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If you’ve ever dipped a toe into the world of short-term rentals, you’ll know just how fast-paced, dynamic and community-driven this industry can be. And if you happened to be anywhere near the Lagoon Beach Hotel and Conference Centre in Cape Town on 29–30 July, you’d have felt that energy in full force at SCALE South Africa 2025, the only conference in the country dedicated to property managers, hosts and agencies in the short-term rental (STR) space.
In this blog, we’ll cover:
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Day 1 Highlights: The Human Impact of STR
How speakers like Airbnb’s Wilmé Verwoerd and Miguel Martins highlighted the economic, social, and community value STRs bring to South Africa. -
Day 2 Highlights: Regulation, Innovation and Global Perspective
From AI and pricing strategy to body corporates and Europe’s evolving STR market, Day 2 was all about navigating challenges and embracing growth. -
What SASTRA Means for the Industry
Why the STR sector needs independent representation, and what SASTRA has already achieved. -
Reflections from Nox Cape Town's MD
Nick Taylor shares what made SCALE 2025 stand out and why collaboration is the way forward for the industry.
Hosted by the South African Short Term Rentals Association (SASTRA), SCALE isn’t your typical corporate gathering. It’s where operators of all sizes, from independent hosts to full-service management companies like ours at Nox Cape Town, come together to learn, share and build the future of our industry.
And this year? It was nothing short of electric.
The Big Picture: Short-Term Rentals as a Force for Good
The tone for Day 1 was set by Airbnb’s Wilmé Verwoerd, who reminded us that STRs are far more than just a place to stay. They’re economic lifelines for countless South Africans, driving job creation and community upliftment. Her message was clear: our sector matters, not just to travellers, but to the country’s economy and its people.
Miguel Martins of Encasa Villas & Apartments followed with deep insights from the 2025 Host Survey. This wasn’t just data for data’s sake; it painted a vivid picture of who South African hosts are, the diversity of their listings, and the tangible benefits they bring to their neighbourhoods.
The rest of the day offered a wealth of learning and inspiration. Highlights included:
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Mark Simpson (Boostly) on how to build a short-term rental business you fully control.
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Dean McLuckie (LekkerGuest) and Jan Wink (Incompass) on guest screening, breakages and damage protocols.
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Rebecca Cribbin (Holiday Rental Specialists) on sustainable STR business models that balance purpose and profit.
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Melanie Kriel (Beachfront Apartments in Shakas) on mastering referral programmes.
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Shaun Morrow (Morrow Attorneys) on succession planning and future-proofing your business.
Day Two: From Local Policy to Global Perspectives
Day 2 began with a broad lens. Lee-Anne Bac from BDO South Africa joined via a live link from Johannesburg, offering an economic and tourism-focused perspective on the role STRs can play in national growth. It was a fitting start to a day packed with strategy, tech, legal insight and policy discussions.
From there, speakers tackled the tougher questions around regulation and operational resilience. Whether it was navigating body corporate restrictions, avoiding pricing pitfalls, or understanding the global trends reshaping STR, the day’s conversations reflected a maturing industry, one that’s aware of its responsibilities and ambitious about its potential.
Highlights from Day 2 included:
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Miguel Martins (Encasa Villas & Apartments) on regulatory trends; what’s shaping South African policy and what to prepare for in 2026.
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Zerlinda Van der Merwe & Nicole Nel (TVDM Consultants), and Shaun Morrow (Morrow Attorneys) on how Body Corporates and CSOS influence STRs, and the legal nuances of sectional titles, long-term rentals and evictions.
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Ridhwaan Basa (Tenacious Property) on being a "Silent CEO" — scaling without being on site.
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Moran Goldboim (BOOM) on Agentic AI and its growing role in hospitality operations.
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Athul Mohan (Pricelabs) on pricing strategy mistakes to avoid in the 2025 South African market, with a focus on flexibility, data, and booking behaviour.
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Robin Clifford (Guesty) and Mark Simpson (Boostly) on Europe’s changing STR landscape, covering AI, regulation, community impact, and shifting booking trends post-COVID.
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Richard Pols (SASTRA), Nick Taylor (Nox Cape Town), and Miguel Martins (Encasa Villas & Apartments) on the role of SASTRA, why our industry needs independent representation, and what’s been achieved so far.
A Word from Our MD, Nick Taylor
Our very own Managing Director, Nick Taylor, summed up the spirit of the event beautifully:
“The pride for seeing this show come to life with the expert guidance from Damian Sheridan (Co-Founder and CEO at SCALE) was immensely inspiring. Thanks to all the support staff, the valued help from some Nox Cape Town ‘Noxies’ and to all of our speakers and sponsors. The feedback was so positive and powerful. The community stands strong and the way forward is one of togetherness. To my industry friends from all over the world, there’s ample space on the stage and sponsor booths next year. I challenge you to come for an adventure.”
Final Thoughts: It’s Only the Beginning
For those of us at Nox Cape Town, SCALE South Africa 2025 wasn’t just another industry event; it was a rallying point. A reminder that we’re part of something bigger. It’s where conversations turned into collaborations, where insight turned into action, and where the STR community in South Africa showed exactly what it’s made of.
To our friends and peers near and far: if you weren’t there this year, make it a priority next time. We’re building something special here, and there’s room for all of us.
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