A Different Way to Stay: The Story and Business Lessons Behind CURIOCITY
A Different Way to Stay: The Story and Business Lessons Behind CURIOCITY. At 21, most entrepreneurs are still experimenting with ideas. Bheki Dube was already laying the foundations for a hospitality brand that would later redefine how travellers experience South African cities. CURIOCITY did not begin as a property portfolio or a conventional accommodation business. It began with movement, people, and a desire to connect travellers to the real rhythm of Africa.
In 2013, Dube started CURIOCITY after organising walking tours for visitors who were searching for experiences that felt genuine rather than packaged. Those early tours revealed something important. Travellers were not only looking for places to see, but places to belong. That insight became the seed from which CURIOCITY grew.
From walking tours to places people could stay
The transition from guiding people through cities to hosting them overnight marked the first major turning point for the brand. Dube recognised that experience does not end when a tour finishes. Travellers needed spaces that felt safe, welcoming, and deeply connected to their surroundings. CURIOCITY was born to meet that need.
Rather than positioning itself as a hostel or hotel, CURIOCITY defined itself as a travel movement. Its offering combined design led boutique rooms, shared dorms, co living spaces, and apartments. Each property reflected the character of its location, ensuring guests felt connected to the city rather than isolated from it. This clarity of purpose helped the brand stand out in a crowded hospitality market.
Building a network, not just buildings
Over time, CURIOCITY expanded into a network of nine properties across Johannesburg and Cape Town. Today, the brand offers around 480 beds and directly employs 67 people. Growth was not framed purely around scale, but around maintaining the integrity of the experience.
A key strength of CURIOCITY lies in its collaborative approach. By drawing on local knowledge and working closely with communities, the brand creates immersive and social experiences that go beyond traditional tourism. This local collaboration became a strategic advantage, allowing CURIOCITY to deliver something global travellers increasingly value: authenticity rooted in place.
Marketing through experience rather than noise
CURIOCITY’s growth has been driven less by loud advertising and more by lived experience. Guests become storytellers, sharing moments that feel personal and meaningful. This approach aligns naturally with modern travel behaviour, where recommendations and shared experiences carry more weight than promotional messaging.
By positioning itself as accessible, relaxed, and design focused, CURIOCITY speaks directly to nomads, creatives, and socially conscious travellers. The brand’s identity is consistent across its spaces, communications, and guest interactions. This consistency has helped build trust and recognition without relying on generic hospitality formulas.
People at the centre of the business
Another defining lesson from CURIOCITY’s journey is the emphasis on care. The brand openly states its commitment to enriching the lives of its team, guests, and communities. This philosophy translates into how staff are empowered, how guests are welcomed, and how partnerships are formed.
Employing 67 people directly is not just a statistic. It reflects a business model that values human connection as much as financial performance. For aspiring entrepreneurs, this highlights the long term value of building businesses that serve multiple stakeholders rather than focusing narrowly on profit.
Expansion guided by vision, not speed
Bheki Dube, now aged 33, has articulated a clear vision to grow CURIOCITY across the African continent, city by city. This ambition is paired with a focus on unlocking entrepreneurial collaborations with emerging black youth in hospitality and tourism.
The lesson here is strategic patience. CURIOCITY’s expansion has followed opportunity and alignment rather than rapid replication. Each property adds to the network’s story instead of diluting it. For founders, this demonstrates the importance of growing with intention and protecting the core of what makes a brand distinctive.
What entrepreneurs can learn from CURIOCITY
CURIOCITY’s journey offers practical lessons that extend beyond hospitality. Start by solving a real human need. Build experiences before products. Let local context shape your offering. Grow through collaboration rather than isolation. Most importantly, define success in terms of impact as well as scale.
By staying rooted in its original purpose while adapting to new opportunities, CURIOCITY shows that meaningful brands are built through consistency, care, and clarity. Its story is not just about where people sleep, but about how businesses can create connection, belonging, and value that lasts.
