Strategic growth continues with 11 new additions, including two new openings, reinforcing commitment to Africa’s luxury travel landscape
South Africa – April 16, 2026 – Preferred Hotels & Resorts, the world’s largest independent hotel brand representing more than 625 luxury hotels, resorts, and residences across 80 countries, is strengthening its presence across Africa with continued strategic expansion. The announcement comes against a backdrop of significant regional momentum, with the brand recording a 32% increase in bookings, a 55% rise in room nights, 73% growth in revenue, and a 12% increase in average daily rate across its African portfolio year-on-year.
The brand’s regional portfolio now spans 37 member properties across nine countries – South Africa, Kenya, Morocco, Egypt, Equatorial Guinea, Tanzania, Mauritius, Madagascar, and Ghana.
“Africa remains a priority growth market for our brand, and the numbers reflect that,” said Saurabh Rai, Executive Vice President, South Asia, Middle East & Africa at Preferred Hotels & Resorts. “We are seeing sustained, meaningful demand across key African destinations, driven by international travellers seeking longer, more experience-led stays. Our continued expansion is a direct response to that demand, and we are committed to deepening our footprint through partnerships that champion the very best of independent African luxury.”
Building on strong momentum from 2025, Preferred Hotels & Resorts has expanded its African portfolio with the addition of 11 new properties between Q4 2025 and Q1 2026. That includes two new hotel launches in Zanzibar and South Africa and five luxury Nile River cruise experiences in Egypt, representing the largest single period of portfolio growth the brand has seen in Africa in many years.
Growth in the region is being seen across various destinations, with South Africa, particularly Cape Town and Kruger National Park, continuing to see strong demand from international leisure and luxury travellers alongside a steady recovery in the MICE segment. East Africa is recording growth in safari and experiential travel, with increased interest from European and North American markets, while the Indian Ocean Islands continue to see consistent demand for luxury beach extensions, frequently combined with safari itineraries.
Expansion of Preferred Hotels & Resorts’ prestigious Legend Collection also remains central to this strategy, with five standout properties across the continent, including Kasbah Tamadot in Morocco, Finch Hattons Luxury Safari Camp and Mahali Mzuri in Kenya, and Mont Rochelle and Ulusaba in South Africa.
“We are proud to showcase Africa’s diversity through an exceptional portfolio of independent hotels,” added Celeste Vogel, Account Director for Africa at Preferred Hotels & Resorts. “Each new member brings a distinctive perspective on luxury, deeply rooted in local culture and authentic experiences. For travel agents across the region, this expanded portfolio, backed by dedicated on-the-ground support, competitive commission structures, and the full weight of Preferred’s global sales and marketing network, represents a genuine opportunity to offer their clients something truly differentiated.”
New Member Additions Across Africa (Q4 2025 – Q1 2026):
Preferred Hotels & Resorts’ commitment to the African market extends beyond its growing portfolio. The brand’s Africa-based team, including Celeste Vogel, Account Director for Africa; Kimon de Zeeuw, Manager of Hotel Revenue Optimisation; and Francois Joubert, Senior Manager of Sales for Africa, provides dedicated on-the-ground support for both hotel partners and travel agents across the region. This includes training, sales support, assistance with client requests and conversions, and access to Preferred’s global sales and centralised reservation channels. Agent partners also benefit from inclusion in regional campaigns, roadshows, trade activations, and global initiatives designed to drive visibility and demand, with the brand maintaining an active presence at key industry events across the continent throughout 2026, including Africa’s Travel Indaba in May, a Southern Africa Roadshow across Namibia, Botswana, and Zimbabwe in June, and a West Africa Showcase in Lagos in September.
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About Preferred Hotels & Resorts
Preferred Hotels & Resorts is the world's largest independent hotel brand, representing more than 625 distinctive hotels, resorts, residences, and unique hotel groups across 80 countries. Through its curated global collections, Preferred Hotels & Resorts connects discerning travellers to the singular luxury hospitality experience that meets their life and style preferences for each occasion. Every property within the portfolio maintains the high-quality standards and unparalleled service levels required by the Preferred Hotels & Resorts Integrated Quality Assurance Program. The I Prefer™ Hotel Rewards programme, Preferred Residences℠, Preferred Pride℠, and Preferred Golf™ offer valuable benefits for travellers seeking a unique experience. For more information, visit PreferredHotels.com.
Media Contact:
Antonia Robinson
Vice President, Public Relations and Social Media
ARobinson@preferredhotels.com