Global hospitality group Choice Hotels International is growing its presence in new markets by signing agreements for three directly franchised properties in Kenya.
The company aims to further increase its presence across sub-Saharan and southern Africa via a master development agreement that targets at least 15 additional hotels in the region by 2030.
The Kenyan sites will include an Ascend Collection hotel within the Maasai Mara National Reserve, as well as both a Clarion and a Quality Inn in Nairobi’s central business district.
Expected to open in early 2026, these developments will cater to both business and leisure travellers.
Aniket Shroff, currently a franchisee with Choice Hotels in the US, will lead this initiative, marking his first international partnership with the company.
Shroff said: “Working with Choice Hotels was an easy decision. Beyond a strong global brand portfolio, the company provides the tools, resources, and guidance that have already helped me grow my business. That level of support gives me confidence these hotels will thrive, and it reflects the kind of franchisee partnership built to succeed in both international and domestic markets.”
The addition of the Kenyan hotels will contribute to Choice Hotels’ Europe, Middle East, and Africa portfolio, which currently stands at nearly 64,000 rooms, reflecting a 7% year-on-year increase as of the third quarter.
This move continues recent expansion efforts by the company, which include doubling its portfolio in France following the addition of 50 Quality Suites hotels.
Choice Hotels president and chief executive officer Pat Pacious said: “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.”
Choice Hotels has also increased its global presence this year with new market entries in China, Argentina, and Suriname.
In China, a master franchise and distribution agreement with SSAW Hotels & Resorts added over 9,500 rooms to Ascend Collection Hotels, with plans to expand Comfort Hotels and Quality brands to 100 properties nationwide.
In South America, the portfolio has grown to include the Radisson Blu Bariloche and Radisson RED Funes in Argentina, as well as Radisson Hotel Paramaribo in Suriname.
Globally, Choice Hotels’ international division now generates approximately $3bn each year in gross rooms revenue and forecasts doubled profitability by 2027.
The group’s international portfolio has surpassed 150,000 rooms outside the US, with continued expectations for high single-digit growth rates this year.
Choice representatives have also reported ongoing engagement with long-term projects aimed at expanding their global market share.
