BTN caught up with Michael Nel, Managing Director of Red Carnation Hotels South Africa to understand more on where the property is going and how the market is responding to Cape Town.

For those who have not yet experienced the property, what makes The Twelve Apostles such a distinctive place to stay in Cape Town?

While we have many unique selling points, our location is undoubtedly our greatest differentiator. It’s often misunderstood as being too far from the city, when in fact we are just seven minutes from Camps Bay and around 15 minutes from the V&A Waterfront. Our setting offers the very best of Cape Town: uninterrupted ocean views, the Twelve Apostles mountain range rising directly behind us, and a sense of total privacy with no neighbouring developments. Guests can immerse themselves in the energy of the city at any time, then retreat to the hotel for a truly tranquil afternoon or evening.

The setting is spectacular, but luxury travellers expect more than a great view, how do you translate that mountain-and-ocean backdrop into a genuinely memorable guest experience?

We focus on experiences that bring guests into the landscape itself. There is a lesser-known hiking trail directly behind the hotel, as well as mountain picnics that allow guests to enjoy the environment in a very personal way. Our private helistop also enables one of the most unforgettable experiences in the city.

Cape Town is one of the most competitive luxury hotel markets in the world, where do you believe The Twelve Apostles has a real edge today?

For us, luxury goes beyond beautiful buildings, rooms or even location. True luxury is how we make guests feel. Genuine, heartfelt hospitality is at the core of everything we do, and we empower our team to make a meaningful difference in every stay. The strongest testament to this is the number of returning guests we welcome year after year - many of whom come back because of the relationships they’ve built with our team, and the feeling we give them of coming home.

Red Carnation is a family-founded brand with a very clear service ethos, how do you balance the individuality of this hotel with the consistency and strength that come from being part of a wider collection?

Our brand pillars guide us and keep our service ethos closely aligned with the family values at the heart of Red Carnation. At the same time, every property is entirely unique. We actively encourage our teams to build meaningful relationships with guests, allowing us to understand their preferences on a very personal level. This enables us to tailor each stay through what we call TNTs—tiny noticeable touches—that make the experience feel completely individual.

You are leading the day-to-day operation of a high-touch luxury hotel, what does great leadership look like in that environment
It starts with presence - spending time on the floor with guests, but just as importantly, spending time with colleagues. Understanding your team’s needs, both professionally and personally, is essential. I strongly believe in the simple principle that if you truly look after your people, they will look after your guests.

How has your guest profile evolved over the past couple of years, and what are high-value travellers looking for now that maybe they were not prioritising before?

Guests are increasingly seeking experiences where they can learn something new or contribute positively to the people behind the experience. Ethical practices are important, but we’re also seeing a strong emphasis on genuinely local sourcing - of food, products and services - which in turn supports nearby communities and creates a more meaningful connection to place.

The hotel has a strong multigenerational and family-friendly dimension, how important is that part of the business, and how do you deliver it in a way that still feels elevated and unmistakably luxury?

Family travel has always been a core part of our business. Our philosophy is simple: if we take excellent care of the children, parents are able to truly relax—and they will always want to return. Delivering this in a way that feels elevated comes down to thoughtful detail, personalised experiences and ensuring every family member feels equally valued.

Food and drink play a huge role in shaping a luxury stay, how are you using the culinary offer to express a stronger sense of place?
Our Executive Chef, Christo Pretorius, has long been a champion of sustainability. He sources produce exclusively within a 30km radius, is a SASSI Trailblazer, and ensures that every menu tells a local story. The result is food that is both rooted in place and deeply authentic.

Wellness continues to grow as a travel driver, what role does the spa and broader wellbeing experience play in the hotel’s positioning today?

The spa is a key reason many guests choose to stay with us, and we also have many local members. This mirrors our hotel’s wider sustainability ethos, using locally produced, sustainably sourced products with a strong South African heritage. Beyond traditional relaxation and pampering, we also offer yoga and meditation sessions on the mountainside -allowing guests to reconnect with nature while remaining just minutes from the city.

Sustainability matters more than ever in luxury hospitality, what are the initiatives that are making the biggest difference at The Twelve Apostles, and how do you make them visible to guests in an authentic way?

We run a number of impactful initiatives. Winnow, our AI food waste tracking system, helps our chefs design more thoughtful menus by analysing portion sizes and waste. EarthCheck, our company-wide sustainability programme, measures everything from greenhouse gas emissions to water and electricity usage. We also collaborate closely with local organisations such as the Amy Foundation, supporting community-led sustainability projects that educate young people about caring for the future. Across the property, we continuously work to reduce our footprint- whether through minimising single-use plastics or offering linen changes every three days or on request.

How important is local connection, from people and suppliers to experiences and storytelling, in defining the identity of the hotel?

Local connection is fundamental to who we are. We purposefully source from local suppliers and actively share their stories with our guests. We also invite these partners into the hotel and our restaurants to collaborate with our teams, giving them valuable exposure while creating a richer, more meaningful experience for guests.

Finally, when guests leave The Twelve Apostles, what is the feeling or memory you most want them to take with them?
Ideally, the first thought is, “When can we come back?” And close behind that, “We’re really going to miss the people who made our stay so memorable.”