Women In Leadership Charné Webb Smith Shares Grit Purpose And Success In South African Hospitality

Take Charné Webb-Smith, Director of Revenue Sales at First Group, one of South Africa's hospitality groups. Her journey? One of persistence and dual purpose, says the company.

"Hospitality and travel have always been a deep passion of mine," she says. "I was drawn to luxury service and exotic destinations, but as I progressed through my studies, I realised South Africa faced a serious shortage of skilled professionals. That's when I developed a second passion — for training, skills development and uplifting others."

Like many, Webb-Smith faced her share of challenges, especially in the early days. "The biggest one was starting out in a competitive, often male-dominated environment while still finding my voice. I had to advocate for myself, back my skills and not wait for permission to lead." An unshakeable sense of purpose has driven her throughout.

How did she stay motivated through tough times? Webb-Smith says she thrives on challenge and competition. "But in stressful moments, I hear my dad's voice: 'Don't sweat the small stuff, Charnie.' It's helped me focus on what matters. Also, an Amarula hot chocolate never hurts."

A defining career moment was joining First Group 18 years ago. "I was given the opportunity to start the Property Training division from scratch. It aligned perfectly with my passion for education and laid the foundation for the path I’m on today."

Those early years were shaped by mentorship and resilience, she says. "Working closely with Rioma Cominelli, our Director of Strategy, has been pivotal. She saw potential in me and has been a mentor and inspiration ever since. Her belief in growing people has had a profound impact."

Over the years, Webb-Smith has moved through departments, aiming to gain a deep understanding of the business, and in turn, making her a more effective leader. Of the many projects she's led is skills development initiatives. "I'll never forget the ABET (Adult Basic Education and Training) programme we ran early on. Seeing people who couldn't initially write their names confidently sign their certificates — that empowerment stays with me."

Beyond her career, her proudest accomplishment is her two children. "They're driven, focused, and achieving great things. I hope the example I've set of hard work, balance and resilience has shaped that."

Reflecting on the lessons that shaped her, Webb-Smith says, "You don't need to be loud to lead. Impact comes from showing up, getting things done and letting results speak for themselves. Honesty, integrity and consistency matter — and inspiring people because they believe in your vision builds lasting success."

When asked what makes hospitality rewarding, Webb-Smith says, "It's dynamic, fast-paced and constantly evolving. There's always room for growth, reinvention and creativity. And we're in the business of making memories — there's something incredibly fulfilling about that."

Looking ahead, Webb-Smith is focused on mentoring women into leadership roles. "I'm passionate about helping the next generation build confidence and take up space in this industry."

In the future, she'd like to write a book about balancing a demanding director's role, energetic kids and a household that operates like a small country. "A story about juggling board meetings with school projects and making it look like I have it together — even if I don't."

As South Africa celebrates Women's Month, Webb-Smith believes it's a time to reflect and recommit. "It's about acknowledging the women who paved the way, asking how we can continue that legacy and remembering that the most important thing we can do is lift each other up."

For more information, visit www.firstgroup-sa.co.za. You can also follow First Group on Facebook, LinkedIn, X, Instagram, or on TikTok.

*Image courtesy of contributor