Choice Hotels bets on Africa with 100 expected franchises by 2035
Choice Hotels International, Inc. is one of the largest lodging franchisors in the world. A challenger in upscale and a leader in mid-scale and extended stay, Choice has nearly 7,500 hotels across a portfolio of 22 brands, representing nearly 650,000 rooms, in 47 countries and territories.
Meanwhile, the company is now looking to enter the African market. Last November, Choice Hotels International confirmed the signing of three directly franchised properties in Kenya that are expected to open in a few weeks time. The company also signed a master development agreement that will drive further expansion in the continent with a minimum of 15 additional properties across the sub-Saharan and southern Africa regions by 2030.
“Our fast-growing footprint and performance results prove that Choice Hotels is well-positioned to help franchisees succeed in more destinations than ever before. Entering Africa is an important milestone in that journey and presents a unique opportunity to bring our world-class hospitality to one of the continent’s fastest-growing hospitality markets,” said Pat Pacious, President and Chief Executive Officer.
The Kenyan portfolio will feature an Ascend Collection property in the Maasai Mara National Reserve, one of Africa’s most visited safari destinations. The hotel will offer boutique, upscale accommodations for travelers seeking an immersive nature experience. Two additional hotels—a Clarion hotel and a Quality Inn hotel will open in Nairobi’s central business district. The hotels will serve growing demand for both business and leisure travel in one of the continent’s most dynamic cities.
The right partner in Africa
The group just confirmed to now look for 100 properties in Africa until 2035. “Choice has never been on the continent because we haven’t been able to find the right partner. Now, we have that partner”, highlighted in a recent interview to Skift David Beers, Choice Hotels EMEA CEO.
The Kenya properties franchise agreement has been signed with African entrepreneur Aniket Shroff. His regional roots, entrepreneurial drive and commitment to sustainable, community-centered hospitality underpinned by his global business experience and deep local insight make him a strong strategic franchisee for Choice.
” Choice Hotels’ global systems, brand standards and long-term commitment give us the confidence to grow sustainably, while preserving the local character of our hotels. We are proud to help pioneer a hospitality platform in Africa that welcomes travelers while celebrating its culture, talent and natural beauty“, said Franchisee Aniket Shroff.
Beyond its initial market entry in Kenya Choice Hotels International is now planning future properties under the Comfort, Quality, Clarion and Ascend brands, in Rwanda, Mauritius, Seychelles, Botswana, Namibia and Tanzania.
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