Marriott rebrands Protea Hotels | Fin24
 
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Marriott rebrands Protea Hotels

Jun 17 2016 18:59

Arthur Gillis (left) former CEO of the Protea Hospitality Group, and Alex Kyriakidis, president and managing director of Marriott International Middle East & Africa.

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Bethesda – Marriott International announced the rebranding of Protea Hotels to capitalise on the travel aspirations of Africa’s growing middle class and the increased presence of international hotel brands in Africa.  

The rebranding includes an updated and modernised logo and the “by Marriott” endorsement. The brand is now officially Protea Hotels by Marriott.

Marriott says its endorsement of Protea Hotels signifies a turning point for the South African-based brand, which Marriott acquired in 2014.

"Having successfully integrated Protea’s 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 recognised brand with international appeal," said 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-Sahara Africa continues to grow at an impressive rate, and Protea Hotels by Marriott is well positioned to capitalise on and drive this trend, according to Alex Kyriakidis, president and managing director Middle East and Africa of Marriott International.

“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.”

Marriott said its rebranding of Protea Hotels demonstrates its sustained focus on developing the unique strengths of regional brands and integrating and amplifying those strengths within the broader context of Marriott’s global brand.


protea hotels  |  hotels  |  travel and leissure  |  tourism
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