The image of thousands of worms thrown together in a writhing mass may not be the ideal pitch for a five-star hotel, but then you'd have to shift your perception of what constitutes a conventional luxury hotel.
With a global movement towards going green, there is room for transformation and, yes, earth worms in the hospitality industry, too.
And leading the way towards a greener ethos in KwaZulu-Natal is Hotel Izulu in Ballito, on the North Coast. Nestled in the Zulu kingdom's subtropical sugar belt, Izulu (which translates to heaven in English) maintains all the luxury and sophistication of a five-star brand, while operating with a strong awareness of the environment.
Owned by Owen and Jackie Williams, Hotel Izulu is the only KwaZulu-Natal establishment that is associated to the prestigious Relais and Chateaux chain of restaurants and hotels.
There are five free-standing villas spread across the manicured grounds, created with a Tuscan feel, with African and Balinese influences.
Four of the five villas have two executive suites and two deluxe suites, while the fifth has an impressive royal suite, which consists of a bar, a dining area, a deck and a jacuzzi, which has a view of the Indian Ocean.
Each villa has a private courtyard and an eight-seater jacuzzi.
The individual suites are spacious and perks include surround-sound entertainment systems and large, luxurious bathrooms.
In keeping with its eco-friendly attitude, the hotel's toilets have one and two flush options, and there is a septic tank.
At the Impilo spa, Clarins treatments are set at the same standard as those offered by a Clarins Gold Status Spa in Paris or Switzerland.
An interesting addition is the new range of South African treatment products called TheraVine, which is produced in Stellenbosch.
Derived from the South African pinotage vine, the product is said to have powerful anti-oxidants (50 times the strength of vitamin E and 20 times that of vitamin C).
TheraVine is the infusion of essential oils of aroma-therapeutic, organic and healing indigenous Cape botanicals, which refresh, soothe and rejuvenate.
General manager Keith Macvicar says they felt this was the right product for the hotel, whose ethos is about doing things in an environmentally friendly manner.
And this is where those worms come in. Tucked away in special boxes in a far corner of the garden, the worms are central to an eco-friendly waste-management system which reduces overall waste and contributes to the elimination of chemical fertilisers in food.
Worm composting, or vermi composting, is the process of using earthworms to break down kitchen and garden waste to create faster-than-normal composting.
The hotel's executive chef, Floris Smith, sends most of his kitchen waste to the wormery, which results in potent "worm pee" for the newly launched organic herb and vegetable garden from where he gets his fresh, organic produce.
The pee, or earthworm casting, which is produced in the digestive tracts of the worms, has five times more nitrogen, seven times more phosphorus and 11 times more potassium than ordinary soil. It is rich in humic acids and improves the structure of soil.
The principle source of food for the garden is the output from the wormery, which has been so successful that the hotel has not had to purchase any fertiliser and is, in fact, now supplying many others in Ballito with the natural fertiliser.
The garden, which was landscaped by Rene van der Westhuizen, is a part of the solid commitment the hotel has made to operate in a greener manner and it includes an orangery.
A wheelchair friendly place of rest and relaxation for guests situated in the garden has also added something special to the menu at the hotel's Gigi's restaurant.
Guests, by the way, have many dining options, from the restaurant to the wine cellar; the chef's table to the intimacy of their suites.
Hotel Izulu, from its pleasant staff to pioneering principles, is a charming South African destination well worth a visit.