Shine Theory in Action: Empowering Women in Hospitality

Let go of the ‘Queen Bee’ mentality; women thrive through mutual support. Shine Theory, which advocates collaboration over competition, encourages women to uplift each other.

Its mantra, I dont shine if you dont shine,” rejects the outdated notion of viewing female colleagues as threats. Instead it promotes a supportive, mutually beneficial environment and is particularly potent in the collaborative hospitality and tourism industry.

At Valor Hospitality Partners, this ethos is exemplified by two leaders—Tebello Polisane, General Manager of the Drostdy Hotel, and Mariette Ferreira, Executive Director at SACT.

In hospitality, youre only as strong as your weakest link,” Mariette notes. She highlights that SACT, where some of Valors future employees receive training, focuses on identifying skills gaps and supporting its students. Tebello adds, My teams success is linked to my own; thats why every team member must accompany me on this journey.”

Their approach demonstrates how Shine Theory can be a powerful tool for female leaders in hospitality to break down barriers and pave the way for the next generation of hospitality professionals.

Shine Theory was introduced in 2013 by journalist Ann Friedman and digital strategist Aminatou Sow in a column for The Cut, in which the two friends wrote that one womans success enhances, rather than diminishes, anotherTrue confidence is infectious,” Ann and Aminatou note.

Nasreen Tisaker, a Tourism Management lecturer at the University of South Africa (UNISA), conducted a Masters study on career barriers for women in South Africas tourism sector. Her research highlights mentorship’s critical role in helping women become leaders, aligning with Shine Theory.

Her study found that mentorship programs help women overcome barriers, improving skills and productivity, reflecting Shine Theory’s focus on shared growth.

However, Tisaker also notes the scarcity of accessible mentorship opportunities in the tourism industry, which can hamper womens career advancement.

At the SA College of Tourism (SACT), Mariette has created a comprehensive mentoring program specifically for women aspiring to careers in hospitality. SACT also collaborates with the Peace Park Foundation to provide young people from rural areas with the training they need to return to their villages and contribute to the growth of tourism.

“Mentorship can transform career trajectories by building confidence, enhancing skills, and expanding professional networks,” she explains.

Her strategy includes hands-on training in customer service, management, and technical skills. We identify skill gaps and provide guidance, mentorship, and support. We also practice Shine Theory principles by encouraging collaboration among all staff and students.

Our environment encourages students to share knowledge and celebrate successes. Though I’m passionate about guiding women, mentorship is a team effort here.” she says.

Tebello, who has extensive experience in the hospitality industry, including working as a general manager at Spier, involves her mentees in decision-making processes and strategic planning. She also encourages an inclusive environment by celebrating milestones and embracing team diversity. Tebello believes that providing a memorable experience for guests requires buy-in from all team members across all departments.

She explains, When management acknowledges employeesfeats, they feel valued. They are more likely to celebrate their peersaccomplishments.”

Tebello also addresses womens challenges in the hospitality industry, such as gender stereotypes, work-life balance issues, and pay inequality. Reflecting on past inequities, she states, In the past, the women in my team have not been offered similar opportunities to their male counterparts. My responsibility is to pave the way for women and supporting them.

By standing together, we uplift each other and promote sisterhood in leadership. When we fix and polish each other’s crowns, their light reflects on us all,” she concludes.