellence, regardless of gender.”
As South Africa’s hospitality sector continues to flourish, it’s evident that women will play an increasingly pivotal role in shaping its direction. With their talents, unwavering determination, and the support of forward-thinking organisations, women are poised to lead the industry towards a more equitable and successful future, setting a powerful example for the rest of the world to follow.
