PERSONALITY PROFILE

Lindelwa Isabelle – thrives in being challenged.

Passionate Lindelwa Isabelle, 48, sales and revenue director of Tsogo Sun Hotels, is a consummate professional, who is ambitious, thrives in being challenged and is self-motivated.

She is passionate about people, travelling and exploring the world around her.

Ms Isabelle has held her current position for over two years. Her main responsibility is to lead the team to achieve the revenue targets set for the business at the right rate at the right time, drive relationship building with both internal and external stakeholders, clients and partners as well as to identify new opportunities for revenue growth for hotels.

In her previous position, she was an executive marketing manager for Tsogo Sun Hotels – a position she held from 2009 to 2018. Her main responsibility, through marketing, was to position Tsogo Sun hotels, grow revenue and add value to the business by managing all the promotions, advertising, marketing strategies, etc.

From 2008-2009 she worked at Sandton Convention Centre as a general manager: sales and marketing where she was tasked with the responsibility of generating revenue for the SCC.

She has also worked at the Gauteng Enterprise Propeller as the general manager: marketing and communications. At Ogilvy Johannesburg she was a group account director working on the South African Tourism account. This, after she had worked at Gauteng Tourism Authority as a senior marketing manager for over four years.

On the education front, she completed the executive development programme with the University of Stellenbosch Business School in 2014. She holds an Honours Degree in Literature from Wits University where she won The Sibusiso Mabena Memorial Award for the Best Honours Dissertation in 1996. She also holds a BA degree from the same institution. She also holds a PR Diploma from the Public Relations Institute of SA (PRISA) and a Marketing Diploma from UNISA.

Above all of this, she is a wife and mother to two beautiful children that she adores.

Where do you see the business events industry in South Africa at present and where do you see it heading in the future?

Covid-19 has had an impact on almost all aspects of our lives. Unprecedented lockdowns, strict travel bans and social distancing measures have had the biggest impact on the travel and tourism industry in general and, more adversely, on the events industry. This industry has faced significant revenue losses and contracted in terms of growth. Several companies were forced to lay off significant portions of their staff. 2019/2020 saw the cancellation of many prominent conferences, exhibitions and workshops to slow the spread of the virus.

Some highly anticipated major international events like Meetings Africa have been postponed indefinitely.

Despite the ban on large gatherings, connection and social interaction are still part of basic human interaction. Most companies have found novel and innovative ways to bring people together to share experiences, network, conduct business while still adhering to social distancing rules and guidelines. Covid-19 restrictions have forced us to rely on technology to connect with others and have been a catalyst for the growth of companies that facilitate this.

The pandemic has hit the revenues of traditional event planning companies hard. However, there has been a steady rise in the number of virtual event start-ups who have entered the space, offering users access to a wide range of features, including virtual rooms, which attendees may move in and out of. Many companies have embraced technology to bring unique virtual experiences to their customers. “Hybrid” events have also become somewhat of a norm, incorporating both live and virtual elements. This presents a great opportunity for event planners, who will no longer be limited by, for example, the size of the venue and may expand their audience to include virtual attendees, as well as those who prefer to attend in person.

I do believe that once social distancing measures are relaxed and life once again becomes more normal (whatever the normal will be), there will still be a need for physical meetings. “Physical contact distinguishes humans from other animals. From a warm handshake or sympathetic hug to a congratulatory pat on the back, we have developed complex languages, cultures, and emotional expression through physical contact” (www.khca.org). While virtual meetings and hybrid meetings will likely not be quite as sought after when the pandemic is over, it looks like virtual events are here to stay, in one form or another.

Where did you grow up?

I was born and raised in Dobsonville, Soweto. I spent most of my life at various boarding schools in the Eastern Cape.

Where did you begin your career?

At Heinemann Publishers, where I was a fellow researcher.

How long have you been in the sector?

I have been in this sector for over twenty years.

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

Covid-19 and the devastation it has caused. However, it also facilitated the reinvention of the industry and how we have embraced technology and hybrid platforms.

Were you always involved in this sector?

No. I began in publishing after completing my studies. I was a publisher at the then Perskor, which later merged with Kagiso Publishers. I also worked for Venture Publishing Company for a short while. I love reading; therefore, being in the publishing industry came naturally for me. However, I am also a people’s person. When an opportunity came for me to work for the Gauteng Gambling Board as their Public Relations Officer, I grabbed it with both hands. Opening new casinos and the Sandton Convention Centre was exciting, and I was an integral part of that team. After spending over two years at the gambling board, I then moved to Gauteng Tourism Authority and had a short stint at OGILVY Advertising.

Are you married?

Yes. My husband’s name is Michael.

What role does your family play in your life?

A huge role. My two kids are my biggest critics as well as my cheerleaders. My husband has always been supportive of my career. Without their love, support, understanding and encouragement – I would not be where I am today. I also have my siblings and a circle of friends that have become family.

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

I would be kinder, gentler and more forgiving of myself. I would take it one-step at a time. Believe in myself more.

Do you have any hobbies?

Since lockdown, I have developed a love for skipping. It started as a joke, and now I cannot see myself without my skipping rope. I even travel with it.

Do you play any sports?

Besides skipping, I occasionally play netball with my daughter – depending on her mood.

What is your favourite sport?

Soccer and tennis.

Who is your favourite sportsman/ woman?

Serena Williams.

What do you do for leisure?

I am blessed to work for a company that promotes leisure – so it is part of what I do. I love time out with my girls. Holiday time with family is bliss. I love reading and, of course, life would not be the same without wine.

What is your secret to success?

I am not there yet… the small things I do everyday to help others become better versions of themselves, while they simultaneously teach me to be a better human, put a smile on my face. Reading, learning and striving to do better all the time keeps me going. I may be extremely hard on myself. Raising my two kids has also taught me much.

What has been your biggest challenge in this sector?

Having to show and prove that women are capable, deserving and worthy. I guess that is the challenge for everyone in their own spaces.

What is your pet hate?

People who do not ask when they do not understand. I would rather ask and look stupid, for a moment, to gain wisdom and knowledge to last me a lifetime.

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

India. The most humbling experience of my life. I hope to take my children there one day. I have been to Mumbai, Chennai, Bengaluru, Agra, Hyderabad and New Delhi.

What type of holiday would you avoid at all costs?

I do not like adventure. I am not into skydiving, ziplining or any of that.

If you could be anyone for the day, who would you be and why?

Phil Knight, the creator of Nike. He has so much wisdom, is well travelled, learned and still humble.

What is your favourite city?

I have travelled extensively in and outside of South Africa. I have been to many countries, but there is not a city that stands out as they all have something different to offer. Joburg is still my first love.

What is your favourite book, film, TV programme?

I have so many favourite books… and all of them have touched me in different ways. I recently read Shoe Dog by Phil Knight, a memoir by the creator of Nike. I do not watch much TV, but I prefer reality competitive shows like Survivor and the Amazing Race.

How do you relax?

I read and drink wine. Red, please.

What is your favourite food?

Prawns from the Maputo Fish Market in Mozambique.

Who is your favourite movie star?

Denzel Washington.

Who is your role model?

So many people have inspired me in so many ways. I take and learn from everyone that I encounter.

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

Ask questions. Observe. Learn. Read. Empower yourself with formal and informal knowledge. But, most of all, believe in yourself. Be prepared to do the work and get your hands dirty – that is a great way to learn.

What is your dream for the future?

As a leader, seeing people achieve their goals drives me. Helping people and working with them to find solutions to challenges drives me. Achieving through people drives me. I believe that we all have unique gifts and success only comes when we appreciate the value/unique contribution of each team member. I am happy to be led as much as I thrive in leading others. Raising my two beautiful children to be the best version of themselves is a dream that drives me. Therefore, my dream for the future is that people should thrive and enjoy what they do. Your work should be an extension of who you are. My dream is for a thriving society filled with people who love what they do. That way, most industries will prosper.