Marriott International has outlined a growth strategy for its African operations, targeting the addition of more than 50 properties and over 9,000 rooms by the end of 2027.
This move includes entering five new markets, namely Cape Verde, Côte d’Ivoire, the Democratic Republic of Congo, Madagascar, and Mauritania.
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Marriott’s portfolio in Africa currently has around 150 properties and 26,000 rooms across 20 countries and 22 brands.
The expansion is focused on enhancing Marriott’s luxury, premium, and select-service offerings across key and growing destinations on the continent.
Select-service brands such as Protea Hotels by Marriott and Four Points by Sheraton are expected to drive this expansion, with Egypt, Kenya, Morocco, Nigeria, and Tanzania identified as the growth markets.
These five countries are set to host over half of the new projects within the next two years.
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By GlobalDataConversions and adaptive reuse projects are also a part of Marriott’s growth strategy on the continent, representing more than 30% of the planned additions by 2027.
The company noted that there is also a rise in demand for branded residential projects in Africa.
North and East Africa are regions where Marriott is experiencing strong growth momentum, accounting for over 60% of the planned additions, it stated.
Egypt and Morocco are spearheading the expansion in North Africa, with Egypt set to welcome the launch of Aloft Hotels in Africa and Morocco introducing AC Hotels by Marriott in Casablanca.
In East Africa, Marriott is capitalising on the popularity of safari lodges and camps.
After the JW Marriott Masai Mara Lodge launch in 2023, six safari properties are scheduled to open by 2027.
The company’s Tanzania portfolio is expected to more than double by 2027, and in Kenya, five new properties are planned.
Uganda is also on the agenda, with the country’s first Marriott Hotel and Marriott Executive Apartments set to open in Kampala.
In West Africa, Nigeria is Marriott’s largest growth market, with six properties in the pipeline, including the introduction of Courtyard by Marriott.
Additionally, the company is preparing to make its debut in three new West African markets within the next two years.
South Africa, Marriott’s largest market on the continent, will witness the expansion of the Autograph Collection Hotels brand.
The company also plans to establish its presence in the Democratic Republic of Congo and Madagascar with new hotel openings this year, and in Cameroon with the debut of Le Méridien in 2027.
Earlier this year, Marriott signed an agreement to open the first Autograph Collection safari camp in Serengeti.
