Choice Hotels picks Kenya for continental debut

Choice Hotels International, an American multinational hospitality company with nearly seven decades of industry presence, is officially entering the African market with the launch of three hotels in Kenya. All three guesthouses are scheduled to open in 2026, marking the company’s first footprint on the continent.

The expansion includes an Ascend Collection hotel in the famed Maasai Mara National Reserve, one of Africa’s most visited safari destinations, along with a Clarion Hotel and a Quality Inn set to open in Nairobi’s central business district. The move is led by US-based franchisee Aniket Shroff, who is partnering with Choice Hotels for the first time on an international venture.

“Entering Africa is an important milestone in that journey and presents a unique opportunity to bring our world-class hospitality to one of the continent’s fastest-growing hospitality markets,” Pat Pacious, President and CEO of Choice Hotels International, said.

Pacious noted that the company’s performance in recent years has positioned it for global expansion into new regions. He added that the group has signed a master development agreement to further scale its presence across sub-Saharan and southern Africa, with plans for at least 15 additional properties by 2030. 

Industry projections and earlier market analyses reinforce the company’s optimism. In April 2025, Bani Haddad, Founder and Managing Director of Aleph Hospitality, a Dubai-based i hotel management company, highlighted Kenya’s strong investment potential, citing its economic stability, strategic regional position, and a 35% rise in international arrivals. He noted that Kenya’s expanding middle class and rising disposable incomes are also boosting demand for high-quality hospitality services.

Kenya’s hospitality industry remains a key driver of Gross Domestic Product (GDP), employment, and foreign exchange earnings. The hotel market is expected to generate about $308.25 million in revenue by 2025, rising to approximately $406.63 million by 2030, with an annual growth rate of 5.70%. This growth trajectory highlights the country’s growing appeal to global hospitality brands, such as Choice Hotels.