A strong demand for its brands across the continent has compelled Hilton Worldwide Holdings into expanding its hotels across Africa.
According to a statement from the company’s President and CEO, Chris Nassetta, the Virginia based firm will double its hotels in Africa by 2023.
“Hilton is seeing strong demand for its brands across the continent and expects to open eight hotels in total across Africa this year,” the company CEO said in the statement.
“Our expansion project will mostly involve striking deals with existing hotels with the aim of converting them to our brand.”
The move is spearheaded by increased expansion of other well established brands such as Marriott International and Hyatt Hotels into Africa; which is home to some of the world’s fastest growing economies and a growing middle class.
The United Nations has predicted that the world’s 10 fastest growing cities will hail from Africa by 2035 as a result of rapid urbanization across the continent.
The US firm; which first started operating in Africa in 1959, also announced that it would open its Curio Collection, an upscale hotel brand that will first be launched at Lagos airport in Nigeria
“This hotel is a part of our strategy to connect guests to key cities and airport locations across the region,” he said in the statement speaking in Nairobi.
The channeling of fresh establishments is part of the firm’s Africa Growth Initiative which will see the brand invest Ksh. 5,045,375,000 ($50 million) into Africa come 2023.
Through the initiative the company is aiming to expand into countries such as Botswana and Rwanda where it has no foothold.
Other big international hotel groups, including Radisson and Kempinski, are estimated to have about a third of the available room capacity on the continent.