Marriott International, Inc. has announced an ambitious plan to significantly expand its footprint across Africa, introducing more than 50 new properties and over 9,000 rooms by the end of 2027. This transformative initiative will not only bolster Marriott’s presence in established markets but also pave the way for entry into five new regions: Cape Verde, Côte d’Ivoire, the Democratic Republic of Congo, Madagascar, and Mauritania. Currently, Marriott operates nearly 150 hotels and 26,000 rooms across 20 countries, featuring 22 distinct brands.
The driving force behind this expansive growth is a combination of factors that are reshaping Africa’s tourism landscape. As highlighted by Jerome Briet, Chief Development Officer for Europe, the Middle East & Africa at Marriott International, the continent is witnessing a transformation propelled by visionary government agendas, significant infrastructure development, enhanced regional and international connectivity, and a diversification of travel experiences. These elements collectively lay the groundwork for a thriving hospitality sector that Marriott aims to capitalize on.
Marriott’s strategic expansion plans focus on enhancing its luxury, premium, and select-service offerings in both established and emerging markets. The growth trajectory is expected to be primarily driven by select-service brands, including Protea Hotels by Marriott and Four Points by Sheraton. This aligns with the rising consumer demand for unique and high-quality hospitality experiences. Notably, Tanzania, Egypt, Morocco, Kenya, and Nigeria are pivotal markets for Marriott, collectively representing over 50% of the anticipated openings in the coming two years. Furthermore, conversions and adaptive reuse projects are projected to account for more than 30% of the planned additions by 2027.
As part of its extensive development strategy, Marriott is also experiencing increasing interest in branded residential developments throughout the continent. Karim Cheltout, Senior Vice President – Development for the Middle East & Africa, emphasized that Africa houses emerging marketplaces ripe with significant growth opportunities, particularly in major gateway cities, commercial centers, safari circuits, and resort destinations. Through Marriott’s diverse range of extraordinary brands, the company is well-positioned to collaborate with developers to provide high-quality accommodations alongside innovative travel experiences that resonate with today’s rapidly evolving consumers.
North and East Africa: The Epicenter of Marriott’s Growth
Marriott is witnessing robust growth in North and East Africa, with these regions expected to contribute over 60% of the company’s planned additions on the continent by 2027. In North Africa, Egypt and Morocco are set to spearhead expansion initiatives. In Egypt, Marriott is slated to launch the Aloft Hotels brand, with the Aloft Ghazala Bay opening on the North Coast scheduled for 2027. Meanwhile, Morocco will see the debut of the AC Hotels by Marriott brand, with a planned opening in Casablanca in 2027.
In East Africa, Marriott continues to leverage the growing demand for adventure and outdoor travel, specifically focusing on safari lodges and camps. Following the successful launch of the JW Marriott Masai Mara Lodge in 2023, the company is poised to introduce six additional safari properties in the region by 2027. Notable openings include the Ritz-Carlton, Masai Mara Safari Camp in Kenya and the Mapito Safari Camp, Serengeti, Autograph Collection in Tanzania, both anticipated to launch this year. By 2027, Marriott’s portfolio in Tanzania is expected to more than double, while Kenya will welcome five new properties, including two Courtyard by Marriott hotels in Nairobi. Additionally, Uganda will mark its first Marriott Hotel and Marriott Executive Apartments in Kampala by the close of this year.
West Africa: A Focus on Premium and Select-Service Hotels
In West Africa, Marriott’s expansion strategy is centered on Nigeria, where six properties are expected to open by 2027, solidifying it as the company’s largest growth market in the region. Among these developments are the upcoming Courtyard by Marriott locations in Abuja, set to debut within the next two years, alongside an ongoing expansion of Protea Hotels by Marriott and Marriott Hotels. Furthermore, Marriott plans to enter three new West African markets within the next two years, marking significant milestones for the brand. The Four Points by Sheraton Sao Vicente Resort will introduce the brand to Cape Verde, while an Autograph Collection Hotel is set to launch in Côte d’Ivoire in 2027. Additionally, Mauritania will welcome a Sheraton Hotel in Nouakchott by the end of this year.
Southern and Central Africa: Steady Growth Continues
In Southern and Central Africa, Marriott’s growth trajectory remains consistent, with South Africa continuing to be its largest market on the continent. The company plans to expand its Autograph Collection Hotels portfolio with the launch of Morea House in Cape Town this year, followed by a new property in Kruger National Park in 2026. Furthermore, Marriott is gearing up for its entry into the Democratic Republic of Congo, with the opening of a Protea Hotel by Marriott and Four Points by Sheraton in Kinshasa anticipated by the end of this year. Meanwhile, Madagascar will witness Marriott’s arrival with the launch of Delta Hotels by Marriott this year, followed by a Protea Hotel by Marriott in Antananarivo in 2026. The introduction of the Le Méridien brand to Cameroon is also planned for 2027.
In summary, Marriott International’s ambitious expansion across Africa marks a significant milestone in the hospitality industry, with a clear focus on meeting the evolving demands of travelers. By strategically entering new markets and enhancing its presence in existing ones, Marriott is poised to redefine the hospitality landscape on the continent, ensuring that it remains at the forefront of the tourism sector’s growth trajectory.
