Marriott goes for more African market in addition to the European one

Jerome Briet, development director of Marriott International for Europe, the Middle East and Africa, indicated the importance of the European market for the Hotel company, in addition to the Middle East, but highlighted the interest in expanding into the African market.

Briet stated that the Mediterranean markets and all the markets in southern Europe are excellent, as well as Morocco and Nigeria where they are expanding with great developments. He noted that East and West Africa is an interesting and challenging market, as it allows them to have different customers, “which makes it even more interesting,” he told Costar.

Marriott has the Protea Hotels by Marriott brand in South Africa, acquired in 2014, so they will continue to promote this brand, which it believes is essential for the Hotel company’s growth in that market. However, they just opened the JW Marriott Masai Mara in Kenya.

As reported REPORTUR.us, Marriott recently announced that it is going to create a brand for conversions with the aim of competing with Spark by Hilton, which was launched by the American chain in January 2023. The CEO of the largest Hotel company in the world, Tony Capuano, announced that In a month the details of a “global conversion-friendly brand” will be finalized. (Marriott will launch branding for conversions to compete with Spark by Hilton).

Marriott’s interest with conversion brands is based directly on the current interest rate market, where obtaining loans for new construction is difficult due to the higher rate environment that, even if they go down, will likely not return to pre-average levels. the pandemic, Capuano noted at the time.