Durban – In a move that signals growing diversification within South Africa’s hospitality sector, First Group has launched a new short-term rental management business under the brand First Private Stays (FPS).
Drawing on more than 30 years of experience in hotel and resort operations, the Durban-based group is stepping into the increasingly popular world of holiday home rentals, bringing its full-service approach to a market typically dominated by owner-managed listings.
With a national footprint of 40 resorts, a property portfolio valued at R5 billion, and an annual guest base exceeding 10 million, First Group enters this space with considerable infrastructure.
Its First Loyalty programme, boasting over 100 000 members and a centralised team of more than 80 reservation specialists, further strengthens its capacity to scale First Private Stays across the country.
According to Shaun Lamont, Managing Director of First Group Hotels and Resorts, the launch of First Private Stays is both a natural extension of the company’s capabilities and a response to shifting travel behaviour.
“Travel preferences have evolved. Today’s holidaymaker wants flexibility and authenticity, but they also want assurance,” said Lamont.
“With FPS, we’re offering a managed, standardised experience in a space that’s often unpredictable.”
Unlike platforms such as Airbnb or Booking.com, First Private Stays will not act as a booking site but rather work alongside them, managing listings across more than 200 platforms, including the global booking giants.
The aim is to help private property owners maximise earnings from their holiday homes, while delivering a consistent, hotel-grade experience to guests.
Lamont adds that the First Private Stays offering includes:
- Property setup and optimisation following detailed inspections
- Listing and distribution across multiple platforms, including Airbnb and Booking.com
- 24/7 guest support with add-ons such as cleaning, babysitting and concierge-style services
- A dedicated local host to oversee guest experience, property maintenance, and review performance
He also notes the potential for job creation through this new arm of First Group’s business, particularly in regional areas.
The model relies on local teams and hosts, offering new employment opportunities in guest services, operations and property management.
The short-term rental market in South Africa continues to grow, driven by domestic travel and a surge in remote work trends.
Analysts suggest that professionally managed private stays could become the preferred choice for both owners and guests seeking quality assurance without sacrificing uniqueness.
Whether First Private Stays can carve out a meaningful niche in a space dominated by tech giants and independent hosts remains to be seen, but with the backing of a well-established hospitality group and a clear focus on service delivery, the brand enters the market with a distinct advantage.
