In today’s era, women leaders are breaking barriers and excelling in all spheres of life, from business to politics, proving their resilience and adaptability. They are driving innovation, shaping industries, and leading with purpose. One such dynamic leader is Sarah Donnelly, Managing Director of Hospitality Jobs Africa. Sarah’s journey into recruitment was unplanned, but her determination quickly turned it into a success story. Starting with a Graduate Recruitment Programme at Quest Personnel, she became the top recruiter in KwaZulu-Natal within two years. Later, her corporate experience in the UK sharpened her skills, solidifying her role as a leader in the industry.

The Global Women Leader recently engaged with Sarah Donnelly, Managing Director of Hospitality Jobs Africa,, let’s hear from her.

Tell us about the early years of your life. What were some significant influences during that time that helped shape you as a person?

Growing up in Zimbabwe on a national park introduced me to the hospitality industry, particularly the safari and game lodge experience, which remains a division of my company today. Having had a quite traumatic childhood, I learned from a young age—around 11 or 12—to always be ready to survive alone. I suppose this experience ultimately led me to become an entrepreneur later in life.

Could you share your expertise in recruiting for the hospitality industry? What are some key insights and lessons you've gained in this field?

My journey into the hospitality industry truly began when I launched my first recruitment company in Ireland, a country known for its deep-rooted culture of hospitality, during its economic boom. I had the opportunity to recruit for a range of establishments, including Michelin-starred restaurants and prestigious 5-star castles.

The hospitality sector is unique in that it is deeply driven by passion and people, perhaps more so than any other industry. However, we are currently facing a significant skills shortage, as many graduates are leaving the industry each year due to its reputation for long, unsociable hours, demanding work, and lower pay.

It's crucial that we focus on nurturing and motivating young talent. That's why we work with graduates and J1 Visa programs to help them gain experience in the USA, as well as through New Entrant Visas for the UK. In my view, we still have considerable progress to make in better supporting both our rising stars and experienced professionals, particularly when it comes to recognizing their value, promoting diversity, and ensuring fair compensation.

Please introduce us to Hospitality Jobs Africa. What inspired the creation of this venture, and what are its primary areas of expertise?

Hospitality Jobs Africa was founded in 2008 when I returned to South Africa. It was an exhilarating time, especially with the country preparing to host the World Cup, creating an atmosphere full of excitement and opportunity. Around the same time, Dubai and Abu Dhabi began recognizing South Africa as a prime source of talent, and we were at the forefront of tapping into the rapidly growing Middle Eastern hospitality market.

"By Focusing On What We Want To Achieve Rather Than What We Want To Avoid, We Maintain A Positive & Proactive Mindset"

As a company, we don't place limits on what we can achieve. We've worked in over 30 countries across the globe and in every sector of hospitality, including ultra-luxury lodges, boutique hotels, high-end restaurants, hotel pre-openings, cruise ships, spas, and even palaces.

As the Managing Director of Hospitality Jobs Africa, what are your primary roles and responsibilities? Additionally, what key areas do you focus on to drive the company’s growth?

Leadership can indeed be isolating at times, as someone once wisely told me. However, I firmly believe that to foster a thriving organization, you should always strive to recruit team members who are either more skilled than you or have the potential to surpass you in the future. This approach ensures that the company is never limited in what it can achieve. I also prioritize creating a culture of continuous learning and feedback, where I never claim to have all the answers. In fact, some of the greatest growth moments come from seeking ideas and input from the team, embracing vulnerability as a leader.

In driving growth for Hospitality Jobs Africa, my primary focus is on relationship-building and consistently delivering top-tier service. Our commitment to this is evident in our 4.9 out of 5-star rating on Google Reviews, which reflects the quality of service we aim to provide across the board.

What do you consider to be the biggest accomplishments of your professional journey so far? As a leader, what is the guiding principle behind your success?

One of our biggest achievements as a hospitality company has been surviving the challenges of the Covid pandemic, especially when many of our competitors, unfortunately, couldn't. As a business owner, I instinctively knew that the crisis wouldn’t last forever, even though South Africa’s hospitality sector was hit hardest by the strict lockdowns. It was tough, but we used that time to improve our brand, systems, and database, even when it felt like a leap of faith. Ultimately, those efforts paid off.

As for my approach to leadership, it’s not so much a mantra as a practice—I remove the word 'don’t' from my vocabulary. The human brain struggles with negative commands. For instance, if I say, 'Don’t think of an elephant,' what are you picturing right now? By focusing on what we want to achieve rather than what we want to avoid, we maintain a positive and proactive mindset.

Sarah Donnelly, Founder, Hospitality Jobs Africa

Sarah Donnelly, founder of Hospitality Jobs Africa, launched her venture in 2008, steering it through 30+ countries and sectors. Surviving the challenges of Covid, she emphasizes integrity and adaptability, empowering aspiring women leaders and entrepreneurs in hospitality.