WHY Valor Hospitality Africa

Valor Hospitality Africa, a Valor Hospitality company actively seeks out projects with financial, construction, development and/or operating opportunities & challenges, where the skills, expertise and experience of our team can be applied to create value for investors and owners.

PMR are acronyms for Performance Management Reimagined. We say reimagined quite simply due to the fact our thinking towards modern day Hospitality is not restricted, non-corporate and non-traditional. We are driven by maximizing topline revenues and net profits through a strong team culture and highly personalized emotional relationships with our guests.

PMR is a bespoke, highly experienced African Hospitality Consulting, Development and Management Company based in Cape Town, South Africa and Atlanta, USA also with UK offices. The three company Principals and veteran Hoteliers, Tony Romer-Lee, Michael Pownall and Euan McGlashan operate the company from three continents and cross promote. This is particularly unique insomuch that the USA infrastructure includes strong sales & marketing representation and a significant network throughout the entire United States and UK. Euan McGlashan spends a significant amount of his time in South Africa co-managing with Tony Romer-Lee and Michael Pownall and vice versa, Tony and Michael make several strategic trips to the USA and UK annually, specifically focused on sales, marketing, PR and international training on any number of topics.

Lean and focused, employing a select few significantly experienced executives with varying skill sets, Valor Hospitality Africa only engages in projects where their ‘hands on’ ethos can be deployed. The Executives cover many disciplines including design & development, operations, sales & marketing, PR & advertising, human resources and financial management – deal underwriting, revenue generations, cost & expense controls, profitability maximisation and detailed controlling. This is one of the significant competitive advantages Valor Hospitality Africa offers. With a strong base across three continents and with deeply rooted International experience, the benefits revolve around adopting the latest industry thinking and ideas and the unique ability to manage the sales & marketing efforts seamlessly across the three continents where the largest majority of the business is derived from.

Our logo, incorporating the legendary English Rose and Scottish Thistle are symbols of our cultural heritage, representing courage in the face of adversity and our willingness to take on the most difficult challenges with a firm belief that our efforts will yield a positive outcome.


At Valor Hospitality Africa, our goal is to create truly memorable guest experiences through an operating culture of warmth, caring, passion and excellence, providing our guests an environment well beyond what they have come to expect.

We have built our reputation by focusing on two key fundamentals of hospitality:
Our relationships with our guests are 'emotional.'
Our relationship with our staff is 'cultural.'

Our goal is for guests to feel far better about themselves when they leave our property than they did upon arrival. Because we understand that all of our service interactions affect our guests' emotional state, we know that our cultural relationship with our staff extends directly to our guest experience. Consequently, we treat our staff as our most important asset, not an expense line on the P&L statement. Furthermore, by focusing on, and caring for our staff, we can demand more from them on the basis that everybody wins.

We look only for self-motivated and energetic team members with strong personality traits such as social awareness, enthusiasm, passion, honesty, energy, attitude, integrity and strong communication skills—not simply skill sets or experience, which in turn means that our teams take ownership and think in the best interests of their guests.

Success requires passionate people, and passion demands enthusiasm. Loyal team members create loyal guests, and loyal guests lead to superior returns on investment. While asset quality, property maintenance, and price/value offerings are very important in determining guest satisfaction, exemplary service and the human touch bring guests back time and time again.



Valor Hospitality Africa is a proven hospitality management company of alternative thinking enthusiasts, driven by excellence and achievement of top and bottom line targets. Our on-time/on-budget ethos, combined with our willingness to invest directly in projects where necessary, ensures we are aligned with owners and investors.

From this business perspective, our success metric is simple and defined as producing enhanced results—providing strong returns on investment and increasing asset value for our investors and owners. Results are delivered based upon hands-on, passionate leadership, a lean and efficient operational structure, outstanding sales, marketing & PR initiatives, targeted bespoke training programs of long-standing employees and detailed accurate, timely financial reporting. Through these objectives, the Valor Hospitality Africa teams take pride in delivering superior, re-imagined guest service experiences. These philosophies have resulted in multiple awards for development of hotels and resorts nationally and internationally, both corporately branded and independent. Our extensive experience with both franchised and independent hotels & resorts also uniquely qualifies us to assess the best hotel brand strategy for each project.

Valor Hospitality Africa provides honest, hands-on experience developing hotels and resorts, both corporate and independent, which have been recognized as being in the best of their categories not only financially, but critically, from an exemplary guest experience perspective. Enjoying deep rooted relationships with globally leading hotel companies such as IHG, Starwood, Hilton & Marriott, Valor Hospitality Africa brings a unique perspective and sensibility on advising owners & developers of whether being independent or aligning with an award winning brand is the best choice for their project.

Our associates, who are culturally aligned with our values and brand of genuine hospitality, and who are service focused, are trained personally and professionally to execute an understanding that all service interactions are emotional connections with guests, and therefore each guest is viewed and treated as unique in nature. This is, quite simply the true essence of hospitality and an absolute to success.


At Valor Hospitality Africa, passion for innovation and creativity in food and beverage are embedded in our DNA. We believe the food and beverage offering at our hotels and resorts is not merely an amenity that needs to be provided to our guests, but rather an integral part of the overall guest experience. Several of our senior executives have extensive knowledge and experience both developing and executing first class food and beverage programs at properties around the world. Advised by our own Michelin Chef, Matt Gray, quality is our first thought, where we endeavor to use only fresh produce supplied from locally sourced providers and farmers. Our culinary teams are inspired to show their creativity, which in turn showcases their passion with every bite a guest takes.

Our service is genuine, no scripts for us ! The care our associates have for our guests translates into an experience that is memorable.

Our history has shown that our food and beverage experience drives higher guest capture, higher average spends and generates profitability, often not the case in the current Hotel environment. We believe that focusing on the quality of product, robust training programs, and most important, encouraging creativity yields a successful food and beverage operation in every market.


Valor Hospitality Africa is a full service hotel development company offering an array of services including:
   - Site selection
   - Product selection (brand or independent)
   - Entitlements
   - Financing solutions
   - Conceptual design
   - Construction and project management
   - Procurement
   - Technical services
   - Pre-opening hotel management and operations management

Valor Hospitality Africa is unique in that we provide turnkey solutions, with the capability to address a wide array of project scenarios, including working with new or existing ownership groups on reviewing site selection, assessing feasibility studies and project budgets, compiling project budgets and underwriting. We take a hands-on role in all aspects of hotel development. Our active involvement in the details and through our extensive and deep-rooted relationships with the best vendors and service providers ensures total quality management and on time, on budget performance.


As a comprehensive services provider, Valor Hospitality Africa can also plan and oversee the refurbishment and renovation of existing properties and assist ownership in positioning.

With extensive experience in both the development and management of independent and branded hotels, Valor Hospitality Africa can provide an unbiased and thoughtful approach to the merits of remaining independent, finding and securing a brand or re-branding and re-positioning. These skillsets are particularly relevant for distressed and underperforming hotel assets.

PMR is also uniquely qualified to develop a property revitalization strategy which not only delivers the maximum operating performance, but also takes into consideration the optimal financial structure to maximize return on investment.


Unlike most traditional hospitality management companies, Valor Hospitality Africa's extensive background and expertise in capital markets gives us unique insight to address property level capital requirements as well as operating issues.

We can act as a deal sponsor and operating partner and will consider investing our own capital where appropriate. We can also assist existing ownership in developing and implementing restructuring and/or refinancing strategies.

Valor Hospitality Africa' unique combination of operating experience, construction/development expertise and financial analysis provides a distinct advantage in underwriting hotel projects, from ground-up hotel developments to acquisitions and renovation.

We are highly selective on the projects we elect to undertake, ensuring that our projects achieve an attractive cost basis, realistic performance objectives and a conservative capital structure. Our underwriting incorporates extensive market research and location analysis in addition to a detailed review of cost assumptions underlying project improvement plans (PIP's).


We actively seek out good properties with "bad balance sheets," realizing that operating distress is often precipitated by excessive debt or owners' inability to make the investments necessary to maintain asset quality and hotel brand standards.

We typically target properties with strong underlying fundamentals, including attractive locations, market-appropriate room mix, building/site layout to accommodate service amenities and quality of construction.