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Working with a plan...Our strategy in practice

 OPENING OUR NEW-CONCEPT COURTYARD HOTEL WATERFALL CITY

The Courtyard Hotel Waterfall City opened its doors on 1 March 2021, making it the 56th hotel in South Africa and the fifth in the Courtyard Hotel brand. The new hotel showcases the direction of the Courtyard Hotel brand, with new design elements, a Green Star 4-star Custom Design certified rating from the Green Building Council South Africa and additional services.

In the upcoming year, we intend refining our offering and fitting-out those floors that were not complete at the time of opening and have not been in use. The hotel opened with 84 rooms and four suites available, with a plan to open the remaining 74 rooms on an on-demand basis, which will be completed by December 2022.

 GROWING OUR FOOD AND BEVERAGE OFFERING

The enhanced food and beverage offerings across all four of our hotel brands has attracted more leisure, "bleisure" (business and leisure), "staycation" and special holiday events business. By giving guests more reason to stay in our hotels rather than dine out, we have increased our food and beverage revenue by 150% compared to the previous financial year.

Eat-in roll out

In January 2022, CLHG announced the rollout of its Eat-in restaurants at all Town Lodges and Road Lodges, serving lunch and dinner daily. Five of the group's hotels piloted the Eat-in concept last year, with 19 Road Lodges and 12 Town Lodges joining suit and serving lunch and dinner since June 2022. These hotels already offered breakfast and pizza, and guests can now enjoy sit-down lunch and dinner as well, either in the Eat-in restaurant, at the pool deck, in their rooms or on the go.

The group is known for its hot and cold breakfast spreads and the additions of a la carte menus at the Courtyard Hotels, including the stunning Protea and Highline restaurants at the new flagship Courtyard Hotel Waterfall City, and the signature #Cafe restaurants in City Lodge Hotels.

Catering and special events

We now provide all meals at all brands where, previously, Town Lodge and Road Lodge hotels provided only a breakfast offering. We have offered a broad range of promotions, which often include a food and beverage element, and this has been successful with leisure travellers. We have also extended our food and beverage offering to catering for special occasions such as baby showers, birthdays, corporate braais, al fresco dining, and even weddings. Our Courtyard Hotels have hosted high tea, wine tasting, and wine and food pairing events.

Our Courtyard Hotel, City Lodge Hotel and Town Lodge brands feature bars serving wine, beer on-tap, and a new varied gin menu with a choice of tonics and botanicals. Our head of food and beverage operations has recreated the cocktail menu to include a selection of classic cocktails that are very popular with our guests! The cocktails will be served in the Courtyard Hotels, City Lodge Hotels and Town Lodges.


Our strategy on the ground:

 SALES AND MARKETING INITIATIVES

Our brands aspire to "WOWing" all our customers across every touch point in the customer journey. We continue to deliver innovative offerings underpinned by customised creative solutions delivered by our friendly and dedicated teams. We know that people come back for people as it has been evidenced in the various customer service measurement tools.

The media strategy in the past two years was to use cost effective channels such as social media, public relations and word of mouth during the period of cost containment. As a result we had to find other brand building platforms and the leveraging of our partnerships became very important.

Our sales efforts with the travel trade and key corporates continued to strengthen in-spite of the Covid-19 restrictions.

All the revenue management initiatives that have been implemented are starting to bear fruit. These initiatives include the best available rate (BAR) philosophy and the use of AI for forecasting future demand.

The combined investment in our marketing and media strategy, as well as sales efforts with key corporates, have started to deliver returns through increased occupancy as corporates have resumed travel and we remain front-of-mind in their consideration set. This is assisting with better yield management resulting in increased average room rates (ARR) and total revenue per available room (TrevPAR).

We have conducted research as part of the mapping out of the group's loyalty programme that will be revamped and launched in the first quarter of the new calendar year.

In the coming year, our strategic focus includes:

  • Ensuring that our market position remains strong and that our brands are maintained, enhanced and ready to adapt should economic conditions change;
  • Shifting focus to cater to the leisure market and 'bleisure' market in order to capitalise on inroads made into these markets during the year under review; and
  • The launch of the fresh new loyalty/reward programme that will be available to all guests, which offers benefits and rewards, both in-house and through our strategic partnership network across the retail, and travel and hospitality sectors.

Our strategy on the ground:

 DISPOSAL OF HOTELS IN KENYA AND TANZANIA

As previously reported, the group accepted an offer in respect of four of the group's hotels in Kenya and Tanzania. The rationale behind the disposal of its entire East African hotel portfolio was that the sale was necessary in order to:

  • reduce debt levels within the group;
  • increase group liquidity; and
  • eliminate ongoing operating losses and further funding requirements.

The proceeds from the sale were a welcome injection of funds into the group's balance sheet after two difficult years of reduced occupancies and revenue.

The sale consideration was used to settle a large portion of the group's outstanding debt in order to reduce future interest and to enable the group to refinance its debt facilities. These actions have significantly improved our liquidity position, to meet our operational needs and resume reinvestment in our portfolio of hotels. It also enables the group to resume its previous capital expenditure strategies.

In the coming year, our strategic focus includes:

  • Ensuring that our market position remains strong and that our brands are maintained, enhanced and ready to adapt should economic conditions change;
  • Shifting focus to cater to the leisure market and 'bleisure' market in order to capitalise on inroads made into these markets during the year under review; and
  • The launch of the fresh new loyalty/reward programme that will be available to all guests, which offers benefits and rewards, both in-house and through our strategic partnership network across the retail, and travel and hospitality sectors.

 Repositioning of underperforming hotels

City Lodge Hotel Eastgate and Road Lodge Sandton were rebranded by the group while they were closed in order to reposition them to better suit the market needs of the area. With the bulk of guests staying in the City Lodge Hotel (previously the Courtyard Hotel) in Eastgate in the East of Johannesburg while on business, it made sense to rebrand the property as the more widely recognised City Lodge Hotel and reprice it accordingly.

Road Lodge Sandton is the rebranded name of the Town Lodge Sandton, Grayston Drive in the north of Johannesburg. The group's decision was influenced by the fact that CLHG has a number of hotels in the region and adding a Road Lodge to the mix ensures the overall accommodation offering in the area meets the needs of all budgets. The Road Lodge was intended to bring truly affordable, comfortable accommodation to price-conscious, yet discerning travellers to the area.

 MEET OUR COVENANTS

Management secured the waiver of the original debt covenants for measurement periods from June 2021 to September 2022. The remaining Loan to Value covenant was met at all measurement periods during the year. Management liaised regularly with the group's lenders to ensure access to facilities was maintained.

In June 2022, the loans maturing within 12 months were repaid and a new refinanced package was finalised, which provides total debt facilities of R600 million maturing over three to five year periods at more favourable financial terms and covenants.

 BROAD-BASED BLACK ECONOMIC EMPOWERMENT (B-BBEE) SCORE

The group currently holds a level 5 B-BBEE score, which expires in November 2022. We are currently undergoing our current year verification audit for the new certificate. The level 5 B-BBEE score is currently below our target level 4 score, mainly due to the cost-containment measures put in place during the prior year, as we prioritised cash management and operational sustainability in response to the liquidity challenges caused by the pandemic. In the current year, we have resumed to prioritise spend on training, procurement and other criteria beneficial to our scorecard. We have focused on youth development and employment and have 36 participants in our in-house YES programme. Our transformation committee, chaired by the COO, meets regularly to plan and monitor the transformation strategy and plans.

 Training and talent development

We are passionate about the hospitality industry and about inspiring young people to explore just how rewarding a career in hospitality can be. As the world recovers from the pandemic, millions of jobs are returning to the travel and tourism sector, which presents an opportunity for us to contribute towards reducing the current levels of unemployment. Our partnership with YES and our YES programme identifies young people with a promising future in hospitality. The Youth Employment Service (YES) is a social initiative that focuses on youth employability and employment in South Africa in a partnership that includes government, business, labour and civil society; it is a private sector-funded and self-sustaining non-profit organisation. We participate in the Yes programme initiative which is a 12-month learning programme where we assist South Africa's youth to gain work experience and thereby enhance their employability prospects.

The focus of this year's initiative was the Food & Beverage Department as this is an area where we are expanding our operations. This proved an ideal opportunity to involve and upskill the youth who were chosen to participate. We strive to provide ongoing learning opportunities for the youth and during the programme we provide on-the-job training, support and mentoring which builds on their strengths and develops their skills. Our ultimate goal is to provide these Yes programme individuals with employment opportunities ourselves by absorbing them into our operations where opportunity exists. Where that is not possible, however, they have a year's worth of experience on their CVs and all the input and development they have received both from the group and the Yes programme.

We currently have 36 young people between the ages of 20 and 35 placed in various hotels within Gauteng.

For more information on our employee training and development, please refer to our Sustainability review.

 Corporate Social Investment (CSI)

Our social investment initiatives also contribute to transformation and eradicating inequalities. Hotel general managers have prioritised community engagement during this period of cost containment and have taken part in events raising awareness of social issues.

CSI on the part of the group has been effected through our ongoing relationship with the Emthonjeni Community Centre. In April 2022 CLHG again visited Emthonjeni Community Centre to deliver another donation of soft goods and toiletries. The donation included 1 935 items of linen and towelling, 415 pillows and 3 000 bars of soap worth approximately R266 000.

Staff at Town Lodge Gaborone joined 12 500 runners who took part in the 10km Diacore Gaborone Marathon 2022 in the fight against Gender-Based Violence.

In the coming year, our strategic focus includes:

  • CLHG is building out a new incubator programme, overseen by the Southern Africa Tourism Services Association (SATSA), which identifies and supports the growth and development of a number of home grown entrepreneurs.

By measuring and monitoring our environmental performance, we aim to increase efficiency throughout our portfolio and mitigate environmental and regulatory risks. Our cost containment strategy, unfortunately, prompted us to halt all sustainability investment initiatives during the year under review.

 Solar energy

In 2019, we completed 25 solar energy installations, at a total investment of approximately R20 million.

The group is pleased with the success of the solar power initiative as not only does it allow the group to minimise its electricity and diesel spend, but it reduces the overall dependency of South Africans and South African companies on fossil fuels.

 Reduced single-use plastic usage

We are driven to eliminate single-use plastics throughout our operations.

We reduced the need for bottled water by introducing new filtered hydration stations at all hotels, which provides magnesium-enriched water to our guests at no cost.

Together with our South African supplier, we were the first hotel group to launch a range of plastic free bathroom amenities in packaging which is completely recyclable.

The Zero Bars are a waterless solution, and reduce the carbon footprint of the supply chain, as previously the liquid products meant trucking water around the country.

We continue to look for opportunities to reduce our plastic usage.

 Commitment to using only cage-free eggs by 2025

With our greater food offering and increased ingredient costs, sourcing our ingredients wisely and responsibly is crucial in achieving our environmental sustainability objectives. The group has committed to using only suppliers that can provide verifiably cage-free chicken eggs by 2025.

During the year under review, the percentage of cage-free eggs used in our kitchens was 55% (2021: 45%).

In the coming year, our strategic focus includes:

  • reinstating all of our sustainability initiatives;
  • maintaining and further reducing energy consumption on a per-room-sold basis;
  • Additional installation of solar panels at hotels;
  • reducing our water consumption on a per-room-sold basis through our water-saving initiatives;
  • continuing the journey of supplying identified hotels with an alternative source of water; and
  • investigating the application of battery storage for solar energy at the hotels, to prolong usage of renewable energy in the dark and during periods of low solar activity.

 Optimising performance

We are currently using machine learning and predictive analytics to inform our pricing methodology. We introduced a Business-Intelligence (BI) tool in 2021 and this serves to analyse key clients, track new business and personalise offerings for guests, corporate clients and agents. It also reviews historic, environmental and industry data. We will continue to benefit from the advantages of predictive analytics in the coming months as results thus far have been very positive.

At the beginning of the year under review, the group introduced the best-available-rate (BAR) pricing methodology so as to guarantee that our guests are quoted the lowest available rate for each night of their stay. In this way we are able to assure our guests that our rates are the best that they can possibly be.

 Cyber security

Given our focus on enhancing our technology infrastructure and engaging more fully with our guests over digital channels, we are very aware of the heightened need to protect ourselves and our customers from technology-based criminal activity.

These technological upgrades are for convenience and safety, but not only physical safety. The safety of our guests' personal information has become more crucial with the rise of ransomware and data leaks. In order to pre-empt these types of incidents, we have taken the following steps:

  • Actively working with assurance providers to identify new developments and safeguards against cyber security breaches.
  • Using and regularly updating anti-virus software and patch management processes.
  • Consolidating our servers at our primary data centre.
  • Introducing multi-factor authentication ("MFA") for users accessing our network.
  • Mandating a security awareness programme for all employees.
  • Remediating the gaps identified as part of a POPIA gap analysis.
  • Introducing phishing exercises to raise staff awareness.
  • Establishing and regularly testing our Disaster Recovery Plan ("DRP").
  • Confirming that our hosting provider has a comprehensive physical security and DRP in place.

 Gaining a technological advantage: online training

Before the Covid-19 pandemic, our kitchen staff were trained in-person and on-the-job. While we still do a large portion of our staff development training in this way, this year our members of staff have made use of the Unilever Food Solutions (UFS) Academy app and have completed many of the short courses aimed at teaching skills and providing tips and tricks to aspiring chefs. The International Centre for Culinary Arts (ICCA) has endorsed certain courses provided on the app and participants can also be awarded ICCA-endorsed certificates of completion.

In the coming year, our strategic focus includes introducing:

  • A point of sale (POS) system: The group will be rolling out a cloud-based POS for the restaurants within the group.
  • We will be launching a new intranet that will be the focal point for all information that our in-house staff will need, from job vacancies to the latest CLHG news. In this way we connect our employees in order to enhance communication, boost morale, and inspire current ideas.
  • A reinvigorated loyalty and rewards programme will be launched in the next 12 months, which will available to all guests. The programme will reward guests with points and benefits which can be redeemed at any of the hotels in the CLHG brands.