Joep Schoof, Chief Operations Officer, Valor Hospitality Partners -Africa
Hospitality careers rarely begin in boardrooms. They start behind the scenes, where the rhythms of service are learned in real time. For Joep Schoof, our Chief Operations Officer in Africa, that journey began early, sleeves rolled up, hands in the sink, watching how every role contributes to the guest experience.
“My first hospitality job was at 14, working as a potwash in a 500-key hotel in the village where we lived.Those early days gave me a front-row seat to the pace and teamwork that define hospitality. You quickly learn that every role matters, and the guest experience depends on everyone doing their part.”
Joep’s first job was also where he learned one of the most enduring lessons of hospitality - understanding people.
“In hospitality you learn to read people and anticipate their needs before they even know what they need themselves. That awareness stays with you throughout your career.”
Over the years, Joep’s career has taken him across continents, shaping the way he approaches leadership.
“I’ve worked across Europe and Africa, and adapting to different cultures and expectations has become a crucial skill for me. Africa has really shaped how I lead today. Here I have had to develop and embrace a deeper cultural understanding and learn how to truly become part of the communities we serve.”
One philosophy in particular has influenced Joep. He continues: “The philosophy of Ubuntu in South Africa -the idea that our humanity is interconnected – has left a lasting impression on me. During the Covid-19 pandemic, the Ubuntu spirit was a powerful reminder about people supporting people; this is something I carry with me and really resonates in hospitality.”
A belief in people and place informs Joep’s interpretation of our ethos: A Whole World of Local. He explains: “For me, ‘A Whole World of Local’ is about bringing our experience and blending it into the local culture to achieve our standards and results. Sometimes that means holding firmly to our standards, but adapting how we reach them so they fit the local context.”
This ethos is also a mindset that reflects our culture, Joep explains. When asked to describe Valor, he says: “Real people. Emotionally connected. Determined to be our best version all day, every day.”
With years in the industry under his belt, Joep still approaches places with curiosity, and one city he never tires of returning to is Cape Town. When arriving somewhere new, he has a personal ritual for understanding the local rhythm of a place. “Running the streets of a new city is one of the best ways to understand it. And whenever I arrive somewhere new, I try to visit three places: a museum, a place of worship, and a supermarket. You learn a lot about a place and its people through those.”
For Joep, hospitality itself can be summed up simply. “Serving others”, and even after decades in hotels, he still notices the same detail the moment he walks through the door. “The smell. Is it fresh and cared for, or not? That tells you a lot straight away.”
And like many in hospitality, some of the most memorable moments are the unexpected ones. “My most memorable moment in hospitality is having ice cream with the First Lady, her mother, and her two daughters.”
Through it all, one piece of advice continues to guide Joep. “No matter how dark the day is, the sun will rise again tomorrow to have a better go at it.”
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