Continent Worldwide Hotels Partners with Imperium Hospitality to Grow in South Africa


CONTINENT WORLDWIDE HOTELS AND IMPERIUM HOSPITALITY ARE PARTNERING TO EXPAND HOTEL BRANDS IN SOUTH AFRICA. IMPERIUM WILL LEAD DEVELOPMENT AND REGIONAL PROMOTION EFFORTS.
Continent Worldwide Hotels has signed a 20-year Master Franchise Agreement with Imperium Hospitality Consulting to expand its presence in South Africa. This partnership gives Imperium Hospitality exclusive rights to develop Continent Worldwide Hotels’ brands across the country and promote them in neighboring regions.
A Strategic Partnership Between Continent Worldwide & Imperium Hospitality Consulting
Ethem Zagikyan, Managing Director of Continent Worldwide Hotels, expressed enthusiasm for this collaboration. “We’re excited to partner with Imperium Hospitality Consulting as we aim to grow our portfolio across Africa”. He highlighted Imperium’s strong local presence and expertise in both midscale and upscale markets, making them an ideal fit for this expansion. The agreement allows Imperium to promote Continent Worldwide Hotels’ brands beyond South Africa, supporting growth across the continent.
The master franchise model has succeeded in other regions like South Asia, China, and the Middle East. Zagikyan expressed confidence in the potential for Africa, stating, “We believe this partnership will bring value to both current and future franchisees. We look forward to expanding our network across Africa through joint efforts with Imperium Hospitality.” This collaboration aims to welcome more properties into the Continent Worldwide Hotels network in the coming years.
Bold Vision for South Africa’s Hospitality Market
Tania Langenhoven, founder and Managing Director of Imperium Hospitality Consulting, is committed to establishing a strong presence in South Africa. “Our goal is to become the fastest-growing hotel chain in South Africa,” she said. The plan is to develop five to eight hotels within the first three years. She also highlighted Imperium’s focus on excellence, market leadership, and client satisfaction, emphasizing their commitment to responsible hospitality.
Langenhoven noted that the Continent Worldwide Hotels brands are a perfect fit for the South African market. “We believe our brands will appeal to developers and existing non-branded hotels.” Alongside her role at Imperium, Langenhoven will serve as CEO of Continent Worldwide Hotels in South Africa.
About Imperium Hospitality Consulting
Imperium Hospitality Consulting is a hospitality consulting and management firm with over 15 years of experience in the South African market. Founded by Tania Langenhoven, the company oversees various projects and manages several hotels as a third-party operator, offering complete branding, sales, and strategic marketing services to the luxury travel and hospitality industry.