AKAN Collection’s Unique Vision of Moroccan Hospitality
As the AKAN Collection prepares for its inaugural participation in the prestigious PURE Life Experiences event—an esteemed global gathering dedicated to luxury experiential travel—taking place at the Palais des Congrès in Marrakech from September 8 to 10, 2026, the group is set to unveil its distinctive approach to Moroccan hospitality. Founded by Jalil Benabbés-Taarji and his son Youssef, the AKAN Collection is rooted in a family legacy of hospitality that spans three generations through the Dar Taarji group. This collection of luxury boutique hotels is celebrated for its commitment to discretion, preservation of local heritage, and cultural transmission.
Exceptional Properties in Marrakech
The AKAN Collection currently features three exceptional addresses in Marrakech, each with its own unique identity. The first, La Villa des Orangers, is a 1930s riad located at the gates of the Medina. It has earned a Michelin Key and is recognized as the first Relais & Châteaux property in North Africa and the Middle East, embodying an intimate and understated luxury. The second property, Les Deux Tours, is a sprawling three-hectare estate nestled in the heart of the Palmeraie, designed by architect Charles Boccara to resemble an Arab-Andalusian village that promotes a leisurely lifestyle. Finally, El Fenn stands out as an artistic haven in the Medina, comprising eight interconnected riads that house one of Morocco's largest private collections of contemporary art.
Under the leadership of Eros Abrile, Chief Operating Officer, the AKAN delegation will also include the directors of its properties—Souheil Hmittou, Mohamed Hejjaj, and Amine Belkhayat—along with Wafa Laksiri, the Marketing and Press Director. In the medium term, the collection aims to establish a comprehensive discovery circuit across the country, showcasing the diversity of Morocco’s rich heritage.
The rise of independent and family-owned entities like the AKAN Collection signifies a profound transformation within the high-end tourism industry, shifting from a standardized and ostentatious luxury to a more "rooted luxury" that conveys meaning and authenticity. By uniting under one banner establishments with strong personalities—such as a historic riad, a landscaped estate, and an artistic sanctuary—the group illustrates that true value lies in the memory of the place and the uniqueness of its narrative.
For travel designers and influencers gathering at major international events like PURE Life Experiences, this approach provides a direct response to the expectations of modern travelers. Today’s adventurers seek more than mere uniform hotel services; they desire immersive experiences where hospitality becomes an act of cultural preservation, forming a living bridge between local traditions and contemporary refinement.
As reported by mistertravel.news.
