Since joining Radisson Hotel Group in 2019, Kneubuhler has proven herself as a dynamic leader, particularly in South Africa. As Country Director of Sales and District Director, she led the Cluster Sales Team, achieving an 11% increase in corporate revenue in her first year. Her leadership has contributed to Radisson’s strong performance across various key metrics, including market share, profitability, guest satisfaction, and employee engagement.
Now, Kneubuhler’s expanded role reflects Radisson’s commitment to investing in local talent and furthering its growth in Africa, one of its most crucial markets. Her extensive experience in hospitality and her proven track record in driving operational excellence position her well to lead the group’s operations across the continent.
Sandra’s journey with Radisson reflects her commitment to exceptional service and growth, both for her teams and the brand. “I am honored to take on this new role and to lead our talented teams across Africa,” said Sandra Kneubuhler. “Radisson Hotel Group’s dedication to innovation and excellence resonates deeply with me, and I look forward to driving continued growth and success across our markets in Africa.”
She shares more details with Nomad Africa in this exclusive interview at a networking event held recently at Lagos.
Nomad Africa: Radisson Hotel Group aim to have 13 operating hotels In Nigeria in the next five years, what are you hoping in terms of diversity and maintaining your position as a market leader?
Sandra Kneubuhler: Not only do we want to maintain our position as a market leader, but we also want to bring more value to our profession. We currently have five hotels in operation and eight more in development. Over the next five years, we aim to have 13 operating hotels in Nigeria, with a total of 2,000 rooms. What I am really hoping to see is a diversity of our brands. Next year, we will be opening Radisson Benin City. The year after, we’ll launch Radisson Red and Radisson Blu, and shortly afterward, Radisson Collection. My vision is that as we grow, we are introducing a full spectrum of brands, offering a diverse mix to cater to a very diverse market. Ultimately, we’re aiming to meet the dynamic demand of Nigeria’s hospitality market, and above all, we want to grow our people. As we expand our hotels, we can also nurture talent.
Nomad Africa: Can you shed more light on the Radisson Academy launching next year?
Sandra Kneubuhler: We currently have Radisson Academy Online, which provides access to a training platform that all our hotel employees can access. It offers 30,000 training programs. However, the heart of our training is our face-to-face business school, and next year we plan to bring this to Nigeria. This will allow our colleagues here to engage in dynamic and interactive learning in a supportive environment, empowering them to excel.
Nomad Africa: Given the current economic climate and the significance of tourism to your business, how do you plan to navigate the challenges posed by Nigeria’s economic downturn, particularly in terms of staff remuneration, staffing levels, and overall operations?
Sandra Kneubuhler: Economic conditions can be volatile, but we are building for long-term success. We must keep pushing forward with that long-term vision so that when the economy improves, we will be ready to meet the demand. We are fortunate that despite economic challenges, our hotels are still performing well. In the short term, we see positive prospects, and in the long term, we’re well-positioned to tap into Nigeria’s vast potential.
Nomad Africa: Considering your experience from Italy to Nigeria, how do you assess the hospitality industry in South Africa and Nigeria? How can firms develop tourism in these regions?
Sandra Kneubuhler: The most crucial element each country needs is sufficient airline connectivity. Both South Africa and Nigeria require robust airlift options to support a vibrant tourism experience. We need to make our countries as accessible as possible, with connections from a variety of airlines. Improved airline access is essential to effectively support tourism growth.
Sandra’s career in hospitality spans over two decades, with extensive experience at Hyatt Hotels Corporation prior to joining Radisson Hotel Group. Her roles at Hyatt included Global Sales Director for Africa, where she successfully launched new global sales offices, generating a 30% revenue increase within two years. She has also held leadership positions in Qatar and South Africa, including Acting General Manager and Director of Sales and Marketing, where her financial acumen and strategic insight led to significant profitability improvements.
The Radisson family of brands can be found around the world in more than 120 countries, with currently over 1,700 hotels in operation and under development. Radisson Hotel Group operates the business in EMEA and APAC with over 1,150 hotels in operation and under development. The Radisson family of brands portfolio includes Radisson Collection, art’otel, Radisson Blu, Radisson, Radisson RED, Radisson Individuals, Park Plaza, Park Inn by Radisson, Country Inn & Suites by Radisson, and prizeotel brought together under one commercial umbrella brand Radisson Hotels.
Sandra’s promotion to Managing Director for Africa underscores Radisson Hotel Group’s commitment to empowering experienced leaders who understand the unique dynamics of local markets and are passionate about delivering exceptional guest experiences.
Interview Excerpt By: Gbenga Abulude
