Protea Hotels has entered into the U.K market through an association with the John Howard Hotel in London. This hotel, which will carry the Protea Hotel branding, will allow Protea to launch into the European market for the first time.
“We have been awaiting the right opportunity to take a step into Europe, and this will be our debut” said Allan Duke, Marketing Services Director for Protea Hotels. “However, this does not mean that our focus has shifted from our African expansion - quite the contrary. We are still aggressively expanding into Africa, especially through Tanzania and Nigeria,” continued Duke.
The hotel 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 this 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 traveler who would like
to have access to the charm of London.
“Besides an appealing location, we plan to offer an affordable rate that will be attractive to our business market. We have therefore fixed a rate of £88, a reasonable rate in central London,” concluded Duke. The hotel will be marketed via Corporate Travel Agents, as well through other marketing activities like Protea Hotel’s Prokard database.