In 2020, the number of available hotel rooms in South Africa was 69 600, according to the database company, Statista. In a market characterised by large hotel chains with formidable budgets, the President Hotel in Cape Town’s Bantry Bay stands out as a successful independent hotel.
The hotel was opened by former President Nelson Mandela and is South Africa’s largest independent hotel today, with 349 rooms and a four-star rating. So how did the private hotel reach such success without the backing of a big hotel group’s network and marketing budget?
“From a marketing and commercial perspective, we are an incredibly agile team. Because we focus on the President only, we’re able to manoeuvre quickly and make strong decisions in the best interest of the hotel and guests,” says Jeremy Clayton, Executive Director of the President Hotel.
The hotel has worked hard to build a base of loyal guests who typically book directly with the establishment. “There is no better marketing than a repeat guest and word-of-mouth marketing,” Clayton says. The President’s marketing team also values using online channels like social media for marketing purposes.
It’s a sectional title hotel, with a number of owners or investors who purchase commercial space or apartments, and that space forms part of the rental pool managed by President Hotel Cape Town.
Besides offering several family-friendly facilities and experiences, the President adds more appeal with its pet-friendly policy.
“I’ve had guests phone me who haven’t been able to travel for years because they couldn’t go into the CBD with their pets and stay for two or three nights, but now, for the first time in years, they can come back and enjoy a weekend at the President,” Clayton explains.
“Very often the President feels a little like the United Nations. We always have a great mix of cultures here at any time,” he says of the variety of guests that visit the hotel.
Business-wise, this season so far looks very strong for the President, after a long spell of being supporting largely by the domestic market through the worst of the COVID-19 pandemic. “In the last couple of months, through winter, traditionally a very quiet period, we’ve seen great uptake, especially with conferencing and presence from rugby games happening at the stadium nearby,” says Clayton.
The hotel fared well during lockdown, fed by loyal local guests and relying on its strong adherence to COVID protocols and ‘common sense policies’ to stay safe.
Clayton is optimistic about travel and tourism stability locally and globally and expects the industry to continue its upward trajectory of recovery.
