18 October 2021 - Virtual
10 November 2021, Virtual
London, UK - November 2021
African hotel chain Protea is being rebranded to include the name of parent company Marriott.
The South African company, which was purchased by Marriott in 2014, will now be know as Protea Hotels by Marriott in a move designed to “capitalise on the travel aspirations of Africa’s growing middle class and the increased presence of international hotel brands in Africa”.
Protea operates more than 100 hotels across South Africa and seven other African countries such as Zambia, Namibia, Nigeria, Ghana and Uganda.
Alex Kyriakidis, managing director Middle East and Africa at Marriott International, said: “Travel to and within sub-Saharan Africa continues to grow at an impressive rate, and Protea Hotels by Marriott is well positioned to capitalise on and drive this trend.
“Consumer research conducted in South Africa in 2015 confirms that the endorsement of Protea Hotels by a large, international brand company such as Marriott would elevate brand perception and preference, further supporting the strategic move to endorse the brand.”
Marriott has been integrating Protea’s systems and operations since the acquisition two years ago.
The US hotel firm now wants to reposition Protea from being a “strong regional player to a globally recognised brand with international appeal by leveraging the power of Marriott”.