Photo courtesy of Marriott Hotels & Resorts.
Marriott International has announced a rebranding of Protea Hotels that will include the "by Marriott" endorsement as well as an updated logo.
Now officially Protea Hotels by Marriott, the African hotel brand was originally acquired by Marriott back in 2014. Since then the Bethesda, Maryland-based company has worked to integrate the brand's systems and operations.
Marriott said the rebranding highlights the company's commitment to evolving Protea Hotels from a regional player to a more global brand that appeals beyond its home continent.
The move will be twofold however, as Marriott expects to increase its own awareness in Southern Africa through the endorsement of a regional power.
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"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 Marriott's president and managing director for the Middle East and Africa Alex Kyriakidis in a statement.
"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's announcment comes less than a week after the South Africa-based hotel chain confirmed the signing of its first hotel in Botswana.
This year in Africa, Marriott said it plans to open 10 new hotels, adding more than 1,600 rooms to its portfolio.
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