The Hotel business was probably the worst hit of all sectors during the pandemic in 2020. With the travel restrictions and the various difficulties aimed at preventing the spread of the disease, many business people simply elected to stay at home and conduct meetings on Zoom or Skype. Conventions of various sorts which are major business for hotels also stopped almost completely. Gradually, over the proceeding years the situation has steadily improved, and occupancy rates have climbed back.
From an investor’s viewpoint, the hotel industry offers a very secure and relatively unexciting investment. It has a substantial investment in land and buildings and it has a large staff contingent. In normal times, it can be expected to grow steadily as the economy grows. It remains sensitive to political risk and economic external shocks.
Southern Sun Hotels (SSU) was spun out of Tsogo Sun (TSG) and separately listed on 12th June 2019 – immediately before COVID-19. The share opened at 400c and quickly rose to 460c. It was always expected to be a solid well-traded institutional counter. As the pandemic gained momentum, the share collapsed, eventually reaching an intra-day low of 102c on 23rd March 2020.
At that point it was trading well below its net asset value (NAV), clearly under-priced given its huge property asset base and potential. Slowly, as investors began to realise that the pandemic was past its worst levels and that a vaccine would be produced, they looked around for bargains in the market and SSU was an obvious candidate. Consider the chart:
Southern Sun Hotels (SSU) : January 2020 - 22nd May 2026. Chart by ShareFriend Pro.
You can see here the impact of the pandemic on the newly-listed SSU. At the time we always said that COVID would result in a V-bottom and therefore a buying opportunity precisely because it was a black swan event and its effects would not last. In our article published on 13th March 2020 we said, “...my expectation is that we will see a “V-bottom” in the chart...” SSU (together with many blue chip shares) moved sideways at its worst level for about year and then began to recover.
Then in February 2022, Russia invaded Ukraine and the share price collapsed again – but this time not as badly as during COVID, which was by that time already fully discounted. The subsequent recovery was slow and steady. We finally added the share to the Winning Shares List (WSL) on 17th May 2024 at a price of 555c, but a more adventurous investor might easily have bought it much earlier and at lower levels.
The chart also shows the impact of Trump’s tariffs which initially caused a significant sell-off and, more recently this year, his war with Iran. Both of these events offered private investors further solid buying opportunities, especially for a relatively low-risk share like SSU.
In its results for the year to 31st March 2026 the company reported income up 9% and headline earnings per share (HEPS) up 20%. The company said, "Trading momentum increased in the second half of the year, with broad-based improvements across all regions underpinned by major international conferences and events including the G20 in Gauteng and improved transient demand in South Africa."
Since we added the share to the WSL it has risen 80% in two years. We believe it will continue to perform well as the economic reforms of the government of national unity (GNU) begin to eliminate or at least reduce some of the absurdities in the South African economy. The November municipal elections at the end of this year are likely to increase and consolidate the DA’s grip on the GNU making this effect more pronounced.

