At a Glance
- Choice Hotels enters Africa with three new luxury properties launching in Kenya by 2026.
- The move strengthens its presence in East Africa as travel demand rises in leisure and business.
- The expansion plan targets 15 more hotels by 2030 across sub-Saharan and southern Africa.
Choice Hotels International is taking its first step into Africa, signing agreements for three franchised properties in Kenya as the company looks to widen its global reach.
The move gives the U.S.-based hotel group an entry point into one of the continent’s most active travel markets and comes at a time when both leisure and business travel are strengthening across East Africa.
The hotels are expected to open in early 2026, a timeline that underscores the company’s interest in tapping into rising investor confidence in Kenya’s tourism and corporate-travel sectors. Executives say the decision follows a steady pickup in demand for midscale and upscale brands across developing markets.
New hotels to anchor growth across East Africa
As part of the rollout, Choice also signed a master development agreement intended to support broader expansion across sub-Saharan and southern Africa. The plan outlines at least 15 additional hotels by 2030, giving the company a path to compete more directly with international chains that have increased their presence in the region.
In Kenya, the portfolio will include an Ascend Collection lodge in the Maasai Mara National Reserve, an area known globally for wildlife tourism and high-end safari stays.
Two more properties, a Clarion Hotel and a Quality Inn will open in Nairobi’s central business district, where demand is being driven by increasing flight connections, new corporate offices, and ongoing infrastructure upgrades.
Pat Pacious, Choice Hotels’ president and CEO, said the expansion marks an important step for the company. “International growth gives our franchise owners a strong platform to compete in markets where dependable hotel brands are in high demand,” he said. “Entering Africa reflects where we see long-term value for both guests and developers.”
Franchise partnerships and global strategy
The Kenya projects will be led by U.S.-based franchisee Aniket Shroff, who is pursuing his first international venture with the company. He said the support systems used in the U.S. give him confidence that the hotels can perform well in a new market.
“It’s a partnership built on steady guidance and hands-on resources,” Shroff said. “That kind of structure helps us build properties that last.”
Choice Hotels has been steadily adding rooms across Europe, the Middle East, and Africa, reaching nearly 64,000 rooms as of the third quarter, a 7% increase from a year earlier. The group also expanded its footprint in France after adding 50 Quality Suites, a sign that global travel markets continue to strengthen.
Ricardo Losada Revol, senior vice president and general manager of international operations, said the company is focused on giving franchise owners the tools needed to meet rising traveler expectations. “Our goal is to deliver brands and support that help them run profitable hotels over the long term,” he said.
Choice’s international division now generates about $3 billion in annual gross room revenue. With more than 7,000 hotels in over 40 countries, the company is positioning itself to compete for a larger share of Africa’s expanding leisure and corporate-travel segments.
