Yesterday, Hilton announced that the company has committed a total of $50 million over the next five years towards the Hilton Africa Growth Initiative, which supports the continued expansion of the company’s Sub-Saharan African portfolio.
These funds are intended to support the conversion of around 100 hotels (roughly 20,000 rooms) in multiple African markets into Hilton branded properties, namely into its flagship Hilton Hotels & Resorts brand, the upscale DoubleTree by Hilton, and the recently launched Curio Collection by Hilton.
Patrick Fitzgibbon, senior vice president of development for Europe, the Middle East, and Africa for Hilton said, “Hilton remains committed to growth in Africa having been present on the continent for more than 50 years. The model of converting existing hotels into Hilton branded properties has proved highly successful in a variety of markets and we expect to see great opportunities to convert hotels to Hilton brands through this initiative.”
He also noted, “It enables us to rapidly grow our portfolio and delivers returns for owners by increasing exposure of their business to more international, inter-regional and domestic travelers, and specifically to our 65 million-plus Hilton Honors members, who look to stay with us in our suite of industry-leading brands. We see huge potential here in key cities and airports, as well as allowing us to develop our offering in resorts and safari lodges.”
These hotels will receive all the benefits associated with Hilton’s brand proposition and commercial platforms. Guests will also be able to take advantage of Hilton’s technology platforms such as online check-in and the ability to choose individual rooms when booking via the Hilton Honors App.
Fitzgibbon added, “The range of brands we have at our disposal allows owners the flexibility to pick the right fit for their property. We have already deployed this initiative in the signing of two hotels: our first DoubleTree by Hilton property in Kenya, and our first hotel in Rwanda, and expect to be able to announce further additions before the end of this year.”
