Radisson Hotel Group has signed nine hotels in North Africa to date this year. This has brought the group’s portfolio in North Africa, comprising the Maghreb countries as well as Libya and Egypt, to more than 30 hotels in operation and development, putting them on track to reach more than 50 hotels in the region. ‘by 2025.
“We are delighted to be the market leader in hotel expansion in North Africa, setting a record for ourselves and the industry,” said Alban Mabille de Poncheville, Director of Development, North Africa, Radisson Hotel Group. “Our flagship brand, Radisson Blu, has been one of the leading brands in the region, and as we continue to grow and diversify in North Africa, we look forward to capitalizing on our brand name and introducing new brands in the region such as Radisson. in the premium segment and Radisson Collection, our entry-level luxury brand. The market has shown great potential in various segments, but also in different types of products, from resorts and city hotels to furnished apartments and boutique hotel deals. We aim to further accelerate our presence in all key North African countries and cities, and also to expand into new tourist areas, as recently announced with the launch of our resort offerings across Morocco.
In response to the need for independent hotel owners to increase their brand visibility and consumer confidence, the group launched a new brand, Radisson Individuals, aimed at individual hotels with strong service scores and identities. existing hoteliers who wish to remain independent or are considering overtime. transition to one of the group’s flagship brands.
Mabille de Poncheville added: “This initiative once again demonstrates our group’s ability to deliver solutions that not only support our partners, but also reflect our focus on conversions with a tailor-made offer that delivers all the benefits of our network and a ladder with limited prerequisites. . “
The results of the pandemic showed two major trends: the resilience of serviced apartments across the sector and the rapid growth in leisure and domestic demand. The group’s recent signings respond to these trends, but also cement their future by capitalizing on the post-COVID recovery with a proper balance and presence covering all segments and capitalizing on market priorities.
“Conversions have and will remain a priority in our expansion strategy, especially after the pandemic, as there is less liquidity for new developments,” he said. “We are therefore seeking to form broader partnerships and strategic companies with local or regional chains and to move forward with our strategy of urban scale and critical mass.”
As part of the group’s new development strategy in Africa, African regions have been subdivided according to priorities, direction and potential scale. Egypt and Morocco have been identified as the group’s target countries for North Africa due to the opportunity to take advantage of new synergies and operational support through a clear development plan in these markets.
As Africa’s leading tourist destination, driven by the steady growth of the business and leisure segments, Morocco has been identified as a priority to support Radisson Hotel Group’s growth path and deliver these operational efficiencies.
Elaborating on the group’s expansion strategy in Morocco, Mabille de Poncheville declared: “Our development approach in Morocco is based on two pillars:
First, proactively establish a presence and develop our portfolio in each of the key cities, namely Casablanca, Marrakech, Rabat and Tangier. We are confident that our multiple brands and different operating models, such as hotels and furnished apartments, will perform positively in these markets.
Second, the diversification of countries opens up new opportunities for city breaks, seaside resorts and cultural visits. In addition to these already established cities, the company sees the emergence of new destinations such as Al Hoceima, Saïdia and Taghazout, each with great potential to complement our existing footprint.
To date this year, Radisson Hotel Group has achieved record growth in Morocco with nine additional hotels, all aligned with this development strategy, some of which include the launch of its Radisson brand in Casablanca with the signing of the Radisson Hotel Casablanca Gauthier La Citadelle , as well as the recent partnership established with Madaëf, the main Moroccan investment company, which resulted in seven additional hotels in the main leisure destinations of the country.
“Since our beginnings in 2016 in Morocco with the opening of the Radisson Blu Hotel Marrakech, Carré Eden, our solid development strategy and our commitment to contribute to the country’s growth have put us on the right track to exceed our ambition to achieve 15 hotels in operation and under development in the country by 2025 ”, he declared.
In Egypt, Radisson Hotel Group is proactively studying its capital, Cairo, for both hotels and serviced apartments.
“There is clear potential for our main brands, Radisson Blu and Radisson, with entirely new projects in newly developed areas in particular, the new administrative area as well as conversion opportunities in established parts of the city, covering to both business and leisure demand, ”he said. noted. “We have also identified the potential of our lifestyle brand, Radisson RED, to fill a gap in the market for a hotel of this type, in select locations. “
Further developing the group’s leisure offerings and the growth of domestic tourism, it identified growth opportunities along the Red Sea, with a priority to re-enter Sharm el-Sheikh to strengthen and complete its portfolio of resorts in the country. and in North Africa.
The group has also defined a clear strategy for countries like Algeria and Tunisia where they have established world-class hotels and resorts and are now capitalizing on its success, expanding in capitals like Tunis and Algiers. Ambitions in these markets are driven by the creation of a critical mass and proximity to the market.
The group’s current portfolio in Algeria consists of a hotel in operation, the Radisson Blu Hotel, Alger Hydra and another under development, also in Algiers. With a strategy of creating critical mass in key cities such as Algiers, Constantine and Oran with a multi-brand approach, focusing on the Radisson Blu and Radisson brands and a strong potential identified for Service Apartments, the Radisson Hotel group aims to add five additional hotels to this portfolio.
“In addition to this strategy in Algeria, we have also identified secondary locations to which we would like to add three other hotels, focusing on the Radisson and Park Inn by Radisson brands,” said Mabille de Poncheville. “We believe that Algeria has the potential to become a leading travel destination due to the diversity of its landscape, from coastline and mountains to desert. It also allows the country to position itself as the alternative destination for the Mediterranean, especially with its abundance of national parks and leisure activities.
Radisson Hotel Group’s initial presence in Tunisia, a country with strong seaside, adventure and ecotourism tourism, focused on seaside resorts such as Djerba and Hammamet where the group currently operates two resorts.
“Our current expansion strategy in Tunisia takes a proactive approach in the capital, Tunis, focusing on the Radisson Blu brand and our serviced apartment offerings. We see an opportunity here to add three more hotels to our current portfolio of four hotels in operation and development, ”he said.
The group also plans to strengthen its brand presence in seaside resorts and MICE sites such as Tunis la Gammarth, Sousse and Hammamet, where they plan to add two more hotels.