African Pride Hotel’s Footprint Grows with another Deluxe Hotel

Cape Town, 29 June 2010: The superior deluxe hotel group African Pride has just added Irene Country Lodge to its portfolio, bringing the brand’s representation to 17 properties in three countries.

Danny Bryer, Group Sales and Marketing Director for the Protea Hospitality Group (PHG), which includes African Pride Hotels, said bringing the country lodge into African Pride Hotels demonstrated the company’s confidence in the growth of the deluxe hotel market in South Africa.

“With a number of deluxe hotels opening in South Africa (mainly in Cape Town) prior to World Cup, the deluxe market has become quite competitive.  However through strategic sales and marketing initiatives PHG has absolute faith in the performance of its African Pride Hotels portfolio, which is why we are taking the strategic decision to continue expanding the collection of luxury offerings.

“African Pride Hotels is performing well and in a position to grow because we don’t trade on luxury as our ultimate selling point. Luxury is no longer a rarity; today it’s a commodity. So stating that your product is one of luxury won’t differentiate it nor will it stand out from the clutter. One has to differentiate through providing unique selling points, exceptional service standards and most importantly an incredible guest experience. The hotels in the African Pride Hotels portfolio deliver all of these things to guests – and more.

“Another of African Pride Hotels’ strongest selling points is that we don’t confine ourselves to one sort of accommodation. By creating perfect niche offerings we service specific markets, which in turn drives revenue to a greater degree and contributes to the overall success of the brand. The Melrose Arch Hotel in Johannesburg and Crystal Towers Hotel & Spa in Century City, Cape Town, for example, are geared towards the conferencing and business market. Hotels such as Pumba Private Game Reserve in the Eastern Cape and Mount Grace Country House & Spa in Magaliesberg are all about leisure, relaxation and wellbeing. The way you anticipate your guests’ needs and expectations, and give them everything they could want before they even know they want it, is the hallmark of a superior deluxe hotel and is therefore the hallmark of African Pride Hotels.”

Bryer said he was confident the addition of Irene Country Lodge, which offers stylish accommodation, world class facilities and a new wellness centre and spa, would only add value to the African Pride collection.

Irene Country Lodge Director Francois van der Merwe said he was delighted with the move into the African Pride portfolio. “Our main reason for joining African Pride was because of the calibre of their other hotels. We were looking for a partner with the right experience and infrastructure to take on this property and we’re convinced we’ve found the one that will drive revenue. Protea Hospitality Group is passionate about the hospitality industry, which means this was an easy decision to make.”

Irene Country Lodge, only a 20 minute drive from OR Tambo International Airport, is a unique country style getaway with old rustic charm providing guests with a haven of peace and tranquillity in the hub of South Africa’s economic heartland

All 73 en suite rooms (four suites and 69 double or twin rooms) have been gracefully designed in variations of English Country Manor style with stately wooden furniture and rich fabrics. The Lodge offers every creature-comfort a guest could want, including 24-hour room service, wireless internet access, direct telephone dialing, DSTV satellite television, mini bars, 16 Hour restaurant services plus an unmatched environment.

Irene Country Lodge, located in the small and historic village of Irene between Johannesburg and Pretoria, will join the African Pride Hotels portfolio from the 1st July 2010. 

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