East Africa is the strategic focus, West Africa is still vital to its strategy but Southern Africa continues to be the cornerstone of Marriott’s Sub-Saharan (SSA) expansion.

This expansion is spearheaded by Johan Cronjé, the hospitality group’s recently appointed Regional Vice President for Sub-Saharan Africa.

Cronjé met with Tourism Update to dissect the prospects and challenges of the region, the hospitality lessons learnt during his 20-year career and the key ingredients for success in the industry.

In your career, you’ve been involved in opening a number of hotels. What are the three key elements that contribute to the success of a new hotel?

Ensuring a seamless guest experience; thorough operational preparation, building a collaborative team culture and, above all, delivering an exceptional and personalised guest experience are at the heart of everything we do. This is essential from the moment we open our doors. Operational readiness is just as crucial as it ensures everything behind the scenes is running smoothly. Creating an inclusive, motivated team of people who understand and embody the brand’s values is also fundamental to long-term success. The combination of these elements truly drives the success of a new hotel.

SSA is a growth market for the brand. What countries is Marriott most bullish about in the region?

SSA represents a region of tremendous promise and Marriott is deeply committed to supporting its growth and unlocking its tourism potential. We continue to see opportunities to expand in major gateway cities and commercial centres as well as resort and safari destinations across Africa while catering to the region’s ever-changing and evolving markets through our diverse range of extraordinary brands.

East Africa is a strategic focus for us – we have robust growth plans for Kenya, Tanzania and Ethiopia. West Africa, led by Nigeria, remains vital to our strategy with several exciting projects in the pipeline. Southern Africa, anchored by South Africa, continues to be a cornerstone of our regional expansion.

Last year, we celebrated milestones with the opening of the Protea by Marriott Luanda in Angola and Courtyard by Marriott Dakar Diamniadio in Senegal – our first hotels in these countries. This year, we expect to debut our first properties in Madagascar and Cape Verde.

We’re also monitoring other emerging markets where infrastructure and tourism development are rapidly advancing and ensuring we’re well-positioned to meet future demand.

What are some of the challenges hospitality faces in the region and how does Marriott intend to navigate these?

In Sub-Saharan Africa, Marriott operates in a region that is diverse, dynamic and constantly evolving with different cultures, political landscapes and languages. Staying abreast of government regulations across such a vast area, especially in this fast-changing world, has been challenging at times. However, I’m so proud of how our teams have risen to the challenge.

A key challenge in SSA is the need for localisation. The region is vast and a one-size-fits-all approach simply doesn’t work. To address this, we prioritise understanding the unique needs of each market. Whether it’s tailoring services for different cultures, responding to local economic conditions or leveraging market-specific travel trends, we are committed to offering experiences that resonate with our guests. Our efforts to expand into established and emerging markets are guided by strong focus on personalisation and we continue to refine our offerings to meet the evolving expectations of guests across SSA.

What excites you most about your new role? What do you hope to achieve in your first year?

I’m eager to collaborate with our talented teams, owners and partners to drive innovation, deliver unforgettable guest experiences and continue to grow Marriott’s portfolio of hotels in Sub-Saharan Africa. It’s an honour to work in a region where travel and tourism have such a transformative impact on local communities and economies.

You’ve been with Marriott International for over 20 years. What has kept you with the company for so long?

The company’s commitment to growth, innovation and service are values that align with mine. I started my journey in 2001 with Protea Hotels by Marriott and, throughout my career, I’ve been fortunate to hold various roles that helped me grow and contribute meaningfully. But more than anything, the incredible leaders I’ve had the privilege of working alongside have shaped my career and kept me inspired – their mentorship and support, along with Marriott’s culture of empowering people and encouraging innovation, have been essential in my development. The company’s ability to adapt, innovate and stay ahead of industry trends has also made every chapter of my career feel fresh and exciting.