Premier Hotels & Resorts is a leading independent hotel group in South Africa, offering luxurious accommodations in key locations like Cape Town, Johannesburg, and Durban. In an exclusive interview with Sigal Geva, the executive director, we explore the vision and values driving their success. Whether for business or leisure, Premier Hotels promises exceptional service and unique experiences reflecting South Africa’s rich cultural tapestry.
In the ever-evolving landscape of the hospitality industry, few brands have achieved the level of growth and success as Premier Hotels & Resorts. What began as a single property in the coastal city of East London in 1991 has blossomed into a nationwide portfolio of 25 luxurious hotels and resorts, located in key destinations across South Africa. Today, Premier Hotels & Resorts stands as a beacon of innovation, sustainability, and
personalized guest experiences, consistently exceeding expectations whether for business or leisure travel. At the helm of this dynamic company is Sigal Geva, executive director at Premier Hotels & Resorts, who has been instrumental in steering the group’s growth while maintaining the family-owned ethos that has been central to its operations. In this exclusive interview, Geva shares her insights on the journey of Premier Hotels & Resorts, the challenges and opportunities in the hospitality sector, and what the future holds for the brand. Whether you’re a seasoned business traveller or someone looking for a memorable getaway, Premier Hotels & Resorts offers something truly unique—a blend of local authenticity, world-class service, and a forward-thinking approach to hospitality.
Premier Hotels Group Journey: Can you share the story behind the journey of Premier Hotels & Resorts and how it has evolved over the years?
Premier Hotels & Resorts has been a distinguished player in the hospitality industry for over 30 years, starting with a single hotel in East London. Today, we boast 25 properties nationwide, driven by our core values of integrity, excellence, and innovation. We focus on personalized service and staff development, ensuring memorable stays and positive community impact. Our diverse services cater to leisure, conferences, weddings, and more, reflecting our commitment to excellence and continuous improvement.
Leadership Role: As the Director, what have been some of your key strategies in driving the growth and expansion of Premier Hotels & Resorts?
Key strategies driving Premier Hotels & Resorts’ growth include fostering talent by investing in staff training through our Academic College to uplift unemployed individuals. We have expanded our footprint by identifying strategic locations for regional and national growth. Our innovative operations focus on refining processes to increase efficiency, reduce costs, and enhance the guest journey. Marketing and visibility efforts have been spearheaded to elevate our brand presence in competitive markets. I believe in a collaborative leadership, where every team member is empowered to contribute ideas and solutions. Fostering a strong, united management team that shares a common vision for growth and excellence.
Personal Motivation: What inspired you to join Premier Hotels & Resorts, and what has kept you passionate about the hospitality industry?
My transition from business and technology to the hospitality industry was driven by my passion for creating memorable experiences and connecting with people. While I enjoyed the technical challenges in my previous role, I found that hospitality offered the perfect blend of operational complexity and human interaction. I was drawn to the opportunity to directly impact guest satisfaction and team development, which aligned with my values of service and leadership. The dynamic nature of hospitality, with its focus on both innovation and personal connection, has been an inspiring and rewarding shift.
Can you share some of the most significant milestones in your career that led to your current role as Director?
Moving to South Africa and joining my father at Premier Hotels & Resorts was pivotal in my career. The early challenges of adapting to a new country and understanding the nuances of the South African hospitality market pushed me to grow both personally and professionally. Immersing myself in the operations of Premier Hotels gave me invaluable insight into the local industry, helping me develop a hands-on approach to leadership. These experiences, combined with my commitment to innovation and service, contributed to my growth and ultimately led to recognition like the 2012 Regional Business Woman of the Year. This accolade was a reflection not only of my journey but also of the incredible teams and mentors who supported me along the way.
Challenges and Opportunities: What have been the biggest challenges and opportunities you have faced in managing the Premier Hotels Group?
Employee retention is a major challenge in hospitality due to high turnover rates. At Premier Hotels & Resorts, we focus on employee engagement and career development, creating clear growth paths to retain staff. Attracting top talent is another challenge, which we address by building a strong employer brand and emphasizing our commitment to training and professional development.
Key opportunities in managing Premier Hotels & Resorts include expanding into new markets by identifying untapped regions with growing demand and opening new properties. Additionally, adapting to changing customer preferences by embracing technology, updating guest experiences, and enhancing service delivery helps us stay ahead of evolving expectations. Building a strong leadership team was pivotal. Through selective recruitment and internal promotions, we assembled a dynamic team that upholds our values and drives growth. Leveraging our Academic College, we uplift communities through education and build a pipeline of well-trained hospitality professionals contributing to our success.
Market Positioning: How does Premier Hotels & Resorts differentiate itself in a competitive hospitality market?
Premier Hotels and Resorts differentiates itself by offering a personalized hospitality experience that is tailored to our diverse guest needs across 25 properties. From a marketing perspective, we strongly emphasize providing a high-quality experience, blending luxury with comfort while also allowing accessibility. Our hotels are situated in key locations, like Cape Town, KwaZulu Natal, Johannesburg, which serves business and leisure travelers, ensuring a broader market appeal. Premier Hotels & Resorts stands out in the competitive hospitality market by combining unique strengths and strategic differentiators. Our approach focuses on delivering great products, exceptional value, personalized experiences, and a commitment to excellence that sets us apart from our competitors. At Premier Hotels & Resorts, we offer a diverse range of properties, including luxurious resorts, comfortable hotels, and versatile event spaces. Known for our exceptional service, strategic locations, and customized solutions, we cater to various guest needs. Committed to
sustainability and strong community values, we focus on job creation and staff development. By embracing innovation and modern technology, we stay ahead of industry trends, ensuring memorable guest experiences. These strategic differentiators have established us as a leader in the hospitality market.
Sustainability Focus: With sustainability being a key trend in the industry, what initiatives has Premier Hotels undertaken to promote eco-friendly practices?
Sustainability is a priority for Premier Hotels. We embrace eco-friendly initiatives like energy-efficient lighting, water conservation, and reducing plastic usage. We focus on responsible waste management and sustainable sourcing in our kitchens. Our efforts include energy-efficient technologies, water-saving practices, comprehensive recycling, and minimizing single-use plastics. We pursue green certifications and source products sustainably. We engage guests in eco-friendly practices and support local environmental initiatives. Our commitment to sustainability is about leading by example and making a positive environmental impact.
Customer Experience: How does Premier Hotels & Resorts ensure a unique and memorable guest experience across all its properties?
At Premier Hotels & Resorts, creating a unique and memorable guest experience is central to our philosophy. We achieve this through personalized service, attention to detail, and a commitment to exceeding guest expectations. Our staff tailors service to individual preferences, ensuring each guest feels valued. We maintain high quality standards, seek guest feedback, and offer engaging experiences. Our knowledgeable staff enhances the guest experience with local insights. Above all, our exceptional hospitality ensures every stay is memorable and encourages repeat visits.
Future Vision: What is your vision for the future of Premier Hotels & Resorts over the next decade?
Looking ahead, Premier Hotels & Resorts aims to expand its portfolio geographically and by property type, explore international opportunities, and strengthen its market presence. We will innovate our service offerings, integrate advanced technologies, and enhance sustainability practices. Embracing digital transformation, we will invest in technology to improve guest experiences and streamline operations. Talent development and community engagement remain priorities, along with maintaining high-quality standards and exceptional service. Our vision is to lead in hospitality, setting benchmarks in service, sustainability, and employee satisfaction.
Expansion Plans: Are there any upcoming expansions, renovations, or new properties in the pipeline for Premier Hotels?
Premier Hotels & Resorts has several exciting projects to expand and enhance our portfolio:
New Developments:
George Expansion: Adding 36 new rooms.
Richards Bay Conference Facility: Investing R90 million in a facility for up to 500 people.
Renovations:
Significant renovations at Premier Hotel Winkler, Pretoria, Cape Town, Roodevalley, and Richards Bay with a total investment of R60 million.
New Hotel Projects:
New hotels in O.R. Tambo, Fourways, and Cape Town with an investment of R750 million.
Future Considerations:
Exploring opportunities in Gqeberha (Port Elizabeth), Kimberley, and other major business towns.
These initiatives reflect our commitment to growth and innovation in the hospitality industry.
Leadership Philosophy: How would you describe your leadership style, and how does it impact the culture at Premier Hotels & Resorts?
My leadership style is collaborative and inclusive, empowering team members to take ownership while feeling supported. This fosters accountability and innovation, crucial for staying competitive. I prioritize providing necessary support and resources, maintaining open communication, and encouraging feedback. By setting clear expectations, I promote a culture of accountability. This approach also encourages creativity and innovation, contributing to a positive work culture. Ultimately, this leadership style drives personal and organizational growth, ensuring Premier Hotels & Resorts remains at the forefront of the hospitality industry.
Personal Achievements: What are some of the accomplishments at Premier Hotels of which you are most proud?
I am proud of several accomplishments at Premier Hotels & Resorts, reflecting both personal growth and the company’s evolution. We have transformed from a hands-on entrepreneurial company to a structured organization, empowering team members and fostering collaboration. Witnessing staff growth and success stories highlights our investment in people. The pandemic strengthened my leadership skills and improved our management practices. Implementing comprehensive training programs and refining procedures has made us more effective. These achievements showcase our commitment to excellence and continuous growth.
Advice for Aspiring Leaders: What advice would you give to young professionals aspiring to leadership roles in the hospitality industry?
For young professionals aspiring to leadership roles in hospitality, my key advice is to stay committed and adaptable:
Embrace Continuous Learning: Broaden your skillset and gain experience in various areas like HR, marketing, and operations.
Cultivate Flexibility and Resilience: Adapt to the dynamic industry and learn from challenges.
Focus on Making an Impact: Balance career goals with a commitment to positively influencing your organization and industry.
Develop Strong Relationships: Build strong relationships through effective communication, empathy, and trust.
Stay Determined: Persevere with a proactive attitude and a commitment to growth.
By focusing on these principles, you can position yourself for success and make a meaningful contribution to the hospitality industry.
Business Events: What makes Premier Hotels & Resorts a preferred choice for business events, and how do you cater to the needs of corporate clients?
Premier Hotels & Resorts is a preferred choice for business events because of its strategic locations across South Africa and its ability to cater to corporate clients’ specific needs. With 25 properties offering easy access to major cities and transportation hubs, we ensure convenience for business travelers. We provide state-of-the-art conference facilities, fully equipped with the latest technology, ensuring seamless event execution. Our focus is on delivering tailored solutions, from small meetings to large conferences. Our team works closely with corporate clients to understand their goals and provide personalized service, including customized catering, flexible room setups, and comprehensive event management support. Our attention to detail, combined with high-quality accommodations, makes it an ideal venue for business events, allowing clients to focus on their objectives while the hotel’s experienced staff handles logistics. In conclusion, Premier Hotels & Resorts stands as a testament to the power of transformation, innovation, and commitment to excellence. Their journey from a hands-on entrepreneurial venture to a structured organization reflects our dedication to empowering our team, fostering collaboration, and continuously improving our services. As they navigate challenges and embrace opportunities, their focus remains on delivering exceptional guest experiences, investing in their people, and contributing positively to the communities they serve. With a clear vision for the future, they are poised for continued growth and success in the hospitality industry.
