Profitroom, a global hotel reservation booking platform, has set its sights on Africa, citing the continent's untapped potential for online bookings.

The platform said it will accelerate its expansion across Sub-Saharan Africa, including Kenya, Tanzania, Botswana, Mauritius, and Namibia.

Profitroom has established a solid foothold in South Africa over the past two years, and it said it is now speeding up its expansion across the continent with a hyper-localized approach to empower hotels across Africa.

Profitroom has appointed Leigh Myles, a 25-year hospitality veteran, as regional director for Africa to support its African expansion strategy.

Profitroom has set its ambitious target of achieving 40% market share in South Africa by 2026, as well as on-boarding 500 new properties and driving a 65% increase in total yearly recurring revenue by 2026.

"Profitroom is not here to simply provide a service; we're here to be a partner in growth," says Profitroom's CEO and founder Marcin Dragan. "With Leigh's leadership and vision, we believe we can make a meaningful contribution to the future of tourism in Africa."

Myles commented on her appointment, saying: "Profitroom isn't simply bringing an existing model to Africa; we're building a strategy tailor-made for this market.”

She emphasised that Profitroom's planned Africa expansion will be supported by a multifaceted approach.

Profitroom believes that there is no such thing as a one-size-fits-all solution, therefore adapting technology to individual tourism products is critical.

Myles said: "Africa represents a tremendous opportunity for online booking platforms. The hospitality sector here is experiencing a surge in demand, and there's a great need for solutions that empower businesses to thrive in a rapidly evolving digital world.

“For safari-focused Kenya and Tanzania, we're prioritising mobile-optimised booking platforms, while Namibia and Botswana might emphasise outdoor adventure packages

“By tailoring our technology solutions to each country's specific needs, we can effectively drive direct bookings and help to increase revenue, while also supporting the growth of the local tourism industry.”

She added: "It's about empowering African hoteliers to own their success. By providing access to innovative solutions and personalised support, we're giving them the tools to optimise operations, enhance guest experiences, and ultimately, drive greater profitability.”