How Valor and Veldskoen are championing heritage and sustainability

The partnership between Valor Hospitality Partners and Veldskoen Shoes highlights how tourism companies can enhance their brand while supporting sustainability.

Ahead of World Sustainability Day on 30 October, this collaboration between a global hotel management company and a renowned South African footwear brand underscores the value of choosing ethical local suppliers to preserve cultural heritage, create jobs and strengthen guest connections.

In June 2023, Valor Hospitality Partners and Veldskoen Shoes partnered to provide sustainable footwear to Valor’s “Hotelitarians”, as the company affectionately refers to its hotel team members. The partnership was officially launched at The Harpeth Hotel in Franklin, Tennessee, United States – one of Valor Hospitality’s 90+ global properties.

Over the past year, the initiative has expanded further into Valor’s US properties, with continued growth plans in the United Kingdom, Europe, Middle East and Africa regions.

“Veldskoen’s story and values closely align with those of Euan McGlashan, global co-founder and CEO of Valor Hospitality Partners. Our shared commitment to Africa made this partnership a natural fit,” says Nick Dreyer, co-founder and CEO of Veldskoen Shoes. Through this partnership, Veldskoen and Valor aim to promote a positive image of South Africa and Africa. “We wanted to establish a partnership with genuine impact,” Dreyer adds.

To Valor’s Hotelitarians, Veldskoen shoes represent more than a standard uniform piece. “By supporting South African goods, Valor shows how informed choices can ensure high-quality products that benefit the environment and local communities.

“When a company like Valor, with its significant purchasing power, chooses handcrafted Veldskoen shoes over mass-produced, 3D-printed ones, it sends a powerful message. It takes the skill of 102 South African artisans to create a pair of Veldskoen, demonstrating how choosing local suppliers can contribute to job creation on a much larger scale,” Dreyer comments. “Companies are also investing in durable products that last longer, reducing waste.”

Enhancing the hospitality experience

Dreyer, a former hotelier, understands the long hours hospitality staff spend on their feet.

“Veldskoen is one of the world’s most comfortable and well-made products, with a heritage that goes back centuries. Veldskoen, meaning ‘field shoe’ in Afrikaans, originates in the Khoisan people’s traditional footwear. It became popular among game rangers and farmers who needed durable shoes for traversing the veld.”

Celebrities like Prince Harry and Ashton Kutcher have been spotted wearing Veldskoen, demonstrating their versatility.

“These handcrafted shoes are durable and reliable and enhance the comfort and appearance of hotel staff across all departments. The feedback we’ve received is that they are the most comfortable shoes they’ve ever worn,” Dreyer notes.

“The collaboration with Veldskoen reflects Valor’s commitment to sustainability and our dedication to offering unique and authentic guest experiences,” says McGlashan. By partnering with South African suppliers, Valor supports the local economy and enriches the cultural narrative of its properties. He explains that the Valor-Veldskoen collaboration is part of the company’s broader sustainability initiatives, ensuring their decisions benefit local communities and the tourism industry.

“We are proud to see our shoes become a symbol of quality and ethical decision-making in the hospitality industry,” Dreyer concludes.