With over 30 years of history, the hospitality sector continues to evolve, balancing tradition with the need for change. At the center of this transformation stands Tiffany Vos-Thane, Chief Operating Officer at Rovos Rail Tours (Pty) Ltd. Raised within the world of luxury rail travel, Tiffany’s journey into the industry was shaped from a young age by her parents’ vision and the immersive experiences of train travel. Today, she brings that lifelong connection, alongside global experience and business acumen, into leading one of Africa’s most iconic hospitality brands.

Honoring Legacy While Forging the Future

Tiffany’s leadership reflects a deep appreciation for her family’s legacy and a forward-looking approach to growth. Rovos Rail, founded by her parents, is a symbol of dedication to personalized luxury rail travel. Tiffany’s career, which spans continents and includes experience with leading hospitality names in New York, London, and Cape Town, has equipped her with the insight to bring corporate structure and innovation into the heart of a family-run business.

Her leadership represents both continuity and transformation. She is focused on evolving the business while honoring the heritage that defines it. With a sharp strategic focus, Tiffany combines discipline with creativity to ensure that Rovos Rail remains true to its roots while adapting to modern demands.

A Lifelong Journey in Hospitality

Tiffany’s passion for hospitality took shape early, influenced by childhood experiences on board Rovos Rail journeys. As a student, she chose to study hospitality and business management, a decision that led her through diverse roles in hotels across departments like housekeeping, kitchens, and guest services.

Her international career began with an internship in New York at Starwood Hotels and later brought her to Cape Town’s prestigious Mount Nelson Hotel, where she gained experience across concierge services, sales, and reservations. A move to London followed, where she spent seven years handling corporate accounts and sales, expanding her expertise in hospitality operations.

Eventually, her journey led her back to South Africa, where she joined the family enterprise. Having been exposed to the business from a young age, her transition into leadership was driven by deep understanding, respect for the company’s foundation, and a desire to help shape its future.

Operational Excellence Meets Personal Vision

When Tiffany formally joined Rovos Rail, she did so without a formal title. Working under her father, she began managing internal projects ranging from kitchen upgrades to infrastructure development across their Pretoria headquarters. It was in this role that she began streamlining operations and addressing inefficiencies that could impact service quality.

Tiffany’s strength lies in recognizing where heritage and modernization can coexist. She focused on improving workflows through technology without altering the personal touch that defines the guest experience. Her strategic direction is grounded in data, yet her leadership style respects the family-oriented culture that built the company.

Adapting in a Fast-Paced Industry

Tiffany has been instrumental in preparing Rovos Rail to meet the challenges of modern travel and infrastructure. She recognizes that resistance to change exists in many legacy industries, including rail and hospitality. Her response has been to lead with patience and precision, gradually introducing digital tools and process improvements while nurturing a culture of adaptability.

While some changes were met with hesitation, her determination and clear communication have helped the team embrace innovation as a necessary part of growth. Her ultimate aim is to leave the company stronger, more agile, and well-positioned for future leadership transitions.

Contributing Beyond Borders

Rovos Rail operates across ten African countries, introducing travelers to lesser-known destinations while creating economic opportunities along its routes. Tiffany sees the train not just as a travel experience, but as a platform to uplift communities and support local development.

She is passionate about maintaining a respectful presence in the countries Rovos Rail visits. While logistical challenges such as changing visa regulations and limited infrastructure remain, Tiffany works closely with local partners and remains committed to making African travel both inspiring and accessible.

Earning Trust Through Ethical Practice

A strong foundation of ethics has earned Rovos Rail trust across multiple nations. Tiffany attributes this to her parents’ consistent integrity and respectful business practices. As the company continues to expand, she prioritizes upholding this reputation, knowing that long-term partnerships depend on mutual respect and reliability.

Designing Meaningful Guest Experiences

Tiffany believes the essence of hospitality is connection. Rovos Rail provides a rare opportunity for travelers to unplug and fully engage with their surroundings and companions. Under her direction, the company has refined every stage of the guest journey, from first inquiry to post-trip follow-up.

She collaborates across departments to ensure consistency and care in every interaction. Guest feedback is treated as a valuable tool, and every touchpoint is evaluated to enhance quality. Tiffany’s focus on authentic, guest-centered service is the cornerstone of her operational philosophy.

Overcoming Uncertainty with Resilience

Like many in the travel industry, Tiffany faced unprecedented challenges during the COVID-19 pandemic. The crisis tested leadership across sectors, and for Tiffany, it became an opportunity to reset. She focused on quality over scale and re-evaluated priorities, reaffirming her belief in long-term planning over short-term fixes.

Infrastructure issues in South Africa, such as power instability and railway disruptions, continue to impact operations. Yet Tiffany approaches these obstacles with innovation, exploring hybrid locomotives and advocating for new transportation models. Her ability to remain steady during crisis has helped Rovos Rail weather storms with confidence.

Supporting the People Behind the Brand

Tiffany sees employees as the heart of Rovos Rail. She emphasizes training, wellness, and recognition as vital components of company success. From service teams to operations staff, she works to ensure everyone feels valued and supported.

She acknowledges hospitality’s history of demanding hours and underappreciated roles but sees positive momentum toward better practices. For her, real leadership means investing in people, understanding their needs, and building a culture that reflects mutual respect.

Sustainable Growth with Purpose

Looking ahead, Tiffany envisions Rovos Rail expanding its locomotive division and exploring freight services as a long-term opportunity. While luxury travel remains the brand’s core, diversifying services could help secure stability and growth.

Technology will play a key role in improving guest interactions, simplifying processes, and maintaining service excellence. Environmental sustainability is also central to future goals. Initiatives such as eliminating single-use plastics, conserving water, and working with digital partners like Weeva are part of a broader push toward responsible tourism.

Plans for a hospitality training center are also on the horizon. Tiffany hopes this will foster new talent, provide career pathways, and share Rovos Rail’s values with the next generation.

Promoting Opportunities for Women

Tiffany is an advocate for expanding the presence of women in the rail and logistics sectors. She believes the industry offers tremendous opportunities for development and leadership. Through training programs, outreach efforts, and a visible presence in educational spaces, she is working to empower more women to pursue careers in hospitality and operations.

Balancing Progress with Purpose

Tiffany sees hospitality as a space where innovation must be balanced with personal connection. The human element remains vital, especially in luxury rail travel, which relies on storytelling, shared moments, and unforgettable experiences.

In the future, she envisions Rovos Rail introducing new journeys that reflect Africa’s diversity and richness, offering more than just luxury, but meaning and cultural depth. This expansion would not only enhance tourism but also contribute to the continent’s development and global recognition.

Tiffany Vos-Thane continues to lead with a vision rooted in heritage, driven by innovation, and defined by a commitment to people, purpose, and the enduring power of connection.