Regions, towns and villages present indisputably excellent, inclusive, engaging and elegant experiences for local and international travellers

Cape Town, 23 December 2024—South Africa has become a global leader in the “barefoot luxury” travel space. Here, guests enjoy five-star holiday experiences without feeling bound by pompous rules that traditionally govern many high-end establishments.

The country is a mecca for travellers seeking elegant vacations without pretentious rigidity.

Whether guests are in the Sabi Sands Nature Reserve, Kruger National Park, Cape Town, Cape Winelands, or West Coast, they will always encounter a wide range of options to meet their expectations.

Safari and adventure travel exemplify the barefoot luxury ideal. They bring hundreds of billions of US dollars annually, making up more than a third of the market.

This is further illustrated by the results of Condé Nast’s Traveler’s 2024 Readers’ Choice Awards, in which private game reserves and lodges took the top 15 spots in the South African Resorts category.

Makanyi Private Game Lodge achieved the number-one ranking, with Tswalu Kalahari, Last Word Kitara, Lion Sands Game Reserve and Londolozi Game Reserve rounding out the top five.

Historic Steenberg Farm, a five-star urban retreat at the foot of Constantiaberg, was named one of the top ten hotels in Africa in Condé Nast’s Readers’ Choice Awards. It has not only embraced but perfected the barefoot luxury concept.

“Barefoot luxury is about kicking off your shoes and feeling the sand between your toes while sipping a fantastic wine. It’s about getting back to nature but having an elegant suite to return to at the end of the day,” explains Steenberg Head of Sales Neilen Tolmay.

“The blend of luxury and nature creates a truly tranquil experience that gives guests the much-needed disconnect they seek. That is what barefoot luxury is about.”

He says there have been significant shifts in what many affluent travellers want. Where before, the five-star appeal might have been enough to attract guests, they now seek highly curated, exceptional experiences away from crowded tourist hotspots.

Steenberg Managing Director Catherine Schulze believes that the changing world has led to many things people now want from their holidays.

There was a time – even at Steenberg – when staying at a hotel meant following specific dress codes and mealtimes. But that time has passed.

The lawn spread before the Steenberg Hotel now features two mini-football goalposts and several soccer balls. The same area regularly hosts comedy nights and other entertainment events.

The message is clear: Guests or their children can kick a ball around or enjoy a quiet beverage on a bench while listening to live music.

“Before, you would never dream of running barefoot on the lawn with your kids. But people realise that time is short, so they would rather not wear high heels pinching their toes when they have the freedom to wear whatever is most comfortable,” Schulze says.

“Being in a prestigious hotel doesn’t mean you can’t still be comfortable. If you are in a space where you can afford a beautiful holiday, you want to be able to make the rules around how you enjoy it. It’s about being effortlessly stylish but not stuffy. That’s how travel has changed.”

It follows that the barefoot luxury experience is ideally suited to guests travelling with children. However, hotels like Steenberg have also found that multigenerational travel involving grandparents, parents, and children is increasing.

This trend has grown tremendously among international travellers in the past few years.

The 2023 Family Travel Association (FTA) Annual Family Travel Survey surveyed 3,300 parents and grandparents and found that 54% of the grandparents had planned and organised multigenerational travel experiences. Half had also taken a multigenerational trip in the past three years.

South Africa’s hospitality sector is adapting accordingly, and in the next few years, this corner of the market will likely receive even greater emphasis.

The Constantia Valley lends itself beautifully to family-focused activities.

The area boasts an incredible nine green belts, and its forest-like feel is perfect for hiking, mountain biking, dog walking, bird watching, and horse riding.

No trip to the Valley is complete without walking the Silvermine Nature Reserve, which stretches from the Kalk Bay mountains to Constantiaberg. The reserve has become a paradise for hikers who enjoy swathes of unspoiled Cape Fynbos.

The Chris Nixon Bike Park is a must for families and groups of friends who love the great outdoors. It features almost 3.5km bike routes, from gentle routes to advanced trails with jumps, wooden berms, and even a sky bridge.

Fearless families are also in for a treat at SA Forest Adventures’ ziplining tour, where they can hurtle between 12 platforms dotted along the treetop canopy 155m above the ground.

These activities represent only a tiny portion of what the area offers. Still, they explain why the Constantia Valley has become such a sought-after escape for travellers seeking unforgettable barefoot luxury experiences.

About Steenberg:

Steenberg Farm boasts the 5-Star Steenberg Hotel & Spa, recently named one of the top ten hotels in Africa in Condé Nast’s 2024 Readers’ Choice Awards. Its 24 rooms embody the dictum of understated luxury, offering spectacular views and discreet, personalised service. Choose from relaxed dining at Tryn or popular bistro-style fare and tapas at Bistro Sixteen82. A complete destination, the farmhouses are an exceptional winery, producing some of the finest Sauvignon Blanc in South Africa, along with several other celebrated varietals.

The Condé Nast 2024 Readers’ Choice Awards listed the best hotels across the continent, including luxury lodges from big-name brands to boutique boltholes across Northern and Southern Africa. Steenberg’s score of 98.0 represented the overall average level of satisfaction.

Transform Marketing