Africa: the new Eldorado of worldwide hospitality groups

4 min reading time

Published on 03/11/22 - Updated on 03/11/22

Le Mersenne Autograph Collection

The African market seems to attract the interest of many top-tier hospitality groups such as Radisson Hotel Group and Marriott International. Indeed, both groups announced the expansion of their portfolio in this region.

Last month, Melia announced the upcoming opening of its fourth property on the African continent and few days ago, IHG signed agreement franchise with Msafiri Limited to extend its presence on this market. Now, it is the turn of Radisson and Marriott to show their interest in this booming market.

Radisson Hotel Group has ambitious plans to reach 150 hotels and 25,000 rooms within the next five years across the continent, making Africa a key region for growth. Currently, the group has nearly 100 hotels and 16,000 rooms in operation and under development in Africa. In the last two years only, it opened over 16 hotels in the region and secured over 25 new hotels, representing more than 4,800 additional rooms to its portfolio.

Key markets for the group’s Africa expansion plan include Morocco, Nigeria, South Africa, Egypt, Cameroon, Senegal and Ivory Coast, demonstrating an equal prioritization for Francophone and Anglophone countries.

Lately, Radisson expanded its presence in Madagascar with a portfolio of three hotels, becoming the largest international operator on the island. Extending the group’s presence into new regions, the first Radisson-branded hotel in East Africa, Radisson Hotel Addis Ababa Bole Airport, was signed in 2022, and the Radisson Individuals brand was introduced to the continent with the opening of two new properties in Egypt and Ghana.

Radisson also recently announced the opening of Radisson Blu Hotel, Juba, South Sudan’s first internationally branded 5-star hotel, and continued its resort growth strategy with the signing of Radisson Resort Dakar Saly in Senegal. There was also the announcement of Radisson Blu Hotel, Livingstone in Zambia and the upcoming offerings for Radisson Safari Hotel, Hoedspruit, both due to open in the coming months.

Additionally, the group reinforced its presence in Tunisia with the recent opening of Radisson Sfax and the rebranding of La Maison Blanche Tunis as a Radisson Individuals property. In South Africa, the group expanded its portfolio to more than 14 properties with recent openings. Further to this, the group has signed in the last weeks the Radisson Collection Marsa Allam, Egypt and Radisson Serviced Apartments, Yaounde, both opening in 2024.

The last two years have been a time of accelerated growth for the Radisson Hotel Group reaching record milestones regionally and globally. Our balanced development strategy along with our tailored approach and responsiveness, enable us to stay relevant to our owners. Our rate of materialization and openings is a testimony to the quality of our pipeline but also translates our conversion strategy in repositioning existing hotels under one of our Radisson Hotel Group brands. 2023 is already anticipated to remain positive with nine hotel openings during the year, which will only reinforce our Group’s presence across the region.

Elie Younes, Executive Vice President & Global Chief Development Officer, Radisson Hotel Group

Regarding Marriott International, the group announced plans to expand its operations in Africa with the anticipated addition of over 30 hotels, and more than 5,000 rooms by the end of 2024. The company’s growth across Africa is largely driven by its select-service brands which represent half of the company’s current development pipeline in the continent. The company is also expected to introduce its Delta Hotels by Marriott brand in the region.

Marriott International’s select-service brands in the region, led by Protea Hotels by Marriott and Four Points by Sheraton, make up more than 50 percent of the company’s property additions in Africa through 2024. It is the most recognizable hospitality brand in Africa, with over 60 hotels across nine countries. The brand expects to further expand its footprint across the continent with 10 anticipated additions by the end of 2024.

Additionally, Four Points by Sheraton continues to build on its momentum in Africa with five anticipated additions by the end of 2024. These expansion plans for Four Points by Sheraton include the brand’s entry into Uganda, Senegal, Democratic Republic of the Congo, and Cape Verde. The brand also expects to open its second property in Nigeria, Four Points by Sheraton Ikot Ekpene.

Marriott International also continues to see growth opportunities across Africa for its unparalleled premium and luxury brands. This includes the anticipated launch of Delta Hotels in 2023. The brand is expected to make its entry into Africa with the opening of Delta Hotels by Marriott Dar es Salaam Oyster Bay in Tanzania. Plans for Tribute Portfolio, a growing global family of independent hotels, include the expected opening of laïla, Seychelles, a Tribute Portfolio Resort.

The group is also slated to introduce the Westin Hotels & Resorts brand in Ethiopia with the anticipated opening of The Westin Addis Ababa. Additionally, Marriott plans to grow its iconic collection of independent properties under the Autograph Collection Hotels brand with new properties in expected Tanzania and Algeria.

Furthermore, Marriott also plans to expand its portfolio of luxury brands with five anticipated openings in Africa by the end of 2024. The company is expected to introduce The Ritz-Carlton and St. Regis brands in Morocco. JW Marriott is expected to enter Kenya with the openings of JW Marriott Hotel Nairobi and JW Marriott Masai Mara Lodge, which will mark the company’s first property in the luxury safari space.

Marriott International’s expansion plans reinforce its commitment to Africa and highlight the growth of the travel and tourism sector across the continent. We continue to see opportunities to expand in major gateway cities, commercial centers, and resort destinations across Africa, while catering to the region’s ever-changing and evolving markets through our diverse range of extraordinary brands.

Karim Cheltout, Regional Vice President – Development, Africa, Marriott International

Radisson Hotel Group

Radisson Hotel Group

Hotel Group

  • Radisson Hotel Group Brussels
  • Offres d'emplois 56 currents job offers
Marriott International

Marriott International

Hotel Group

  • Marriott International United-States
  • Offres d'emplois 58 currents job offers
Radisson Blu

Radisson Blu

Groupe hôtelier

  • Radisson Blu Belgique
  • Offres d'emplois 14 currents job offers
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