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.”
Owloon Manor House
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):
•ENVI Paje (Zanzibar, Tanzania) – Lifestyle Collection: Set to open in June on Zanzibar’s serene southeast coast, ENVI Paje is a design-forward eco-lodge blending barefoot luxury with holistic wellbeing. Centred on vitality, stillness, and connection, the retreat offers 22 nature-immersed villas, ocean-led dining, and a spa rooted in ancient and modern practices.
•Lion in the Sun Boutique Hotel & Spa (Malindi, Kenya) – Lifestyle Collection: Nestled along Kenya’s Indian Ocean coastline, this boutique retreat offers just 16 rooms and suites, delivering a highly personalised, slow-living experience centred on wellness and connection with Swahili charm. Guests can unwind at the spa, enjoy locally inspired dining, or explore curated experiences from beachside relaxation to safaris and cultural excursions.
•Last Word Makanyane (Madikwe, South Africa) – Lifestyle Collection: Located within Madikwe Game Reserve, this exclusive new lodge will open on 1 July. Featuring eight luxury river-facing suites, guests can enjoy exceptional game viewing, including the Big Five, with twice-daily drives. Blending traditional South African design with modern comfort, the lodge offers gourmet dining and immersive nature encounters. The property joins five additional Last Word properties within the Preferred Hotels & Resorts portfolio across South Africa.
•Owloon Manor House (Paarl, South Africa) – Residences Collection: Situated in the heart of the Cape Winelands, Owloon Manor House offers a refined private residence experience designed for unhurried immersive stays. This exclusive-use estate comprises an eight-bedroom en-suite manor house and a separate two-bedroom heritage cottage, where timeless architecture meets contemporary comfort. Set amongst vineyards and orchards, the estate offers curated experiences such as private chef dining, bespoke wellness treatments, and outdoor pursuits including tennis, swimming, walking, and cycling, creating a deeply private and tailored escape in one of South Africa’s most evocative landscapes.
•Yellowwood Cottage (Langebaan, South Africa) – Residences Collection: Set within the protected landscape of the West Coast National Park overlooking the lagoon, Yellowwood Cottage offers a rare off-grid coastal escape in the quiet hamlet of Churchhaven. This exclusive use-home features three en-suite bedrooms, along with a dedicated bunk-bedded children’s room with separate bathroom. Open-plan spaces and indoor–outdoor living frame uninterrupted views, with days shaped by immersion in the surrounding landscape – wildlife and birdwatching, paddleboarding, and stargazing. Personalised services are available on request, supporting a private retreat defined by seclusion, connection, and understated coastal beauty.
•Coral Sea Holiday Resort, Encora Collection (Sharm El Sheikh, Egypt) – Lifestyle Collection: A vibrant Red Sea beachfront resort, Coral Sea Holiday Resort combines upscale comfort with family-friendly energy. With 484 rooms, including swim-up options, it caters to all travel styles. Highlights include a lively aqua park, diverse international dining, and a full-service wellness centre. Guests can enjoy activities ranging from sports and entertainment to kids’ programs, making it a dynamic destination for both relaxation and adventure.
•Encora Collection Cruises (Egypt) – Lifestyle Collection: This collection introduces five exceptional Nile cruise experiences, blending Red Sea resort elegance with immersive river journeys. Guests can choose between the contemporary Mazaj MS Tamr and Mazaj MS Tulip, or the more intimate dahabiyas, Mazaj Sia, Mazaj Seba, and Mazaj Meroot, each offering personalised service, refined dining, spa facilities, and curated itineraries between Luxor and Aswan.
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.
