Marriott Rebrands African Hospitality Chain Protea Hotels

Hospitality giant rebrands South African hotel chain as travel within Sub-Saharan Africa increases.

Marriott has announced that Protea Hotels are to be rebranded soon, including “by Marriott” to its name.

The rebranding of the hospitality chain “highlights the company’s commitment to evolving Protea Hotels from a regional player to a more global brand that appeals beyond its home continent.”

According to Travel Pulse, however, Protea Hotels won’t be the only one benefitting from that change. The African hotel brand was acquired by Marriott in 2014, in an effort to expand the company’s business in Southern Africa. Adding their name to the hospitality chain now reinforces their presence in the continent, increasing awareness to the Marriott brand.

“Travel to and within Sub-Saharan Africa continues to grow at an impressive rate, and Protea Hotels by Marriott is well positioned to capitalize on and drive this trend,” said Marriott’s president and managing director for the Middle East and Africa Alex Kyriakidis in a statement.

Kyriakidis also commented that a research conducted in South Africa last year confirmed that the endorsement of Protea Hotels by a large hospitality company increases brand perception and preference, supporting Marriott’s strategy to endorse the company.

The announcement comes only one week after the South African company signed a deal to open its first unit in Botswana. Marriott has also confirmed plans to open another 10 hotels in Africa, adding 1,600 rooms to their portfolio.

[Photo: African Pride Crystal Towers Hotel & Spa via Protea Hotels by Marriott]