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June 2011

Cape Town Hotels

 
Named as one of the world’s ‘top travel destinations’ by global travel site, TripAdvisor, Cape Town has once again been hailed as a prime tourist spot.

The Mother City’s 5-Star hotel market, however, has recently been the subject of negative speculation. Joop Demes, CEO of Pam Golding Hospitality, notes how unfortunate this is, and points out that the wrong perceptions can be created in the Cape Town tourism industry.

“What is true is that despite the fact that over the past three years the 5-Star room inventory in Cape Town has increased in excess of 50%, a number of prominent 5-Star hotels have increased occupancies during 2010 as well as for the six-month period ended 31 March 2011,” says Joop. This increase stands to reason that Cape Town tourism is still thriving and the hotel management for these 5-Star establishments must be doing something right.

Hospitality Industry Sees Dilution In Occupancies

Joop continues with how Cape Town tourism is flourishing despite general hospitality industry trends : “Anywhere in the world, hotel markets seeing such a significant increase in room inventory will experience a dilution in overall occupancies, and Cape Town has been no exception. This has been exacerbated by the global and local economic slowdown, however, overall the Cape Town 5-Star hotel market has performed remarkably well and is in a far better shape compared to many international cities and destinations.”


View of the One&Only Hotel in Cape Town.

Positive Growth In Cape Town’s 5-Star Hotels

Using the following 5-Star hotels as examples, one can note how the Cape Town tourism industry has afforded local hospitality a profitable boost.
  • Cape Grace Hotel at the V&A Waterfront grew its occupancy for the six months ending on 31 March 2011 by 15%, compared to the same period last year. This translates to an additional 6 500 guests.
  • The One & Only, also at the V&A Waterfront, achieved average occupancies in excess of 75% for the period ending 31 March 2011, reflecting an increase of 24% compared to the same period last year. This brought in over 6 000 additional guests.
  • The Radisson Blu Hotel at the V&A Waterfront also reports significant growth with an increase of almost 17% in occupancy, representing well in excess of 8 000 guests. This was also captured over the six month period ended 31 March 2011, compared to the same period the previous year.
  • The Cape Royale Hotel is a new hotel that is well-positioned opposite the new stadium. It’s the only 5-Star all-suite hotel in Cape Town and has achieved an average occupancy well above 70% for the six months ending on 31 March 2011.


View of the spa (centre, foreground) at the One&Only Hotel in Cape Town.

Substantial Growth For The Cape Town Tourism Industry

There is absolutely no doubt that the growth of quality supply and competition in Cape Town - a destination that competes with the world’s best - has resulted in a substantial growth in bed nights sold in the 5-Star Cape Town hotel market,” says Joop. “Regrettably, however, there are some stakeholders in the hotel industry, including financial institutions, which have not taken into account the above facts, and when commenting, quote an overall, diluted occupancy as opposed to an overall increase in the number of bed nights sold.”

He adds that when reports refer to a hotel in ‘distress’, this does not necessarily mean that they are about to close down.
Distress in the hotel industry is generally caused by one, or a combination of the following factors: the hotel is the wrong product for the location; it is over-capitalised; it is has taken on too much debt; or it is not well branded and/or has no proven operator. Financial institutions with concerns are encouraged to first of all engage with industry experts to understand the dynamics of the specific hotel, and the market in which it competes... the good news is that in most cases there are remedies that can be applied.”
PAM GOLDING Tourism & Hospitality Consulting
(Pty.) Ltd.

Contact Joop Demes on jdemes@goldinghotels.co.za, Office +27 (0) 21 426 4440, Cell +27 (0) 82 883 2231
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