PROTEA HOTELS REBRANDS TO PROTEA HOTELS BY MARRIOTT
Protea Hotels has been rebranded to include ‘by Marriott’ in its brand name. The brand is now officially Protea Hotels by Marriott. “Marriott’s endorsement of Protea Hotels signifies a turning point for the South African-based brand, which Marriott acquired in 2014,” Marriott said in a statement.
The company said the rebranding represented Marriott’s long-term commitment to evolving Protea Hotels from a strong regional player to a globally recognised brand with international appeal by leveraging the power of Marriott. Moreover, it said the endorsement would strengthen Marriott’s awareness in Southern Africa by leveraging Protea Hotels’ strength in the region.
“Travel to and within sub-Saharan Africa continues to grow at an impressive rate, and Protea Hotels by Marriott is well positioned to capitalise on and drive this trend,” said Alex Kyriakidis, President and MD Middle East and Africa, 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.”