The powerhouse behind Premier East London

FOR Joanne Duffin, GM of Premier Hotel East London, leadership in hospitality is rooted in resilience, curiosity and the ability to connect people, business and purpose. Her journey began at 18, when an open day at the Hotel School at the Central University of Technology in Bloemfontein introduced her to an industry that would become her career. After completing her studies, she built her experience from the ground up, spent four years working abroad and returned to South Africa as an Assistant F&B Manager. A defining step came when she served as an Acting GM. The experience gave her a wider view of the business and confirmed that she wanted to lead, influence change and help shape the careers of others. After holding her first permanent GM role in Gauteng, she joined Premier Hotels & Resorts as GM of Premier Hotel Cape Town in early 2024. Nearly two years later, she accepted the opportunity to lead Premier Hotel East London in the East London International Convention Centre complex. Duffin now oversees a product positioned to serve corporate, government, conferencing, events and leisure markets. With spacious accommodation, Indian Ocean views and integrated access to the convention centre’s expo and auditorium facilities, the complex provides a one-stop destination for meetings, events and stays. Her commercial approach is grounded in understanding the right market for the product, protecting rate integrity and creating value through thoughtful guest touches, visible management and a motivated team. Her leadership style is people-centred and supported by strong financial discipline. Mentorship has played an important role in her own journey and she now hopes to provide that same encouragement to others. Duffin is passionate about creating stronger pathways for women in hospitality. She believes women bring resilience, warmth and decisiveness to leadership but should not be treated as exceptions. She says companies need to give capable women genuine opportunities to grow rather than allowing family responsibilities or a lack of previous exposure to become barriers. As travel becomes more technology-driven, Duffin remains a strong advocate for preserving the human side of hospitality. Automation may improve convenience, but important moments such as check- in, restaurant service and departure should remain personal. Her ambition is to help position Premier Hotel East London as a flagship property while building a legacy defined by the people she has developed and the example she has set for future female leaders in travel.