Are Heritage Hotels Still Relevant? The Answer Lies in Story, Not Stone
There’s something undeniably romantic about stepping into a heritage hotel. The creak of wooden floors, the scent of polished oak, the echoes of centuries-old conversations within thick stone walls. But in 2025, nostalgia alone isn’t enough to hold the attention of today’s luxury traveller. The modern guest is searching for more than chandeliers and antique furniture — they want connection, story, and purpose. We explore what this means ahead of Heritage Month.
“Beautiful buildings are expected, but what guests truly remember are the memories and meaning they take away,” says Catherine Schulze, Managing Director of Steenberg Farm in Constantia, Cape Town. “Heritage offers the foundation, but it’s the way a property tells its story that creates lasting value.”
Storytelling and Heritage as the New Luxury
A recent Virtuoso study revealed that 83% of high-end travellers now prioritise stays that offer a “meaningful story or local connection.” In other words, the charm of a heritage property lies not just in its architecture but in the way it weaves history into the present.
This evolution reflects a broader shift in travel. According to a study by McKinsey and company, younger and affluent travellers are choosing sustainability, wellness, and authenticity over traditional notions of luxury. For heritage hotels, that means dusting off the archives and finding fresh ways to make history interactive. So, heritage hotels that can preserve their roots while interpreting their stories in ways that resonate with modern values are better positioned to remain relevant and competitive.
The United Nations World Tourism Organisation reports a 5% increase in heritage-driven travel in 2025, highlighting travellers’ hunger for cultural depth over superficial sightseeing. But success doesn’t come from grandiosity — it lies in the little things. Sharing wine under centuries-old oaks, listening to stories told by locals whose families have lived on the land for generations, or experiencing art and cuisine that reflect centuries of tradition.
Heritage hotels that combine storytelling with sustainability are redefining what luxury means. They’re not just keepers of the past; they’re curators of culture, community, and conscience.
As Schulze notes: “Authentic heritage cannot be manufactured. It is rooted in land, history, and spirit that have evolved over centuries. In today’s experience-driven travel market it is these stories, told with care and connected to real places and people, that ensure heritage hotels remain relevant and valued.”
For example, heritage hotels responding to this trend offer curated vineyard walks, open-air sculpture gardens, and dining beneath centuries-old trees, inviting guests to live the history rather than merely observe it.
South Africa is Rich in Heritage Hotels
From curated vineyard walks to open-air sculpture gardens at Steenberg, heritage is no longer passive — it’s participatory. Steenberg, South Africa’s oldest registered farm, carries the legacy of Catharina Ras — a fearless 17th-century woman whose pioneering spirit still inspires. Her story resonates deeply with today’s solo female travellers, a growing demographic that already makes up 71% of solo luxury adventurers. Guests aren’t just admiring paintings on the wall at Steenberg; they’re sipping wines that trace back generations, tasting menus rooted in local soil, and connecting with legacies that feel alive.
Furthermore, Mount Nelson Hotel in Cape Town, affectionately known as “The Nellie,” has been a pink-hued icon since 1899. Cape Town’s beloved “Pink Lady” holds heritage that feels like sipping afternoon tea in lush gardens where icons and royals once lingered.
Onboard Rovos Rail, journeys begin in a restored Edwardian lounge before rolling out across Africa, history unfolding with every mile, proving heritage can roll along the tracks as much as it can stand still in stone.
Another is Drostdy Hotel, a five-star luxury retreat in the heart of Graf-Reinet, South Africa’s fourth-oldest town, where history, heritage and modern comfort converge. Meticulously restored in its signature Cape Dutch style, the hotel offers a refined exploration of the Karoo.
Heritage travel isn’t about looking back — it’s about finding yourself in the story. It’s about multigenerational families who see their own roots reflected in history. It’s about solo travellers, many of them women, who feel inspired by the legacies of fearless female pioneers. And it’s about couples who toast anniversaries under trees that have stood for centuries, creating new memories in old places.
In a world that moves faster than ever, heritage hotels remind us of the beauty of slowing down. They offer moments that are layered, soulful, and deeply human — a reminder that luxury is not just about where you sleep, but how the place makes you feel.
So, are heritage hotels still relevant? Absolutely — but not because of their stone walls or vintage chandeliers. Their value lies in their ability to make history feel personal, purposeful, and profoundly human. And in those stories, we don’t just find history — we find belonging.
