Younger generation shows loyalty towards Protea Hotels

Mark Satterfield

Protea Hotels has entrenched its position as one of South Africa's most popular hospitality brands, a standing recognised across the age spectrum. Its standing among Generation Y and the so-called Generation Next - already recognised through winning six Sunday Times Generation Next Awards for the Coolest Hotel brand - has now been further endorsed by Ask Afrika.

The award is the culmination of research conducted by the well-known research company, TGI SA, on behalf of Ask Afrika. "This award reflects the loyalty of South Africa's younger generations to the Protea Hotels brand. TGI SA looked at brands that define a common experience that young South Africans are committed to, and Protea Hotels stood out in the hotel category," explains Mark Satterfield, chief operating officer at Marriott International for the Middle East & Africa and business leader of Protea Hotels.

Significant focus

"Since we have a significant focus on listening to what the millennial generation (under 35) are looking for and how best to engage them - in addition to addressing other markets' needs - this recognition is an acknowledgement of the success of our efforts.

"The Protea Hotel Fire & Ice! brand within the Protea Hotel portfolio particularly focuses on the millennial generation, as is evident in their funky design, the unique happenings and events that take place in the hotels and the trendy food and beverage offerings."

Over and above the recognition of Protea Hotels in a number of other awards, Ask Afrika has regularly identified the hotel brand as a top performer.