Leading Meeting Professionals

Professional Convention Management Association

April 01 2016

Where This Major Hotelier Is Aiming To Double Its Properties

David McMillin

Sierra Leone, Uganda, Botswana, Ethiopia and more — Hilton’s growing list of properties in the development phase includes a wide range of destinations across Africa. As more business opportunities arise across the continent, Hilton has big plans to double its properties to a total of 76. In fact, Hilton has 20,000 rooms either trading or under development throughout Africa. The numbers highlight just how important Africa will be to the future of the travel and convention industry.

Hilton’s ambitions in Africa have been growing over the past five years. In 2012, Rudi Jagersbacher, President, Hilton Worldwide, Middle East and Africa, outlined the chain’s hopes to establish a presence. “Our long-term goal is to have a Hilton hotel in every key city across the content,” Jagersbacher said.

Hilton CEO Chris Nassetta echoed his outlook. “There are amazing growth opportunities in Africa,” Nassetta said. “We will grow rapidly. There is exceptional opportunity to grow that base.”

Hilton shouldn’t have much trouble filling its rooms. By 2030, Oxford Analytica predicts that the population of Africa will grow by 500 million people, and many of those people will belong to the middle class.

MORE: This Is What The World Will Look Like By 2030

Reaching African Attendees

As the hotel infrastructure in Africa strengthens, the continent’s convention industry will be poised for growth, too. With that in mind, meeting professionals must consider how to incorporate Africa into their organizations’ long-term strategies. North American-based leaders may have many uncertainties about how to conduct business in Africa, but PCMA can offer an introduction to understanding the market. Check out this webinar for insights from a leading expert on the economic future of Africa.

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