The Holiday Club Marks 10 Million Guests – A Major Beekman Group Milestone

The Holiday Club, South Africa’s largest vacation ownership club and a flagship brand of the Beekman Group, has reached a significant milestone: welcoming its 10 millionth guest! Over 30 years since its launch in 1993, this achievement underscores the Club’s commitment to creating unforgettable family holiday experiences while reinforcing the Beekman Group’s position as a leading force in South Africa’s leisure and tourism sector.

Meet The Holiday Club’s 10 Millionth Guests

This landmark moment was celebrated with the Purchase Family, loyal members since 2002, at the stunning Kiara Lodge in the Drakensberg. Every year, Mr Purchase and his wife are joined by her twin sister from Scotland, making this annual holiday a cherished family tradition.

To mark the occasion, the entire resort staff surprised the family, presenting a full return of their Holiday Club Points, a celebratory hamper of branded merchandise and a private braai experience, a heartfelt gesture that turned the milestone into a truly memorable celebration.

These personal touches embody the Beekman Group’s vision: Making Extraordinary Holidays THE Standard.

A Legacy of Family, Trust and Innovation

The Holiday Club’s success is built on the Beekman Group’s strong foundation, established in 1970 by brothers John and the late Bram Beekman. From a paint contracting business to a pioneer in leisure property, the Group’s early development of Suntide resorts laid the groundwork for The Holiday Club’s launch in 1993.

John Beekman, CEO of the Beekman Group, reflects:

“When my brother Bram and I first imagined The Holiday Club, our dream was simple: to give families the gift of time together. Reaching our 10 millionth guest proves that South African families are embracing the freedom to create memories through travel.”

He adds: “This milestone belongs as much to our members as it does to the Beekman Group. Their loyalty and trust inspire us to keep raising the standard and ensuring every holiday is extraordinary.”

Redefining Vacation Ownership Through The Holiday Club

The Holiday Club’s flexible points-based system allows members unparalleled freedom and choice, moving beyond traditional timeshare. Members enjoy access to over 130 resorts across Southern Africa and 3,200+ resorts internationally, offering limitless opportunities for memorable family holidays.

Key Achievements:

• 10 Million^th Guest: Over 30 years of sustained growth and member satisfaction

• Extensive Resort Portfolio: Local and global destinations for unforgettable experiences

• Affordability & Flexibility: Budget-friendly points system making travel accessible

• Innovation & Growth: The launch of high-end, luxury offerings through Private Residences.

  
  

Continued Innovation and Member Experience

This milestone reinforces the Beekman Group’s market leadership in South African tourism. By directly developing and managing many of the Holiday Club’s resorts, the Group ensures consistent quality, service excellence and memorable experiences for every member.

Looking ahead, the Holiday Club will:

• Enhance digital platforms for seamless bookings

• Expand resort offerings locally and internationally

• Promote sustainability initiatives across its resort network

  
  

Beekman Group believes that every family deserves extraordinary holidays, moments that bring people together and create memories that last a lifetime. Guided by its vision of ‘Making Extraordinary Holidays THE Standard’, the Group continues to lead through innovation, quality and care. Each booking is more than a getaway; it’s part of a legacy of shared laughter, connection and family adventures that enrich lives across South Africa and beyond.

Find out more about Beekman Group here.