Booking.com has opened applications for its 2026 Hospitality Growth Programme, implemented in partnership with small business development specialist Fetola. The initiative helps historically disadvantaged hospitality entrepreneurs strengthen operations, improve digital visibility and build more sustainable tourism businesses.

The programme follows a pilot that delivered a 43% increase in participant turnover and helped create 45 new jobs within six months.

Applications are open to hospitality entrepreneurs operating in Gauteng, the Greater Kruger region and the KwaZulu-Natal South Coast, with the programme designed to help smaller operators compete more effectively in an increasingly digital and experience-driven tourism market.

The initiative combines Booking.com’s global travel platform with Fetola’s business growth methodology, giving entrepreneurs access to mentorship, operational support and improved market access at a time when travellers are increasingly seeking more personalised and independently owned accommodation experiences.

Entrepreneurs already participating in the programme are demonstrating the kind of growth it aims to unlock. In the Greater Kruger region, Caroline Nake has expanded Tinyiko Kruger Lodge in Marloth Park from eight rooms to 19 since opening the business in 2017. Located near the Crocodile Bridge entrance to the Kruger National Park, the lodge caters to both local and international travellers seeking authentic bush experiences.

“The mentorship gave me a clearer understanding of how to grow the business sustainably,” said Nake. “Before joining the programme, I was doing many things based on instinct and passion, but the training helped me professionalise operations and better understand financial management and long-term planning.”

In KwaZulu-Natal, Hildah Sibanyoni has spent more than a decade building Ezulwini Guesthouse in Ballito into a recognised four-star hospitality operation, serving both leisure and business travellers visiting the province’s North Coast.

“Running a hospitality business requires far more than just providing accommodation,” says Sibanyoni. “The programme helped me improve financial planning, marketing and systems management in a way that allows the business to operate more efficiently and scale sustainably.”

Bahle Mangali from Fetola says smaller hospitality businesses are becoming increasingly important to South Africa’s tourism recovery and local economic development. “Small hospitality businesses play a critical role in local economic development,” said Mangali. “When entrepreneurs are given the right support, training and market access, the impact extends far beyond individual businesses.”

Applications for the 2026 Hospitality Growth Programme close on 1 June 2026. Entrepreneurs can apply at fetola.co.za/booking-com-hospitality-growth-programme.