How to Grow Your Hospitality Business in South Africa?

Competing with the big brands in the hospitality industry can seem intimidating, but you can grow your business too, even without being backed by millions.

Focusing on unique local experiences and building strong community ties can set you apart. Providing exceptional, personalised service will foster loyalty and positive word-of-mouth.

From how you present your business online to enhancing customer experience and leveraging user-generated content, this article shares how to grow your hospitality business in South Africa.

Improve Your Local Ranking on SERPs

Whether you own an Airbnb, a bed and breakfast, a restaurant, a guest house, or any other business in the hospitality sector, your target audience needs to be able to find you when they search for a business like yours online.

To improve your local SEO ranking:

• Claim and optimise your Google Business Profile: Ensure that you list your Google Business profile. This puts you on Google Maps and increases your visibility when people search for “guesthouse near me” or “affordable stays in Durban.”
• Use locally relevant keywords: “affordable accommodation in Cape Town,” “family-friendly guest house in Limpopo,” or “eco lodge in Mpumalanga.” These phrases have low to medium keyword competition and high buyer intent.
• Encourage guests to leave Google reviews: Not only do reviews boost your business’s reputation, but they also signal trust to both Google and potential customers.

Boost Your Online Presence

When you’re in the hospitality business, you’re selling an experience, and you need to make people aware of that experience through your online presence. Here’s how you can achieve that:

• Build a mobile-optimised website: Your site should clearly describe your offering, include high-quality photos, a price guide, and your unique selling points (such as your scenic views, meals offered, or free Wi-Fi).
• Enable online bookings: Whether it’s through NightsBridge, Booking.com, or a built-in system, frictionless booking builds trust and can increase conversions in your business.
• Add customer testimonials and media mentions: A few lines from a satisfied customer who experienced your business can leave a good impression and encourage other people to support your business.

Make Sustainability a Priority

Sustainability can help you future-proof your business. Not only that, but customers support businesses that share their values. Sustainability is becoming a global non-negotiable.

To attract eco-conscious customers:

• Switch to solar power, or showcase how you conserve water.
• Source your food and amenities locally. Not only does this boost local economies, but it also gives your guests a more authentic experience.
• Make it visible by including your efforts on your website and booking platforms. For example: “Sustainable, plastic-free guesthouse” or “Locally sourced ingredients”.

By making sustainability part of your identity, you don’t just reduce costs, you differentiate your brand in a competitive market.

Enhance the Customer Experience

Great service is no longer just about smiling at the front desk, it’s about giving your customer a seamless journey from discovery to checkout.

Here’s how:

• Personalise your guest experience: To personalise your guest experience, ask for preferences during booking, or ensure there is a section for customers to leave a note, and tailor your service. A simple note welcoming a couple for their anniversary goes a long way. Provide goodies like welcome snacks and a beverage.
• Train your team: Your staff are your brand. Ongoing hospitality training improves both guest satisfaction and team morale.
• Offer value: Services like shuttle pickups, early check-ins, or curated local activity guides. These small touches boost your reviews and referral potential.
• Monitor guest feedback: Use platforms like Google reviews, Trustpilot, or TripAdvisor to identify friction points. If several reviews mention your slow check-in process, that’s your cue to improve.

Take Advantage of User-Generated Content

The authenticity of user-generated content builds trust. According to research, 84% of people trust recommendations from peers more than ads. Your guests can be a source of free marketing. Encourage guests to post about their stay. You can encourage them through:

• Instagram hashtags or photo walls: Something as simple as a mural or a unique poolside can become an Instagrammable moment. Be intentional about the aesthetics of your business.
• Running contests: Offer discounts to guests who share their stay and tag your business.
• Using reviews as content: Turn glowing reviews into social media posts or feature them in your newsletters.