The future of Africa’s hospitality industry belongs to a tech-smart, hands-on, and hyper-local generation, according to Karl Hala, Group General Manager of Continental Hotels.
Hala spoke at the Hotel Managers Africa Conference in Lagos, where he delivered a keynote titled “Reimagining African Hospitality: Powered by People, Built for the World.”
Hala in his address outlined a bold vision for transforming the continent’s hospitality sector.
Noting Africa’s status as the youngest continent in the world, Hala lamented the ongoing paradox of a youthful population that is either unemployed or forced to seek opportunities abroad.
“We import training manuals and export talent. That’s the paradox we must end,” he said.
Hala criticized the outdated hospitality training models prevalent across Africa, noting the disconnect between theoretical instruction and real-world skills.
“I have seen it all — outdated curriculums, instructors who have never worked a five-star shift, students memorizing what they should be mastering,” he said.
To close this gap, Hala emphasized the need for innovative training solutions that bring classrooms into hotels, leveraging technology such as virtual reality (VR), artificial intelligence (AI), and gamification to engage the continent’s digital-native youth.
“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,” he explained.
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Hala urged stakeholders to rethink hospitality beyond mere service, advocating for a strategic approach that prioritizes investment in talent and youth as drivers of growth and stability.
“Undertrained staff is the most expensive luxury you’ll ever pay for,” he warned.
Rejecting the adoption of foreign hospitality models, Hala called for African-centric systems that respect and incorporate the continent’s unique heritage.
“Let’s create our own operating manuals — proudly African, globally admired,” he said.
He also championed the development of regional hospitality hubs beyond traditional centers like Lagos and Nairobi, citing cities such as Ilorin, Goma, and Banjul as emerging talent pools.
“Talent is not only in Lagos or Nairobi. It’s in Ilorin. In Goma. In Banjul. In Mbale,” he asserted.
Drawing a cultural analogy, Hala likened Africa’s hospitality industry to jollof rice — “everyone’s got a version, but ours just hits different.”
He encouraged industry leaders to ensure that African hospitality is recognized worldwide as “cooked by local hands, seasoned with global insight, and served with African pride.”
Hala declared that if Africa embraces bold digitization, smart training, and fearless promotion, it will not just be the world’s hospitality workforce but its true compass.
