For two decades, ITC Hospitality Group has been helping property owners maximise returns, creating exceptional guest experiences, and adapting to the ever-changing landscape of Cape Town’s hospitality industry. As the company celebrates its 20-year milestone, Sales and Marketing Director Charlene van Zyl recently shared insights on what has driven the company’s success and where the future of hospitality is heading.
The Secret Behind 20 Years of Hospitality Success
The hospitality industry is no stranger to challenges. From the 2008 financial crisis and Cape Town’s water crisis to load shedding and the global impact of COVID-19, businesses have had to continuously adapt to survive.
For Charlene, the answer to ITC Hospitality Group’s longevity is simple:
“The secret has always been the people.”
She credits the company’s continued growth to the strong relationships built with guests, property owners, investors, and team members over the years.
“What kept us going through all of that was relationships and trust. Owners who trusted us, teams who stayed committed, and guests who came back.”
These relationships have allowed ITC Hospitality Group to not only navigate difficult periods but emerge stronger and more resilient.
Cape Town’s Events Economy is Driving Hospitality Demand
Cape Town has become one of Africa’s leading event destinations, hosting hundreds of conferences, exhibitions, sporting events, and cultural experiences every year.
From the Two Oceans Marathon and Cape Town Marathon to major CTICC exhibitions and international conferences, the city’s events calendar plays a significant role in hospitality demand.
According to Charlene:
“Cape Town’s event calendar has become absolutely central to how we plan, how we price, and how we manage our properties.”
Events provide hospitality operators with valuable forecasting opportunities, helping teams plan occupancy levels, revenue targets, and pricing strategies well in advance.
With the CTICC alone hosting hundreds of events annually, the city’s thriving events economy continues to support tourism growth and strengthen Cape Town’s position as a global destination.
The Rise of Flexible Hospitality
Traveller expectations have evolved dramatically over the past few years.
Modern guests increasingly seek:
- More space
- Self-catering convenience
- Longer stays
- Remote working capabilities
- Lifestyle-driven experiences
The pandemic accelerated a trend that was already emerging: travellers want flexibility.
Charlene explains:
“People want to have more space. They want to have a space where they can work from.”
This shift has fuelled the growth of apart-hotels and professionally managed apartment accommodation, allowing guests to enjoy the comforts of home while still benefiting from hospitality services.
As more travellers embrace the concept of “living like a local,” flexible accommodation options continue to gain popularity throughout Cape Town.
Why Professional Hospitality Management Matters
Many investors enter the short-term rental market expecting passive income. However, behind every successful property is a complex operational ecosystem that requires expertise, compliance, and constant management.
Charlene highlights that professional hospitality management goes far beyond simply listing a property online.
Key responsibilities include:
- Guest vetting and security
- Compliance with building and body corporate rules
- Property maintenance and upkeep
- Revenue optimisation
- Guest communication and support
- Ensuring harmony between residents and short-term guests
“What happens in the background to make sure that property yields an income for the investor is a lot more.”
In sectional title developments, professional management becomes even more critical, balancing the needs of permanent residents while maintaining exceptional guest experiences.
At ITC Hospitality Group, the focus is on protecting the asset while delivering high guest satisfaction and sustainable returns for investors.
Cape Town’s Future as a Year-Round Destination
While Cape Town remains a seasonal market, significant progress is being made towards creating a more sustainable 12-month tourism economy.
The city continues to attract visitors during winter months, particularly from emerging international markets such as:
- The Middle East
- India
- Asia
These travellers are drawn to Cape Town’s mild winter climate, helping support occupancy outside of the traditional peak season.
Charlene believes collaboration between hospitality operators, tourism stakeholders, and the City of Cape Town remains essential to achieving year-round demand.
While there is still work to be done, the outlook is positive.
Why Investors and Travellers Choose ITC Hospitality Group
After 20 years in business, what continues to set ITC Hospitality Group apart?
For investors and property owners, it is the confidence that their asset is professionally managed, protected, and positioned to achieve the best possible returns.
“We supply you with the services so that you can rest assured your property is taken care of.”
For travellers, it is about delivering memorable experiences beyond the apartment itself.
“We genuinely care about the outcome, the actual experience for the guest and, on top of that, the actual return for the homeowners.”
From concierge services and local experiences to operational excellence and revenue management, ITC Hospitality Group remains focused on creating value for both sides of the hospitality equation.
Looking Ahead
As Cape Town continues to grow as a global destination, Charlene remains optimistic about the future.
The rise of flexible travel, the demand for authentic local experiences, and the continued growth of the apart-hotel sector present significant opportunities for both investors and hospitality operators.
After 20 years, one thing remains unchanged: hospitality is still about people, trust, and creating experiences that guests remember.
And for ITC Hospitality Group, that commitment continues to drive everything they do.
ITC Hospitality Group – Your Corporate Accommodation Specialist.