April 2 2026 16:30
Private company, Broll Property Group has announced the launch of a hospitality service line, headed by former CEO of JLL, Wayne Godwin.
Africa’s hospitality sector is entering a decisive new phase, one marked not only by growth, but by structural evolution. Once viewed primarily through the lens of tourism, hospitality is increasingly being recognised as a core real estate asset class, shaping investment strategies, urban development, and mixed-use precincts across the continent, Broll said.
The move into hospitality is not opportunistic, said Malcolm Horne, Group CEO of Broll Property Group.
“The easiest thing in business is to announce growth. The hardest thing is to deliver it with excellence,” he said
“Broll’s entry into hospitality was a natural extension of client needs. As investors increasingly allocate capital to hospitality assets and as those assets become more complex, there is growing demand for advisory platforms that can navigate both real estate and operational dimensions,” he said.
The hospitality service line will be rolled out across the continent, leveraging Broll’s existing footprint and market intelligence. Importantly, it will operate within the group’s broader integrated platform, allowing clients to access end-to-end advisory across the property lifecycle, from feasibility and development to asset management and eventual exit.
“Several things are changing simultaneously in African hospitality. We are seeing the asset class evolve globally, hospitality in Africa is no longer defined by traditional hotel models. Instead, it has evolved into a diverse ecosystem – spanning extended-stay products, branded residences, resorts, lodges, and lifestyle-driven developments. Each needs a nuanced approach, with an understanding of the underlying core hospitality fundamentals,” Godwin said.
Today’s leading hospitality assets generate significant revenue not only from rooms, but from food and beverage, co-working, wellness, conferencing, and entertainment. They are as much urban hubs as they are accommodation providers. This shift has profound implications for investors.
Through its affiliation with Cushman & Wakefield, one of the world’s largest real estate services firms, Broll would be positioned to connect international investors with hospitality assets across Africa. This represents a shift in investment strategy, from primarily intra-African capital flows to a more outward-facing, globally integrated approach, Godwin said.
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