Protea Hotels has announced its decision not to renew its licence agreement with the Extreme Group International as of the 30 October 2007.  "The hotel has been absorbed into the Protea Hotel fold and been re-branded Protea Hotel Fire & Ice! We have decided not to renew our licence agreement with the Extreme Group International and will, instead, revert to the name and branding that was proposed before Extreme Hotel Cape Town became a reality a year ago," explained Group Managing Director, Arthur Gillis.

Gillis explains that: "Since and after the acquisition of Protea Hotels by Stella Hotels of Australia, we have had to time to meet and discuss branding issues and strategies with our new partners. We are delighted to announce that we are continuing to trade under the brand names Protea Hotels and African Pride Hotels, Lodges and Country Houses throughout Africa. We believe that this is an adequate stable of recognisable and established brands and therefore have decided to not continue with the Extreme Hotel brand as of the 1 November 2007."

Gillis continued by saying, "Although we have been delighted with the enthusiasm, awareness and success that Extreme Hotel Cape Town has enjoyed, we believe that our efforts are better focussed on our existing brands and we have therefore chosen not to further pursue the strategy of an additional brand, but to rather focus on our established name and brands."