Hospitality executives, tourism policymakers, investors and hotel professionals from across Africa have called for a renewed commitment to raising service quality, strengthening sales capacity and institutionalising global standards as the continent seeks to position itself as a leading tourism and hospitality destination.
The call formed the central message of the 8th edition of Hotel Managers Conference Africa (HMCA) 2026, held on 11 and 12 July at the Lagos Continental Hotel, Victoria Island, under the theme “Raising the Bar: Sales, Service and Standards for a Competitive Africa.” The annual gathering brought together more than 900 delegates from over 16 African countries, alongside more than 20 speakers.
The conference examined the future of African hospitality at a time when the industry is recovering from years of disruption while facing increasing competition from established global tourism markets. Participants agreed that the continent’s growth would depend not only on expanding hotel capacity but also on improving guest experience, investing in human capital, embracing technology and building internationally competitive service standards.
The event was headlined by fintech company Opay, while Huawei, Lagos Continental Hotel, Presken Hotels & Resorts Ltd, and the Nigerian Bottling Company served as Gold Sponsors.
A conference focused on implementation
Opening the conference, Convener Olugbenga Sunday said African hospitality had reached a defining moment.
In his welcome address, he noted that the conference had evolved over eight editions from a small gathering of ambitious hotel professionals into a continental movement aimed at reshaping African hospitality.
He argued that African hotels could no longer rely solely on location, infrastructure or pricing to compete internationally.
Instead, he said the industry must focus on three interconnected pillars: stronger sales systems; consistent service culture and measurable operational standards.
According to him, modern travellers compare every hotel experience against global benchmarks rather than regional expectations.
“Today’s guest compares your check-in experience to what they had in Dubai. They compare your breakfast to what they had in Cape Town. They compare your booking process, your staff’s warmth, your room’s finish and your response to complaints against the best they have experienced anywhere in the world,” he remarked.
He challenged delegates to leave the conference with practical strategies capable of transforming their organisations rather than merely collecting conference notes.
Mr Sunday also stressed that Africa’s hospitality sector is entering a period of unprecedented opportunity, fuelled by increasing intra-African travel, renewed international investment and expanding tourism markets.
However, he warned that only operators willing to improve service culture, embrace innovation and maintain high operational standards would remain competitive in the coming decade.
Building an internationally competitive hospitality industry
The conference theme reflected broader concerns about Africa’s ability to compete globally.
Throughout the two-day event, speakers repeatedly argued that “good enough for Africa” could no longer serve as an acceptable benchmark.
Instead, they advocated internationally recognised standards capable of improving customer satisfaction, operational efficiency and long-term profitability.
Discussions focused on revenue optimisation, digital marketing, customer relationship
management, workforce development, sustainability, technology adoption and service excellence.
Participants also explored how hotels could increase direct bookings, strengthen pricing strategies and reduce dependence on traditional booking channels through improved digital sales systems.
Several speakers noted that exceptional guest experience has become one of the industry’s strongest competitive advantages, especially as travellers increasingly rely on online reviews and social media recommendations before making booking decisions.
Distinguished speakers from across Africa
The conference assembled an extensive line-up of hospitality leaders, tourism administrators, academics and private-sector executives representing different regions of Africa.
The keynote address was delivered by Prof. Wasiu Babalola, Senior Vice-President (Africa) of Continent Hotels Worldwide Türkiye.
Prof. Babalola described Africa’s hospitality future as one that would depend on leadership, professional competence and continuous learning.
His profile highlights decades of experience spanning hospitality operations, tourism law, forensic accounting, corporate strategy, higher education and international hospitality management.
The conference also welcomed Dr Ola Awakan, Director-General of the Nigerian Tourism Development Authority, as Guest of Honour.
Representing Ghana was Marilyn Maame Efua Houadjeto, Chief Executive Officer of the Ghana Tourism Authority, whose participation reinforced growing regional collaboration within Africa’s tourism industry.
The Lagos State Government was represented by Mrs Adetoke Benson-Awoyinka, Commissioner for Tourism, Arts and Culture, who served as Chief Host.
Her presence reflected Lagos State’s continued ambition to strengthen its position as one of Africa’s leading destinations for business tourism, conferences and hospitality investment.
Industry executives share practical experience
Unlike many academic conferences, HMCA 2026 placed considerable emphasis on practical operational experience.
Among the featured speakers was Karl Hala, Group General Manager of Continental Hotel Group, whose career spans nearly five decades across Africa, Europe and the Middle East.
His presentation focused on operational excellence, strategic leadership and developing future hospitality leaders.
Martin Bredenoord, General Manager of Sheraton Lagos Hotel Ikeja, shared insights on sustainable hotel management, innovation and commercial growth, drawing on more than twenty years of leadership experience across several African countries.
Representing Nigeria’s flagship hospitality brand, Dr Iyadunni Atinuke Gbadebo, Director of Sales and Marketing at Eko Hotels & Suites, discussed revenue generation, branding, destination marketing and customer engagement.
Her presentation reflected years of experience leading sales and marketing initiatives for one of West Africa’s largest hotel operations.
Hospitality consultant Benedicta Ogar, Chief Executive Officer of Cavodah Hospitality, addressed organisational transformation, leadership development and workforce capacity building.
Academic perspectives were also represented by Dr Akerele Edward Ekundayo, Senior Lecturer and Head of Department of Hospitality and Tourism Management at Lagos State University of Education.
His contributions centred on hospitality research, innovation, sustainability, curriculum development and strengthening links between academia and industry.
The conference further expanded its continental outlook through Wandji Kammi Herman, Country Vice-Chair (Cameroon) of the Pan African Tourism Board, who examined opportunities for stronger regional collaboration and improving hospitality standards across Central Africa.
Sales, service and standards
Three recurring themes dominated nearly every session.
The first centred on sales.
Speakers argued that excellent hotel facilities alone are no longer sufficient to guarantee commercial success.
Instead, they encouraged operators to develop stronger sales systems supported by digital marketing, revenue management, customer analytics and direct booking strategies.
The second focused on service.
Delegates repeatedly stressed that customer experience extends beyond staff training manuals.
Rather, they described service as an organisational culture requiring continuous leadership, supervision and staff engagement.
The third addressed standards.
Participants maintained that consistent operating procedures, quality assurance systems and internationally recognised best practices remain essential for building guest confidence and attracting international investment.
Several presenters also discussed sustainability, green operations and digital transformation as increasingly important competitive advantages for African hotels.
Tourism as an economic driver
Beyond hotel operations, discussions frequently highlighted tourism’s broader contribution to economic development.
Participants argued that improved hospitality standards could stimulate investment, increase employment, strengthen regional integration and support economic diversification across African countries.
Speakers also identified conferences, business travel, cultural tourism and domestic tourism as areas offering significant opportunities for future growth.
They encouraged governments to strengthen partnerships with the private sector by improving infrastructure, supporting tourism-friendly policies and investing in workforce development.
Strengthening African collaboration
One defining characteristic of HMCA 2026 was its emphasis on continental collaboration.
Delegates from different African countries exchanged experiences on hotel management, destination marketing, technology adoption, workforce training and customer service.
Organisers said the conference was designed to bridge the gap between indigenous hotel operators and international hospitality brands by promoting knowledge sharing and practical collaboration.
The participation of tourism authorities, hotel executives, academics, consultants and investors reflected an increasingly integrated African hospitality ecosystem.
Looking beyond the conference
As the eighth edition concluded, organisers challenged delegates to translate discussions into measurable improvements within their organisations.
Rather than viewing the conference as an annual networking event, they described it as a platform for continuous professional development and long-term transformation.
The recurring message throughout the two-day gathering was that Africa possesses significant tourism potential but must match that potential with consistent service quality, stronger management systems, innovation and internationally competitive standards.
With growing regional travel, increasing investor interest and expanding hospitality infrastructure across the continent, participants argued that Africa now has an opportunity to redefine its place within the global tourism industry.
For many delegates, the conference ended with a shared conviction that competitiveness will depend less on ambition alone and more on the willingness of hospitality leaders to implement practical reforms capable of delivering world-class guest experiences.
Convener appreciates supporters
In his closing remarks, the Convener of the Hotel Managers Conference Africa, Mr. Olugbenga Omotayo Sunday, thanked participants, speakers, sponsors and partners for contributing to what he described as another successful edition of the conference.
He paid special tribute to his kinsmen from Ibarapa Land, led by the Chief Executive Officer and Lead Consultant of Folawale Services Consult, Hon. Tokunbo Adewale Toriola, for their presence and support throughout the event.
Mr. Sunday also expressed heartfelt appreciation to the All Progressives Congress (APC) candidate for Ibarapa Central and Ibarapa North Federal Constituency in the 2027 general elections, Hon. Sarafa Olaoniye, for what he described as a significant financial contribution towards the success of the conference.
According to the convener, Hon. Olaoniye contacted him in the early hours of Saturday to congratulate him on the event, while also making a financial donation that, according to Mr. Sunday, helped offset the conference’s outstanding financial obligations.
“I pray that God rewards him abundantly for the huge support he extended to us,” Mr. Sunday said, describing the contribution as timely and impactful.
Appreciation from Ibarapa delegation
Speaking on behalf of the traditional rulers, sons and daughters of Ibarapa Land, Hon. Tokunbo Adewale Toriola congratulated the organisers on successfully hosting the eighth edition of the conference.
Addressing delegates who had travelled from different parts of Africa and other regions of the world, he thanked participants for honouring the invitation and prayed for their safe return to their various destinations.
He described the conference as an important platform for knowledge exchange, networking and strengthening partnerships capable of advancing Africa’s hospitality and tourism industries.
As the curtains fell on HMCA 2026, delegates departed Lagos with renewed commitments to innovation, regional collaboration and sustainable growth, reinforcing the conference’s growing reputation as one of Africa’s leading platforms for hospitality leadership and industry development.
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