Why Nigeria’s hospitality brands are struggling to scale globally – Ogbeh

Hospitality entrepreneur Adegbe Ogbeh, in this interview with KENNETH ATHEKAME spoke on the realities facing local hospitality brands, from infrastructure deficits and talent gaps to macroeconomic pressures shaping growth and expansion.

Nigeria’s hospitality sector is evolving rapidly. How would you describe the transformation of local hospitality brands over the past decade?

Standards have improved significantly across infrastructure, design, and the diversity of offerings. Lagos still sets the pace, but other cities are gradually catching up across multiple aspects of hospitality. Overall, the trajectory is upward, with local brands increasingly delivering experiences that can stand alongside established global benchmarks.

What inspired your brand’s journey toward achieving global standards while remaining locally rooted?

In one word: competition. It is a powerful driver in hospitality. Competing with other brands, global trends, and even your internal benchmarks forces clarity and consistency. Without that, it is easy to lose direction. We have remained focused on our identity and avoided the distraction of trying to do too many things at once.

How do you strike a balance between preserving Nigerian identity and meeting international hospitality standards?

Being Nigerian already comes with a rich cultural identity. Our exposure to global experiences influences how we present our brands. The approach is straightforward remain proudly Nigerian in expression while layering in international best practices in service delivery, operations, and design.

In your view, what defines a global standard in hospitality today, and how are Nigerian brands aligning with it?

Global standards are not static; they evolve with changing consumer expectations, innovation, and cost structures. At its core, hospitality remains customer-centric. Nigerian brands adapt quickly by absorbing global trends and tailoring them to local realities. It is a continuous mix of exposure, competition, and rising consumer expectations.

Can local cultural elements become a competitive advantage on the global stage?

Absolutely. Nigeria’s culture is already highly visible globally. Through music, fashion, food, and nightlife, our identity travels widely via digital platforms. This positions Nigerian hospitality within the global experience economy, where cultural authenticity becomes a strong differentiator.

What operational changes have been necessary to match global service expectations?

It requires constant learning through travel, training, experimentation, and exposure to global trends. Hospitality is about selling experiences, so staying informed is essential. Internally, we have also strengthened staffing structures and operational discipline, which are often less visible but critical to delivering consistent quality.

How important is staff training and culture in delivering world-class hospitality experiences?

It is fundamental. The strength of any hospitality business lies in its people. From leadership to frontline staff, the team determines the quality of experience. Without a strong culture and well-trained personnel, even the best-designed spaces will fail to deliver.

Are there specific innovations in technology, design, or service delivery that have helped elevate your brand?

Yes. In Nigeria, there are effective payment and ordering systems both local and customised that have improved operational efficiency. We also leverage established global tools for food and beverage management. In addition, strategic use of media and storytelling has helped shape brand perception and visibility.

Do Nigerian consumers increasingly favour indigenous hospitality brands?

It is more of an evolution than a sudden shift. Hospitality is largely proximity-driven, so local brands have always benefited from accessibility. What has changed is the level of recognition and respect local brands now command compared to a decade ago.

What differentiates your brand in an increasingly competitive market?

Innovation. The reality is that in hospitality, you either innovate or risk stagnation. Competition and tightening consumer spending mean you must continuously improve offerings, explore new ideas, and refine existing ones.

What are the biggest obstacles local hospitality brands face in achieving global standards funding, infrastructure, talent, or regulation?

Electricity remains the most significant challenge in Nigeria. While funding, infrastructure, talent, and regulation all play roles, power supply is fundamental to operations. Talent gaps tend to emerge at higher levels where international benchmarks are required, but electricity remains the most immediate constraint.

How do macroeconomic factors in Nigeria impact service delivery and expansion plans?

They have an immediate and often negative impact. Hospitality is tied to discretionary spending, so economic shocks are quickly felt in the industry. However, demand tends to rebound over time because people have an inherent need for social interaction and leisure.

Are Nigerian hospitality brands ready to expand beyond the country into other African or global markets?

The answer is both yes and no. Nigerian brands are already present globally, particularly in food-related segments. However, broader hospitality ventures remain largely domestically focused due to capital intensity and structural requirements. Expansion will likely begin within Africa before extending globally.

What strategies are required for local brands to gain international recognition?

Clear brand identity, consistency in delivery, and strategic partnerships are essential. Brands need scalable systems, compelling narratives that can travel across markets, and the discipline to maintain standards regardless of location.

What leadership principles have guided your journey in building a globally competitive local brand?

Two stand out: partnerships and curiosity. Strong collaborations both corporate and brand-level accelerate growth and learning. Curiosity ensures continuous improvement. There is always a better way to do things, and that mindset drives progress.

Finally, what will it take for Nigerian hospitality brands to truly compete on a global scale?

Courage supported by structure. The ambition is already there, but it must be matched with systems, discipline, and adherence to global best practices. Competing internationally requires not just boldness, but the ability to consistently meet and sustain global standards across markets.