Marriott International outlines its growth strategy for its African operations with the goal of adding more than 50 properties and more than 9,000 rooms by the end of 2027.
The move includes access to five new markets, namely Cape Verde, Côte d'Ivoire, Democratic Republic of the Congo, Madagascar and Mauritania.
Marriott's portfolio currently has approximately 150 properties and 26,000 rooms in 20 countries and 22 brands.
The expansion focuses on enhancing the luxury, premium and selected services of Marriott Hotels in key destinations and evolving destinations on the continent.
Egypt, Kenya, Morocco, Nigeria and Tanzania are expected to be identified as select service brands in the growth market, such as Marriott's Protea Hotels and Sheraton's Four Points, which are expected to drive the expansion.
The five countries will have more than half of their new projects in the next two years.
The conversion and adaptive reuse projects are also part of Marriott Continental’s growth strategy, with over 30% planned by 2027.
The company noted that demand for branded residential projects in Africa is also increasing.
It said North and East Africa are regions where Marriott hotels are experiencing strong growth momentum, accounting for more than 60% of the planned.
Egypt and Morocco are the first to expand in North Africa, and Egypt will welcome the launch of high-altitude hotels in Africa and introduce Marriott's AC hotel in Casablanca.
In East Africa, Marriott hotels are taking advantage of the popularity of safari and camps.
After launching in 2023, JW Marriott Masai Mara Lodge is scheduled to open six Safari properties in 2027.
The company's Tanzanian portfolio is expected to more than double by 2027, and in Kenya, there are five new properties planned.
Uganda is also on the agenda, with the country's first Marriott hotel and Marriott executive apartments opening in Kampala.
In West Africa, Nigeria is the largest growth market for Marriott hotels, with six properties including Marriott’s introduction to the courtyard.
Additionally, the company is preparing to debut in three new West African markets in the next two years.
South Africa is the largest market on the mainland and will witness the expansion of signature collection hotel brands.
The company also plans to build operations in the Democratic Republic of the Congo and Madagascar in this year's new hotel opening, and debuted in 2027 at Le Méridien.
Earlier this year, Marriott signed a deal to open the first autographed safari camp in Serengeti.
