By Pieter van Eck, COO of BON Hotels
When I think back 30 years, South Africa’s hotel industry looked very different. At the time, large international chains dominated, bringing their structured global systems and one-size-fits-all approaches to our shores. It worked well back then. These companies had proven strategies that helped them succeed around the world. But things have changed, and those same approaches don’t meet today’s challenges. In fact, over 70% of smaller, independent hotels in South Africa today are struggling to stay competitive.
Why? Because the market has shifted. South African hotel owners are more active and engaged, and the guests they’re serving—both local and international—are no longer satisfied with a standardised experience. Travellers today want much more than just a place to stay; they’re looking for genuine connection and local authenticity. The old “one-size-fits-all” approach simply doesn’t work anymore.
At BON Hotels, we’ve seen and experienced this shift firsthand over the last 12 years. We’ve been part of the transition and took a step back to rethink how we operate. We brought in fresh perspectives to challenge ourselves and explore new ways of managing hotels. This reflection has made one thing clear: the future of hotel management in South Africa must combine local expertise with thoughtful innovation.
Why Local Management Matters More Than Ever
There’s a simple truth to hospitality in South Africa: locals understand locals best. It seems obvious, but often gets overshadowed by global systems. Companies like Marriott realised this, too, when they acquired Protea Hotels—they understood that to win here, you need deep local knowledge.
This insight is especially important for smaller, independent hotels. These properties aren’t competing on scale with the big chains. They’re offering something unique: personal, intimate stays that connect guests with the local culture. And right now, that’s what travellers are seeking—beyond luxury, they want authentic experiences.
I’ve spent a lot of time in these smaller hotels across the country, and the warmth is palpable. You don’t just feel like a guest; you feel like you’re part of the place. This sense of belonging and engagement isn’t something you can package or replicate easily. It’s what makes local management so critical—it’s key to delivering the authentic experiences guests crave today.
A New Focus: Streamlined and Smarter Management
Once we understood the value of local expertise, we knew we had to rethink how hotels were being managed. At BON Hotels, we realised that trying to manage everything equally well wasn’t sustainable. Instead, we needed to focus on managing the right things exceptionally well.
We streamlined our approach by focusing on what matters most—enhancing the guest experience, improving operational efficiency, and ensuring financial sustainability. Managing less, but doing it better, has allowed us to drive real results for our hotel partners.
This approach is crucial for independent hotels, where owners often juggle numerous responsibilities. By offering support in core areas, we allow hotel operators to focus on what they do best—delivering great hospitality—without getting bogged down in unnecessary complexity.
Tech That Simplifies, Not Overcomplicates
Embracing technology can seem daunting, but when applied thoughtfully, it can make all the difference. Technology shouldn’t complicate things—it should simplify them.
At BON Hotels, we’ve partnered with local tech experts to develop tools that streamline the workday. Our tech solutions improve behind-the-scenes tasks, from maintenance to quality checks—all aimed at helping hotel teams focus less on admin and more on the guest experience. Our new CRM platform, set to launch in early 2025, will revolutionise how we interact with both guests and owners, creating a more connected, responsive hospitality ecosystem.
It’s about balance. We don’t adopt tech for the sake of it. Every tool we use has one purpose: to make hotels run more smoothly while allowing more time for what really matters—people.
Strengthening the Bond Between Owners and Operators
Technology can only take you so far—relationships will always be at the core of great hospitality. That’s why we’ve put emphasis on the relationship between hotel owners and operators. Clear communication and trust are critical to success.
Many hotel owners aren’t hoteliers by trade, which can make managing a property daunting. So, we’ve introduced our “godparent” system. Every hotel we manage is assigned a senior executive who acts as a direct point of contact for the owner, ensuring continuous communication and transparency without burdening them with too much detail. We also developed a “hotel dictionary” to break down industry jargon, so owners feel informed and engaged.
This approach has helped build stronger relationships, allowing owners to feel confident in the day-to-day running of their investment.
Why It All Matters for South African Tourism
At the heart of everything we do is a simple belief: independent hotels contribute something irreplaceable to South Africa’s tourism. Guests don’t come here looking for the same experience they can find in any big city across the world. They come here to
experience the soul of South Africa—the rich culture, the warmth of its people, and the character of its places.
By supporting these unique, locally run hotels, we’re helping preserve what makes South Africa special as a destination. Whether it’s a small property in the winelands or a boutique hotel along the coast, each one contributes something valuable to the country’s broader tourism offering.
At BON Hotels, we believe that combining thoughtful innovation with authentic, locally rooted management is the way forward. By empowering hotels with the right tools and support, we’re helping shape a bright future for South African hospitality. The future belongs to those who balance operational efficiency with maintaining the character and warmth that make our country’s hospitality stand out. And that future? It’s already here.
