Amaryllis Hotels has officially rebranded to Amaryllis Holding Group (AHG), unveiling four distinct hospitality brands aimed at capturing different market segments across Malawi’s tourism sector.
The transformation positions the company as a structured hospitality group offering services under the Amaryllis Hotels, Tulip by Amaryllis, Rosewood and Amaryllis Residences brands.
In addition to Amaryllis Hotels, the group will offer the mid-scale Tulip by Amaryllis brand, which targets leisure and business travellers seeking authentic experiences across Malawi, balancing affordability with quality service for couples, families and corporate guests.
Rosewood, positioned as the most price-sensitive brand, caters to travellers unwilling to spend more than K150,000 per day including breakfast, while maintaining standards in cleanliness, Wi-Fi and basic services.
The premium Amaryllis Residences offers fully serviced apartments for extended stays, targeting diplomats, business travellers, consultants and relocating families seeking home-like comfort with hotel standards.
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AHG Managing Director Ramy Waheed announced the strategic shift during a launch event in Blantyre, where he described it as a move to cater to diverse traveller needs, from budget-conscious guests to premium long-stay clients.
“Rosewood is designed for you and priced for all. This is for those people that don’t want to spend more than K150, 000 a day including breakfast, but don’t want to compromise on cleanliness, Wi-Fi and standard basic service.
“When I am travelling outside Malawi, I don’t stay in hotels. I am tired of hotels. I have always looked for Airbnb to get the feeling of home, kitchen, and proper bedroom. So, this is where I came with Amaryllis Residences,” Waheed said.
AHG Chairman Shiraz Yusuf said: “We did not just build a hotel, we built belief. And now, we are building beyond belief. We are building the future.”
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The expansion includes strategic partnerships, with sister company Centenary Service Limited providing supply chain services across all AHG properties, Stakeout and Golden Mountain Media.
Tourism Minister Vera Kamtukule praised the company’s resilience, saying it has survived near-collapse and the Covid pandemic to emerge stronger.
Kamtukule also pointed out what she called the transformative nature of the rebranding, saying the company “beheld something in the future” and made necessary sacrifices to achieve the vision.
“There was a time this thing was nearly sold. How did we get from there to here? It is a question of leadership. From the Ministry of Tourism, I pledge our continued support in every way possible. We will ensure that you achieve your dreams,” Kamtukule said.
The rebranding comes as Malawi’s hospitality sector seeks to diversify its offerings and capture growing domestic and international tourism demand across different price points.
