Choice Hotels International has unveiled an ambitious plan to establish 100 hotels across sub-Saharan and southern Africa by 2035. This strategic move marks a significant expansion of the company's EMEA (Europe, Middle East, and Africa) footprint, beginning with the launch of three hotels in Kenya. These include the conversion of La Maison Royale Westlands and La Maison Royale South C in Nairobi into Clarion Hotel properties, and the upscale La Maison Royale Masai Mara joining the Ascend Collection portfolio.
The initiative is spearheaded by African entrepreneur Aniket Shroff, who brings a commitment to sustainable and community-centred hospitality. Shroff, who has roots in Nairobi, aims to blend local cultural authenticity with global hospitality standards. "Expanding our agreement with Choice Hotels beyond the US is about more than growth; it allows us to build meaningful hospitality rooted in place and people," Shroff stated.
Choice Hotels' expansion is set to extend beyond Kenya, targeting key markets such as Rwanda, Mauritius, Seychelles, Botswana, Namibia, and Tanzania. This growth strategy aligns with the company's broader EMEA objectives, which saw a 17% increase in hotel units in 2025, totalling over 470 properties and more than 69,000 rooms.
David Beers, CEO of Choice Hotels EMEA, emphasised the company's commitment to empowering local entrepreneurs and fostering sustainable growth. "Our ambition to reach 100 hotels in Africa by 2035 reflects the strength of our international strategy and our confidence in travel demand across emerging and established markets," Beers commented.
All new African properties will participate in the Choice Privileges global loyalty programme, offering members the opportunity to earn and redeem points across more than 7,000 hotels worldwide
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