About
Built for Independents. Backed by Experience.
At Proactive Hospitality Solutions (PHS), we are a consulting firm that provides integrated strategic, marketing, and operational support to independent hospitality brands. Our goal is to help properties grow sustainably by aligning vision, people, and performance under one clear strategy.
We bring together industry expertise, practical insight, and proactive implementation combining marketing precision, operational understanding, and people-driven consulting to deliver measurable outcomes.
At Proactive Hospitality Solutions (PHS), we are a consulting firm that provides integrated strategic, marketing, and operational support to independent hospitality brands. Our goal is to help properties grow sustainably by aligning vision, people, and performance under one clear strategy.
We bring together industry expertise, practical insight, and proactive implementation — combining marketing precision, operational understanding, and people-driven consulting to deliver measurable outcomes.
We don’t just advise we collaborate, design, and deliver results.
Why We’re Different
We believe that strategy only works when it’s supported by execution. Every division within PHS complements the next ensuring a seamless link between marketing, operations, and people. Our focus is to create clarity, build sustainable frameworks, and strengthen performance across every client partnership.
Vision
To transform the future of independent hospitality in Africa by delivering strategic, results-driven support that connects operational excellence with powerful marketing and digital innovation.
Mission
To transform the future of independent hospitality in Africa by delivering strategic, results-driven support that connects operational excellence with powerful marketing and digital innovation.
Brand Values
Empowering
We uplift and support independent brands with clarity and confidence.
Expert
We simplify complexity through grounded, professional insights.
Practical
We focus on actionable strategies that drive measurable results.
Collaborative
We work as partners, not just providers invested in your long-term success.
Empowering Independent Hospitality
Meet
the people who make this possible
Joanne Hutchinson
Founder
Founder
Joanne Hutchinson
Secret
My brain has about 47 tabs open at all times. When it gets too loud, I escape into nature, go birding, spend time with my dogs, binge Marvel movies, and listen to inspiring talks, all in a heroic attempt to relax.
Armand de Jonge
Business Development
Business Development
Armand de Jonge
Secret
Equal parts problem-solver and coffee enthusiast, mostly powered by the latter.
Carien Bus
Director of Client Services
Director of Client Services
Carien Bus
Secret
Powered by coffee, Coke, and Red Bull, I turn caffeine into results. My proudest role is being a mom, and I’m at my best at home with my family usually binge-watching “just one more” episode.
Justine Marais
Sales Department Manager
Sales Department Manager
Justine Marais
Secret
Wildlife specialist turned baker. I’ve spent years training cheetahs, presenting bird shows, and researching leopard-farmer conflict. When I’m not in the kitchen, I’m on the hockey pitch.
Jandre Robberts
Revenue Manager
Revenue Manager
Jandre Robberts
Secret
A Lowveld braai master who trades boerewors for peace. When I’m not performing on my secret cover singer account, I’m simmering a novel series full of family, war, and suspense.
Shanri Crafford
Marketing Manager
Marketing Manager
Shanri Crafford
Secret
I have this mistress, and I call her true crime with a side of a Star Wars obsession. If you need me, I will be the person listening to very gruesome audiobooks at my desk.
Gemma Povey
Human Resources
Human Resources
Gemma Povey
Secret
British by birth, Cape Town by choice, and always pretending I know the secret to a perfect braai.
Nicole Clulow
Finance Manager
Finance Manager
Nicole Clulow
Secret
I manage finances, juggle life with two kids, and happily binge-read a good book. I love puzzles, long walks and solving mysteries (and problems) basically a detective trapped in a Finance Manager’s body.
Joanne Hutchinson
Founder
Founder
Joanne Hutchinson
Secret
My brain has about 47 tabs open at all times. When it gets too loud, I escape into nature, go birding, spend time with my dogs, binge Marvel movies, and listen to inspiring talks, all in a heroic attempt to relax.
Armand de Jonge
Business Development
Business Development
Armand de Jonge
Secret
Equal parts problem-solver and coffee enthusiast, mostly powered by the latter.
Carien Bus
Director of Client Services
Director of Client Services
Carien Bus
Secret
Powered by coffee, Coke, and Red Bull, I turn caffeine into results. My proudest role is being a mom, and I’m at my best at home with my family usually binge-watching “just one more” episode.
Justine Marais
Sales Department Manager
Sales Department Manager
Justine Marais
Secret
Wildlife specialist turned baker. I’ve spent years training cheetahs, presenting bird shows, and researching leopard-farmer conflict. When I’m not in the kitchen, I’m on the hockey pitch.
Jandre Robberts
Revenue Manager
Revenue Manager
Jandre Robberts
Secret
A Lowveld braai master who trades boerewors for peace. When I’m not performing on my secret cover singer account, I’m simmering a novel series full of family, war, and suspense.
Shanri Crafford
Marketing Manager
Marketing Manager
Shanri Crafford
Secret
I have this mistress, and I call her true crime with a side of a Star Wars obsession. If you need me, I will be the person listening to very gruesome audiobooks at my desk.
Gemma Povey
Human Resources
Human Resources
Gemma Povey
Secret
British by birth, Cape Town by choice, and always pretending I know the secret to a perfect braai.
Nicole Clulow
Finance Manager
Finance Manager
Nicole Clulow
Secret
I manage finances, juggle life with two kids, and happily binge-read a good book. I love puzzles, long walks and solving mysteries (and problems) basically a detective trapped in a Finance Manager’s body.
Lauren Haupt
Reservations Manager
Reservations Manager
Lauren Haupt
Secret
Painting nails is therapy for my soul, but I’m just as happy on the field. From the precision of nail art to the energy of hockey, tennis, and soccer, I love balancing my creative side with my competitive spirit.
Mariam Sallum
Sales Consultant
Sales Consultant
Mariam Sallum
Secret
My secret talent lives in the kitchen. I love cooking and trying new flavours, enjoy giving back through charity work.
Loren Diedericks
OTA Manager
OTA Manager
Loren Diedericks
Secret
Cars, good food, and road trips are my happy place. I love making a small difference where I can in the community or just helping a family in need
Vicki Scheepers
OTA Consultant
OTA Consultant
Vicki Scheepers
Secret
Horror movie lover, true crime enthusiast, and animal lover. Always curious, with a soft spot for Max Verstappen and a can of Red Bull in hand.
Emily Seragie
OTA Consultant
OTA Consultant
Emily Seragie
Secret
I carry a passport full of stories, fuelled by coffee, and always ready for an insightful conversation with a chance of adventure.
Nadia Arnold
Social Media Manager
Social Media Manager
Nadia Arnold
Secret
My camera roll is 60% food, 30% adventures and 10% screenshots I’ll never delete.
Reehana Graham
Social Media Consultant
Social Media Consultant
Reehana Graham
Secret
I once went shark cage diving and witnessed great white sharks up close. Was it terrifying? Yes! Was it worth it? Totally!
AJ Nieuwoudt
Sales Consultant
Sales Consultant
AJ Nieuwoudt
Secret
I love Ice hockey and Ice hockey is basically ballet on knives… played at full speed
Benice Marais
Campaigns Manager
Campaigns Manager
Benice Marais
Secret
Former child, part time sandwich eater, caffeine-dependent life form.
Megan Forster
Sales Consultant
Sales Consultant
Megan Forster
Secret
Born to be a wizard but stuck as a muggle. I try to live my life with an adventurous, happy heart.
Jodi Maart
Reservations Consultant
Reservations Consultant
Jodi Maart
Secret
I love being outdoors, I love animals and I play netball
Dominique Hendricks
Reservations Consultant
Reservations Consultant
Dominique Hendricks
Secret
Just a girl who loves the simple things: beach walks, flowers, dogs, crafting, market strolls, the odd hike, or cycle, and far too much gelato… which explains why Italy is on the bucket list.
Adele Ingram
Reservations Consultant
Reservations Consultant
Adele Ingram
Secret
Farm girl, artist, and former flight attendant. Whether I’m painting or exploring the bush, I lean on my travels and my love for nature to bring a creative spark to everything I do.
Charlene Botha
Reservations Consultant
Reservations Consultant
Charlene Botha
Secret
I’m a weird and wonderful mix of creativity, curiosity, and random bursts of energy that make life more interesting. Basically, I’m proof that being yourself is way more fun than being normal!
Alechia Labuschagne
OTA Consultant
OTA Consultant
Alechia Labuschagne
Secret
You can take me on any day with a Harry Potter Trivia, I try and see positive vibes and bring positive vibes every day #JyHetDit #KomOnsDoenDit
Farryn Bowers
Reservations Consultant
Reservations Consultant
Farryn Bowers
Secret
Passionate about travel, wildlife, and authentic connections, with a soft spot for beautiful places and interesting people.
Liezel Modupe
Reservations Consultant
Reservations Consultant
Liezel Modupe
Secret
I am reserved on the surface, boldly authentic at heart, and guided above all by a deep love for kindness.
Chelsea Blaber
Client Support
Client Support
Chelsea Blaber
Secret
I almost traded a chef’s knife for a wrench, but my passion for food won out. Today, I’m a homebody at heart who loves nothing more than perfecting a meal and sharing it with the people I care about most.
Ethan Oliver
Web Maintenance
Web Maintenance
Ethan Oliver
Secret
Living life one match, one mountain, and one rev at a time, because choosing just one isn’t my style.
Lesley Lamont
SEO Specialist
SEO Specialist
Lesley Lamont
Secret
I enjoy going down random YouTube rabbit holes to learn something new. When I’m not doing that, I’m usually tinkering with cars fixing something that probably didn’t need fixing in the first place!
Johan Swart
Web Developer
Web Developer
Johan Swart
Secret
Web developer by day, hockey coach by night.