PROTEA HOTELS NOW BY MARRIOTT
Probably The Sandton Times favourite South African hotel stay, in part for their outstanding loyalty programme, has officially re-branded. Marriott International announced the re-branding of Protea Hotels including an updated and modernized logo and the “by Marriott” endorsement.
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 Hotels 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. 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.”
– President and Managing Director Middle East and Africa for Marriott International, Alex Kyriakidis
Earlier this month Protea Hotels announced the signing of agreements for the development of its first hotel in Botswana, the ninth country in Africa in which the brand will have a presence. It was also voted the coolest hotel group in the Generation Next survey for a seventh year.