Rovos Rail's 35-Year Journey: Lessons in Passion, Vision and Resilience
As Rovos Rail Tours cracks open the champagne to celebrate an incredible 35-year journey, this iconic luxury rail company stands as a shining example for SATSA members looking to build a lasting legacy in South African tourism. From inauspicious beginnings hauling a few carriages of friends and media around, to becoming a globally renowned brand carrying travellers across Southern Africa in unstinted opulence, Rovos Rail's roller-coaster ride offers a wealth of wisdom borne from overcoming numerous challenges.
Tiffany Vos-Thane, daughter of founders Rohan and Anthea Vos and COO, pulls back the curtain on the journey that transformed her parents' pipe dream into a success story.
Passion and Vision: The Catalyst for Exceptional Experiences
Rovos Rail's origins trace back to Rohan’s lifelong passion for trains and engines. At 40 years old, the driven entrepreneur became fascinated with preserving steam locomotives after joining a local heritage society. “He's always been inclined and fascinated by anything with an engine,” Tiffany shares. This love for trains, combined with a desire to showcase South Africa's landscapes and cultures, planted the seeds for Rovos Rail.
What began as the simple idea of touring the country by rail coach with his family quickly evolved when the costs proved too high. Tiffany recounts, “Somebody said to him, ‘Why don't you sell tickets? Maybe it will make it more affordable.’” Fuelled by his zeal for new challenges, Rohan transformed this spark into a pioneering luxury rail business.
Bold Leadership and Agile Problem-Solving: Navigating Challenges
Rohan’s bold, proactive leadership has been instrumental in steering Rovos Rail through innumerable obstacles over 35 years. In the early days, there were “a lot of mistakes that had to be made before the business truly started to take off,” says Tiffany. Yet Rohan's tenacity and skill at confronting issues head-on allowed them to power through.
A major hurdle came in 1993 when he launched a route from South Africa to Dar es Salaam, Tanzania, passing through Victoria Falls – a journey few conceived possible at the time. “My dad said ‘I'm going to launch this trip to Dar es Salaam, through the Victoria Falls. It's going to be incredible.’ And everybody around him just thought he was absolutely mad,” Tiffany remembers. Undeterred, Rohan's pioneering spirit opened new frontiers across multiple countries.
This solution-oriented mindset has enabled Rovos Rail to swiftly adapt to disruptions like COVID-19. When the pandemic struck, Rovos doubled down on Rohan's leadership philosophy. “Because of their leadership and how my father has run the business, they've rallied and overcome so many challenges,” explains Tiffany. “No matter what gets thrown at him, he leads from the front and finds a way.”
Another major obstacle has been South Africa's ailing railway infrastructure. For years, Rovos pleaded with Transnet, to allow them to operate their own locomotives amidst chronic delays and breakdowns. Their persistence paid off in December 2023 when Transnet finally granted approval.
However, this created a new challenge of rapidly expanding Rovos Rail's locomotive division across their 11 journeys in Southern Africa. The company is investing heavily in new hybrid diesel-electric locomotives that can keep journeys moving during power outages. “It's a big shift, with huge costs in running our own hardware, maintenance, crews, drivers, technicians,” says Tiffany. “But we don't have a choice if we want the business to survive.”
Authenticity and Immersive Experiences: Forging Lasting Connections
A core tenet underlying Rovos Rail's success is fostering authentic, immersive experiences that connect guests to local cultures. From carefully curated activities like walking tours and cuisine experiences to rules prohibiting electronic devices in public spaces, the company prioritises face-to-face interaction.
“We are trying very hard to encourage this environment of connection, meeting new people,” Tiffany emphasises. “We don't want [staff] to be robots – we want them to bring personality and themselves to the job.” This human touch cultivates lasting memories for travellers.
Enhancing this authentic experience is Rovos Rail's partnership with local wineries to offer a curated selection of South African wines on their journeys. The company works closely with wine estates across regions like Franschhoek, Stellenbosch, Robertson, and others to carefully pair the right wines with each meal service. In 2021, they refreshed their wine list to incorporate a wider variety of vineyards and cultivars. “It was quite a fun exercise creating the most beautiful wine list with incredible MCCs, other wines and cocktails using local spirits,” Tiffany notes. “Everything is paired to encourage guests to experience our amazing South African wines.”
Sustainability and Community Empowerment: A Holistic Approach
Sustainability underpins every aspect of Rovos Rail's operations, reflecting a symbiotic relationship with the communities it serves. “Right from the start, my parents' focus was on working with companies that had shared values,” says Tiffany. Sourcing locally and empowering South African artisans, the company reduces its environmental impact while creating economic opportunities.
From handcrafted amenities to uniforms made by local firms, “as far as possible, we've introduced only South African [products],” Tiffany notes. However, this commitment to local sourcing comes with higher costs and the constant temptation to seek cheaper foreign suppliers – a line in the sand Rovos Rail refuses to cross.
Looking ahead, partnerships with organisations like Weeva aim to further reduce waste, water usage, and diesel consumption while boosting conservation efforts. “We already are organically helping communities and conservation,” says Tiffany, “but I know we can do more with an outside perspective.”
Continuous Improvement and Embracing Change: Staying Relevant
Despite its storied legacy, Rovos Rail actively evolves to meet changing demands. “I don't think our DNA is going change much, but certainly we're going to evolve – that will be my challenge,” Tiffany acknowledges. Robust training programmes, new journey offerings like routes through Angola and the DRC, and eco-friendly innovations allow the company to enhance its world-class service.
A recent shift has been adjusting to “revenge travel” attitudes shaped by the pandemic. “Since COVID, we've seen quite a shift in passenger attitudes – this 'I've been locked at home for two years, so I must get what I want right now' mentality, with very little patience,” Tiffany explains. Managing these heightened expectations while preserving the adventurous African spirit at the heart of Rovos Rail's experiences has been an ongoing endeavour.
“We need clients and guests to understand that this is Africa, a unique adventure with its own magical rhythm. Things work differently here and embracing that is part of the beauty. It’s important for South African tourism and businesses to ensure that customers know what to expect. Unlike a Swiss watch, things might not run perfectly on time, and there may be changes to the itinerary, which should be embraced,” says Tiffany. “Many of our guests appreciate the opportunity to completely disconnect and reconnect with loved ones. Travel and holidays are about relaxing and spending time with loved ones, and our train experience enhances this by having no Wi-Fi on board.”
Looking back on 35 years, key milestones like expanding to 11 journeys across 10 African countries and finding their 60-acre property in Capital Park, Pretoria, underscore Rovos Rail's ambition. The move to the larger premises in 1997 allowed the company to become increasingly self-sufficient. “It allowed us to employ more artisans, carpenters, electricians, mechanics” says Tiffany. “We literally build everything you see on the train here – the woodwork, upholstery, our own furniture.” The site has even become home to a menagerie of rescued animals like donkeys, buck, and endangered bird species.
However, the greatest legacy may be the multi-generational family vision passed from Rohan and Anthea to Tiffany, who now shares her insights with SATSA members.
7 key lessons SATSA members can learn from Rovos Rail's 35-year journey:
1. Fuel Your Fire
The blazing passion Rohan Vos had for trains and travel ignited Rovos Rail's inception. As Tiffany shares, “That visionary clarity and genuine enthusiasm from the outset gave my parents the grit to overcome every obstacle.” For enduring success, SATSA members must unearth and fiercely protect their own burning 'why'.
2. Bold Vision Breeds Action
Rohan's daring decision in 1993 to launch a route from South Africa to Dar es Salaam exemplified his bold visionary leadership. “Dad just powered through each crisis, always taking the bull by the horns,” Tiffany admires. Having a fearless captain to confidently navigate challenges is non-negotiable.
3. Experiences Over Transactions
Rovos Rail prioritises crafting profoundly authentic, immersive journeys over mere transactions. Banning electronics encourages guests “to disconnect from the mainstream and forge meaningful connections,” says Tiffany. SATSA members must make emotional resonance a driving force.
4. Localism Breeds Authenticity
Sourcing everything from handcrafted furnishings to staff from local communities imbues Rovos Rail with a resonant sense of authenticity. SATSA businesses would be wise to weave sustainability and a “local- first” approach into their DNA from the outset, Tiffany advises.
5. Evolve Or Dissolve
While honouring their heritage, Rovos Rail possesses a ravenous hunger to evolve. “Stagnating is simply not an option,” says Tiffany. Continuous reinvention and an uncomfortable embrace of change are vital for longevity.
6. Service Is A Sacred Vow
“We respond to every complaint letter and comment,” Tiffany reveals about their guest focus. Treating service as an inviolable vow, not lip-service, nurtures transformative loyalty.
7. Empower Your Ecosystem
Rovos Rail's 60-acre operational wonderland houses a hive of empowered local artisans and entrepreneurs. As Tiffany summarises: "We want everyone to feel part of our family." Building an uplifting workplace ecosystem is a catalyst for success.
