Guest room at a Latitude hotel
Public space at an Urban Hotel Group property
URBAN HOTEL GROUP AND LATITUDE HOTELS ARE BETTING ON AFRICA ’ S FUTURE .
Contributed by MEGAN ROWE
different niche – boutique hotels to attract business clients and travelers seeking a place to socialize . Each property is designed with accommodations , a fee-based private social club and a co-working space . “ Our concept is work / stay / play ,” says Paul Mack , company director . “ We can provide everything our guests need without having to leave the property .” He says non-governmental organization , or NGO , travelers are particularly drawn to the concept .
Latitude ’ s first two properties — a 29-key hotel in Lusaka , Zambia , and one with 38 units in Lilongwe , Malawi — quickly doubled in size based on strong demand . A third , in Kampala , Uganda , comprises 49 rooms on a larger plot . The
“ GOOD VALUE AND GOOD DESIGN ARE HARD TO FIND IN AFRICA . THAT ’ S OUR NICHE .”
CHRIS JANNOU , URBAN HOTEL GROUP
contemporary design incorporates as much local influence as possible , featuring original art by local artists and textiles and furnishings made from recycled , upcycled and sustainable materials .
It takes less than two years to build a Latitude , Mack says , an anomaly in Africa , where “ usually you see projects spiral out of control and take five to six years .” He credits an integrated organization for streamlining the process . “ We buy the land , design it to our own specs , bring in our own contractors and are the operator and management company .” But because each market has its own quirks , he adds , in some instances a local partner is a must .
Latitude launched with investments from the management team pooled with friends and family financing , and at the end of 2018 the first private equity investor stepped in . Three properties will be open by mid-2019 , with two more in development .
How big can it get ? “ We could get to 10 really quickly ,” Mack says . “ We ’ ve got terrific momentum and a lot of demand .”
March 2019 hotelsmag . com 33