Setting the Scene: Africa’s Hospitality Industry at a Crossroads
Launching a hotel project can be an exciting and challenging endeavour at once. There are several aspects to consider, from the right business idea to choosing the right location, designing the perfect customer experience, developing a solid marketing plan and recruiting a talented team. Across Africa, the hospitality sector stands as one of the continent’s most promising — yet underperforming — industries.
From vibrant cities like Accra, Cairo, Johannesburg and Nairobi to coastal hubs like Abidjan, Cape Town, Douala and Lagos, hotels are well-placed to benefit from booming business travel and tourism.
Yet many establishments struggle with inefficiencies, outdated systems, and poor customer service.
In Cameroon, this paradox is especially visible. Douala, the nation’s economic heart, hosts a steady flow of travelers — but many hotels fail to meet modern service expectations as well as international standards. Behind their polished façades, deep-rooted operational gaps quietly erode performance.
“Potential alone doesn’t build excellence — disciplined transformation does.”
That’s where VB-IMPACTING, a business transformation and leadership development firm, stepped in. The team was invited to support a mid-sized business hotel in Douala facing declining revenue, low morale, and poor customer reviews.
The goal was clear: turn around operations, people, and culture — sustainably.
The Challenge: The Hidden Cost of Mismanagement
When VB-IMPACTING began its engagement, the hotel’s struggles painted a picture familiar across many African markets.
1️⃣ Unqualified or Poorly Trained Staff
Frontline employees lacked formal hospitality training. Service standards were inconsistent, and guest complaints were frequent.
2️⃣ Poor Customer Service
Customer focus had faded. Employees were task-driven, not experience-driven, leading to low satisfaction scores and poor online reviews.
3️⃣ Lack of Innovation and Digitalization
The hotel still relied on handwritten ledgers for reservations. It had no presence on booking platforms and no updated website.
4️⃣ Low Employee Motivation
With irregular pay, minimal recognition, and poor communication, morale was dangerously low. Turnover rates soared.
5️⃣ Inadequate Maintenance Culture
Reactive repairs, rising costs, and frustrated guests became the norm. Preventive systems simply didn’t exist.
6️⃣ Poor Marketing Strategies
Marketing was limited to word-of-mouth. Competitors with digital strategies outperformed the hotel in visibility and brand recall.
7️⃣ Weak Leadership and Ethical Standards
Managers worked in silos. Decision-making lacked transparency, and leadership failed to inspire or align.
8️⃣ Lack of Standard Operating Procedures (SOPs)
No written processes guided staff. Operations varied daily, causing confusion and inefficiency.
“The hotel wasn’t just losing guests — it was losing its culture and credibility.”
Recognizing the urgency, ownership turned to VB-IMPACTING for a complete transformation.
The Central Question
Could one structured, people-driven intervention reverse years of decline and create a culture of operational excellence?
VB-IMPACTING’s mission:
Transform people, processes, and performance — for sustainable success.
The VB-IMPACTING Transformation Model
VB-IMPACTING launched a holistic transformation program designed to rebuild both systems and mindsets.
The approach unfolded across six deliberate phases.
Phase 1: Diagnostic Assessment & Insight Generation
The engagement began with a detailed operational audit:
- Employee interviews and anonymous surveys.
- Analysis of guest feedback and booking trends.
- Departmental workflow mapping.
Findings:
Lack of accountability, skill gaps, poor digital integration, and reactive leadership.
These insights shaped the roadmap for change.
Phase 2: Leadership Alignment & Ethical Reinforcement
Transformation began at the top. Through leadership coaching, managers learned to lead with clarity, vision, and accountability.
Transparent reporting lines were established, and decision-making became structured.
Daily briefings and monthly performance reviews were introduced — uniting departments for the first time in years.
“When leadership realigns, the whole system recalibrates.”
Phase 3: Human Capacity Building & Service Excellence
VB-IMPACTING rolled out tailored training sessions covering:
- Hospitality and guest engagement.
- 1-on-1 coaching sessions & goal settings.
- Communication and emotional intelligence.
- Teamwork, problem-solving, and professional etiquette.
The effect was immediate: staff began taking ownership of the guest experience, turning routine interactions into moments of delight.
Phase 4: Digital Transformation
A new Property Management System (PMS) integrated bookings, housekeeping, billing, and reporting.
The hotel connected to online travel agencies (OTAs) and launched a refreshed website with direct booking capability.
Social media marketing campaigns highlighted guest experiences and local culture — sparking visibility and engagement unseen before.
Phase 5: SOP Design & Implementation
Every major hotel process was documented into a clear Standard Operating Procedure (SOP):
Check-in protocols, housekeeping standards, maintenance requests, and complaint handling were all standardized.
The outcome? Consistency, accountability, and efficiency.
Phase 6: Employee Motivation & Recognition
To sustain morale, VB-IMPACTING introduced:
- Employee of the Month Awards.
- Internal communication platforms.
- Employee Monthly Performance Reviews.
- Town-hall meetings for feedback and innovation.
- Get Inspired & Knowledge Sharing Day (Visit to other hotels).
These initiatives gave staff a voice — and pride in their workplace.
Absenteeism fell, teamwork improved, and employees began suggesting improvements themselves.
Results: From Decline to Sustainable Growth
After 6 months, the transformation delivered measurable, lasting results.
Performance Area Before VB-IMPACTING and After VB-IMPACTING (6 months)Customer Satisfaction62%84%Occupancy Rate48%73%Online Reputation<3 stars4.2 stars averageStaff Turnover38%12%Maintenance CostsHigh (reactive)30% reductionEmployee MoraleLow, disengagedMotivated, proactive teams
“Transformation is not just about new systems — it’s about new mindsets.”
Guests noticed. Reviews improved, bookings increased, and the hotel’s reputation rebounded. The leadership team, once reactive, became proactive stewards of excellence.
Broader Lessons for Africa’s Hospitality Industry
This case mirrors challenges across the continent — and offers a roadmap for hotels aspiring to thrive.
1. Leadership Sets the Tone
Strong governance and ethical standards are the foundation of lasting success.
No strategy can outperform weak leadership.
2. Invest in People
Training isn’t a cost — it’s capital. Skilled, confident employees deliver consistent service and retain guests.
3. Embrace Digitalization
Technology enhances visibility, efficiency, and customer trust. It’s not optional — it’s strategic.
4. SOPs Drive Consistency
Documented procedures create reliability. Every guest, every shift, every time — consistency builds brand equity.
5. Culture Fuels Sustainability
Motivated employees are loyal employees. Recognition and communication sustain engagement long after systems are installed.
Conclusion: Redefining Hospitality Excellence in Africa
The Douala hotel’s journey shows what’s possible when structure meets passion and vision meets discipline.
VB-IMPACTING’s intervention transformed a struggling business into a thriving, customer-centric enterprise — and set a new benchmark for the region.
“When hospitality is done right, impact becomes inevitable.”
Across Africa, the message is clear:
Success in hospitality requires more than location or décor — it demands leadership, digital agility, and a culture of excellence.
VB-IMPACTING continues to partner with hotels and tourism businesses across the continent, proving that African hospitality can compete globally — and win.
✳️ About VB-IMPACTING
VB-IMPACTING is a business transformation and leadership development firm helping organizations across Africa drive performance through strategy, people, and culture.
With expertise spanning training, digital transformation, operational design, and leadership coaching, VB-IMPACTING offers tailored and specialized services to a specific clientele with high expectations when it comes to the quality of their services and deliverables.
As a catalyst for change, VB-IMPACTING empowers companies, institutions and nonprofit organizations to turn potential into measurable impact.