As the South African winter settles in, travel behaviours shift—and for the hospitality industry, it’s a crucial time to adapt, entice, and engage guests in new ways. While summer brings holidaymakers in droves, winter travel is often more intentional, more localised, and driven by unique motivations such as wellness, escape, and reconnection. For Orion Hotels, this season presents a golden opportunity to meet those needs.
1. The Rise of Local Leisure Travel
In the past few years, the domestic tourism market has become increasingly important. According to South African Tourism's 2024 report, local leisure travel grew by 11% over the winter months compared to 2023. With tighter economic conditions and rising international travel costs, South Africans are looking closer to home for weekend getaways, midweek escapes, and family breaks.
What This Means for Us:
Winter packages that are accessible, affordable, and experiential (think: hot chocolate by a fireplace, guided hikes in the misty mountains, or spa treatments to escape the chill) are more likely to draw in the domestic traveler. Special rates for locals and value-added offers can enhance bookings during the colder months.
2. Wellness Travel is Booming
According to the Global Wellness Institute, wellness tourism is now a $1.1 trillion global industry—and winter is the perfect season for it. Cold weather increases the demand for warm, comforting experiences. Guests are increasingly seeking saunas, heated pools, spa therapies, nutritious cuisine, and mental health-friendly environments.
Orion Hotels' Edge:
With our strong connection to Infinity Wellness Day Spa, we are perfectly positioned to lead this trend. Curated packages that combine overnight stays with signature spa treatments, relaxation rituals, and health-conscious menus are the kind of immersive experiences guests are actively searching for.
3. Cosy is the New Luxury
Winter travelers are not necessarily seeking opulence—they are craving comfort. Think thick duvets, warm lighting, hearty meals, and environments that make them feel cared for. In fact, global trends suggest that “cosy escapes” are outperforming standard winter offerings.
Your Role:
Make sure room features are highlighted—such as king-sized beds, in-room fireplaces, heated towel rails, and plush amenities. Enhance your property descriptions online to reflect this tone. A well-written room description can be as compelling as a discount when it taps into the emotion of winter comfort.
4. Events & Experiences Drive Bookings
The success of a winter holiday often lies in the small moments—a wine tasting, a scenic drive, a winter picnic. People are looking for connection, meaning, and memory-making opportunities.
Hospitality Tip:
Where possible, create and promote low-effort, high-reward experiences: bonfire nights, mulled wine tastings, storytelling evenings, or nature walks. Work with local partners and attractions to enhance your offering. Position your hotel not just as a place to sleep, but as the heart of the winter experience.
Conclusion:
Winter may be quieter than peak seasons, but it holds powerful potential for engagement, brand loyalty, and word-of-mouth referrals. At Orion Hotels, it’s not about just filling rooms—it’s about crafting moments that warm the soul. By tapping into wellness, comfort, localism, and experience-driven travel, we ensure guests don’t just visit—they remember.
Let’s embrace the season, innovate, and ensure Orion Hotels continues to lead the way in South African hospitality this winter.
