Choice Hotels International has revealed 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, starting with three hotels in Kenya, including the conversion of La Maison Royale Westlands and La Maison Royale South C in Nairobi into Clarion Hotel properties, along with the addition of La Maison Royale Masai Mara to the Ascend Collection portfolio.
The initiative is led by Aniket Shroff, an African entrepreneur dedicated to sustainable, community-focused hospitality. Shroff, who has ties to Nairobi, aims to fuse 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 will extend beyond Kenya, targeting key markets like Rwanda, Mauritius, Seychelles, Botswana, Namibia, and Tanzania. This growth aligns with the company’s broader EMEA objectives, which noted a 17% increase in hotel units in 2025, accumulating over 470 properties and more than 69,000 rooms.
David Beers, CEO of Choice Hotels EMEA, highlighted the company’s commitment to empowering local entrepreneurs and ensuring 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 both emerging and established markets,” Beers commented.
All new African properties will join the Choice Privileges global loyalty program, granting members the chance to earn and redeem points at over 7,000 hotels worldwide.
