PREMIER HOTELS & RESORTS

Hospitality Marketing Maven Joins Premier Hotels & Resorts

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With over 25 years of marketing, public relations and events management experience - predominantly within the hospitality industry - Christa Badenhorst has been appointed by Premier Hotels & Resorts as the Group’s new Marketing Manager.

The hospitality chain’s Founder and Managing Director, Samuel Nassimov, says: “Christa is a seasoned marketing professional and is well-placed to assist us in achieving our vision of becoming the preferred destination of choice among the discerning business and leisure market. She brings local and international experience, passion, energy and a can-do attitude to the table.”

Badenhorst began her post-graduate career at the South African Broadcasting Company (SABC), during which time she obtained a diploma in Public Relations and went on to become the Publicity Officer for the National Symphony Orchestra.  Later, she joined Amalgamated Beverage Industries’ Fountain Division as a Public Relations Officer, where she managed the account for the best-selling and most popular brand in the world, Coca-Cola.

In 1997, Badenhorst was appointed as the Marketing and PR Manager of a leading Muldersdrift wedding venue. She then made the move to Cape Town when an opportunity arose at a hospitality group that would enable her to enhance her experience of the industry. As their Operations and Guest Relations Manager, she gained deeper insight into the field, which has stood her in good stead in subsequent roles.  

In 2001, she was given the opportunity of a lifetime to work in Dubai where, as a Senior Account Manager, her main client was a large global hotel chain that at that stage had 122 properties in the Middle East and North Africa. After almost three years in the United Arab Emirates, Badenhorst’s longing for family and fresh air brought her back home and she began working as a PR Manager at a small Melville-based firm.

Following the emigration of her employer and consequent closure of the business, she joined an award-winning upmarket Pretoria country estate as its Marketing Manager. She was later approached by the director of a hotel and spa group to establish a group identity – a challenge she welcomed. Highlights of her ten years with the company include establishing an in-house PR, media and social media department as well as the opening and rebranding of several hotels, Spas and restaurants bringing the total property count to nine units.

Over the course of her career Badenhorst has constantly upskilled herself in order to adapt to the ever-changing marketing landscape, adding numerous qualifications to her name.

On her appointment, Badenhorst shares: “I am so excited about having the opportunity to work alongside a visionary like Mr Nassimov, who has built this empire from nothing to 16 outstanding properties. Premier Hotel Cape Town has just completed an R11 million renovation, Premier Resort Sani Pass has undergone a R75 million overhaul and both Premier Hotel Cape Town and Premier Resort The Moorings in Knysna have introduced kosher facilities. Now, we are about to embark on upgrades to a new property in Bloemfontein. With so many renovations and launches lined up, we are heading for an exciting year and I am so proud to be part of this process."

“We are thrilled to have Christa joining our company and look forward to seeing her immense experience and expertise in action,” concludes Nassimov.

For more information, visit https://www.premierhotels.co.za.

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