Choice expands into Africa with 3-hotel deal

INTERNATIONAL REPORT — Choice Hotels International is making its entry into the African market with the signing of three directly franchised properties in Kenya that are expected to open in early 2026.

The company also signed a master development agreement that will drive further expansion across the continent, with a minimum of 15 additional properties across sub-Saharan and southern Africa by 2030.

Aniket Shroff, who currently franchises with Choice Hotels in the U.S., is leading this development, marking his first international venture with the company.

The Kenyan portfolio will feature an Ascend Collection property in the Maasai Mara National Reserve. Two additional hotels, a Clarion and a Quality Inn, will open in Nairobi’s central business district.

The addition of the three hotels in Kenya further strengthens Choice’s EMEA portfolio, which now approaches 64,000 rooms and has grown by 7% year-over-year through Q3. This expansion follows growth across the region, including the doubling of the company’s portfolio in France through the addition of 50 Quality Suites hotels.

"Our international business represents the most significant growth opportunity for Choice Hotels, and we’ve built a scalable global platform that will accelerate our gains in the near future,” said Choice President and CEO Pat Pacious. “Entering Africa is an important milestone in that journey and presents a unique opportunity to bring our world-class hospitality to one of the continent’s fastest-growing hospitality markets.”

Choice’s international growth

Choice focused on global net room growth and increased profitability for its higher-revenue segments when it released its third-quarter earnings. The company’s global net rooms grew 2.3% year-over-year in the quarter, including 3.3% growth across its more accretive, higher-revenue upscale, extended-stay, and midscale segments. International net rooms grew 8.3% YOY, highlighted by a 66% increase in openings, and rose 5.2% from the second quarter.

The company said the expansion into Africa also extends Choice Hotels’ streak of new market entries worldwide.

• Earlier this year, Choice announced expansion in China through a master franchise and distribution agreement with SSAW Hotels & Resorts, adding more than 9,500 rooms to Ascend Collection Hotels and committing to grow Comfort Hotels and Quality to 100 properties in the country.
• The company also established a presence in Argentina and Suriname with the addition of Radisson Blu Bariloche, Radisson RED Funes in the greater Rosario area, along with the opening of Radisson Hotel Paramaribo.
• Choice is also debuting its extended-stay business in Australia with the launch of MainStay Suites. This marked the brand’s first expansion outside of North America and grew Choice Hotels’ Australian portfolio to 7,487 rooms and 163 hotels.
• The company also announced last quarter the acquisition of its remaining stake in Choice Hotels Canada, transitioning to a direct franchising model and positioning the company for new levels of growth. Choice Hotels’ Canadian portfolio includes 355 hotels and more than 26,000 rooms, with more than 2,800 rooms in the pipeline through the third quarter.
• Choice also announced a 20-year renewal of its master franchise agreement with Atlántica Hospitality International in Brazil, which encompasses 70 hotels with more than 10,000 rooms across segments.