The Managing Director, for Africa at Radisson Hotel Group, South Africa, Sandra Kneubuhler, has been named among Africa’s Travel 100 Women Award.
She brings over two decades of hospitality expertise to her leadership of operations across Radisson’s English-speaking African markets.
Sandra joined Radisson in February 2019 as the Country Director of Sales and later became District Director for South Africa, where she demonstrated exceptional leadership and strategic vision in developing and growing the company’s presence in South Africa. In her initial role, she established the South African Cluster Sales Team, tasked with selling Radisson’s 11 branded hotels across the country.
Sandra successfully positioned key revenue segments such as leisure, MICE (Meetings, Incentives, Conferences, and Exhibitions), government, travel management companies, and corporate clients, resulting in 11% growth in the corporate segment within her first year. Under her guidance, the sales team also grew significantly in capability and performance, now comprising 14 highly skilled sales professionals.
In her most recent role, Sandra has led the commercial and operational teams in South Africa with a focus on delivering long-term, strategic value for all stakeholders. Her holistic approach has resulted strong performances across all key performance indicators such as market share, profitability, guest satisfaction and employee engagement.
Before joining Radisson, Sandra held several senior roles at Hyatt Hotels Corporation. From 2015 to 2019, she was the Global Sales Director for Africa, based in South Africa. In this role, Sandra launched new global sales offices and achieved a 30% increase in revenue by the end of her second year.
She played a critical role in sourcing key accounts across corporate, MICE, crew, and leisure markets, contributing to Hyatt’s global revenue stream. Sandra also provided valuable revenue support and joined task teams for new property openings, working closely with Hyatt’s leadership across the Europe, Africa, and the Middle East region (EAME-SWA).
Sandra’s earlier experience at Hyatt includes her time as Acting General Manager at Hyatt Regency Oubaai, South Africa, where she improved Gross Operating Profit (GOP) by 37% and implemented impactful cost-saving strategies. Prior to that, she served as Director of Sales and Marketing and as Revenue Manager at Hyatt Regency Oubaai.
In these roles, Sandra developed comprehensive sales strategies, optimized distribution channels, and directed an extensive revenue forecasting process.
Her international experience also includes roles in Doha, Qatar, as Sales Manager for Grand Hyatt Doha, where she led sales efforts in corporate segments and identified new markets, including the UK and US. Sandra began her hospitality career at Hyatt Regency Johannesburg, South Africa, where she excelled in sales, securing new business and enhancing team performance.
Sandra’s foundational experience in hospitality is further enriched by roles outside South Africa. She worked in Thailand as a Front Office Receptionist at Imperial Boathouse Hotel and in Switzerland as a Waitron at Schweizerhof Hotel. She also gained experience in Zambia as a caterer with Robin Pope Safaris.
Sandra’s foundational experience in hospitality is further enriched by internships in Thailand, Switzerland and Zambia.
