ANEW Hotels & Resorts celebrates its sixth birthday this month.

Established by the group’s CEO, Clinton Armour in 2017, with the first property – ANEW Resort Ingeli Forest – the group saw its biggest growth during the COVID-19 pandemic and now offers 17 properties as part of its portfolio, with the latest, ANEW Resort Hazyview Kruger Park, opening on May 1.

Alan Campbell, ANEW Hotels & Resorts' Sales & Marketing Director, attributes the overall success to Armour. He says: "Clinton is an exceptional leader whose journey as CEO of ANEW Hotels & Resorts exemplifies the power of humility, determination, and hard work.

“With a strong foundation in family values and a profound understanding of business acumen, Clinton has paved the way to success by fostering a culture of excellence and empowering his team. As ANEW Hotels & Resorts celebrates its sixth birthday, it is an opportune time to reflect on the valuable business lessons learned and the remarkable growth achieved under his guidance."

Armour says a deep-rooted understanding of family values and strong work ethic were instilled in him during his upbringing on a farm in the KZN Midlands.

His family's longstanding involvement in timber and dairy farming transitioned unexpectedly into the hospitality industry when they acquired an old roadhouse motel near Harding in the 1980s. Over the subsequent generations, the Armour family independently managed this establishment, providing Armour with invaluable experience and insights into the world of hospitality.

Recognising the potential in the local leisure market, he embraced his passion for hospitality and took the reins of the family business. In 2014, he spearheaded the transformation of Ingeli Forest Resort into a comfortable, mid-level hotel, just an hour's drive from Port Shepstone. Today, this property is ANEW Resort Ingeli Forest.

Armour ventured further into the industry, partnering with a business associate to acquire the Protea Hotel in Hluhluwe in 2016. With a substantial investment, the hotel underwent an extensive refurbishment, adding a five-star self-catering lodge to its existing three-star offering. During this period, Clinton realised the need for a new brand identity and successfully rebranded his two properties under the ANEW Hotels & Resorts banner in 2017.

For the future, ANEW is still focused on attaining its goal of reaching a total capacity of 2 000 rooms in the year and to further expanding its footprint to the Free State, Eastern Cape and Northern Cape.

“We have a vision of going global, but in a South African context,” said Campbell.