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Choice Hotels is making its market entry into Africa with an expanded growth target, just months after signing its first deals on the continent.
The U.S.-based hotel group announced this week that it is now targeting 100 hotels across sub-Saharan and southern Africa by 2035.
The company first announced its Africa entry in November, signing three directly franchised properties in Kenya expected to open in early 2026, alongside a master development agreement committing to at least 15 additional hotels by 2030.
“Choice has never been on the continent because we haven’t been able to find the right partner. Now we have that partner,” David Beers, Choice Hotels’ CEO for Europe, the Middle East, and Africa (EMEA), told Skift.
“This agreement is an extension of the first agreement that we signed. It’s the same partner, it’s the same family,” Beers said, referring to Aniket Shroff, t
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