Choice Hotels targets 100 new African hotels by 2035 in major continental expansion

AFRICA – Choice Hotels International has announced a bold long-term growth strategy for Africa, committing to develop 100 hotels across sub-Saharan and southern Africa by 2035.

The ambitious plan, launched with a trio of conversions in Kenya, embeds Africa firmly within the group’s EMEA growth strategy and leverages its franchise model to partner with local entrepreneurs.

Launching with Strategic Conversions in Key Kenyan Markets

The continental entry is spearheaded by franchisee Aniket Shroff, converting three existing Kenyan properties under Choice’s brands.

In Nairobi, La Maison Royale Westlands (53 rooms) and La Maison Royale South C (59 rooms) will become Clarion Hotel properties, targeting the capital’s business and transit travel segments.

The upscale La Maison Royale Masai Mara safari lodge, located in the exclusive Olare Motorogi Conservancy, will join the experiential Ascend Hotel Collection.

This initial move demonstrates Choice’s strategy to flex across urban, transit, and high-value leisure destinations from the outset.

A Franchise-Led Model Focused on Local Empowerment

Central to the 100-hotel vision is a partnership model that combines Choice’s global systems and brands with deep local expertise.

David Beers, CEO of Choice Hotels EMEA, stated the ambition reflects confidence in Africa’s travel demand and a commitment to empowering local entrepreneurs to shape authentic hospitality.

Aniket Shroff emphasized that the agreement provides the global platform and standards needed to grow sustainably while preserving local character and supporting community jobs.

The expansion is projected to extend into Rwanda, Mauritius, Seychelles, Botswana, Namibia, and Tanzania, primarily under the Comfort, Quality, Clarion, and Ascend brands.

Building on EMEA Momentum to Capture Growth

This Africa initiative builds on significant momentum in Choice’s EMEA region, which achieved 17% unit growth in 2025, reaching over 470 properties and 69,000 rooms.

The African properties will be integrated into the global Choice Privileges loyalty programme, connecting them to a network of over 7,000 hotels.

This strategic foray positions Choice to capture a share of Africa’s rapidly growing business and leisure travel markets, using a capital-light franchising approach that mitigates risk while enabling rapid scaling.

By focusing on conversions and partnerships with proven local operators, Choice aims to establish a significant, diversified footprint that meets demand for internationally branded, mid-scale accommodation across the continent’s key economic and tourism hubs.

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