Abstract
The South African hospitality sector faces numerous challenges, including economic instability, climate change, and evolving consumer preferences. To manage these issues, the adoption of both resilience and regenerative strategies is essential. Resilience theory emphasises the importance of developing strong crisis management plans, diversifying revenue streams, and fostering community partnerships to help hotels recover from disruptions. Service-dominant logic (SDL) underscores the role of engaging guests in sustainable practices, improving guest satisfaction, and promoting environmental responsibility. Ecological modernisation theory advocates the use of renewable energy and other regenerative measures. This study used a qualitative approach, featuring an extensive literature review, semi-structured interviews with hotel managers, and the application of thematic coding for the data analysis. The findings reveal that effective resilience strategies include developing comprehensive crisis management systems, expanding revenue sources, and strengthening community relationships. Regenerative efforts focus on protecting local biodiversity, reducing waste, and using renewable energy. A key aspect of these efforts involves educating guests on sustainability and enhancing both operational efficiency and guest awareness. These strategies not only improve hotel performance and customer satisfaction but also contribute to larger sustainability goals. The study recommends addressing research limitations, such as its regional scope, exploring long-term adaptation strategies, incorporating emerging technologies, like AI and blockchain, and conducting cross-industry comparisons. By integrating resilience and regenerative approaches, South Africa’s hospitality industry can ensure its long-term sustainability, address current challenges, and contribute to global sustainability targets.