South African corporates are increasingly choosing local hotel chains over international brands, as travel managers question whether star ratings offer a consistent measure of quality across markets.

FCM’s latest Insights Report found that the most consistent properties for corporate travel in Africa were local chains. 

Mummy Mafojane, GM of FCM South Africa, says international brands offer familiarity, but that it does not always translate into a consistent experience for business travellers. 

“International brands bring consistency, but consistency built for a global template doesn’t always translate well into a specific city with its own business culture. Local operators tend to build around that reality from the start, rather than adapting a standard that was designed somewhere else,” says Mafojane.

Local hotel groups have developed their properties around the realities of their own markets.

“A generator, a borehole and a driver who actually arrives are standard rather than selling points. Because of this, several of our top destinations are local chains, and traveller feedback confirms it trip after trip.”

Domestic growth

Mafojane says South Africa has one of the most established markets, with groups such as ANEW, Cresta, City Lodge Hotel Group, Southern Sun, Peermont and Capital Hotels forming an important part of FCM’s domestic corporate programme.

Read the full article in Travel News here.