Group General Manager of Continental Hotels Group, Karl Hala, has called on stakeholders across the continent to reshape Africa’s hospitality industry using models rooted in local realities rather than imported blueprints.
Speaking at the Hotel Managers Africa Conference held recently, Hala emphasised that the future of hospitality in Africa lies in embracing solutions that reflect the continent’s identity, culture, and aspirations.
“Africa’s hospitality future should be built on African-centric models that will ensure efficiency and growth without losing our heritage and peculiarities,” he said.
He argued that hospitality in Africa must be viewed not merely as a service industry, but as a strategic tool for development. “Hospitality in Africa is not just a sector—it’s a solution,” he stated.
Highlighting systemic issues within the current structure, Hala pointed out a major contradiction plaguing the industry. “We import training manuals and export talent. That is the paradox we must end,” he said.
Drawing from his extensive experience, he lamented the limitations of current training methods. “I have seen it all — outdated curriculums, instructors who have never worked a five-star shift, students memorizing what they should be mastering,” he disclosed.
To close the talent gap, Hala stressed the need for a radical shift in how hospitality professionals are trained. “Training matters. We will bring classrooms into our hotels,” he said. He further revealed plans to embrace modern learning techniques that resonate with today’s tech-savvy generation. “We reward curiosity over conformity and invest in VR, AI, and gamification — tools that speak to today’s digital-native youth,” he said.
He envisioned a system where access to quality training would be borderless: “A cleaning supervisor in Kigali should be able to learn the same skills, on the same digital platform, as a hospitality trainee in Geneva. That is equality and innovation.”
Hala urged African stakeholders to invest in young professionals and to think beyond traditional service models. “By empowering young professionals and investing in talent, Africa can create a thriving hospitality industry that is driven by innovation, technology, and a focus on local talent.”
“Hospitality must be seen as more than service—it is strategy,” he added. “By doing so, Africa can create a thriving hospitality industry that drives growth and stability.”