Aniket Shroff has successfully led a landmark achievement by negotiating and closing the agreement that brings Choice Hotels to Africa for the first time. Through this milestone partnership, LMR Group becomes the first hotel group to introduce the Choice Hotels brand to the African continent.
The rollout begins in Kenya with three upcoming hotels, a development that has already gained strong international attention across major hospitality and business publications, including Choice Hotels Investor Relations, Hotel Investment Today, The Kenya Times, and several other global outlets.
With teams from the US and Netherlands already active on the ground, the group is positioned for rapid and strategic expansion across Africa, backed by ambitious internal growth targets. The next market in the expansion roadmap is Rwanda, where formal discussions are scheduled to begin next month.
Aniket’s leadership continues to drive forward a transformative and region-shaping hospitality expansion across the continent.