The Capital Hotels and Apartments
The Capital Hotels and Apartments is a South African owner-managed hospitality group operating 13+ hybrid hotel and serviced-apartment properties with 1,200+ rooms across five provinces, serving business and leisure travelers through direct booking, a mobile app, GDS distribution, and the Capital Circle loyalty program.
- Company typePrivate
- Founded2008
- HeadquartersJohannesburg, South Africa
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What The Capital Hotels and Apartments does
The Capital Hotels and Apartments is a privately held South African hospitality group operating a hybrid hotel-and-apartment model across 13+ branded properties with 1,200+ rooms in key business and leisure destinations including Sandton, Rosebank, Melrose, Pretoria (Menlyn Maine and Trilogy), Cape Town (15 on Orange and Mirage), Durban (Pearls and Zimbali), Mbombela, and Gqeberha. Each property combines traditional hotel rooms with fully serviced luxury apartments and penthouses, supported by standardized amenities including uncapped Wi-Fi, scheduled shuttles, in-apartment laundry, secure parking, and on-site conferencing facilities for large-scale events. The company also operates an investor-facing model that allows third parties to purchase apartments inside hotel properties, aligning ownership with hotel operations.
The go-to-market is direct-to-consumer across multiple channels: thecapital.co.za website with real-time availability, a mobile booking app, a central reservations call center, a dedicated corporate sales team, and integration with Global Distribution Systems (GDS) for travel agent and OTA reach. The Capital Circle loyalty program provides up to 20% discount, best rate guarantee, price matching and free-night offers to drive repeat direct bookings. Marketing is executed through social media (Facebook, Instagram, TikTok, LinkedIn), YouTube property showcases, email newsletters, and on-site SEO/content marketing.
The revenue model is anchored on nightly and extended-stay accommodation billed pay-as-you-go, supplemented by subscription-like Capital Circle member stays, conferencing and event revenue, and investor unit sales. Customer segments span business travelers, leisure travelers, and event organizers, with corporate clients supported through negotiated rates and a dedicated sales function. The company is owner-managed, headquartered in Sandton, and discloses no external institutional investors or parent company affiliations.
The Capital Hotels and Apartments firmographics
Firmographics- Name
- The Capital Hotels and Apartments
- Legal name
- The Capital – Hotels | Apartments | Resorts
- Website
- https://thecapital.co.za
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- The Capital Hotels and Apartments is a South African owner-managed hospitality group operating 13+ hybrid hotel and serviced-apartment properties with 1,200+ rooms across five provinces, serving business and leisure travelers through direct booking, a mobile app, GDS distribution, and the Capital Circle loyalty program.
- Ownership category
- akta.pro rank
The Capital Hotels and Apartments industry classification
Industry- Product category
- Hotel and Serviced Apartments
- NAICS
- Hotels (except Casino Hotels) and Motels (72111)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Executive Apartments (Corporate Housing) (THAGAEAD)
- akta.pro secondary industries
- Business & Corporate Full-Service Hotels (THAGAAAE), Executive & VIP Corporate Housing (THAMAHAF), Alternative Corporate Lodging (Serviced Apartments, Extended Stay, Corporate Housing) (THACAGAL), Urban & Downtown Full-Service Hotels (THAGAAAA)
Keywords
Where The Capital Hotels and Apartments is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
The Capital Hotels and Apartments business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Accommodation Services: Revenue from hotel rooms and fully serviced luxury apartments across 12+ properties in South Africa. Includes nightly rates, extended stays, and long-stay solutions.
- Conference and Events: Revenue from world-class conferencing facilities and adaptable meeting rooms capable of accommodating large scale events at multiple properties.
- Membership Program: Capital Circle loyalty program generating recurring revenue through membership bookings with discounted rates for members.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Standard Room Rates |
| Subscription | Annual | Capital Circle Membership - 20% Discount |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
The Capital Hotels and Apartments product offering
Product offeringCore offering
The Capital Hotels and Apartments operates a portfolio of 13 hybrid hotel and fully serviced luxury apartment properties across South Africa, comprising more than 1,200 rooms in Sandton, Melrose, Rosebank, Pretoria, Cape Town, Durban, Mbombela, and Gqeberha. The offering blends hotel rooms, serviced apartments, and penthouses with complimentary amenities such as uncapped Wi-Fi, scheduled shuttles, in-apartment laundry, and secure parking. The company also provides world-class conference and meeting facilities across multiple properties and runs The Capital Circle loyalty programme offering members up to 20% off stays with best rate guarantees.
Product overview
The Capital Hotels and Apartments is South Africa's fastest-growing owner-managed fully serviced apartments and hotel rooms provider operating 13 properties across key locations (Sandton, Melrose, Rosebank, Pretoria, Cape Town, Durban, Mbombela, and Gqeberha) with over 1,200 rooms. The portfolio includes branded properties: On The Park, Empire, SEVEN Villa Hotel & Spa, Menlyn Maine, Trilogy, Melrose, On Bath, 15 on Orange, Mirage, Pearls, Zimbali, Mbombela, and Boardwalk. Properties offer hybrid hotels with fully serviced luxury apartments and hotel rooms. Complementary services include uncapped high-speed Wi-Fi, scheduled shuttles, laundry in apartments, and secure parking. The Capital Circle loyalty program provides members up to 20% discount and best rate guarantees. The company also offers investment opportunities where investors can purchase apartments in hotel properties.
Differentiator
Problem solved
Functional benefit
Brands
- The Capital Circle: The company's loyalty/membership program offering members up to 20% off stays and guaranteed best rates.
Products and services
- The Capital On The Park A business resort in Sandton offering cosmopolitan living with fine restaurants, luxurious in-house comforts, and entertainment facilities for business and leisure guests.
- The Capital Empire
- SEVEN Villa Hotel & Spa
- The Capital Menlyn Maine
- The Capital Trilogy
- The Capital Melrose
- The Capital On Bath
- 15 on Orange
- The Capital Mirage
- The Capital Pearls
- The Capital Zimbali
- The Capital Mbombela
- The Capital Boardwalk
- The Capital Circle (Loyalty Program)
- Events & Conferences
Companies that use The Capital Hotels and Apartments
Customer profileSegments3 records
Ideal customer profiles3 records
The Capital Hotels and Apartments technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature2 records
The Capital Hotels and Apartments partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Global Distribution System (GDS) ProviderscoreIntegration with Global Distribution Systems enables The Capital to reach travelers through travel agents and online travel agencies globally, expanding distribution beyond direct bookings.
- Investment Property PartnerscoreThe Capital develops and invests in apartments, allowing investors to purchase apartments in their hotels and enjoy benefits of hassle-free living and/or investing. This creates a unique ownership model aligned with hotel operations.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
The Capital Hotels and Apartments competitors and assessment
Company assessmentDirect peers
- African Sun Limited: Zimbabwe-headquartered hospitality group with southern African hotel and resort properties; regional peer in the African serviced-accommodation space, comparable in size and business-traveller focus.
- Southern Sun (Tsogo Sun Hotels): One of South Africa's largest hotel operators with a broad portfolio in Sandton, Cape Town, Durban and other nodes The Capital serves; competes for the same corporate and leisure travellers.
- City Lodge Hotels: JSE-listed South African hotel group operating multiple branded hotel and serviced apartment properties across SA's main business nodes; directly comparable in product type (hotels + extended-stay) and target corporate segment.
- aha Hotels & Lodges: South African hotel collection spanning urban and leisure destinations; comparable owner-led brand model targeting both corporate and leisure travellers within SA.
Others
Broad incumbents
- Sun International: JSE-listed hospitality group with luxury and resort properties across South Africa; overlaps in the leisure and conferencing demand pool and competes in Cape Town and Durban nodes where The Capital operates.
- Radisson Hotel Group (South Africa): Global upper-upscale chain with properties in Sandton, Cape Town, and Durban; competes directly with The Capital's full-service urban hotels and brings a global loyalty program into the same market.
- Hilton (South Africa): Global hospitality incumbent with flagship properties in Sandton and other SA business hubs; competes with The Capital for corporate travellers and offers the Hilton Honors loyalty program.
- Accor (South Africa): Global operator with midscale to luxury brands (including serviced apartments such as Adagio) in Johannesburg, Cape Town, and Durban; broad incumbent competing for both corporate and extended-stay demand.
Emerging players
- The Oyster Collection (Pezula/Zimbali-adjacent luxury): Owner-managed luxury lodge and boutique hotel group in South Africa; comparable owner-operator positioning in the upper-upscale and leisure segments The Capital pursues.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Capital Hotels and Apartments social profiles
Digital presenceThe Capital Hotels and Apartments financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Capital Hotels and Apartments leadership team
Management profileNumber of profiles
The Capital Hotels and Apartments funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Capital Hotels and Apartments 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 The Capital Hotels and Apartments
What does The Capital Hotels and Apartments do?
The Capital Hotels and Apartments operates a portfolio of 13 hybrid hotel and fully serviced luxury apartment properties across South Africa, comprising more than 1,200 rooms in Sandton, Melrose, Rosebank, Pretoria, Cape Town, Durban, Mbombela, and Gqeberha. The offering blends hotel rooms, serviced apartments, and penthouses with complimentary amenities such as uncapped Wi-Fi, scheduled shuttles, in-apartment laundry, and secure parking. The company also provides world-class conference and meeting facilities across multiple properties and runs The Capital Circle loyalty programme offering members up to 20% off stays with best rate guarantees.
Is The Capital Hotels and Apartments a public or private company?
The Capital Hotels and Apartments is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Capital Hotels and Apartments founded?
The Capital Hotels and Apartments was founded in 2008. It employs 101 to 250 people.
Where is The Capital Hotels and Apartments based?
The Capital Hotels and Apartments is headquartered in Johannesburg, South Africa, in the Africa region.
How does The Capital Hotels and Apartments make money?
Three revenue lines are on record. Accommodation Services are the primary driver. The others are conference and Events and membership Program.
Who are The Capital Hotels and Apartments's main competitors?
Direct peers on record are African Sun Limited, Southern Sun (Tsogo Sun Hotels), City Lodge Hotels and aha Hotels & Lodges. Marriott International (South Africa) is listed as an others. Broad incumbents are Sun International, Radisson Hotel Group (South Africa), Hilton (South Africa) and Accor (South Africa). The Oyster Collection (Pezula/Zimbali-adjacent luxury) is listed as an emerging player.
Does The Capital Hotels and Apartments have an API?
No public API is recorded for The Capital Hotels and Apartments.
What industry is The Capital Hotels and Apartments in?
The Capital Hotels and Apartments's product category is Hotel and Serviced Apartments. Its primary akta.pro industry code is THAGAEAD, Executive Apartments (Corporate Housing), with a secondary code of THAGAAAE, Business & Corporate Full-Service Hotels. Its NAICS code is 72111 and its SIC code is 7000.