The Perfections Group Eyes Europe with Appointment of German Head of Country

Johannesburg, South Africa [Date] – The Perfections Group, a specialist in hospitality representation, sales and marketing, has announced industry stalwart, Sally Hancock as Head of Country – Germany, marking a significant milestone in the company’s strategic expansion into the European market. With headquarters in South Africa, UK, and a growing presence in Australasia, The Perfections Group now gains a foothold in mainland Europe.

The move aligns with its mission to deliver tailored sales, marketing, and distribution solutions to independent hotels, lodges, and resorts seeking greater visibility and growth in a competitive global marketplace.

Sally, who is multilingual, brings over 15 years of international marketing and sales experience in the hospitality and tourism sectors. Her previous roles include 11 years as International Marketing Manager at Sun International Management Limited in South Africa, where she led multi-market strategies and managed international offices.

Most recently, she was E-Commerce Country Development Senior Executive at SIXT Autovermietung, where she was instrumental in growing brand presence across the UK, Italy, and Spain. She says: “I’m thrilled to join The Perfections Group at such a pivotal time in its growth journey. Europe presents enormous opportunity for independent hotels and lodges that are ready to amplify their presence and performance across key distribution and marketing channels. I enjoy working with the travel trade and ’m passionate about helping unique properties stand out in a crowded market.”

The Perfections Group partners with independent hospitality businesses to entrench and optimise their visibility across booking platforms, enhance revenue through strategic sales and distribution, and ensure operational excellence through seamless reservation systems and marketing integration.

The European expansion will enable the group to support more properties looking to scale their reach while maintaining authenticity.

This announcement follows the group’s move into Australia and New Zealand, where Liam Oddie heads-up the company’s Australasian portfolio, and reflects its growing commitment to championing boutique, owner-operated destinations in Africa and the Indian Ocean in key international travel markets.

At ITB Berlin in March, The Perfections Group also announced a strategic partnership with Connect Worldwide to enhance its ability to provide its clients with greater international reach and strategic opportunities.

“Sally’s deep understanding of both traditional and digital sales and marketing strategies, combined with her experience working across multiple European markets, makes her an outstanding fit for this role,” said Ross Kata, Director of The Perfections Group. “She brings the perfect mix of global perspective and local know-how.” Co-founder Ryan Ashton added, “We’ve always believed that independent hospitality brands deserve the same level of strategic support and representation as the large chains. With Sally leading our efforts in Germany, we’re excited to bring our unique, hands-on approach to more properties that value personalised attention, results-driven representation, and partnership-led growth.”