LUXURY DOG HOTELS GIVE SOME PEOPLE PAUSE AMID THE INEQUALITY OF SOUTH AFRICA

On the rooftop of the Superwoof Dog Hotel in Cape Town, South Africa, dogs are living their best lives. Some frolic in a shallow plunge pool while others chase tennis balls flung by hotel staff. From this elevated playground, they enjoy panoramic views of the iconic, flat-topped Table Mountain—and, just below, a night shelter for the homeless.

Luxury pet hotels, long popular in the U.S. and other wealthy nations, have made their way to South Africa. And they’re booming. But in what the World Bank calls the most unequal country in the world, with millions living in poverty and public housing waitlists stretching over decades, the rise of high-end dog hotels is sparking mixed reactions.

During NPR’s visit, a bulldog named Archie was celebrating his birthday with a tennis ball-themed cupcake. If his owners choose, they can treat him to a bottle of Champaws—a non-alcoholic “dog champagne”—from the hotel’s “Woofbar.”

A City of Contrasts

Superwoof’s managing director, Bianca Couch, acknowledges that running a luxury dog hotel in Cape Town’s economic landscape can feel “jarring.”

Superwoof offers canine clients weekend getaways to wine country and even bespoke dog weddings—complete with red carpets, custom veils, and honeymoon suites.

“We’re just trying to provide the best service we can,” says Couch. The hotel also supports dog adoption programs and employs 25 local staff. “If we weren’t here, that’s 25 people without a job.”

Prices range from 210 rand (about $11) for a day pass to 410 rand (around $22) for an overnight stay—rates Couch says are “relatively affordable.”

“Most of our clients are young professionals,” Couch adds. “People are really concerned about their dogs’ mental health. They don’t want them home alone all day.”

The Business of Pampered Pets

Superwoof’s competition is fierce. Across town, the atFrits Dog Hotel and Daycare claims the title of Africa’s first luxury dog hotel. Its presidential suite features a private TV, human-style bed with a carved wooden headboard, and a chandelier. Wellness offerings include everything from basic grooming to hydrotherapy and reiki healing sessions.

“Our goal is to help dogs find balance and harmony,” says founder Yanic Klue.

The hotel also has a philanthropic arm: employing 38 people, supporting local charities, and partnering with women in marginalized communities to make pet clothing sold in the on-site boutique.

Critics question the ethics of luxury pet hotels in a country grappling with poverty, but Klue defends the business. “People ask, ‘Why a dog hotel in a third-world country?’ But small and medium enterprises like this are the backbone of the economy.”

She notes that clients aren’t necessarily rich—some are young people living in apartments, including waiters and service workers, who need somewhere safe to leave their pets.

Former manager Sailas Mapahlala, once skeptical, came to see the hotel as a legitimate service. “Within a month of opening, I knew this would take off. Within a year, others were trying to copy us.”

Overflowing Demand

In the suburb of Noordhoek, Vienna’s Village is another canine luxury spot that’s booked solid. Owner Jayne Le Roux says she has to turn away clients regularly and is already full for December 2025.

On Valentine’s Day, the hotel was preparing a party complete with heart-shaped treats and cubes of watermelon. Dogs lounged in cabanas by a poolside mural, explored play castles, or relaxed in hanging basket chairs. In the spa, with its pink roses and acid-green tiles, guests were treated to “wild cherry puppy spritz” and “tropical mango pet perfume” while meditation music played softly in the background.

“I wanted to open a place for pampered dogs who are used to sleeping indoors with lots of cuddles,” says Le Roux, who opened Vienna’s Village in 2018. “But I didn’t expect this level of demand.”

A Symbol of Inequality

For some pet owners, dog hotels offer a lifeline. One client, a children’s rights lawyer, says she wouldn’t be able to keep her dog without atFrits. “She stays here while I’m in court. She loves it.”