PERSONALITY PROFILE

Yolanda Woeke – committed to achieving client expectations

Yolanda Woeke, 46, vice president: sales and marketing, Dragonfly Africa, has always had a passion for travel and hotels. She started her career in hospitality.

“I have always loved travel, and to be instrumental in making bucket list experiences come true for big group travel to our magical destinations is a rewarding job. Dragonfly Africa is undoubtedly Southern and East Africa’s leading travel and destination marketing company, and I love being part of this extremely dynamic team.”

Ms Woeke never thought about working for a Destination Management Company (DMC). “My passion was always operations, working with people and making sure that guests’ experiences are met, above and beyond.”

“I also believed I would go into cooking, but the moment that Dragonfly Africa approached me to ask if I would like to join them, I said yes. I very quickly realised that they are not only the best in the industry, but also that they also treat their staff with the utmost respect and their team is their biggest asset and value. This was probably the best decision I made in my life, nineteen years ago.”

Ms Woeke said: “At present, the incentive industry is struggling hugely, from all key source markets and unfortunately, we all thought 2020 would be the year that we would need to recover from, but it has become noticeably clear that we also need to survive 2021. This time has certainly taught us to think outside the box, doing things we never thought we would do, offering virtual experiences, individual incentives, trying to make ends meet. More than ever, we are making sure that we are being seen, active on social media and connecting with our clients more regularly than before by using online platforms.”

“The future for Africa, once all travel restrictions, vaccines, etc. fall in line, will be phenomenal. It will be the first destination people return to – that immersive, bucket list experience that brings experiential memories. Of course, our very natural physical distancing with vast areas, small cities and remote locations, for example; safaris are just such a no brainer. What can I say? Come to Africa! We are ready when you are.”

Where did you grow up?

I had a quite simple, innocent upbringing. I went to Belville High School and fell in love with cooking, thanks to my home economics teacher, Mrs Burger. She was amazing and really inspired me. She suggested that I attend hotel school, which I applied for in Bantry Bay. They only accepted forty students at the time, and I was lucky enough to be selected. I loved every moment of it.

Where did you begin your career?

My career began, funny enough, at Sun City. I hadn’t even received my diploma yet, but there was the Nedbank Million Dollar Golf Challenge, as it was known in those days. A friend at Sun City said that they were looking for someone to handle the Nedbank Corporate Hospitality tent. I had the very first interview of my career and began the following day, looking after the who’s who of the zoo attending this very prestigious event.

I then received an offer from the Entertainment Centre’s general manager to run the biggest F&B outlet in the Entertainment Centre, Jungle Café. From there I moved into the banqueting side of things, and at the young age of 23 I was one of the first female duty managers overlooking the whole Entertainment Centre at Sun City.

I was fortunate to manage large events such as the Loerie Awards, Miss World and Miss South Africa which were all televised live. It was very intricate and demanding, but amazing. On several occasions I had to work 24 hour shifts to make things come together.

My personal favourite was looking after the ‘Star Suites’, where I got to meet and look after some of the key stars of those days like Tom Jones, Michael Jackson, Cher, Oprah and Tina Turner. All of this at a very tender age, and I loved every single moment of it.

How long have you been in the sector?

I have been in this sector of the industry since I left school in 1992, so almost thirty years.

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

The biggest change I have seen is what we are experiencing right now – Covid-19. The hospitality industry is suffering, and the worst thing is that there is no help in sight, no assistance from government. It is sad, and very scary, and I worry for the future of hospitality. There are going to be very few hospitality students coming through, as they will also be concerned about the future of the industry. Having said this, I genuinely believe that business will return, and when it does, we are going to have a void from the loss of skilled hospitality staff, but also room for people who would like to diversify and who wish to be a part of this exciting industry.

Were you always involved in this sector?

Yes, always have been, even in high school when I worked part-time in hotels and restaurants.

Are you married?

I am not married, but I have a partner who I love and adore and who respects my passion for the industry and time away from home etc. He is a super supporter of mine, his name is Deon.

What role does your family play in your life?

My family is particularly important to me. I always think of myself as being Greek or Italian as I have that kind of passion for my family. Unfortunately, in this industry, family doesn’t always get to come first, but when we are together, we have one hell of a good time!

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

The only thing is probably trying to create a better work-life balance. As I’m sure everyone in the industry knows, hospitality is your whole world. When you step into it, that’s what you do and that’s what you do best because you are only as good as the last program you ran, or meal you served. It’s a very demanding job, but we love what we do.

Do you have any hobbies?

I love to cook and entertain, so it’s like being at work, but just at home. That’s how deeply rooted my passion and love for the industry is.

Do you play any sports?

I don’t play sports, but I do love to be active. I love a good hike. There are so many opportunities for fantastic hiking up Table Mountain, Platteklip Gorge, Jonkershoek etc. on our doorstep, living in beautiful Cape Town. My favourite sport to watch is tennis and I love Djokovic and can’t wait for Wimbledon.

This is one of my favourite things to do – watch tennis. It is a dream of mine to attend a male semi-final in the Wimbledon Tennis arena. That is my ultimate dream.

What do you do for leisure?

I like to stay at home when I get the chance, where I usually don’t spend much time. Or you will find me out and about exploring local, hidden African gems in our country. So, I travel for leisure too.

What is your secret to success?

What is success? I’m not quite sure. All I know is that I’m passionate, dedicated and completely committed to achieving the expectations of clients wanting to travel to Africa, and that’s what I strive to do. This must be the secret to my success. I believe in, and am passionate about the product – and our company – and I love what I do.

What has been the most embarrassing moment in the industry?

A long time ago I was working at Spier Wine Estate as the sales manager, and I hosted quite a few important clients for lunch. Eventually one of them said to me, “You do know that you’ve got a curler stuck in your hair?” I couldn’t believe it! I was on the estate with these guests for two hours and I had this big fat red curler stuck in my hair and nobody told me. It was so embarrassing and very funny and obviously a story that will be told for many years to come.

What has been your biggest challenge in this sector?

The biggest challenge in our industry is explaining to people how it all works, the logistics, as it is quite involved. We need to get them over that hurdle and the fear of Africa, which is not an easy sell. It should be, as it has the best on offer in terms of bucket-list experiences.

I would also have to say calling ‘rain plan’. That is definitely a challenge, after months, if not years of planning an event, this is always stressful.

New York, New York

What is your pet hate?

Flight delays. I spend a lot of time at airports around the world, and flight delays give me a serious case of hurry up and wait. AAAARGHGH!

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

I would have to say Mozambique. I know I get to travel to a lot of beautiful destinations, but recently (prior to Covid) I went on a personal holiday to Mozambique. It was so different, and I loved it. The people, the food, the experience, the beauty of it. I loved every minute. Then of course, everyone knows, I’m one of the biggest fans of Gorilla Trekking. Be it in Rwanda or Uganda, it’s a bucket-list experience.

What type of holiday would you avoid at all costs?

A holiday with pre-planned group excursions, where you are spending most of your time in a bus looking through a dirty window. I like things to be private, personal, excusive and where I can choose when and what.

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

David Attenborough for sure. The things that he has experienced are incredible. I would love to be in his shoes for just one day.

What is your favourite city?

That’s a tough one, but I would have to say New York. It is a city that never sleeps. It has a beat of its own, history, culture, great restaurants. Somehow, I feel at home in New York, and I just love it.

What is your favourite book, film, TV programme?

Favourite book: ‘The shackled Continent’ by Moletsi Mbeki. Favourite film: Out of Africa. TV: I prefer podcasts over TV and listen to Gareth Cliff religiously.

How do you relax?

Unfortunately, I’m not very good at relaxing, as there is always something to do, especially operating in the key markets that we do, with almost no down time. When one country is sleeping, the other is awake, but if I do relax, it’s either with a beautiful hike, good food and wine at an amazing restaurant or yoga.

What is your favourite food?

I would like to say Japanese. Japanese or Korean food. I absolutely love it, the freshness, the different tastes and flavours, it’s unique. Of course, nothing beats a braai on my balcony.

Who is your favourite movie star?

I love Ryan Reynolds in his little red suit, in Dead Pool. It is such clever humour and he’s very good-looking.

What is the most impulsive thing you have ever done?

I abseiled from Table Mountain. Barry Futter from Adventure Works helped me to overcome some of my fears. That was impulsive and crazy. I hated it, then I loved it and it was just the most amazing experience I have had.

Who is your role model?

Within the industry that would be Rupert Jeffries, our executive chairman at Dragonfly Africa. He has taught me everything I know. Lucy Quinan too, our senior operations manager. Rupert never lets anything go, and that’s how you remember it – quality, service, attitude, respect, all those wonderful things.

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

Make sure that you are committed. You cannot do it half-heartedly. You have to be committed.

What is your dream for the future?

For now, we must get back to where we were before Covid-19. Where clients understand the importance of a DMC, that they understand the magnitude that Africa could have on a sales performance as a reward. I really dream and feel and believe that anybody who still needs to achieve that bucket list, needs to do it in Africa.

We are travel-ready, we have what it takes, the people, the feel of Africa, the exquisite cuisine, the amazing accommodation, and of course the wildlife in its natural habitat. Perfect for their next trip.