Kenya Leads Africa’s Growth as Choice Hotels Embarks on Bold Expansion with 100 Hotels by 2035

Kenya stands as the first step in a remarkable journey by Choice Hotels to expand its presence in sub-Saharan and southern Africa, with a bold commitment to build 100 hotels across the continent by 2035. This ambitious plan is a major boost for tourism in the region, beginning with three key hotel openings in Kenya. The entry of Choice Hotels into Africa is set to transform the tourism landscape, not only in Kenya but also across the broader African continent.

The Vision Behind the Expansion: Empowering Local Entrepreneurs

The expansion is a powerful testament to Choice Hotels’ dedication to Africa’s tourism potential. By establishing a significant presence in key regions, the franchise intends to offer more than just accommodations. The collaboration with local entrepreneur Aniket Shroff is a shining example of how global hospitality brands can merge with regional expertise.

Starting in Kenya, Choice Hotels will open three properties, including the conversion of La Maison Royale Westlands and La Maison Royale South C in Nairobi into Clarion Hotels. Additionally, the La Maison Royale Masai Mara will join the prestigious Ascend Collection, marking a unique blend of luxury and cultural immersion in one of Africa’s most iconic safari destinations.

David Beers, CEO of Choice Hotels EMEA, expressed his confidence in this initiative, stating that the company’s growth strategy in Africa is both an opportunity for development and a partnership with visionary entrepreneurs like Shroff. He highlighted the significance of supporting local businesses to create authentic and culturally relevant hospitality experiences.

Transforming Nairobi and Maasai Mara: New Hotels for a Changing Tourism Landscape

The three hotels in Kenya are only the beginning of Choice Hotels’ African expansion. In Nairobi, Clarion Hotel Westlands will cater to business, MICE, and leisure travelers. Located in Nairobi’s bustling commercial hub, this hotel promises high-end facilities such as a multi-cuisine restaurant, tapas bar, fitness center, and spa, blending international service standards with local cultural warmth.

Similarly, Clarion Hotel South C will serve as a contemporary retreat for both business and transit travelers. This hotel, set in one of Nairobi’s most connected districts, features a panoramic city view, rooftop swimming pool, and a beauty salon. It offers an ideal stay for families, couples, and long-haul passengers.

However, it is La Maison Royale Masai Mara that truly stands out. Set in the exclusive Olare Motorogi Conservancy, this 22-room Ascend Collection property offers an immersive safari experience, ideal for honeymooners, eco-conscious travelers, and those seeking tranquility in nature. Guests can enjoy guided safaris, cultural walks, and stargazing under the vast African sky. The lodge’s commitment to sustainability and conservation will help maintain the region’s pristine environment and animal habitats.

This expansion of luxury hotels is expected to increase tourism traffic, boosting local economies and creating employment opportunities. Tourists can now enjoy the unparalleled charm of Kenya, from the urban allure of Nairobi to the wild beauty of Maasai Mara.

A Strong EMEA Growth Strategy

The Kenyan openings are part of a larger strategy by Choice Hotels to establish a footprint across the continent, with plans for Rwanda, Mauritius, Seychelles, Botswana, Namibia, and Tanzania. This marks a critical step in the company’s EMEA (Europe, Middle East, and Africa) growth trajectory. Building on an impressive 17% year-on-year growth in 2025, Choice Hotels aims to extend its reach across 470 properties and more than 69,000 rooms across the region.

This expansion is set to invigorate the African tourism market, offering more diverse choices for travelers seeking both business and leisure accommodations. With a growing middle class in Africa, more international visitors are flocking to the continent, creating an urgent need for world-class hotels that combine global standards with local authenticity.

The Local Impact: Sustainable Growth and Job Creation

Aniket Shroff, the driving force behind the Kenyan hotels, emphasized that this venture is about more than just financial growth. His passion for local sourcing, cultural authenticity, and environmental stewardship is reflected in the operations of Choice Hotels in Kenya. His commitment to sustainable practices, including employing local staff and sourcing products regionally, will help cultivate a tourism model that benefits both the community and the environment.

For Shroff, expanding the Choice Hotels brand in Africa represents a long-term vision to foster sustainable tourism. According to him, the focus has always been to provide warm, authentic experiences while supporting local jobs and culture. His innovative approach to hospitality aligns with the global expectations of travelers, who are increasingly seeking experiences that are culturally rich and environmentally responsible.

Choice Hotels’ Role in Africa’s Tourism Growth

The future of Africa’s tourism hinges on strategic partnerships like those forged between Choice Hotels and local entrepreneurs. By working together, they create a platform that not only welcomes travelers but celebrates Africa’s cultural diversity, natural beauty, and sustainable practices.

The commitment to 100 hotels by 2035 comes at a time when Africa’s tourism industry is experiencing rapid growth. As more international visitors explore the continent, the demand for quality accommodations is increasing. With the introduction of Choice Hotels’ Comfort, Quality, Clarion, and Ascend Collection brands, travelers can expect a range of options tailored to their specific needs, whether for business, leisure, or a combination of both.

A Bright Future for African Tourism

As Choice Hotels continues its expansion into other African nations, it will play a pivotal role in shaping the future of African tourism. Not only will it help build the infrastructure needed to accommodate growing tourist numbers, but it will also set new standards for hospitality in the region. The African growth strategy will create more opportunities for local businesses, support sustainable tourism initiatives, and ensure that Africa’s unique cultural identity remains at the heart of its development.

Aniket Shroff summed up the impact of this collaboration, saying that with Choice Hotels’ global systems and their local commitment, they have the perfect recipe for growth. According to him, the company looks forward to delivering a hospitality experience that respects the place, people, and culture of Africa, while helping to drive long-term sustainable growth.

This expansion plan is more than just a corporate move; it represents a long-lasting partnership between Choice Hotels and local entrepreneurs to boost Africa’s global hospitality standing. The resulting growth will resonate through the tourism sector, generating economic benefits for the region for decades to come.