Marriott International Reinforces Protea Hotels Brand
South African hotel chain, Protea Hotels, are set to bolster her cooperate image by including ‘by Marriott’ to its name.
The re-branding culminates the birth of ‘Protea Hotels by Marriott’ trademark and also includes an updated and revised logo.
Marriott sees this endorsement as “a turning point for the South African-based brand,” which she acquired in 2014.
Protea Hotels by Marriott® already boasts of over 100 chains throughout South Africa and seven other African countries, including Nigeria and Ghana, just to name a few. Marriott’s endorsement is seen as a means for enhancing Protea Hotel brand’s strength and reach, marking the launch of the former’s long-term ambition of evolving the latter into acclaimed global players.
It is also intended at strengthening the reputation of the Marriott’s global brand family in sub-Saharan Africa.
“Travel to and within Sub Saharan Africa continues to grow at an impressive rate, and Protea Hotels by Marriott® is well positioned to capitalize on and drive this trend,” said Alex Kyriakidis, President and Managing Director Middle East and Africa, Marriott International.
— Protea Hotels (@ProteaHotels) June 14, 2016
“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.”