- Marriott unveils plans to add more than 50 hotels and 9,000 rooms by the end of 2027.
- Hilton seeks to triple its African portfolio to more than 160 hotels, opening over 100 new hotels in the coming years and creating approximately 18,000 jobs.
- Job creation, tourism, and the quest for regional connectivity fueling investments.
At the recent Future Hospitality Summit Africa in Cape Town, two of the world’s largest hotel chains—Marriott International and Hilton Worldwide— have unveiled bold, transformative plans to expand across Africa’s rapidly evolving hospitality industry.
With combined targets of over 150 new properties and more than 27,000 rooms across multiple African countries by 2027, the announcements signal not only a rising tide of foreign investment in African tourism but also a growing confidence in the continent’s economic resurgence, travel demand, and urbanization.
This strategic pivot positions Africa as the next frontier in global tourism and luxury accommodation, buoyed by government-backed infrastructure projects, expanding middle-class populations, and increased international connectivity.
Marriott’s Pan-African expansion
Marriott International, already a seasoned player on the continent with nearly 150 properties and 26,000 rooms across 20 countries and 22 brands, announced plans to add more than 50 hotels and 9,000 rooms by the end of 2027.
This push will not only deepen the brand’s footprint in high-growth markets such as Egypt, Kenya, Nigeria, Morocco, and Tanzania but also introduce it to five new markets: Cape Verde, Côte d’Ivoire, Democratic Republic of Congo, Madagascar, and Mauritania.
Speaking at the summit, Jerome Briet, Chief Development Officer, Europe, Middle East & Africa at Marriott, cited the synergy between visionary government tourism strategies and Marriott’s own global reach. “We are witnessing a transformation of Africa’s tourism sector… laying the foundation for a thriving hospitality sector,” he noted.
A cornerstone of Marriott’s strategy is leveraging its select-service brands—notably Protea Hotels by Marriott and Four Points by Sheraton—to serve Africa’s rising demand for high-quality, affordable accommodation. Moreover, more than 30 percent of new projects will be conversions and adaptive reuse, reflecting both the continent’s sustainability ambitions and the innovative repurposing of urban spaces.
Hilton’s Aggressive Push: From Angola to Accra and Beyond
Not to be outdone, Hilton is making an equally audacious bet on Africa. The group plans to triple its African portfolio to more than 160 hotels, opening over 100 new hotels in the coming years and creating approximately 18,000 jobs.
“Africa offers incredible opportunity,” said Carlos Khneisser, Hilton’s Chief Development Officer, Middle East & Africa. “We are excited to unveil a host of new destinations building on Hilton’s legacy of hospitality across Africa for over 65 years.”
Hilton’s expansion will touch nearly every corner of the continent. In Angola, Hilton will make its debut with three properties, including the flagship Hilton Luanda Hotel Godinho, a beachfront retreat with over 1,000 square meters of event space. In Benin, the soon-to-open Hilton Cotonou is poised to become a landmark project, strategically located near the Congress Palace and embassies.
The hotel giant is also venturing deeper into Madagascar, Ghana, Ethiopia, Nigeria, and Tanzania, showcasing not just breadth but diversification. Hilton’s move into Fumba Town, Zanzibar, with the 162-room Canopy by Hilton, highlights the rising demand for lifestyle brands that blend local culture with global standards.
Hotels tailored for Africa’s urban and Safari getaways
Marriott and Hilton are not merely increasing room counts—they are reimagining what travel looks like across Africa. Marriott’s luxury offerings are expanding in safari destinations with properties such as JW Marriott Masai Mara Lodge and the upcoming Ritz-Carlton Masai Mara Safari Camp in Kenya. The move underscores the brand’s embrace of experiential tourism—a booming niche among both local and international travelers.
In Tanzania, Marriott plans to more than double its presence, with six safari properties in the pipeline by 2027, including the Mapito Safari Camp, Serengeti, Autograph Collection. Uganda will also see its first Marriott Hotel and Executive Apartments in Kampala, catering to business and diplomatic travelers.
Hilton, for its part, is tailoring developments to specific urban and leisure contexts. In Abuja, the upcoming The Wave Hotel Abuja Jabi, part of the Curio Collection, is positioned to become a lifestyle icon for Nigeria’s capital. Meanwhile, Hilton Lagos Ikeja and Hilton Garden Inn Kano will serve both business and leisure clientele with contemporary amenities.
The push into Accra, Ghana, with the 170-room Hampton by Hilton Accra Airport, signifies a growing appetite for affordable luxury in business travel, supported by Ghana’s strategic location and increasing status as a regional hub.
Job Creation, Tourism, and the Quest for Regional Connectivity
The expansion drive by Marriott and Hilton is also an economic development catalyst. Combined, their projects are set to generate tens of thousands of jobs across hospitality and allied industries—from construction and interior design to food supply and cultural tourism.
Local partnerships form the bedrock of these expansions. Hilton’s projects in Luanda, Fes, Cotonou, and Kano are all built through agreements with national and private developers, ensuring that investments yield locally shared prosperity.
Both hotel giants also stress their commitment to sustainability and community empowerment. By incorporating adaptive reuse in their design philosophy, Marriott aims to reduce environmental footprints while breathing new life into underutilized buildings. Hilton’s move into mixed-use developments—such as in Antananarivo, Madagascar—highlights a growing interest in integrated urban regeneration.
Tourism ministers and economic planners see these developments as crucial in diversifying economies, increasing foreign exchange earnings, and connecting African destinations to global travel networks. With strategic hubs emerging in Cape Town, Nairobi, Casablanca, and Cairo, regional connectivity is becoming a tangible reality.
A golden era for Africa’s hospitality industry
Africa’s hotel industry is clearly entering a new golden era, driven by rising urban populations, a growing middle class, and global investors eager to tap into the continent’s potential. For Marriott and Hilton, Africa is no longer a peripheral market—it’s a central pillar in global growth strategies.
The hotel boom is also about positioning Africa as a premier destination for travel, business, and lifestyle experiences. As more African nations roll out tourism masterplans and streamline visa processes, the hospitality ecosystem is poised to flourish.
Whether it’s a luxury safari lodge in Kenya’s Maasai Mara, a conference-ready hotel in Cotonou, or a business traveler’s haven near Cairo’s airport, Africa is steadily rebranding itself—from the land of opportunity to the land of delivery.
Read also: Kenya’s safari tourism scene gets a luxury boost as hotel chain Marriott expands
