A major new partnership is set to give one of Africa’s best-known hospitality brands a bigger stage on the global tourism map. Cape Town-based Newmark Hotels & Reserves has announced a strategic partnership with international hospitality company Banyan Group, a move that will see the African hotel operator join Banyan’s global portfolio while maintaining its own identity and leadership team.
The deal combines Newmark’s local expertise and growing footprint across Africa with Banyan Group’s international reach, booking platforms and development network. For travellers, it means easier access to some of Africa’s most sought-after destinations. For Newmark, it opens the door to a wider global audience while allowing the company to continue operating under the brand and approach that helped build its reputation over nearly two decades.
“We’ve always focused on creating unique experiences while allowing each property to retain its own identity,” says Neil Markovitz, Founder and CEO of Newmark Hotels & Reserves.
“Joining Banyan Group gives us greater international reach while preserving what has made Newmark successful.”
From Cape Town to the continent
Founded in 2007, Newmark has grown from its Cape Town roots into a hospitality collection spanning seven African countries, including South Africa, Namibia, Zimbabwe, Tanzania, Uganda, Nigeria and Mauritius.
Its portfolio includes city hotels, private game reserves, wellness retreats, island escapes and safari lodges.
Among its best-known properties are QWABI Private Game Reserve in the Waterberg, Motswari Private Game Reserve in the Greater Kruger ecosystem and Gorilla Heights Lodge on the edge of Uganda’s Bwindi Impenetrable National Park.
The collection also includes Future Found Sanctuary in Cape Town, which has become known for its wellness-focused experiences on the slopes of Table Mountain.
Why this matters
Africa’s tourism industry continues to attract growing international interest, with travellers increasingly seeking meaningful experiences connected to nature, conservation, culture and wellbeing.
The partnership strengthens Banyan Group’s presence across the continent while giving Newmark access to a global network of travellers and loyalty programme members.
Once integration is complete, Newmark properties will also become available through Banyan Group’s booking channels and it’s with Banyan guest recognition programme, helping introduce African destinations to a wider international audience.
Keeping the local touch
Despite the investment, both companies say Newmark’s day-to-day operations, leadership team and relationships with property owners will remain unchanged. That commitment to preserving each property’s unique character appears to be a key part of the partnership.
“Newmark’s hotels, lodges and reserves are closely connected to the places in which they operate,” says Ho Ren Yung, Deputy Chief Executive Officer of Banyan Group.
“We want each property to retain the character and sense of place that have shaped its success.”
A growing tourism story
The announcement comes at a time when Africa’s tourism sector continues to gain momentum.
As more travellers look beyond traditional destinations and seek experiences rooted in wildlife, conservation, wellness and local culture, brands like Newmark are finding themselves well positioned to meet that demand.
For Newmark, the partnership marks the next chapter in a journey that started in Cape Town and now stretches from the shores of Mauritius to the edge of Uganda’s mountain gorilla habitat. And for travellers? It means even more opportunities to discover some of Africa’s most remarkable destination
