New hotel opening in South Africa’s richest city
As demand for flexible accommodation continues to grow in South Africa, WINK Aparthotels is expanding into Rosebank with an 80-unit development opposite the Gautrain station.
Recently, WINK Aparthotels opened WINK Aparthotel Saxon Square, its newest aparthotel development in Rosebank, Johannesburg.
This opening marked the hospitality group’s expansion into one of South Africa’s fastest-growing urban nodes.
Located on Oxford Road, directly opposite the Rosebank Gautrain Station, the five-storey development brings 80 apartment-style units to the hospitality market.
It is situated in a leafy residential pocket of Rosebank known for its established trees, walkability, and proximity to Johannesburg’s commercial and lifestyle hubs.
The development includes a mix of studio, one-bedroom, and two-bedroom apartments, all featuring kitchens and balconies.
The majority of the units are fully furnished for short- and medium-term stays.
However, 20 apartments will remain unfurnished to accommodate longer-term tenants seeking a more permanent residential offering.
Unlike the high-rise apartment developments increasingly associated with urban accommodation, WINK Rosebank has been designed with a more residential and community-oriented feel.
WINK Aparthotels managing director Derick Tait explained that while Rosebank continues to evolve rapidly, there are still very few developments that capture the character of old Johannesburg.
“Saxon Square sits in a quieter, greener part of the suburb, surrounded by mature trees and established residential streets,” he said.
“It feels more human and more connected to the neighbourhood than the typical high-density city accommodation model.”
The development forms part of a managed rental pool operated by WINK on behalf of private investors and the developer.
This offering creates a hospitality-led investment model to meet the growing demand for flexible accommodation in Rosebank.
Amenities within the development include a rooftop bar, breakfast room, shared workspace facilities, a WINK Café, swimming pool, communal braai area, and undercover basement parking.
Rosebank leads the way
WINK Aparthotels explained that the development is designed to serve a broad mix of travellers and residents.
This includes business travellers, digital nomads, sports groups, project-based corporate teams, and longer-stay visitors seeking a more flexible alternative to traditional hotels or residential rentals.
Rosebank, in particular, has increasingly been identified as one of Johannesburg’s strongest-performing mixed-use nodes.
This trend is supported by ongoing commercial investment, transport accessibility, and growing demand for rental accommodation linked to both business and lifestyle migration.
The area has also attracted a growing number of major corporate headquarters and regional offices in recent years.
These include Anglo American’s move to 144 Oxford Road, alongside companies such as BP, PepsiCo South Africa, Sappi, Coca-Cola South Africa, Sasol, and TotalEnergies within the broader Rosebank precinct.
According to WINK, projected rental yields for participating investors are 8.7% in the first year, increasing to approximately 15% by year five.
Property investors participating in the property’s rental pool are offered a fully managed furnishing and fit-out solution.
This allows units to be prepared and operated within the hospitality environment through a simplified end-to-end setup process.
Tait added that the demand for flexible accommodation is no longer limited to tourists, and Rosebank is perfectly positioned to support that shift.
“We are seeing growing demand from professionals relocating temporarily, remote workers, travelling teams, and people wanting longer stays without the rigidity of traditional leasing structures,” he said.
The Rosebank launch forms part of WINK Aparthotels’ broader expansion strategy as the group continues to grow its footprint within high-demand urban, student and lifestyle nodes across South Africa.
Aparthotels gain ground in South Africa
Aparthotels are becoming an increasingly established part of South Africa’s hospitality and property markets, driven by demand for flexible accommodation that combines hotel services with the space and convenience of an apartment.
The growth is reflected in market data, with Grand View Research estimating that South Africa’s combined aparthotel, serviced apartment and co-living market generated $285.5 million in revenue in 2024.
They projected that this market will reach $611.5 million by 2030, representing a 13.5% compound annual growth rate.
Serviced apartments accounted for the largest share in 2024, while co-living is expected to be the fastest-growing segment.
Occupancy data also points to strong demand. RoomRaccoon previously found that aparthotels across Cape Town, Johannesburg, and Pretoria achieved an average occupancy of 79%.
In comparison, the broader South African accommodation market achieved an average occupancy rate of 61% during the same period.
More recently, Heriot REIT reported an average occupancy of 79% across its residential/aparthotel portfolio for the six months that ended December 2025.
This segment generated net operating income of R22.63 million for the group, a 76,9% increase from the R12.8 million reported in 2024.
The appeal is largely tied to changing travel and work patterns. Aparthotels offer kitchens, living areas, and longer-stay flexibility.
However, they also retain hotel services such as housekeeping, concierge facilities, security, and shared amenities.
This makes aparthotels suitable for corporate travellers, remote workers, digital nomads, and “bleisure” visitors who combine business and leisure.
The model is also attracting property investors. BlackBrick co-founder Jonathan Liebmann said aparthotels place greater focus on “prime location, accessibility, and utility” than traditional suburban housing.
The combination of investment potential and changing consumer preferences is helping push the sector beyond a niche accommodation offering.
However, market data also shows that strong occupancy does not automatically translate into higher returns.
RoomRaccoon found that aparthotel revenue per available room fell 24% during the period it analysed, despite rising occupancy. This shows the importance of pricing and cost management.
WINK Aparthotel Saxon Square
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