Development In West And Southern Africa


Preferred Hotels & Resorts, the world’s largest independent hotel brand, is gearing up for 2018 with plans to increase its footprint across sub-Saharan Africa.

Focusing on South Africa and the burgeoning travel markets of Nigeria and Ghana in the west of the continent, the Preferred Hotels & Resorts is seeking to partner with new and established independent luxury hotels as well as pipeline properties scheduled to launch in Cape Town, Johannesburg, Durban, Lagos, and Accra. Spearheaded by Mark Wernich, Director of Business Development for Africa, the company’s objective is to add upwards of ten luxury properties to the region’s portfolio with at least five in these key destinations by Q4 2018. Preferred Hotels & Resorts currently represents 26 African hotels, lodges and resorts with ten member properties in South Africa, one member in Nigeria and one member in Ghana.

“Despite sluggish growth in the majority of African economies, the development and improvement of infrastructure in primary and secondary markets across West and Southern Africa continues, paving the way for new business and leisure-focused hotels,” says Mark Wernich. “As Africa’s largest economy, Nigeria boasts the highest number of rooms in the development pipeline for 2018 and 2019, while the South African hospitality industry is taking great strides to increase the amount of upper upscale and luxury hotel options available to accommodate the year on year increase in international arrivals.”

Preferred Hotels & Resorts global portfolio comprises more than 680 one-of-a-kind hotels, resorts, residences and unique hotel groups in over 85 countries that connect travellers to their surroundings and offer an authentic sense of place. Championing the spirit of the independent hotelier for almost 50 years, the brand forges relationships with hotel members that are true partnerships to provide owners and operators with a viable alternative to the chain hotel groups. Hotel partners retain the ability to make decisions about their individual positioning, character and guest offerings while being supported with a cost-effective yet comprehensive suite of business solutions including sales, marketing, distribution, and reputation management services.

“We believe that our ‘soft brand’, performance-based cost business model is an ideal fit for locally owned luxury hotels in Africa that want to maintain their independence and recognise the important role they play in their localities and within communities,” says Wernich. “As part of our development drive, we are communicating to like-minded asset owners the benefits of a global marketing and sales-led partnership with Preferred Hotels & Resorts; our ability to enhance their revenue streams and broaden their international reach while respecting their identity and promoting the destination’s distinct culture.”