Aleph Hospitality, a pioneering third-party hotel management company for the Middle East and Africa, has announced the signing of a franchise agreement with American multinational hospitality giant, Marriott International for the latter’s Four Points by Sheraton hotel in Liberia.
Located in the capital city, Monrovia, the hotel is due to become the first internationally branded hotel in the country upon opening in 2020 and will be managed by Aleph Hospitality under the Four Points by Sheraton brand.
The landmark property is ideally situated in the city’s central business district, adjacent to the United Nations mission and in close proximity to a number of government organisations and commercial offices.
The opening of the hotel will play a pivotal role in helping to realise the country’s tourism strategy, which aims to deliver 15 million international visitors by 2023.
“With President Weah announcing plans just last month to greatly simplify the visa entry system and look to develop a national tourism board to drive inbound visitor numbers, Liberia looks set to significantly grow its share of voice in the African tourism industry,” commented Bani Haddad, Managing Director for Aleph Hospitality.
“The increasing number of international guests will bring with them a strong demand for international quality accommodation and we greatly look forward to managing the operations of the hotel to world-class standards and making the Four Points by Sheraton Monrovia the destination of choice in the city,” added Haddad.
The hotel is expected to create over 100 new jobs when open. The facility, which is owned by Sea Suites Hotel LLC, will be operated by Aleph Hospitality under a third-party management model. The model is commonplace in the United States and European hotel industries but is still in its infancy in Africa.
It has proven to deliver superior value for the owner through a combination of the benefits afforded by an international brand married with a highly-focused and personalised management approach aligned to the interests of the owner.
“By appointing Aleph Hospitality to manage our hotel, we have secured not only one partner but two, with Aleph executing a franchise agreement for the Four Points brand which would not have been possible if we were managing the hotel ourselves,” said Joe Barbar, President of Sea Suites Hotel LLC.
“We look forward to the hotel opening and creating history as the first internationally branded hotel in the country,” he added.