UK On Tour: Pembrokeshire

Samantha Williams is an award winning revenue specialist and currently holds the senior management position of Commercial Director at Profitroom. Before joining Profitroom she worked as a senior revenue and product manager working with a mixed portfolio of over 75 hotels and prior to this held sales and marketing manager positions for leisure resorts and hotels in the UK. Highly respected and with a strong background in hospitality, revenue management and leadership she has worked across numerous hotel marketing and management disciplines and is able to relate to the challenges that hoteliers face. 

She is passionate about helping hoteliers maximise and grow their revenue and is an advocate for personalised, automated processes and integrated systems that help to make the sales process easy for employees and more engaging for guests. At Profitroom Samantha leads on the strategic and operational activities to deliver transformative, tangible results for leisure hotels and resorts in the Africa, Europe and beyond.

Jane has been on the board of Visit Pembrokeshire (and previously Pembrokeshire Tourism), for over 10 years – holding the chair position for a number of years. Along with her husband Alan, Jane is the third generation to run Elm Grove Country House, St Florence and has been at the helm since 2008. With hospitality in her blood, Jane is passionate about the work Visit Pembrokeshire are doing in representing the trade and growing tourism.

Julie has worked in sales for over fifteen years with five of those years being at High Level. Based in Caerphilly in Wales, she’s passionate about Welsh Tourism and making sure hotels are prepped with the best tech and integrations to effectively help with running their business, keeping costs low and streamlining processes.

For over 20 years, Michael has been developing and training leaders and entrepreneurs around the world. Having resided in the UK for 16 years and presented leadership training in over 25 countries, he has a wealth of international experience and practical know-how.

Working with government departments, businesses, corporates, NPO's as well as sports teams to build leaders, strengthen companies, envision, and inspire.

Michael is an adventurer at heart, together with a small overland team he has driven in a 4x4 from London, UK to Cape Town in South Africa, climbed Kilimanjaro, and visited 66 countries.

Samantha has been with MEWS now since March of 2023. Big on the outdoors, you'll usually find her Kayaking at Loch Lomond in my spare time. Based in Dunfermline, she looks after North of England & Scotland for MEWS as a Sales Manager and has been in the hospitality sector now for 20 years

Edward Scheffer is an international Project Manager and Public Speaker with a career spanning over 20 years in the Digital Project Management domain. His extensive work experience encompasses nearly all of the European countries and Israel.

Known for his "people-first" approach, Edward emphasises the importance of strong interpersonal relationships and effective communication in successful project delivery. He firmly believes that by fostering an environment of respect, understanding, and shared purpose, project teams can be motivated to excel and deliver the best possible results.

Edward's interests extends beyond project management; he's an advocate for digital transformation and has a forward-thinking mindset, combined with his extensive knowledge of emerging AI technologies.