Dream Hotels & Resorts has officially taken over the management of 10 2nd Avenue Houghton Estate in Johannesburg, with the long-term lease of the estate aligning with the brand's strategy to expand its portfolio in key business hubs across South Africa.
Strategic expansion
According to Chris Snyman, Chief Development Officer at Dream Hotels & Resorts, the company has long sought a full-service offering in South Africa's commercial capital of Johannesburg.
"We’ve been looking for a property and, while it’s been reported that we are taking over management, we’re actually entering a long-term lease for this estate," said Snyman.
Previously, the group's Johannesburg presence was limited to a smaller guest house catering to Dream Vacation Club members. Acquisition of 10 2nd Avenue Houghton Estate fills this gap by targeting corporate clients seeking upscale accommodation and conference facilities. The property, which comprises 16 rooms and four conference venues, will cater to corporate and leisure travellers.
Short-term enhancements
While Snyman emphasised initial changes will focus on subtle improvements, the group is already working on a comprehensive rebrand set to launch in 2025. "For now, the touchpoints will be smaller but impactful, integrating the property into our operating ethos and vision of co-creating memorable travel experiences."
Guests can expect upgrades to in-room amenities such as espresso bars, pillow menus, and advanced entertainment options. While significant structural changes are not expected immediately, food and beverage offerings will be a key focus. Dream Hotels & Resorts aims to position the estate's restaurant and lounge areas as desirable destinations for guests and the local community.
"We want to create a space where locals can work, connect and have memorable times with family and friends or host upmarket business meetings," said Snyman.
With the refurbishment and rebranding scheduled to unfold gradually, the transition from now until February 2025 will be carefully managed to avoid guest disruptions. Snyman acknowledged the current owner has already undertaken significant refurbishments in recent years, which will allow for a more seamless transition.
"We’re looking at softer upgrades: improving services and enhancing offerings like concierge and in-room spa treatments," he noted.
Furthermore, the estate will undergo staffing expansions with the addition of 15 to 20 new positions supporting the enhanced facilities and services.
Rebranding and future plans
The rebranding for the second quarter of 2025 will focus on preserving the estate’s historical charm and elevating its luxury appeal.
"We’re workshopping concepts around renaming and rebranding the property while keeping its heritage intact. We want to create a unique persona that aligns with our other offerings but remains distinctly 10 2nd Avenue," said Snyman.
Innovations on the horizon include incorporating external experiences that connect guests to Johannesburg’s culture and history. Plans are underway to integrate partnerships with local tour guides, museums and cultural sites. Guests could soon enjoy safari getaways, flying directly from Johannesburg to Dream Hotels’ other property in Madikwe Game Reserve, Madikwe River Lodge.
A local focus
Community integration is a central theme in Dream Hotels & Resorts' approach to 10 2nd Avenue Houghton Estate. The property aims to attract not only international and domestic leisure travellers but also the residents of the surrounding Houghton area. The estate is exploring options for hosting local events from private screenings and picnics to food and wine pairings, thereby becoming a hub for social and business gatherings.
"Our vision is to create a place where locals feel welcome and the estate becomes a part of the community, offering events and experiences that cater to a wide range of interests," Snyman explained.
Sustainability and innovation
Sustainability is another key focus for Dream Hotels & Resorts as it integrates its style into the estate.
"We’re implementing initiatives to manage power, water and waste while continuously monitoring and improving on them," said Snyman. The property will explore solutions such as solar power and energy-efficient systems to align with the group's sustainability efforts.
Long-term growth strategy
The acquisition of 10 2nd Avenue is part of Dream Hotels & Resorts’ broader strategy to expand its footprint in southern Africa with a focus on key business and leisure destinations. "Our goal is to continue expanding within southern Africa and provide more business and leisure travellers with unique, tailored experiences," Snyman said.
With its manor-like atmosphere and location in the heart of Johannesburg, 10 2nd Avenue Houghton Estate is set to become a prominent feature in Dream Hotels & Resorts’ growing portfolio.
