Room by room, Hyde’s transformation is complete – and with enhanced accommodation and ambitious plans unfolding, including an extended Proud Mary terrace and brand-new restaurant in the wings, Rosebank’s boho belle is designed to enchant the meetings and incentive market.
Luxury travel has undergone a transformation in recent years, with leisure tourists demanding more than high-end amenities – looking instead for personal enrichment, new experiences and genuine cultural immersion.
There’s a similar shift underway in the meetings, incentives, conferences and exhibitions (MICE) space, as business travellers look for far more than just a place to lay their head. Enter: HYDE Johannesburg Rosebank. An out-of-the-ordinary mixed-use development in Rosebank’s iconic The Bank building, which delivers an unforgettable stay alongside inspiration, connection and a taste of authentic Jozi life.
“MICE tourism is no longer a small subset of hospitality,” says Jessica Redinger, General Manager of Hyde Johannesburg Rosebank. “It’s a powerful economic driver, especially in Africa where thoughtfully designed MICE ecosystems are essential for knowledge exchange, investment attraction, and regional development.”
In response, hotel development in Africa is booming. New research from African advisory firm W Hospitality Group shows a 13.3% increase on 2024, with 577 new hotels in the pipeline – totalling 105,000 rooms. And what do they all have in common? The perfect blend of luxury, location and experience. For Redinger, locations don’t get much better than Rosebank, arguably Johannesburg’s most creative entrepreneurial hub. The area has become a magnet for modern MICE travellers looking for a dynamic destination where work, leisure and innovation converge.
“It’s no coincidence that Hyde selected Rosebank for its first African property,” explains Redinger. “Digital nomads, business travellers, shopping tourists and holidaymakers are flocking to this increasingly vibrant hub. It’s a place where you can live, work and play – and we’re working hard to create a stay that feels connected to the neighbourhood, because honestly, the days of an impersonal stay at an airport hotel are long over. People want to feel part of something.”
Africa’s smartest business district
As a contender for Africa’s smartest business district, Rosebank has a lot going for it, including its proximity to both the Sandton Convention Centre (just one stop on the Gautrain) and OR Tambo International Airport, the Keyes Art Mile (with its enviable selection of galleries and exhibition spaces), pedestrianised streets, shops, cafés and restaurants. And let’s not forget Workshop17. Located on the first floor of The Bank, this modern coworking hub caters to everyone from hybrid workers looking for a vibey and creative change of scene to business travellers looking for a quiet or private space to work and connect.
As Redinger explains, locals, visitors and Hyde guests have easy access to Workshop17’s hot desks, phone booths, co-working spaces, private meeting rooms, and café – helping to foster a dynamic business community within
the development. “Workshop17 can accommodate up to 60 of our guests,” says Redinger. “It’s a unique space – with expansive windows framing Rosebank’s treed avenues – that can be curated to suit your meeting or team-building needs. Honestly, where else can you find something that feels like a green, urban retreat with the functionality needed for productive collaboration?”
‘Hyde’ expectations for execs on the move
Obviously, reliable tech and super-fast connectivity remains a must, but today’s MICE travellers have higher expectations, including:
Home comforts and personal touches: A good night’s sleep (thanks to heavy drapes and gorgeous linen) should always come standard, but it’s amazing the difference cleverly placed plug points, mirrors and lights make. Hyde’s 131 rooms and suites offer space to breathe – plus thoughtful design touches for the most comfortable, care-free stay imaginable.
Flexible meeting spaces: Where ideas flow and strategies take shape! With 29 private offices, 10 boardrooms, two seminar rooms, hot desks, and more, you’ll find everything you need to fulfil your work needs.
Wellness: You can draw a direct line from physical and mental wellbeing to cognitive performance and business outcomes. In other words, happy, well-rested individuals are more likely to be focused, engaged and productive. Hyde’s private gym, complete with separate cardio, strength and stretch spaces, meets the wellness needs of guests – ensuring they stay on top of their game.
Sustainability: We can all agree that responsible practices are no longer a ‘nice to have’. In fact, waste reduction, energy management, carbon off-setting and local sourcing are a non-negotiable part of today’s events – and a priority for venues that host them. Hyde is making a positive impact by designing energy efficient spaces, sourcing local ingredients, providing eco-luxe amenities, focusing on waste-conscious operations and eliminating single-use plastics.
Dining that delivers: Today’s business travellers expect exceptional dining, and Hyde’s all-day eatery, Proud Mary, rises to the occasion. Recently named “Hotel Restaurant of the Year” at the 2025 Luxe Restaurant Awards, it features a globally inspired menu, chic interiors, and an impressive wine bar. The property’s new tasting room, Nose, Palate, Finish (NPF), offers another layer to the experience. Whether you’re closing deals over breakfast or unwinding with cocktails after meetings, there’s a perfect space for every business moment.
Local experiences: Ultimately, MICE travellers are now drawn to more authentic, localised experiences. Hyde is plugged into a vibrant calendar of happenings, from proudly South African Méthode Cap Classique tastings to group runs and festivals. It’s a hotel designed not to keep you inside (although once you see your room, you’ll be sorely tempted), but to propel you into the local scene with ease.
“Our neighbours and partners put together regular events, including music launches, street festivals and DJ sets, which appeal to both hotel guests and local residents. Running groups enjoy club runs from just outside our door,
pedestrians grab their coffee fix, and businesses use Workshop17 for their meetings or events,” says Redinger.
It is an exciting approach to mixed-use, urban living – and a welcome addition to the MICE scene. You’ll love Hyde’s celebration of local art and design (with gorgeous Bohemian touches) and the natural flow between lobby, lounge, restaurant, event and co-working spaces.
“Today, MICE success hinges on destinations and spaces that inspire as much as they facilitate,” says Redinger. “We’re proud that Hyde Johannesburg Rosebank does both. It’s not just a great place to meet, but a place to remember – infused with warmth, creativity and effortless hospitality.”
The Vibe Guide
Looking to work, stay and play? More than just a place to crash, each of Hyde’s rooms and suites include:
A mini-bar, fully stocked with local favourites alongside a complimentary Nespresso coffee station, tea selection and bottled water.
Double-volume ceilings for oodles of space and that sky-high feeling.
Luxurious bathrooms that elevate even a quick shower.
Free, blazing-fast Wi-Fi.
Smart TVs and Bluetooth speakers.
Handheld clothes steamers to keep you looking sharp.
In-room dining options courtesy of Proud Mary.
Additional extras like 24/7 gym access and valet parking.
Stay Your Way
Hyde’s 131 rooms and suites include:
- General admission (46): Cozy 26sqm for two adventurers,featuring a comfy king-size bed.
- VIP (54): 39-43sqm of stylish comfort for trendsetters, with a deluxe king-size bed and make-up area.
- Platinum (19): 37-40sqm of refined chill for explorers, complete with a king bed.
- All-Access King (11): 40-44sqm with a bathtub for luxury seekers, including a king bed and make-up area.
- Headliner Suite (1): 52sqm of ‘wow’ for up to three guests, boasting a dreamy king-size bed and make-up area.
