HER professional journey began at the prestigious Protea Hotel Kuramo Waters in Lagos, Nigeria, 12 years ago. Today, Amaka Amatokwu-Ndekwu is viewed as a specialist leading change in the hospitality industry. Amaka worked and excelled in all facets of hospitality and tourism – including hotel operations, advocacy, negotiations, and sales, strategic planning, human resource development, training, women's empowerment initiatives, and events.
“Although my first degree was in accounting, which led me to work in a law firm's accounting department, I was eventually transferred to the company's hotel group,” Amaka told the Women of Color Power List 2025. “This shift opened my mind to hospitality, prompting me to switch from finance to hospitality and customer service. My dedication and results-oriented approach helped me advance quickly in my career.”
“So far, it has been an interesting journey,” Amaka smiles.
Born in Lagos, Nigeria, she relocated to the U.S. in 2016 after finding her true love, making America her home too. “Love has a way of reshaping our lives,” Amaka told the Women of Color Power List 2024. “I moved to America permanently around eight years ago when I found the love of my life. Though I never planned to live here, meeting a man who fulfilled all my criteria changed everything.”
She founded The Pyne Hospitality Co., a boutique events and consulting company, in 2018, establishing its headquarters in both Lagos, Nigeria and Georgia, USA. Through her company, Amaka developed numerous programs aimed at boosting growth in Africa's hospitality and tourism industries, fostering reforms, restructuring, expansion, and social development of the continent.
“I began contemplating the idea of launching a specialty company much before relocating to the U.S.,” says Amaka. “I saw a gap in the industry's recognition of hospitality employees and brands. This led me to found The Pyne Hospitality Co. to help those who make others feel welcome and happy gain a sense of belonging and pride in their careers.”
Amaka started The Pyne with just four people and focused on consulting. However, the beginning was not smooth, as she encountered various hurdles related to her gender, raising funding, and human capital. She has not faced racial discrimination, as she met supportive people at the right time who opened doors for her.
“Being a woman in some cultures makes it hard for people to accept that you can run a company, make decisions, and influence policies,” she adds. “I had to prove I could perform twice as well as my male counterparts, often working ten times harder. Another significant challenge for any growing company is financial – generating enough revenue to push your dream forward. Additionally, human capital was a major challenge; achieving the level of service delivery required to ensure excellence is a constant struggle.”
“I humbly remember Peggy Berg, the amazing lady who laid the foundation for my success in the US hospitality industry,” Amaka shares. “Peggy opened doors for me and introduced me to the industry. She's one of those people you hope mention your name in a room even when you're not there. I will forever be grateful to Peggy.”
She now employs a team of 30 and has a presence in more than 20 countries including the U.S. Today, events have become its main revenue driver. The Pyne Awards Africa is an annual celebration honoring excellence, growth, and hard work across the hospitality and tourism sectors in Nigeria and Africa.
“As a young company, we are growing and expanding,” she adds. “We're now very focused on events because they're growing rapidly. Initially, our events covered only Nigeria, but within a year, we expanded to 10 more African countries. Now, we're in 21 African countries."
Amaka’s parents were educators. Her father, the late Prof. Dr. Fidelis Amatokwu, was a professor, while her mother, Uzoamaka Amatokwu, retired as a director of education. Her sister Chinyem Amatokwu-Ighodaro is pursuing a PhD in the UK. Her husband Emeka Ndekwu is a U.S. Army veteran, and the couple has a daughter, Zoey Ndekwu.
She holds an AMP certificate in business management and marketing from Lagos Business School, a postgraduate certificate in business management from the European School of Economics in London, UK, a certification in hotel distribution fundamentals from ESSEC Business School, and a bachelor's degree in accounting from Madonna University in Okija, Nigeria. She is a 2019 alumna of the Castell Project Leadership Program.
“Education has always been my foundation, so there's no excuse not to pursue it and go as far as possible,” she smiles. “For me, creating an organization that acknowledges individuals in the hospitality industry, providing them with a sense of purpose, is my greatest achievement. We've built a respected brand, influencing policies in both hospitality and tourism, and inspiring others. Ultimately, it's about people – the impact on their lives and giving them a sense of purpose – is what matters most.”
Amaka has been reviewing and formulating tourism policies and led initiatives empowering youth, women, and hospitality practitioners in Africa. She collaborated with the Nigerian Economic Summit Group to review tourism policies and recommendations for advancements. Additionally, she has undertaken extensive initiatives with the African Tourism Board to drive the tourism industry in African countries. Recently, she was honored as one of the 100 most powerful hospitality and tourism leaders in the US and African continent.
“I serve as a member and commissioner with the African Tourism Board, uniting African countries in the tourism and hospitality sector,” Amaka adds. “In this role, I've led numerous collaborations and initiatives, especially focusing on women. I've established two foundations: Women in Hospitality Nigeria and the African Association of Women in Tourism and Hospitality, co-founded with another remarkable woman. I'm currently involved in promoting diversity and inclusivity in Michigan, Washington, and beyond.”
Through partnerships, The Pyne Hospitality is working on impactful projects, including a tourism hackathon launching this year, focusing on youth innovation and technology in the tourism and hospitality industry.
Unsurprisingly, Amaka has more women than men on her team because she is passionate about seeing women succeed. She eagerly collaborates with strong women whose values and vision align with hers. She has established channels for pioneers in the US and African hospitality industries to align their objectives and goals, particularly focusing on initiatives for women. While she believes in gender inclusivity, her focus is on empowering women.
“There have been significant improvements in inclusivity within the hospitality and tourism industry,” Amaka feels. “However, much work remains. Many talented individuals are still marginalized due to gender or sexual orientation, highlighting ongoing biases. While there's progress, there's still ample room for improvement.”
Leadership, in Amaka's words, is positively influencing people's lives. “It's about grooming other leaders to take your place in your absence,” she adds. “Leadership isn't selfish; it's selfless. It means giving yourself for the people you lead, guiding them to success with the belief that their success is your success. If my team succeeds, then I've been a good leader.”
As a message for new entrepreneurs, Amaka emphasized the importance of being unforgettable. "Whatever you do, ensure that people remember the impact, influence, or experience they've had with you," she says. "Strive to make every interaction positive and impactful. If you leave a positive impression, people will never forget you. Stay disciplined and motivated, and don't let being a woman hinder you from achieving your dreams. Keep pushing forward with strength, and we will always overcome."
Amaka, recipient of numerous prestigious awards, aims to establish a foundation creating opportunities for emerging talents, with a focus on women and youth. She envisions Pyne Hospitality as a global brand and an influential voice shaping policies in the tourism sector.
"I'm strategic in all my endeavors," she says. "When entering unfamiliar continents like Asia or Europe, strong collaboration is essential. We're actively seeking collaborators to build foundations in these regions."
