Premier Hotels
Premier Hotels & Resorts is a privately held South African hospitality group operating 26 hotels across 7 provinces with 2,000+ bedrooms. Founded in 1991 by Samuel Nassimov, it serves business, leisure, and conference guests via four tiered brands spanning full-service 4-star hotels to budget express inns.
- Company typePrivate
- Founded1991
- HeadquartersCape Town, South Africa
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What Premier Hotels does
Premier Hotels & Resorts is a privately held South African hospitality group founded in 1991 by Samuel Nassimov. The group operates 26 hotels and resorts across 7 of South Africa's 9 provinces, comprising more than 2,000 bedrooms and roughly 1,500 staff. Its portfolio is organised under four sub-brands—Premier Hotels (4-star full-service urban properties), Premier Resorts (luxury scenic locations such as Knysna Lagoon, Sani Pass/Drakensberg, Mpongo Private Game Reserve, and Scottburgh), Premier Splendid Inns (3-star affordable hotels), and Premier Express Inns (budget no-frills)—plus on-site restaurants (e.g., Salmon, Tuscano, Maluti), conference venues seating 8–450 delegates, the Premier Kids Club at resort properties, and a tiered Premier Rewards loyalty programme spanning Bronze through Gold.
The group's operating technology is conventional hospitality infrastructure: a direct-booking website (premierhotels.co.za) with real-time availability and best-price guarantee, integrated with Global Distribution Systems (GDS) for travel-industry bookings, and a commission-mediated channel of Travel Management Companies (TMCs) and independent travel agents earning 10% on actualised BAR reservations. No proprietary platforms, APIs, or AI/ML components are disclosed. Revenue is generated from four streams: accommodation (room rates R1,795–R3,933 per night inclusive of 15% VAT, available as room-only, bed-and-breakfast, or dinner-bed-breakfast), food and beverage, conference and event hire, and ancillary loyalty/commission income. GTM operates as a hybrid: direct-to-consumer online, corporate/government negotiated rates, and intermediated TMC/travel-agent distribution. Target segments are corporate and government business travellers, leisure and family vacationers, weddings and group bookings, and conference/event planners.
Strategically, Premier is in active expansion mode. In 2020 the group acquired the Faircity Hotel Group (undisclosed consideration), absorbing its hotels, management contracts, and personnel. Visible 2023–2024 capex includes a R95 million Premier Splendid Inn Bloemfontein (88 rooms, 150-delegate conference facility), a R380 million Umhlanga precinct development of two hotels near Gateway shopping centre, and Premier Hotel Thohoyandou—the group's 25th property and first in far Northern Limpopo. The company has also begun offering third-party hotel and asset management services to external investors, representing an emerging B2B revenue line beyond its owned real estate.
Premier Hotels firmographics
Firmographics- Name
- Premier Hotels
- Legal name
- Premier Hotels and Resorts Pty Ltd
- Website
- https://premierhotels.co.za
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Premier Hotels & Resorts is a privately held South African hospitality group operating 26 hotels across 7 provinces with 2,000+ bedrooms. Founded in 1991 by Samuel Nassimov, it serves business, leisure, and conference guests via four tiered brands spanning full-service 4-star hotels to budget express inns.
- Ownership category
- akta.pro rank
Premier Hotels industry classification
Industry- Product category
- Hotel & Resort Hospitality
- NAICS
- Hotels (except Casino Hotels) and Motels (72111)
- akta.pro primary industry
- Business & Corporate Full-Service Hotels (THAGAAAE)
- akta.pro secondary industries
- Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD), Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC), Budget Hotel Chains & Franchises (THAGABAM)
Keywords
Where Premier Hotels is headquartered
LocationHeadquarters
- HQ city
- Cape Town
- HQ country
- South Africa
- HQ region
- Africa
Offices4 records
Markets served
Premier Hotels business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Accommodation Revenue: Primary revenue from hotel room rentals across 26 properties. Room categories include Standard, Executive, Deluxe, and Suite options with pricing ranging from R1,795 to R3,933 per night. Revenue earned on room-only, bed and breakfast, and dinner bed and breakfast basis.
- Food & Beverage: On-site restaurants and bars at properties including Salmon Restaurant, Tuscano Bistro Ristorante, Maluti Restaurant, and pool-side dining. Breakfast, lunch, themed dinner buffets, cocktails, and room service.
- Conference & Events: Conference venue rental and event services across multiple properties. Venues accommodate 8 to 450 delegates. Includes weddings, corporate events, and team-building activities.
- Premier Rewards Program: Loyalty program offering instant discounts on bookings, tier points (Bronze to Silver to Gold status), and increasing discounts with tier advancement.
- Travel Agent Commissions: Commission income from travel agent bookings - 10% on actualized reservations at Best Available Rate (BAR). Commission is earned on room-only portion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Premier Hotels - Modern 4-star full-service accommodation |
| Subscription | Pay-as-you-go | Bed & Breakfast Package |
| Subscription | Pay-as-you-go | Dinner, Bed & Breakfast Package |
| Subscription | Pay-as-you-go | Business Packages |
| Subscription | Pay-as-you-go | Special Events - Saturday Date Night |
| Transaction based/ take rate | Pay-as-you-go | Travel Agent Commission Rate |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Premier Hotels product offering
Product offeringCore offering
Premier Hotels & Resorts operates 26 hotels and resorts across South Africa under four sub-brands (Premier Hotels, Premier Resorts, Premier Splendid Inns, Premier Express Inns), providing accommodation, food and beverage, conference and event facilities, and the Premier Rewards loyalty programme. The group also offers third-party hotel and asset management services to property investors.
Product overview
Premier Hotels & Resorts operates a portfolio of 26 hotels and resorts across South Africa, comprising four distinct accommodation brands: Premier Hotels (4-star full-service urban properties), Premier Resorts (luxury scenic properties), Premier Splendid Inns (affordable 3-star hotels), and Premier Express Inns (budget options). The portfolio spans 7 provinces and includes conference venues, restaurants, and the Premier Rewards loyalty program. The company also offers hotel management services to third-party investors.
Differentiator
Problem solved
Functional benefit
Products and services
- Premier Hotels (4-star full-service)
Quantifiable outcome
- 30 years of hospitality excellence
- +3 more outcomes
Companies that use Premier Hotels
Customer profileSegments4 records
Ideal customer profiles4 records
Premier Hotels technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Premier Hotels partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Faircity Hotel GroupmajorAcquisition of Faircity Hotel Group including all hotels, management contracts, and personnel. Premier Hotels took ownership of Faircity hotels and integrated them into the Premier portfolio under founder and Managing Director Samuel Nassimov. This acquisition expanded Premier's footprint in South Africa.
Scale indicators7 records
Recent moves8 records
Expansion highlights5 records
Premier Hotels competitors and assessment
Company assessmentBroad incumbents
- Southern Sun (Tsogo Sun Hotels): Largest hospitality group in South Africa, operating a broad portfolio of full-service, limited-service, and resort hotels across the country. Directly comparable to Premier's multi-brand, multi-tier South African footprint, though at significantly greater scale.
- Sun International: Major South African hospitality and gaming group operating resort, casino, and luxury hotels across SA and select African markets. Comparable to Premier Resorts segment in scenic/leisure destinations, though Premier lacks gaming exposure.
- Protea Hotels by Marriott: Largest African hotel brand, now part of Marriott International, operating 4-star full-service and conference hotels across South Africa. Directly comparable to Premier's 4-star urban and business hub properties with strong conference/event focus.
- AccorHotels (South Africa): Global hospitality major with multiple brands (Sofitel, Pullman, ibis, Novotel) operating in South African business hubs and leisure destinations. Comparable to Premier's multi-tier brand structure and full-service conference offerings.
- Radisson Hotel Group (South Africa): International hotel group operating Radisson Blu and Radisson RED properties in major South African cities. Comparable to Premier's premium urban and airport-adjacent hotels in the business travel segment.
Direct peers
- City Lodge Hotels: Listed South African hotel group operating select-service and budget brands (City Lodge, Town Lodge, Road Lodge, Courtyard) across urban and airport locations. Closely comparable to Premier's Premier Splendid Inns and Premier Express Inns budget/midscale offering.
- Legacy Hotels & Resorts: South African independent hotel group operating upscale 4- and 5-star hotels, conference venues, and leisure resorts. Closely comparable to Premier's Premier Hotels and Premier Resorts brands with similar conference and leisure mix.
- African Sun Limited: Zimbabwe-listed hospitality group operating hotels, resorts, and conference venues in Southern Africa. Comparable business model (full-service + resort mix) and Southern African geographic footprint, though smaller and regionally focused.
- BON Hotels: Pan-African hospitality management company operating and managing hotels across multiple African countries with multi-tier brand portfolio. Comparable to Premier's asset-light hotel management services offering and tiered brand structure.
Others
- Hospitality Property Fund (now merged into Lighthouse Capital / Hyprop): South African REIT historically focused on hospitality real estate. Comparable as adjacent ecosystem participant — owner/lessor of hotel real estate that competes with or partners with owner-operator groups like Premier for property acquisitions and leases.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Premier Hotels social profiles
Digital presencePremier Hotels financial estimates
Financial estimateRevenue estimate
Valuation estimate
Premier Hotels leadership team
Management profileNumber of profiles
Profiles2 records
Premier Hotels subsidiaries and ownership
Company hierarchySubsidiaries1 record
Premier Hotels funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Premier Hotels M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Premier Hotels
What does Premier Hotels do?
Premier Hotels & Resorts operates 26 hotels and resorts across South Africa under four sub-brands (Premier Hotels, Premier Resorts, Premier Splendid Inns, Premier Express Inns), providing accommodation, food and beverage, conference and event facilities, and the Premier Rewards loyalty programme. The group also offers third-party hotel and asset management services to property investors.
Is Premier Hotels a public or private company?
Premier Hotels is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Premier Hotels founded?
Premier Hotels was founded in 1991. It employs 1,001 to 5,000 people.
Where is Premier Hotels based?
Premier Hotels is headquartered in Cape Town, South Africa, in the Africa region.
How does Premier Hotels make money?
Five revenue lines are on record. Accommodation Revenue is the primary driver. The others are food & Beverage, conference & Events, premier Rewards Program and travel Agent Commissions.
Who are Premier Hotels's main competitors?
Broad incumbents on record are Southern Sun (Tsogo Sun Hotels), Sun International, Protea Hotels by Marriott, AccorHotels (South Africa) and Radisson Hotel Group (South Africa). Direct peers are City Lodge Hotels, Legacy Hotels & Resorts, African Sun Limited and BON Hotels. Hospitality Property Fund (now merged into Lighthouse Capital / Hyprop) is listed as an others.
Does Premier Hotels have an API?
No public API is recorded for Premier Hotels.
What industry is Premier Hotels in?
Premier Hotels's product category is Hotel & Resort Hospitality. Its primary akta.pro industry code is THAGAAAE, Business & Corporate Full-Service Hotels, with a secondary code of THAGAAAD, Resort-Area Full-Service Hotels (Non–All-Inclusive). Its NAICS code is 72111.