Marriott rebrands Protea Hotels

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

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.


ZAR/USD
16.83
(+0.36)
ZAR/GBP
21.23
(+0.57)
ZAR/EUR
19.00
(+0.99)
ZAR/AUD
11.72
(+0.85)
ZAR/JPY
0.16
(+0.45)
Gold
1802.68
(-0.29)
Silver
18.64
(-0.18)
Platinum
835.00
(-1.41)
Brent Crude
43.32
(+0.49)
Palladium
1939.00
(+1.81)
All Share
55787.90
(-0.15)
Top 40
51536.91
(-0.04)
Financial 15
10339.64
(+0.63)
Industrial 25
77428.31
(-0.10)
Resource 10
52587.29
(-0.39)
All JSE data delayed by at least 15 minutes morningstar logo
Company Snapshot
Voting Booth
Please select an option Oops! Something went wrong, please try again later.
Results
I'm not really directly affected
18% - 1874 votes
I am taking a hit, but should be able to recover in the next year
23% - 2457 votes
My finances have been devastated
34% - 3653 votes
It's still too early to know what the full effect will be
25% - 2629 votes
Vote