PERSONALITY PROFILE

Phenyo Marumo – ‘Learn from others with integrity’

Humble Phenyo Marumo, 41, regional marketing and communications manager of Minor Hotels Africa, has explored various industries over the years.

Looking ahead, he said: “I would like to continue excelling in both the tourism and hospitality industries. But, most importantly, I would still like to see myself taking on bigger roles in marketing and communication. I have taken the time to explore different industries, allowing me to be versatile and adaptable. At this stage, I am able to plug into any industry as a result of never being too lazy to take on different marketing challenges, from tourism to banking, to conservation to hospitality, I have not limited myself to any one industry, but I have ensured in putting my best foot forward. So, I still dream of working in a different country and yet, still benefit South Africa and Africa.”

When asked about the hospitality industry, Mr Marumo said: “The hospitality industry is currently in a very positive position at this stage. Travellers are currently looking at revenge travel. The break in transmission brought on by Covid led to travellers developing itchy feet, craving experiences and different environments. So, I believe that for the next couple of years there is going to be a lot of travellers trying out different hotels or accommodation facilities. However, we will also see people seeking unique experiences that no one else has experienced or can brag about, share on social media and get rewarded for. He said that growth in visitor numbers will be determined by a number of factors for hotels:

• Ability to recognise or reward your guests. This will set a hotel or destination apart and ensure repeat visits and positive responses.

• As much as it is imperative to jump on key trends such as providing unique and memorable experiences, showcasing the ways in which your hotels positively impact communities and ecosystems and creating wellbeing experiences and journeys that leave guests truly transformed, it is equally imperative to remember that travellers have begun to favour brands that offer value-for-money packages, and tailor-made experiences that suit their needs.

• Most importantly, responsible travel has become the cornerstone of travel decision-making. Travellers are looking for sustainably responsible hotels/ destinations. They are seeking travel experiences that are led by and support local communities, use eco-friendly materials, decreased food waste and sourcing smarter ways to consume energy. Particularly Gen Z — who are unashamedly vocal about seeking out destinations that tick the sustainability boxes, since they are gratified by the thought of restoring the environment while on holiday.

Mr Marumo added: “Hospitality will only suffer from lack of collaboration, with flight prices increasing, safety in certain areas being an issue, and the economy slumping; we can anticipate a slow decline of the industry as more people will be unable to travel to these places. So, we do need to work collaboratively to ensure that the industry continues to thrive.”

Where were you born and raised?

Mmabatho, Mafikeng in the North West, previously Bophuthatswana.

Where did your career begin?

Kimberley, Northern Cape, as an educator, and then I became the marketing manager of The Big Hole, Kimberley Visitor Centre.

How long have you been in the hospitality sector?

I have been in the tourism industry for more than 10 years, with breaks inbetween exploring other industries. My tourism career began with The Big Hole, in Kimberley. Being its first marketing manager after being part of the team that converted it into a full-offering visitor centre, from a small mine museum in 2006. The visitor centre also had an onsite guesthouse which was managed as part of the entire visitor experience. I was also part of the team that assisted the opening of the Protea Hotel, Kimberley, which was intended to be an accommodation partner to the Big Hole, Kimberley visitor Centre/Hub. From 2009-2018 I took a break from the tourism and hospitality industry. I became the executive director of an NGO, followed by an eight year tenure in Absa marketing. In 2018, I returned to the tourism industry, becoming the senior manager: marketing at SANParks, overseeing the overall marketing of nineteen National Parks including Kruger National Park and Table Mountain National Park. Then, in 2022, I joined Minor Hotels.

What has been the biggest change you’ve seen in this sector?

There is definitely a number of changes that hotels and destinations need to keep a keen eye on. Firstly, this is the era of digital nomads or bleisure travel — travellers are keen on combining business travel with leisure, which is a positive for hotels as bleisure trips take longer. Secondly, responsible travel has become the cornerstone of travel decision-making. Whilst travel used to be more about accomplishing a goal or satisfying a need, it has now become about the pursuit of a higher level of travel, an elevated experience. It is combined with the ‘brag’ factor. Couples are looking for the most ideal and photogenic wedding and honeymoon destinations or most instagrammable locations for their romantic getaway to share with their community. “If it is not on social, it did not happen”. Hotel brands need to keep this in mind when packaging or selecting locations.

Are you married?

Yes, I have been married for 11 years to a phenomenal woman, Leigh-Anne.

What role does your family play in your life?

A very pivotal role, as much as this will sound like a cliché, they are the reason I strive to be better at my craft and job. They motivate me daily and encourage me to never give up when a situation is tough, and they cheer me on when achieving a great milestone.

What would you change in your life if you could, when looking back?

Honestly, there is not much. What I would change though is the fact that I did not travel enough or explore our continent enough. Africa is marvellous, with endless options to experience.

Do you have any hobbies?

I do not have any strange or unique hobbies, however, I have a passion for group exercises in gym, as they encourage group synchronicity. My favourite is step class, which requires a combination of skill, concentration and teamwork.

What is your favourite sport?

I am huge soccer fan. I have been an Arsenal Fan for as long I can remember. My favourite sportsman was Nwanku Kano who played for Arsenal and Nigeria.

What do you do for leisure?

I enjoy travelling for VFR, it is always refreshing. However, travelling to unique places with ‘wow’ experiences is also fantastic. Locally, I enjoy visiting theme parks and family-orientated restaurants and farmer’s markets with my family.

What is your secret to success?

I believe my secret has been to learn from others. I have also never had a problem with being led, which has allowed me to shine under leadership that trusts me. I have also been very consultative, both upwards and downwards, allowing subordinates to thrive under me, too. I have also been able to adopt and adapt to change quiet easily. Lastly, I have made sure my relationship building skills are high, allowing me to leverage relationships to stay a step ahead.

What has been your biggest challenge in this sector?

The cost of travel has become a major challenge to most destinations. We are not exempt, as most of the leisure destinations in Africa are situated in remote parts of the country in which they operate, leveraging on the charm that is brought on by nature or natural wonders. Firstly, the cost of air travel has increased exponentially, fuel prices have made it nearly impossible to attempt road trip excursions and finally, the cost of living in some countries has led to consumers placing travel at the bottom of their priority lists.

What is your pet hate?

Inconsiderate people — whether in real life or seen on TV. It absolutely gets to me.

What is the most memorable place you have ever been to, and why?

Agulhas National Park. There is just something about remote coastal destinations that takes me to a different space. The combination of tranquillity, nature and serenity met by vast amounts of water and waves, help one calm down. The lighthouse also takes me on a historical journey. I am a sucker for history.

What type of holiday would you avoid at all costs?

One with limited or mediocre experiences. Even if I do not get to engage in all the experiences while I am on a trip, I would like to know that they are at least available.

What is the most impulsive thing you have ever done?

Microlight flight, abseiling and ziplining on one of the longest ziplines.

What is your favourite city?

Gqeberha – formerly Port Elizabeth – is where I obtained my tertiary education and it is an amazing coastal city with friendly people.

How do you relax?

I enjoy computer or TV games, which helps stimulate my brain. Specifically, strategy games which are surprisingly relaxing.

What is your favourite food?

Chicken livers with pumpkin, but everything my wife cooks to be honest, without sounding too corny, she really knows how to hit the flavour notes with her cooking.

Who is your favourite movie star?

Forrest Whitaker and Nia Long, they really bring life to movies and series.

Who is your role model?

Patrick Loch Otieno Lumumba from Kenya. He has delivered truthful and inspirational speeches that have encouraged me. I have a passion for public speaking, and his delivery and confidence make me want to get up on stage and deliver a speech every time. His knowledge base is extensive, and his intention and ideals of a better society are inspirational.

I would also like to add that, along my journey, I have been led by three amazing women, who have and will always impact my life in different ways. Their leadership skills and guidance has been inspirational. I will always see them as role models who have impacted me directly. These are skills and pockets of knowledge I will never receive in a class or lecture room. These women are Elize, Absa; Hapiloe Sello, SANParks and Lindelwa Mthethwa, Minor Hotels. They will always be role models in some way or another.

What advice do you have for anyone starting out in this industry and hoping to follow in your footsteps?

Do not follow directly in anyone’s footsteps. Create your own, but along the way do not step in others’ footprints with the intention to erase them, rather walk beside those footsteps, taking time to appreciate them and what they stand for. The industry is tough, no matter which area you choose, whether it’s operations, food and beverage, sales, marketing, communications, etc. You need to be equally committed, learn from others with integrity, respect and service excellence. Also, remember to be a go-getter, no one is going to give you the opportunity. You need to find it, own it and live it.