Why Signature Lux Hotels sees the Millennial guest as a key to South African success

Why Signature Lux Hotels sees the Millennial guest as a key to South African success

Millennials - born from 1981 to 1997 - are the target guests for the new Signature Lux Hotel in Johannesburg. It promises swift self-service checkin, free uncapped wifi and 40-inch TVs as well as promising exactly the location that the under 30 traveller now requires, says the operator, which plan five more South African hotels within 18 months
In June 2017, Signature Lux Hotels opened its first hotel in South Africa – and Africa – in the heart of the Golden Mile, Sandton Johannesburg. The progressive hotel chain is targeting tech-savvy millennials and business travellers with its four-star finishes and quality connectivity, with social hubs for enhanced networking opportunities.
Millennials, also commonly known as Generation Y, are said to travel more than any other generation. Travelling is viewed as a necessity and a crucial part of life rather than an added luxury. While other generations opt to save and splurge on travelling less often, studies have revealed that the average millennial is finding ways to travel more than once a year.

Being the most travelled generation there’s no surprise that the hotel industry is constantly looking at new concepts and ideas that make this demographic tick when it comes to travelling and selecting their preferred accommodation. Signature Lux Hotel Sandton has tapped into the key necessities valued most by this generation who are reshaping our cultural and consumption patterns. Its the groups frist move into Africa and this is the first of five Signature Lux hotels scheduled to be opened in South Africa by 2019.


Recent studies have revealed that millennials spend up to 18 hours a day consuming content and with the cost of data escalating, these individuals are looking for accommodation that offers more than 200MB of free internet. Internet connection is valued so much so that 60 per cent of this generation is prepared to pay for in-flight Wi-Fi. The Signature Lux Hotel offers all guests free uncapped, unshaped Wi-Fi with individual Wi-Fi routers in each room allowing guests to consume as much online content as they desire.

Its rooms are equipped with 40-inch Samsung smart TV’s allowing guests to enjoy streaming services. Guests at the hotel also have access to a fully integrated app allowing them to do everything from making their booking, accessing their rooms using their smartphone, in-room Wi-Fi calling, to ordering dinner and requesting laundry service.

According to recent studies up to 86 per cent of people aged between 18-29 value experiencing local culture while 69 per cent of the same demographic value trying out local foods. Located just 30 steps from Nelson Mandela Square, 300 steps from the Sandton Convention Centre and 230 steps from the Gautrain station, Signature Lux is making it easy for everyone to experience everything that Johannesburg has to offer.

Signature Lux Hotel, Sandton offers a 24-hour self-service check-in-kiosk allowing all guests to easily check-in. Recent studies have revealed that as many as 83 per cent of millennials prefer a self-service check in and out when travelling. While a significant amount of time is spent connecting with their peers when it comes to checking in and out of hotels, this generation is looking for little to no human interaction and prefer a process that is quick and seamless.

Ariane Systems, a world leader in self-service check-in/out technology for the hospitality industry, available in South Africa through exclusive reseller, Nu Menu Solutions, launched its web check-in service at the first of five Signature Lux hotels scheduled to be opened in South Africa over the next 18 months.

Gary Ernstzen, managing director of Nu Menu Solutions, says the solution prompts eligible guests to check-in online the day prior to their booked stay either online through the website or via the iRiS App.

“They will receive an automated email from which they can review or change reservation details, add additional conveniences such as parking passes and pay online.”

The confirmation email will provide detailed instructions on how to retrieve their room key from the on-site kiosk. This can be done by entering a four-digit code or scanning a QR code at the key dispenser.

The QR code, which is displayed in Apple’s PassBook, is new to Ariane’s check-in process – making Signature Lux one of the first clients in South Africa to benefit from the technology.

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In June 2017, Signature Lux Hotels opened its first hotel in South Africa – and Africa – in the heart of the Golden Mile, Sandton Johannesburg. The progressive hotel chain is targeting tech-savvy millennials and business travellers with its four-star finishes and quality connectivity, with social hubs for enhanced networking opportunities.
Millennials, also commonly known as Generation Y, are said to travel more than any other generation. Travelling is viewed as a necessity and a crucial part of life rather than an added luxury. While other generations opt to save and splurge on travelling less often, studies have revealed that the average millennial is finding ways to travel more than once a year.

Being the most travelled generation there’s no surprise that the hotel industry is constantly looking at new concepts and ideas that make this demographic tick when it comes to travelling and selecting their preferred accommodation. Signature Lux Hotel Sandton has tapped into the key necessities valued most by this generation who are reshaping our cultural and consumption patterns. Its the groups frist move into Africa and this is the first of five Signature Lux hotels scheduled to be opened in South Africa by 2019.


Recent studies have revealed that millennials spend up to 18 hours a day consuming content and with the cost of data escalating, these individuals are looking for accommodation that offers more than 200MB of free internet. Internet connection is valued so much so that 60 per cent of this generation is prepared to pay for in-flight Wi-Fi. The Signature Lux Hotel offers all guests free uncapped, unshaped Wi-Fi with individual Wi-Fi routers in each room allowing guests to consume as much online content as they desire.

Its rooms are equipped with 40-inch Samsung smart TV’s allowing guests to enjoy streaming services. Guests at the hotel also have access to a fully integrated app allowing them to do everything from making their booking, accessing their rooms using their smartphone, in-room Wi-Fi calling, to ordering dinner and requesting laundry service.

According to recent studies up to 86 per cent of people aged between 18-29 value experiencing local culture while 69 per cent of the same demographic value trying out local foods. Located just 30 steps from Nelson Mandela Square, 300 steps from the Sandton Convention Centre and 230 steps from the Gautrain station, Signature Lux is making it easy for everyone to experience everything that Johannesburg has to offer.

Signature Lux Hotel, Sandton offers a 24-hour self-service check-in-kiosk allowing all guests to easily check-in. Recent studies have revealed that as many as 83 per cent of millennials prefer a self-service check in and out when travelling. While a significant amount of time is spent connecting with their peers when it comes to checking in and out of hotels, this generation is looking for little to no human interaction and prefer a process that is quick and seamless.

Ariane Systems, a world leader in self-service check-in/out technology for the hospitality industry, available in South Africa through exclusive reseller, Nu Menu Solutions, launched its web check-in service at the first of five Signature Lux hotels scheduled to be opened in South Africa over the next 18 months.

Gary Ernstzen, managing director of Nu Menu Solutions, says the solution prompts eligible guests to check-in online the day prior to their booked stay either online through the website or via the iRiS App.

“They will receive an automated email from which they can review or change reservation details, add additional conveniences such as parking passes and pay online.”

The confirmation email will provide detailed instructions on how to retrieve their room key from the on-site kiosk. This can be done by entering a four-digit code or scanning a QR code at the key dispenser.

The QR code, which is displayed in Apple’s PassBook, is new to Ariane’s check-in process – making Signature Lux one of the first clients in South Africa to benefit from the technology.

RETURN TO INDUSTRY NEWS