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Its increased South African presence captures the partnership with The Amdec Group and Marriott’s targeted focus on two new properties and Protea brands
Marriott International has expanded its footprint by signing two new properties in South Africa in partnership with The Amdec Group. The 150-room Johannesburg Marriott Hotel Melrose Arch and 200-unit Marriott Executive Apartments Johannesburg Melrose Arch are slated to open by February 2018.
“Africa is important to Marriott International’s growth strategy because of its rapid economic growth, growing middle class and youth population as well as the expansion of international flights onto the continent. With over 850 million people in sub-Saharan Africa, there are enormous opportunities there,” said Alex Kyriakidis, President and Managing Director, Middle East and Africa of Marriott International.
Over the next five years, the company expects its brands including Protea to expand from 10 African countries to 18, involving the development of an additional 38 properties across seven brands.
The two properties represent the company’s signature brand, Marriott Hotels, and as its upscale serviced apartments brand, Marriott Executive Apartments, the first Marriott-branded properties under development in South Africa. Marriott became the largest hotel operator in Africa following its acquisition of South Africa’s leading hotel group, Protea Hotels in 2014.
Over the next five years, the company expects its brands including Protea to expand from 10 African countries to 18, involving the development of an additional 38 properties across seven brands. Three new Protea Hotels have opened over the past year namely the Protea Hotel Fire & Ice, Menlyn and the Protea Hotel Mowbray in South Africa as well as the Protea Hotel Select Takoradi in Ghana. Construction has also begun on a new Protea Hotel in Zambia.
“This partnership builds on our valued relationship established through the Protea Hotels Group’s two existing hotels at Melrose Arch—African Pride Melrose Arch Hotel and Protea Hotel Fire & Ice Melrose Arch. We look forward to deepening our association with Marriott International. We are confident the hotel and executive apartments will become landmarks in South Africa and appeal to travellers nationwide, the continent, and world,” said James Wilson, CEO of The Amdec Group.
Furthermore, Marriott expects to complete its roll-out of Marriott Rewards, the company’s loyalty programme, to its Protea portfolio by the end of 2015. Guests will be able to earn and redeem reward points across Marriott’s portfolio worldwide. Meanwhile, the company expects an increase in travel to South Africa by the more than 50 million Marriott Rewards members from across the globe.
The Johannesburg Marriott Hotel Melrose Arch will be the first African property that reflects the brand transformation that Marriott Hotels has been experiencing globally since last year. This includes modernising the brand’s overall appeal as well as ongoing innovation with re-designed lobbies and public spaces known as ‘Greatrooms’.
The reimagining of the brand also includes the introduction of a mobile check-in and check-out service and mobile chat application. Finally, Marriott Hotels has also launched a multi-year campaign titled ‘Travel Brilliantly‘ to amplify the brand’s dedication to the future of travel.
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