Thrive Hospitality targets struggling hotels with turnaround strategy

As Kenya’s hospitality sector continues to struggle with rising operating costs, low occupancy rates, and evolving customer preferences, a new hospitality management firm is stepping in to help underperforming properties get back on track.

Thrive Hospitality Alliance, a regional hotel management company, has launched a turnaround strategy aimed at reviving struggling hotels and restaurants across East Africa. Its model combines operational audits, strategic repositioning, and hands-on management to restore profitability to assets that have fallen behind.

“Many properties are not failing due to lack of potential, but due to poor systems, weak strategy, and ineffective leadership,” the Thrive team said in an interview.

Unlike traditional hotel management approaches, Thrive offers tailored solutions for each property. Whether managing a business hotel in Nairobi’s city center or a boutique lodge in Naivasha, the company focuses on redesigning operations to meet current market demands.

Notable examples include the revamp of Hotel Boulevard into a modern, food-and-beverage-focused lifestyle hotel, and the repositioning of Landmark Suites from a long-stay facility into a mixed-use hospitality venue. The once-overlooked rooftop at Landmark now houses Landmark Bistro, a growing hotspot in Westlands.

“Our process involves auditing the business, refining the concept, retraining staff, and applying operational discipline,” the company said.

Thrive has also launched The Chaii Republic, a café concept that blends global tea culture with Indian street food—designed to suit Nairobi’s fast-paced, multicultural urban life.

Kenya’s hospitality sector has been hit hard in recent years, from COVID-19 disruptions to inflation and unpredictable demand. Thrive’s leadership argues that innovation—rather than just cost-cutting—is the key to long-term viability.

“We focus on eliminating waste, not reducing quality,” the company said. “Savings are reinvested into staff, service, and marketing.”

Their approach emphasizes lean operations, smart sourcing, and adaptable staffing while maintaining a high-quality guest experience.

Looking ahead, Thrive aims to manage over 20 properties in Kenya within five years, with plans to expand into Uganda, Tanzania, Rwanda, and parts of West Africa. Its growth strategy includes developing in-house hospitality brands such as 7th Sense Collection, Thrive Bistro Co., and The Chaii Republic, each rooted in local culture.

The company is also offering more flexible, owner-friendly management contracts, promising better operational transparency and improved returns—whether for independent properties or those tied to global franchises.

“In every city, there are underused assets with untapped value,” Thrive said. “Our goal is to help owners unlock that value—sustainably.”

As Kenya continues its post-pandemic recovery, Thrive Hospitality is positioning itself as a partner for hotel owners looking to adapt, survive, and grow in a challenging market.