Rainbow Tourism Group Partners with Grand Metropolitan Hotels to Capitalize on Africa’s Growth Potential

Rainbow Tourism Group Partners with Grand Metropolitan Hotels to Capitalize on Africa’s Growth Potential - VOYAGESAFRIQHarare, Zimbabwe, April 15, 2024 / TRAVELINDEX / The collaboration between Rainbow Tourism Group (RTG), an African hotel company, and Grand Metropolitan Hotels (GMH), a leading European hotel company, could potentially be transformational for Africa’s hospitality industry. By partnering with Grand Metropolitan Hotels, RTG will leverage their expertise, resources, and international network to expand its operations and capitalise on the projected growth potential in Africa’s hospitality industry.

Africa has been experiencing significant growth in tourism and business travel in recent years, driven by factors such as improved infrastructure, rising middle-class population, and increased connectivity. Africa will be the new growth frontier of global tourism with tourism arrivals expected to reach 134 million in 2030 from the current 22 million – a 6-fold growth. By 2030 Africa will be home to 124,000 hotels from the current 52,000 hotels. This partnership will allow RTG to tap into these opportunities and benefit from Grand Metropolitan Hotels’ experience in operating successful hotels in Europe.

International air connectivity and intra-regional & intra-Africa travel will drive airline volumes growth at an annual rate of 8% between now and 2030 compared to global average of 4½%.

The partnership involves various aspects, which include management contracts in hotels across Africa, sharing of best practices in hotel management, marketing collaboration, cross-promotion of properties as well as the establishment of a hospitality school in collaboration with Swiss Hotel School Lucerne, which is known for its global excellence in hospitality education. By combining their strengths, RTG and Grand Metropolitan Hotels will enhance their competitiveness, attract a broader customer base, and create a unique value proposition in the African hospitality market.

Speaking on the side lines at the launch the Rainbow Tourism Group Chief Executive Mr. Tendai Madziwanyika told journalists that “This partnership with Grand Metropolitan Hotels is a significant milestone. As RTG we intend to leverage the capabilities of world leaders in the industry. This partnership will not only benefit Zimbabwe, but the entire continent as we will impart best practices to our students. We want to raise the standards to world-class international standards”.

“Grand Metropolitan Hotels’ international network and marketing capabilities will support RTG in promoting African countries as attractive tourist and business travel destinations, further driving growth and attracting investment. Through joint marketing efforts and cross-promotion, the partnership will help to showcase African destinations to a global audience” said Mr. Martin Smura the Board Chairman and President for Grand Metropolitan Hotels.

Overall, this partnership between RTG and Grand Metropolitan Hotels is poised to capitalise on the projected growth potential of Africa’s hospitality industry. By leveraging their respective strengths, they will enhance their market presence and offer high-quality hotel experiences to cater to the evolving needs of travelers in the region.

About Grand Metropolitan Hotels
Grand Metropolitan Hotels (GMH) is a distinguished white-label hotel operator, Grand Metropolitan Hotels specializes in delivering bespoke management services tailored to the unique needs of hotel owners and investors. With a solid equity foundation of 200 million EUR, and backed by a broad range of institutional investors and family offices, our company has successfully established a diverse portfolio of over 80 esteemed properties. Leveraging an interdisciplinary approach, our international team of dedicated professionals merge diverse areas of expertise to excel in results-driven, responsible, and agile decision-making. Sustainability and advanced digitalization are intrinsic to GMH operations, enhancing the classic service excellence that distinguish GMH from competitors. GMH has six strategic offices across the Globe, and is focused on consistently exceeding market benchmarks, providing unparalleled support to hotels in their portfolio to achieve remarkable results.

About Rainbow Tourism Group
Rainbow Tourism Group (RTG), is one of the largest tourism companies in Zimbabwe. Listed on the Zimbabwe Stock Exchange, RTG is a dominant player in the tourism and online retail industry. The company has expanded its business scope beyond hotels with the launch of its local tour operations subsidiary Heritage Expeditions Africa and its digital platform; the Gateway Stream Digital Platform; a one-stop online marketplace that offers a diverse range of products, services and experiences. RTG also has a marketing & sales office in Johannesburg South Africa. The Group has six hotels located in Zimbabwe; two are in the capital city Harare, one in Zimbabwe’s mining town – Kadoma, one in the country’s second largest city – Bulawayo and two in the resort town of the world-renowned tourist attraction Victoria Falls. The Group has the largest convention centre in Zimbabwe – Harare International Conference Centre (HICC), which has a seating capacity of 4500. Heritage Expeditions Africa, is the Group’s tour operations arm which provides heritage packages covering adventure, wildlife, historical and cultural experiences in Zimbabwe.


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