Choice Hotels International has announced plans to enter the African market in early 2026 after signing three franchised properties in Kenya and securing a wider development agreement for at least 15 further sites across sub-Saharan and southern Africa by 2030.
The Kenyan portfolio will include an Ascend Collection hotel in the Maasai Mara National Reserve and two Nairobi openings under the Clarion and Quality Inn brands. The Nairobi hotels are planned for the central business district and are aimed at rising business and leisure demand in the city.
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Pat Pacious, president and chief executive of Choice Hotels, said: “Our international business represents the most significant growth opportunity for Choice Hotels, and we have built a scalable global platform that will accelerate our gains in the near future.”
The Maasai Mara hotel will offer boutique, upscale accommodation in one of Kenya’s busiest safari destinations. The three openings will also expand the number of locations available through the firm’s loyalty scheme, Choice Privileges, which allows members to earn and redeem points at more than 7,100 hotels worldwide.
Developer Aniket Shroff, who franchises with the company in the US, is leading the Kenyan projects. Shroff said: “Working with Choice Hotels was an easy decision. Beyond a strong global brand portfolio, the company provides the tools, resources and guidance that have already helped me grow my business.”
The Kenya additions follow wider regional growth for the company. Its Europe, Middle East and Africa portfolio has grown 7% year on year to nearly 64,000 rooms as of the third quarter, supported by recent expansion in France through the addition of 50 Quality Suites hotels.
Senior vice president and general manager, Ricardo Losada Revol, added: “As Choice Hotels grows its presence in new markets, we are creating more opportunities for our franchisees to thrive.”
Choice Hotels’ international division now generates about $3bn (£2.3bn) in gross rooms revenue and expects to double profitability by 2027. The division has more than 150,000 rooms outside the US and is forecasting high single-digit international room growth this year.
