Continent Worldwide Hotels Expands in South Africa with 20-Year Master Franchise Agreement

Antalya, Turkey (October 10, 2024) – Continent Worldwide Hotels, one of Turkey's fastest-growing hotel franchising and management companies, has signed a 20-year Master Franchise Agreement and Exclusive Development Partnership with Imperium Hospitality Consulting in South Africa. Effective immediately, Imperium Hospitality will act as the master franchise holder responsible for the exclusive development of all Continent Worldwide Hotels brands within South Africa, with the added authority to promote the brands in neighboring countries.

A Milestone Partnership to Expand Across Africa

Ethem Zagikyan, Managing Director of Continent Worldwide Hotels, shared his enthusiasm for the partnership: “We’re incredibly excited to work with Imperium Hospitality Consulting in South Africa as we look ahead to the next 20 years of portfolio growth for our brands across Africa. Imperium Hospitality Consulting, led by Mrs. Tatiana Langenhoven, has a proven track record in the region and has built a robust local presence in both the midscale and upscale markets. Adding Continent Worldwide Hotels and our brands to their portfolio is a natural fit, and we are delighted to welcome them into the Continent Worldwide Hotels global network as a master franchisee.”

The master franchise model has already proven successful in other regions, including South Asia, China, and the Middle East. Zagikyan emphasized the potential for Africa: “We are confident in the collective value this partnership offers to both current and future franchisees. We eagerly anticipate welcoming more properties into the Continent Worldwide Hotels network across Africa through our joint efforts with the Imperium Hospitality Consulting team.”

Bold Plans for Rapid Development in South Africa

Tania Langenhoven, founder and Managing Director of Imperium Hospitality Consulting, also expressed her commitment to the partnership: “The master franchise agreement aligns perfectly with our vision of becoming the fastest-growing hotel chain in South Africa. Through this collaboration, we plan to develop between five and eight hotels in the first three years, establishing a strong presence across the country.”

Imperium Hospitality Consulting is dedicated to creating opportunities for the hospitality sector in Africa, focusing on excellence, client satisfaction, and market leadership. Langenhoven added: “Our company is the brand in South Africa that delivers on the promise of responsible hospitality by offering best-in-class service quality. As the most reliable and profitable branding partner, we extend full support to our partnered hotels with branding, sales, and project upkeep plans, thus maximizing revenue potential.”

Langenhoven highlighted the appeal of the Continent Worldwide Hotels brands, noting their charm and perfect fit for the local market: “After thorough discussions, we are confident this partnership is a perfect match. We believe our brands will be attractive to developers and existing non-branded hotels in the region.”

In addition to her current role, Langenhoven will also serve as CEO for Continent Worldwide Hotels in South Africa.

About Imperium Hospitality Consulting

Imperium Hospitality Consulting is a premium hospitality consulting and management firm operating in the South African market for over 15 years. Led by founder Tania Langenhoven, the company manages multiple projects and several existing hotels as a third-party management entity, providing comprehensive branding, sales, and strategic marketing services to the luxury travel and hospitality sectors.