Dorin Range
Africa is much more familiar.
Global hotel giants are expanding across the continent and even moving to Safari territory. Marriott plans to add more than 50 real estate and more than 9,000 rooms, including six safari real estate in 2027, and Crugger National Park Lodge in 2026. It’s an interesting news that shows confidence in African tourism, but why is Africa on a map for mainstream travelers or truly special?
Justin Huff, an administrative partner of Empark Beyond, a New York -based travel agency (47 of Travel Weekly Power List), said, It has an amazing brand asset to lower it. But the relative size (number of rooms) and certain locations are a problem. “
Huff explained not only is the safari camp and the environment run by Lodge very far, but also a very easy environment. He pointed out that “part of Africa Safari is a hyper local loge ownership,” and warns that the operation process of large brands can sometimes be “practiced and robots” compared to the true warmth of independent property.
But according to Guy Stehlik, the CEO of Bon Hotels, it is not necessary or nothing at all. “I don’t believe this new international investment wave will destroy authenticity. Anything tends to specialize in what’s already there,” he said. “I strongly believe that professionalism and authenticity can coexist as long as I have respect for local stories, culture and people.”
Karim Cheltout, vice president of the Middle East and African development of Marriott International, agreed with Stehlik. He pointed out that true hospitality came from people, places and purposes, and Marriott said, “We are hiring and training people in regions that have partnered with local craftsmen and suppliers and celebrate cooking and cultural traditions.
Impact
Preservation and community impacts are another concern raised when a larger hotel group expands to the continent. Huff said, “Small family operations have signed a direct import sharing contract with the community (about 5 ~ 10%of the total revenue).” They create real ownership and pride among employees who are much more difficult for bigger brands.
Tourism expert Anna Spenchley suggested that the impact will vary greatly depending on how the hotel operates. “If a group that prefers sustainability and is certified by an independent certification body for the famous standards, local procurement and employment should be integrated into the operation.”
• Related: Meira expands to Africa
One of the areas that can expect this global chain to have a clear advantage is loyalty program. But the reality of Africa is more complicated.
“For our high -end customers, bonvoy is not a person who is not a difference.” “Africa’s mainstream loyalty program is very problematic because it is applied to a reservation for hotel. Africa is operating complex, and the company’s reservation team lacks the experience and know -how of connecting all other remote destinations to experience when going to Safari.”
Craig Erasmus, CEO of Mantis, who has recently partnered with Accor, reflects this feeling in his experience. “We all connected to this amazing global distribution and loyalty platform and thought it was effective for a specific position, but it doesn’t work in most portfolios, especially in the Safari portfolio.”
Role of travel advisors
This complexity is why travel transactions are so important for traveling to Africa. As Erasmus explained, it is not easy to book directly in Africa because of the complexity of land preparation in other countries.
“Honestly, 80%of the reservations related to safari are coming mainly through travel agencies and agents in North America.” “The moment you try to tag in Uganda and Kenya, you need a border intersection and flight, so you need an expert.”
Based on several interviews, the US travel adviser still seems to prefer local safari brands.
HUFF mentioned the property of the company of the Safari destination, saying, “We are not honestly supporting Marriott.” “If the customer is in a business situation where a customer is completely triggered or a Marriott or rupture, I will do so.
He added that Marriott offers excellent products and customer experiences, but compared it with one of the local Safari companies that opened Palace Hotel in Paris.
Linda de Sosa, a travel expert based in Houston, reversed Huff’s statement.
All welcome
Matisse’s Erasmus, meanwhile, said he is seeing a coexistence.
“I think that demand is almost necessary to grow with international operators, in addition to domestic operators, and to actually meet and meet the demand.” “If you look at the typical North American guests, they come from 7 days to 10 days. So they don’t stay in one real estate. They know their loyalty or brand, so they can come to Marriott as an entry point, but they will want to visit the Safari Lodge destination.
Erasmus said, “We will always support domestic and local brands, no matter what happens.”
The main question is not whether this expansion will occur. They are already ongoing. Whether they will preserve something special while improving the appeal of Africa.
Stehlik said: “This global brand should not be replaced and cooperate with the existing hotel group.”