Ruth Bassett is the Sales and Marketing Director at An African Anthology. An African Anthology is a hospitality management and sales and marketing representation company based in South Africa, and our particular area of focus is the experience of the guest.

Anthology differs somewhat from most hospitality management companies in as far as their corporate approach is concerned and simply put, in as much as their guests and clients are seldom alike, their establishments also differ from one another. They are however all single-minded in their endeavour to provide an experience that does nothing more than leave guests with only one thought, and that is the desire to return.

Ruth Bassett is someone you need to get to know, and here is why.

What is your job description and what does your role involve?

Simply put – I head up the sales and marketing function that we perform for our portfolio, which is largely trade focused. This involves retaining current support and growing support from the trade, identifying new customers as well as market segments, or new source markets.  I personally look after the Australian and North American markets and perform all sales and marketing related functions for these markets. 

Which parts of the travel industry do you work with?

I work with our partners, our portfolio members, either owners or operations team.  I also work closely with the local and international trade partners.

What do you love most about your job?

Travel!!! Two additional things come to mind.  The first is the bush, I love going on safari and experiencing the wildlife, and am fortunate to be able to visit the wonderful safari lodges within our portfolio. Naturally our primary focus is always that of conservation, so tourism to these sectors enable us to look after our wildlife.  The second, people – I love the people I work with!  Gone are the days where large corporates have “family” days and things like loyalty are valued.  The tourism sector still embodies this passion, and smaller companies like ours, still embrace this culture.

What are the challenges of your role?

Unanticipated disruptors, such as pandemics which are completely out of our control.  On a personal level, as much as I love travelling, this is extremely challenging for me.  At times when I have long business trips overseas in different time zones not allowing me to stay in regular contact with close friends and family, I can, on occasion, feel very despondent and find it difficult. 

What do you wish the travel industry did more of?

I wish we spent more time connecting with one another.  It’s a very passionate industry and to be surrounded by those that have the same passion as you is wonderful.  We seem to be so busy “doing” that we don’t slow down to really connect as often as we should.

How can the travel industry work with you?

We welcome any and all opportunities to promote Southern Africa with our trade partners.

What is your favourite African experience and why?

Safari, any safari.  As a young child, my gran used to take us to a Safari Lodge annually.  This was the highlight of my year, every year.  I love learning, and I always learn something new when out on safari.  Seeing wildlife in their natural habitat also makes me believe in a world that is full of wonderment and adventure.

What are your top tips for travelling Africa?

Practical tips – Pack comfortable clothing, sunscreen and a hat. 

Personal tip – Don’t miss out on any activities, bring your sense of adventure and participate in as much as possible. 

Contact Ruth


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Editor Africa Beat

Africa Beat is the source of all your news and updates in the travel industry out of Africa. You will find also find reviews and features focused on Africa.

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