Travel across sub-Saharan Africa continues to restore and redefine itself, so Marriott International has doubled its commitment to the region with the appointment of Johann Croger as regional vice president earlier this year.
Johann Kronje, Marriott International, Regional Vice President of Sub-Saharan Africa
With over 20 years of experience rooted in African hospitality, Krongier has stepped into this pivotal role at a time of rapid transformation, where guest expectations, investor interest and sustainability concerns are reshaping the way hotels work.
In this interview, Cronjé shares his vision of growth, leadership in diverse markets, and what makes sub-Saharan Africa one of the most dynamic travel destinations in the world today.
What are you most excited about the current state of the hospitality industry in sub-Saharan Africa, and how do you think it will evolve over the next five years?
The energy of the hospitality industry in sub-Saharan Africa is now incredible. More people are traveling for business, leisure or for the joy of exploring the backyard. There is a real change in the trip, driven by the experience of not only looking for a place to stay for guests, but also wanting to connect with the local culture, food and nature. Africa offers something that in a way it can hardly do.
Looking ahead, I see more growth in both urban and resort destinations. The business hub is booming, creating demand for high quality hotels, and luxury safari lodges and beach resorts continue to attract global travelers. Sustainability is also approaching the forefront, with travelers paying more attention to responsible tourism. Marriott is at the heart of these trends and is evolving to enhance our presence and provide what travelers want.
As the new regional vice president of sub-Saharan Africa, what are your important priorities for your first year?
My focus is to provide the best possible experience for both guests, owners and franchisees. This means expanding your local footprint while ensuring that your existing hotel is running at its best. Growth is exciting, but it's really important to do it in a way that remains true to our values.
People are at the heart of hospitality. Investing in your team, creating opportunities for growth, and instilling a culture of innovation is always key to success.
Can you share some insights into the role Marriott International plays in shaping the hospitality landscape of sub-Saharan Africa?
At Marriott, we are proud to be part of the growing hospitality industry in sub-Saharan Africa. Over 110 hotels spread across major cities and popular destinations. From Marriott and Marriott Hotel Protea Hotels to JW Marriott, our diverse brands mean they can cater to a wide variety of travelers, whether they are traveling for business or looking for a luxurious vacation.
We are always looking for ways to improve the guest experience and offer new technologies and services that make it more enjoyable. In addition to providing a place to stay, the hotel will create jobs, support local businesses, and help develop hospitality talent through skills development programs.
Sustainability is important to us too. We are committed to promoting responsible tourism while reducing environmental impacts. It's all part of the way we aim to make a positive difference both in our local community and the wider hospitality industry.
How do you approach leadership in such diverse and rapidly changing regions? Also, what were the important lessons from your career?
Leading sub-Saharan Africa means being adaptable, actively listening to people's stories and embracing regional diversity. The two markets are not the same, so you have a clear vision, but it is important that you are flexible in how you get there.
One of the biggest lessons I have learned is that hospitality is all about relationships. Whether you're a guest, team member, owner or business partner, success comes from building a strong and authentic connection. We have also seen firsthand how being open to new ideas and approaches can drive real innovation. The industry moves quickly and the best leaders want to evolve with it.
Sub-Saharan Africa is becoming an important investment hub for the hospitality industry. What are the trends and opportunities to attract investors to the region?
Sub-Saharan Africa is becoming a hot spot for hospitality investment thanks to rapid economic growth, the growing middle class, increased urbanization and improved connections.
Better infrastructure and regional tourism initiatives make it easier for both business and leisure travelers, attracting more international hotel brands and investments. The government is also slowing this growth with policies supporting tourism development.
For investors, there's plenty to be excited about, from city hotels to luxurious safari lodges and beach resorts. The meetings, incentives, meetings and events (mouse) sector are also booming, with venues like Cape Town and the Kigali Convention Centre bringing global events that not only boost tourism but also strengthen the local economy. At Marriott, we work closely with investors to ensure that new developments are tailored to market needs and ensure long-term success.
How do you think sustainability and technology will have an impact on the hospitality industry in sub-Saharan Africa over the next few years?
Sustainability is no longer good, it's something travelers expect. People want to know that the hotel they stay in is making responsible choices, whether it uses less water and energy, reduces waste and supports the community.
Marriott is actively working on all of these aspects, making sustainability a core part of the way we operate.
Technology is also changing the way we travel. Mobile check-in, AI-driven personalization and smart room features make it even more seamless. But at the end of the day, hospitality is about people. Technology should enhance the personal touch that makes your trip memorable, without replacing it.
Marriott has a wide range of hotel brands in the area. How do you guarantee that Marriott is competitive and relevant to different types of travelers in this growing market?
Staying competitive means ensuring that a variety of travelers understand what they need and have the right brand in the right place at the right price range. Whether you're a business traveler looking for convenience or a luxury guest looking for an immersive safari experience, there are brands that cater to all kinds of travel.
We look at emerging markets where infrastructure and tourism are rapidly growing, and we position ourselves to meet future demands.
For example, last year we opened Marriott Protea in Luanda, Angola, and Marriott Courtyard in Dakar, Senegal – the first hotel in these countries. This year, it's expanding further with new properties in Madagascar and Cape Verde.
We are also excited to grow our luxurious safari portfolio with the upcoming launches of the Ritz-Carlton, Masai Mara Safari Camp and JW Marriott Mount Kenya Sai Safari Camp.
Additionally, the Marriott Bonboy Loyalty Program, which has 228 million members, continues to create value for guests, and local partnerships like Cricket South Africa help us connect with our community and meaningfulness. By staying ahead of trends and focusing on the needs of our guests, we ensure that Marriott remains a leader in the region.
