Continent Hotels & Resorts continues to strengthen its presence across the Middle East and North Africa. The group has announced the signing of a master franchise agreement entrusting Spectator Consultancy FZ LLC with the development of its brand across North Africa, in partnership with Elite Hospitality Group.
A master franchise agreement to drive development in North Africa
The agreement designates Spectator Consultancy as master franchisee of Continent Hotels & Resorts for North Africa. The partnership will cover the development and operation of future properties over a ten-year contractual term.
Paul Diab, founder and managing director of Spectator Consultancy, described the agreement as a defining step for the group, which aims to expand its international footprint to more than 20 hotels in the region over the coming decade.
A partnership structure combining consultancy and operations
The agreement brings together the hotel consultancy expertise of Spectator Consultancy and the development and management capabilities of Elite Hospitality Group. This complementary approach is intended to support a structured rollout of Continent Hotels & Resorts across selected North African markets.
Shady Boueiry, Managing Director of Elite Hospitality Group and Regional Director for the Middle East and North Africa at Continent Worldwide, welcomed the signing as a further milestone in the hotel development momentum seen across the African continent, where several international groups are simultaneously strengthening their presence.
Structured support from pre-opening through to operations
The partnership includes support covering brand positioning, operational standards, pre-opening activities, staff training, marketing coordination and integration with reservation systems.
This consultancy dimension is intended to help future properties prepare for launch under the best conditions and implement brand standards from opening day. Marketing coordination and reservation systems integration will aim to establish the hotels’ commercial infrastructure ahead of operations.
A promising North African market for international hospitality
North Africa continues to offer hotel development opportunities, driven by strengthening tourism infrastructure and a diversifying range of accommodation. Several international brands have recently confirmed their interest in the region, exemplified by the Delano Hotel & Residences project announced by Ennismore in Marrakech.
The franchise model is also gaining ground across the continent, driven by the emergence of quality operators able to support local investors — a trend confirmed by the latest data published by W Hospitality Group on hotel development in Africa.
A regional ambition looking ahead to 2030
Continent Hotels & Resorts currently operates 11 properties in the MENA region, with six further projects in development. The group frames this agreement as part of a vision for 2030 targeting a portfolio of 70 hotels across the Middle East and North Africa.
Access to North African markets is intended to help the group support the selection, development and operational execution of projects as this new portfolio takes shape.
