ASL's big hospitality bet

Philemon Jambaya

Zim Now Editor

Amidst swirling speculation about its shrinking footprint, African Sun Limited (ASL) is charting a bold new course, promising a dynamic expansion and a renewed focus on its flagship properties. The listed hospitality giant, far from retreating, is poised for a strategic resurgence, fueled by asset sales and a commitment to elevating its remaining hotels to world-class standards.

Recent moves, including the decision to sell the Beitbridge Express Hotel, Great Zimbabwe Hotel, and Monomotapa Hotel, sparked concerns that ASL was losing its grip on the sector. However, ASL chairman Lloyd Mhishi has emphatically dispelled these notions, revealing ambitious plans for acquisition and refurbishment.

"Plans are afoot to acquire significant interest in other hospitality assets, including a possible new build, which plans will come to the fore once all processes and regulatory requirements are in place and funds are available from the disposal of the non-strategic properties," Mhishi disclosed, signaling a strategic reinvestment of capital. While declining to divulge specific details, he painted a picture of a company actively seeking to strengthen its portfolio.

The current phase, he emphasized, is dedicated to a comprehensive refurbishment and upgrade of key properties, most notably the iconic Elephant Hills Resort. This initiative is driven by a desire to enhance competitiveness and maximize revenue generation. "The company’s goal is to match or surpass this standard with its remaining properties, including Elephant Hills Resort and the Holiday Inns," he explained.

ASL's commitment to excellence is already evident in the successful refurbishments of Hwange Safari Lodge and Troutbeck Resort. These revitalized properties have garnered overwhelmingly positive feedback, particularly from international guests, translating into increased bookings. "Encouragingly, guest feedback, particularly from foreign visitors, has been very positive, and this is gradually translating into increased bookings," Mhishi noted.