Marriott International announced today the rebranding of Protea Hotels to capitalize on the travel aspirations of Africa’s growing middle class and the increased presence of international hotel brands in Africa. The rebranding includes an updated and modernized logo and the “by Marriott” endorsement. The brand is now officially Protea Hotels by Marriott ®.
Bethesda, Md., 2016-Jun-22 — /Travel PR News/ — Marriott’s endorsement of Protea Hotels signifies a turning point for the South African-based brand, which Marriott acquired in 2014. Having successfully integrated Protea’s systems and operations, Marriott is enhancing Protea Hotels’ brand strength and awareness through its endorsement. The rebranding represents Marriott’s long-term commitment to evolving Protea Hotels from a strong regional player to a globally recognized brand with international appeal by leveraging the power of Marriott. Additionally, the endorsement will strengthen Marriott’s awareness in Southern Africa by leveraging Protea Hotels’ strength in the region.
“Travel to and within Sub Saharan Africa continues to grow at an impressive rate, and Protea Hotels by Marriott® is well positioned to capitalize on and drive this trend,” said Alex Kyriakidis, President and Managing Director Middle East and Africa, Marriott International. “Consumer research conducted in South Africa in 2015 confirms that the endorsement of Protea Hotels by a large, international brand company such as Marriott would elevate brand perception and preference, further supporting the strategic move to endorse the brand.”
Marriott International’s rebranding of Protea Hotels demonstrates Marriott’s sustained focus on developing the unique strengths of regional brands and integrating and amplifying those strengths within the broader context of Marriott’s global brand family.
About Protea Hotels by Marriott
Protea Hotels by Marriott® is the leading hospitality brand in Africa and it is one of the most widely recognized brands in Africa. The strategic footprint includes over 100 hotels throughout South Africa and seven other African countries, including Zambia, Nigeria, Namibia, Ghana and Uganda amongst others.
Protea Hotels by Marriott® is ideal for both business and leisure travelers by offering properties in primary and secondary business centers and desirable leisure destinations. Each hotel offers modern facilities, proactive and friendly service and consistent amenities such as full service restaurants, meeting spaces, complimentary Wi-Fi, and well-appointed rooms, ensuring global standards for a high quality, relaxed and successful stay.
Protea Hotels by Marriott® is the winner of 7 Coolest Hotel Group awards in the Sunday Times Generation Next surveys, the winner of the Ask Africa South African Customer Service Award 2013 and Icon Brand 2015, and the winner of the Hotels category in the Ask Afrika 2015/2016 Youth Brands Survey. The hotel group was bought by Marriott International in April 2014 and forms part of Marriott’s global brand portfolio made up of 19 brands that operate more than 4,500 hotels in 87 countries.
For more information, visit http://protea.marriott.com
Marriott International, Inc. (NASDAQ: MAR) is a global leading lodging company based in Bethesda, Maryland, USA, with nearly 4,500 properties in 87 countries and territories. Marriott International reported revenues of more than $14 billion in fiscal year 2015. The company operates and franchises hotels and licenses vacation ownership resorts under 19 brands, including: The Ritz-Carlton®, Bulgari®, EDITION®, JW Marriott®, Autograph Collection® Hotels, Renaissance® Hotels, Marriott Hotels®, Delta Hotels and Resorts®, Marriott Executive Apartments®, Marriott Vacation Club®, Gaylord Hotels®, AC Hotels by Marriott®, Courtyard®, Residence Inn®, SpringHill Suites®, Fairfield Inn & Suites®, TownePlace Suites®, Protea Hotels® and Moxy Hotels®. Marriott has been consistently recognized as a top employer and for its superior business ethics. The company also manages the award-winning guest loyalty program, Marriott Rewards® and The Ritz-Carlton Rewards® program, which together comprise more than 56 million members. For more information or reservations, please visit our website at www.marriott.com, and for the latest company news, visit www.marriottnewscenter.com.
Director of Public Relations | Middle East & Africa Continent