Choice commits to 100 more hotels in Africa

INTERNATIONAL REPORT — Choice Hotels International is committing to opening 100 hotels in sub-Saharan and southern Africa by 2035.

African entrepreneur Aniket Shroff is adding to Choice’s African expansion with the opening of three hotels in Kenya: the La Maison Royale Westlands and La Maison Royale South C in Nairobi, both converting to Clarion Hotel properties, and the upscale safari lodge La Maison Royale Masai Mara, which is joining the Ascend Collection portfolio.

Choice said the expansion is expected to extend to capital cities and leisure destinations in priority markets across the continent, and the scale of development is projected to extend beyond the initial market entry with future properties planned under the Comfort, Quality, Clarion and Ascend brands, in Rwanda, Mauritius, Seychelles, Botswana, Namibia and Tanzania, alongside the continued expansion in Kenya.

Choice said Shroff’s regional roots, entrepreneurial drive and commitment to sustainable, community-centered hospitality make him a strong strategic franchisee. Raised in Nairobi, he has expanded beyond his family’s IT business into hospitality and real estate investment, having launched his first hotel project in the U.S. in his early 20s.

The newest properties include:

• The 53-key La Maison Royale Westlands, which will convert to Clarion Hotel Westlands in Nairobi’s commercial hub.
• The 59-key La Maison Royale South C, which will soon be Clarion Hotel South C, in one of Nairobi’s best-connected districts.  
• Set within the Olare Motorogi Conservancy, the 22-key La Maison Royale Masai Mara will be an Ascend Collection property that delivers an immersive safari experience.

Choice Hotels' African entry builds on strong growth momentum in EMEA - delivering 17% hotel unit growth in 2025, expanding Choice’s presence to over 470 properties and more than 69,000 rooms across the region.