Choice Hotels Africa Expansion Strategy

Nairobi has emerged as the launchpad for Choice Hotels International’s ambitious long term expansion across Africa as the global hospitality group commits to developing 100 hotels across sub Saharan and southern Africa by 2035.

The strategy signals growing confidence among international hotel operators in Africa’s urbanisation story rising middle class travel demand and long term tourism fundamentals. Choice’s plan is anchored in a franchise led growth model with a focus on capital cities business hubs and high value leisure destinations.

Kenya marks the first phase of execution through a partnership with Africa based entrepreneur Aniket Shroff whose hospitality portfolio is being integrated into Choice’s global brand ecosystem. Three properties in Nairobi and the Masai Mara are being repositioned under Choice brands spanning business urban and experiential leisure segments.

In Nairobi two existing hotels located in Westlands and South C districts are transitioning into Clarion branded properties targeting business travellers and long stay guests. A third property located within the Olare Motorogi Conservancy in the Masai Mara is joining the Ascend Collection offering an upscale safari lodge experience rooted in conservation led tourism.

Choice executives view Kenya as a strategic gateway market combining strong aviation connectivity stable tourism inflows and a growing corporate travel base. The company has indicated that future development will extend into Rwanda Mauritius Seychelles Botswana Namibia and Tanzania with multiple brands including Comfort Quality Clarion and Ascend forming part of the rollout.

Industry analysts note that Choice’s Africa expansion aligns with its recent growth momentum across Europe the Middle East and Africa where the group recorded double digit unit growth in 2025 expanding its regional portfolio to more than 470 properties. Africa is increasingly seen as the next growth frontier as mature markets face saturation and rising development costs.

A defining element of the expansion strategy is its emphasis on community centred and sustainable hospitality. Choice has highlighted the importance of working with local owners integrating energy efficient design practices and supporting local employment ecosystems. Safari and leisure properties in particular are expected to operate within conservation frameworks that balance tourism revenue with environmental stewardship.

For African cities the entry of globally recognised hotel brands is viewed as a catalyst for broader urban regeneration supporting infrastructure upgrades investor confidence and skills development. Hospitality assets often act as anchor investments encouraging complementary development in transport retail and business services.

As Choice Hotels scales its footprint across the continent the pace and quality of execution will be closely watched. The success of its Africa strategy will depend on how effectively global brand standards are adapted to local market realities while delivering sustainable growth that benefits both investors and host communities.