Why a local-first strategy fuels sustainable hospitality in Africa

Spend any amount of time around those working in the African hospitality sector and you’ll get an overwhelming sense of the promise it holds. That’s not just because of vague generalities like the continent’s spectacular landscapes, warm-hearted people, and thriving cultural scenes either (make no mistake, though, those are all important). There’s plenty of hard evidence for it, too.

Tourism is booming in many key markets across the continent. South Africa, for instance, averaged a 14% annual increase in tourist trips between 2014 and 2024. Kenya’s tourism earnings in 2024, meanwhile, were up 30% on 2023.

This growth is also reflected in the investments being made by major hospitality groups. Marriott, Hilton, Accor, IHG, and Radisson Hotel Group have all significantly ramped up their presences in Africa in recent years and continue to do so. Marriott plans to add 50 hotels, resorts, and safari lodges to its continental portfolio in the next few years. Radisson, meanwhile, has set an ambitious goal of doubling its African presence in the coming years.

But the same people who’ll tell you about Africa’s hospitality promise will also quickly give you a sense of the complexities holding that promise back. Key to breaking through that complexity is realising that success demands more than replicating global formulas. To thrive, businesses must embrace the nuances of each market. That, in turn, means taking a local-first approach backed by international best practice.

Why local-first matters in a dynamic market

The need to take a local-first approach should be obvious. While there is merit in discussing the African opportunity as a whole, the continent comprises 54 countries. Each of those countries has its own nuances that inform how best to approach hospitality within them. That alone would make a cookie-cutter approach, which tries to impose international models on a country, unsustainable.

In many African markets, the hospitality landscape also blends opportunity with volatility. Agility and resilience come from working with local partners, respecting community dynamics, and tailoring solutions to context. A local-first approach, therefore, creates stronger foundations for sustainable growth.

At our core, we believe that there is no one-size-fits-all approach to success. We leverage our extensive global experience to adapt to the unique needs of every product and asset we manage. Our owner-centric focus is the key to our success, and it’s what allows us to thrive even in the diverse markets of Africa. This approach is built on a foundation of cultural alignment, ensuring that our strategies are always in sync with the local environment.

We understand that our people are our greatest asset, which is why we invest in them first. We call our team members “Hotelitarians” because they are more than just employees; they are brand ambassadors for both Valor and the individual hotels they serve. This commitment to our people fosters a strong sense of ownership and pride, which directly translates into exceptional service and outstanding results for our clients.

A world of opportunity

That need for a blend of global expertise with local sensibility is something that’s built into our DNA at Valor. We fuse global expertise with local insight. It’s a philosophy that underpins everything we do. As a result, we’ve seen firsthand that success in the space means never imposing one-size-fits-all solutions. Instead, local culture and community input should be woven into a property’s operations, ensuring it reflects a true sense of place while delivering global standards.

Importantly, we’re also able to do it because we see geographic diversification as our advantage. We can educate owners / potential clients on the franchise model, as it’s relatively new in Africa. That positions us to grow faster in our regions and strengthens the ability of our teams to learn and grow. This, in turn, creates a competitive advantage to deliver commercially and also creates unique guest experiences.

How can this be done practically, though? Well, it can be as simple as incorporating renewable energy solutions and local artisan collaborations in new African properties, ensuring economic benefits flow directly to surrounding communities. But it’s also not just true for operations at specific properties. It can apply equally across the full supply chains that hospitality groups on the continent use. The best way of achieving a fully local-first approach is through integrated partnerships with governments, investors, suppliers, and communities.

It’s also worth reiterating that this kind of local integration doesn’t follow a single formula – it takes on a unique shape in every market.

An operator playing in West Africa, for instance, might find that growth demands agility and building trust with local stakeholders. In Southern Africa, meanwhile, they might find that sustainability and conservation are key to long-term hospitality value. And in East Africa, they may find that cultural richness paired with infrastructure resilience unlocks potential.

Even within regions and markets, there is variability, making it important to have both local and hyperlocal knowledge. The macro and micro insights offered by this approach demonstrate that local-first is more than just a philosophy; it’s a practical business strategy.

Innovation that makes sense on the ground

Ultimately, this demonstrates that what matters is innovation that fits context, whether through procurement that supports local economies, design that honours local identity, or operations built for resilience.

Taking a local-first approach isn’t just a nice thing to do; it’s how hospitality operators across Africa create lasting impact. The future of hospitality on the continent depends on blending global expertise with local intelligence. Any business that pretends otherwise is ignoring vast amounts of local IP and putting its continued operations in jeopardy.

By contrast, when we build with local-first as our foundation, we create places where business, community, and culture thrive together.