Transformations in Morocco's Hospitality Landscape
The Moroccan hospitality sector is undergoing significant transformations, propelled by the entry of major international hotel chains and the rising standards of tourist consumption. This rapid evolution is accompanied by a marked polarization within the market, leading to new imbalances that deeply affect the intermediate models. For international hotel groups, Morocco remains a strategic market where a variety of offerings coexist, ranging from four-star accommodations to iconic luxury options. The Radisson Hotel Group exemplifies this trend with a diverse portfolio of brands tailored to different market segments.
According to Ramssay Rankoussen, the Regional Chief Development Officer, the entry-level luxury segment is represented by the Radisson Collection, featuring iconic hotels. Meanwhile, Radisson Blu stands out as the group's flagship brand, boasting a well-structured global presence, particularly in Casablanca and Marrakech, with further developments underway. The group is also expanding its lifestyle and mid-scale brands, such as Radisson Red and Radisson Hotel, with the latter positioned to play a crucial role in Morocco's expansion strategy.
Rankoussen highlights that the most significant growth is expected from the four-star Radisson Hotel brand, which is economically more accessible and easier to develop. This brand is currently viewed as the primary lever for expansion. Furthermore, the group is exploring new formats like the aparthotel model, which remains relatively underdeveloped in Morocco but is deemed promising. Luxury offerings are expected to concentrate on specific destinations, with Radisson Collection or Radisson Blu targeting certain iconic or beach projects, while focusing on four-star accommodations in economic or urban areas.
Market Dynamics and the Rise of Luxury
This dynamic growth is set against a generally favorable backdrop for the upscale segment. The luxury hospitality sector is experiencing significant improvement in performance. According to industry data, luxury hotels recorded a 7-point increase in occupancy rates in 2025, while the Revenue per Available Room (RevPAR) surged by 21%, reaching $131 compared to $108 the previous year.
This growth is attracting an increasing number of international groups. Companies like Accor, Hilton, Marriott, BWH, and Pestana are reinforcing their presence in Morocco, contributing to a projected 12.2% increase in the African pipeline in 2026 compared to 2025, with 675 hotels and over 120,000 expected rooms. However, Said Tahiri emphasizes that while the presence of international chains can accelerate the upscale transition and structure standards, such openness is only meaningful if it aligns with local value control. This includes ownership, financing, or operations managed by Moroccan entities, the creation of skilled jobs locally, and a supply chain that genuinely benefits the national economy.
Tahiri further analyzes the contrasting performance levels, noting that while luxury and ultra-luxury accommodations are thriving, the mid-range segment is under pressure, and entry-level options are facing stiff competition from Airbnb and other digital platforms. The rise of short-term rentals, particularly in Marrakech, exacerbates this pressure. With an occupancy rate of approximately 48%, Airbnb attracts international clients and price-sensitive Moroccan expatriates while putting downward pressure on traditional hotel rates. The need for regulation and sector structuring remains a core topic of debate. Although regulatory responses are in progress, they have yet to materialize.
In 2025, implementing orders for Law 80-14 were published in the official bulletin, introducing a harmonization of star classification for all types of accommodation, including riads, guesthouses, and aparthotels, in line with international standards. However, only strong political will can initiate real change, and the upcoming 2030 World Cup could play a decisive role in this transformation.
As reported by fnh.ma.
