Dream Hotels & Resorts has officially taken over the management of 10 2nd Avenue Houghton Estate in Johannesburg, marking the hospitality group's first footprint in Gauteng. The long-term lease of this estate aligns 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 the commercial capital.
The 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 for both corporate and leisure travellers.
While Snyman emphasised that initial changes will focus on subtle improvements, the group is already working on a comprehensive rebrand set to launch in 2025. 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 both hotel 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," says Snyman. 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.
"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 the addition of espresso bars, pillow menus, and advanced entertainment options.
The current management 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 notes.
The estate will also undergo staffing expansions, with the addition of 15 to 20 new positions to support the enhanced facilities and services.
Rebrand
The rebranding, set for Q2 2025, will focus on both preserving the estate’s historic charm and elevating its luxury appeal.
"We’re workshopping concepts around re-naming 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," says Snyman.
Innovations include incorporating external experiences that connect guests to Johannesburg’s culture and history. Plans are under way 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.
Sustainability is a key focus for Dream Hotels & Resorts.
"We’re implementing initiatives to manage power, water, and waste, while continuously monitoring and improving on them," says 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
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."
