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Private and independent, Saxon helped make history

“Guests love coming into a private house, particularly the one where Nelson Mandela lived for so long,” says George Cohen, general manager of what is now the 53-key Saxon Hotel, Villas and Spa, Johannesburg, South Africa.

He knows he has a unique story. International insurance magnate Douw Steyn, whose businesses include comparethemarket.com, had 11 acres of gorgeous parkland in Johannesburg, and in the early 1980s he built a two-floor home for his family.

On February 11 1990 his good friend Nelson Mandela, whose life sentence had included 18 years on Robben Island, was released from Victor Verster Prison in Cape Town, and he came to stay. During many months as a house guest, Mandela wrote “Long Walk to Freedom,” which was published in 1994.

George Cohen at The Saxon
George Cohen at The Saxon

Today, that book, in English and many international translations, is just one of those exhibited in the Mandela gallery that extends off the main hallway: Among many other books displayed is one by Mandela’s long-time personal assistant, Zelda La Grange, who now lives in Cape Town.

In May 2000, Steyn was persuaded to turn the family home into The Saxon hotel (the Mandela Suite is named in his honor). Steyn still owns the whole complex 100%, but for sentimental reasons he and his three grown children refuse, despite continual advances, to allow any brand to manage.

“I have owners who continue to want absolutely the highest standards,” explained Cohen. “First-time rooms business, quite a lot of it through The Leading Hotels of the World, comes because of our story, and our 30% repeats are loyal because we have the latest technology and equipment, including wellness, a global-leading La Prairie spa and superb food, and they know they can sit on a patio, perhaps by the koi lake, and watch the sunset as they enjoy a sundowner. Guests also love our night-time lighting.”

It is a great boon not being bound by the rules of a brand. Cohen takes personal delight in being involved in planning bespoke experiences, which have moved on from mere visits to Soweto to, say, interaction with artists working in that and other townships.

He closed 2018 at 62%, average length of stay 2.75 nights: 40% of business is from the USA and Americas, 30% is from the entire African continent and 30% from the rest of the world. Guests from the Americas, with more multi-generational parties, are most likely to be staying here for a few days before, and perhaps also after, a safari.

The Saxon has 330 staff, of whom five have been there since the hotel’s opening. Turnover is 5%.

“People only leave when they re-locate,” said Cohen. “It was Lord Forte, for whom I worked for 20 years after a spell with Sol Kerzner, who taught me how simple it all is – look after the staff and they look after the guests, and do not just aim to be better but to be the leader.”

An old-fashioned guest book, with pen provided of course, bears testimony to guests’ appreciation of the service. This complements the hotel’s main story.

“I reckon we have another 10 years to get direct impact from our Mandela story, but then our reputation will continue,” Cohen predicted.

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