Valor Africa appoints Joep Schoof as director of operations

Valor Hospitality Partners Africa announced the promotion of Joep Schoof to the newly created position of director of operations for Valor Africa, effective 1 April 2021.

Joep Schoof
Joep Schoof

“Joep has been a key part of our success, and we are thrilled to promote him to this important position as we grow the business,” said Tony Romer-Lee, managing partner of Valor Hospitality Africa & Middle East. Joep joined the company on day 1 as General Manager of Spier Hotel & Leisure in December 2013 and has been instrumental in its turnaround and continued strong performance, especially through the Covid-19 pandemic period.

The expansion of the Valor Hospitality portfolio in Africa, including the recent addition of Fancourt Resort in the Garden Route and the much-anticipated opening of voco™ The Bank, the first IHG voco™ branded hotel in Africa scheduled to open later this year in Rosebank, Johannesburg, created the perfect opportunity to promote from within.

Joep was born in the Netherlands, starting in the hotel trade at a young age, prior to completing his degree at the International Hotel school in Leeuwarden. As part of this education, he completed his management traineeship at the then Dutch owned the Lord Charles Hotel in Somerset West, South Africa. Joep’s career in the hospitality industry has seen him specialising in restaurant projects, F&B management, hospitality real estate and hotel management. These roles were completed at a variety of companies, such as the Arabella Sheraton Westin Grand, Pam Golding Hospitality, and the Table Bay Hotel, which included pre-opening work for the Sun International group on the Maslow Hotel in Johannesburg.

Joep lives in Cape Town with his wife, Samantha, and two daughters, Natasha, and Isabella.