Protea Hotels - Breaking New Ground!

26th Feb 2002

Continued expansion into the African continent, a strengthening position within South Africa, a first step into the U.K and the launch of a new superior-deluxe brand will ensure that Protea Hotels remains Africa’s leading hotel group, continuing to achieve success by appealing to a broad range of markets.
Protea Hotel Zanzibar Beach Resort, which opened its doors for the first time in December, is set on the North East side of Zanzibar on one of the most sought after beaches. The resort has 63 free-standing bungalows, as well as a suite and four large houses that each have 3-bedrooms. The resort’s diving school, with a four-meter deep pool, which was built to for the purpose of training divers, is especially popular amongst GUESTS.  “A large number of our GUESTS choose to learn to scuba dive here, not only because of the facilities but because of the ideal diving conditions Zanzibar has to offer. The temperature of the water, the visibility and the amazing variety of sea life makes this a divers’ paradise,” said Allan Duke, Group Marketing Services Director of Protea Hotels.

Lion Sands Private Game Reserve is the first superior deluxe property to launch under Protea’s new brand - African Pride Hotels.  Lion Sands, with its superb setting and luxurious accommodation, is the signature property, giving GUESTS the choice between River Lodge & South Camp.  Both camps are situated on the banks of the magnificent Sabie River, ensuring breathtaking views and magnificent game viewing.  With 10 km’s of river frontage, this game reserve offers GUESTS access to one of the most highly concentrated game-viewing areas in South Africa.

To ensure the continued growth of this new brand, Protea - together with African Pride Hotels - have very recently announced the addition of their second five-star property, Melrose Arch Hotel.  This hotel, which is set to open later this year, will incorporate 117 luxury bedrooms that will attract those who take pleasure in modern extravagance and sophistication.  This property will appeal to both the domestic business traveller, especially those conducting business within the Melrose Arch precinct, as well as the international market, which is accustomed to and expects nothing less than the best.  This hotel will include suitable conference facilities as well as an exclusive auditorium that will add to its dazzling appeal.  In keeping with international trends, Melrose Arch Hotel’s modern design promises not only to be pleasing to the eye, but to guarantee that GUESTS will have state-of-the-art technology.

Protea Hotels Empowerment Consortium, a new joint venture partner with Protea Hospitality Corporation, recently secured Breakwater Lodge.  This 312-roomed hotel will undergo extensions to expand and improve on facilities such as the conference venues.  “This hotel, which traditionally trades at over 80% room occupancy, lets us hoist the Protea banner at a Cape Town Waterfront hotel for the first time,” said Duke.  Protea strongly believe real empowerment in South Africa will be achieved through economic empowerment and Stehlik still hopes that the rest of the industry will follow suit and adopt this line. Equity still remains the single biggest critical success factor in the Tourism industry.

Another first is Protea Hotels’ entry into the U.K market through an association with the John Howard Hotel London.  This hotel, which will carry the Protea Hotel branding, will be marketed primarily to the South African corporate market, which requires a centrally located, affordable hotel.  Situated in the Royal Borough of Kensington and Chelsea, the hotel offers a choice of 40 luxurious en-suite bedrooms and 12 self-contained apartments.  Located close to Harrods, Harvey Nichols and with easy access to Earls court, Olympia and the West End, this property’s position is expected to appeal to the business traveller who would like to experience the charm of London.


Although Protea Hotels have now broken into the U.K. market, their focus will still remain on building their brand and increasing their presence on the African continent.  They are already secured 7 properties in Nigeria, 6 of which are new builds.  Protea Hotel Abuja, a 360-roomed hotel in the capital of Nigeria, is scheduled to open on the first of June.  In addition to this, the group now has a total of five hotels in Tanzania including the Protea Hotel Zanzibar Beach Resort, and a newly built 95-bedroomed hotel in Malawi which is due to open shortly.

Aventura Resorts operated by Protea Hotels has also experience continuous expansion, especially over the last few months of 2001.  Four additional properties have the Aventura brand, bringing the total number of resorts up to nineteen.  Aventura Resort Twin Rivers, which was one of the first resorts to join, is situated on a game farm between the Elands and Crocodile Rivers, bordering on the Vaalkop Dam. The resort offers game-drives which allow GUESTS to enjoy the abundant variety of game such as giraffe, blue wildebeest, kudu, nyala, gemsbok, impala and zebras, not to mention over 390 species of birdlife!

Aventura Resort Thohoyandou, situated close to the northern part of the Kruger National Park, is the ideal location for nature lovers,  as is Aventura Resort Nwanedi, positioned in the northern foothills of the Soutpansberg and set in a beautiful forest area.  For the leisure enthusiast, Aventura Resort Mphephu is equipped to offer entertainment for all ages.

Aventura Resorts is recognized as Africa’s number one fully-serviced self-catering Resort Group and will continue to grow its name in the most scenic parts of the country!



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