The name game...
To a degree, Marrakech has been nurturing its future as an ‘A’ list destination for many years, with an iconic hotel that attracted the rich and famous throughout the 20th century – it was to La Mamounia that Winston Churchill allegedly referred as ‘the most lovely spot in the whole world’.
Scrubbed up and reopened after a multi-million dollar refurb, the property is set to compete against the world’s best as hospitality legends pile in to the city and its environs in search of the rich and famous, each with a USP designed to woo today’s luxury traveller.
The roll-call is impressive, from Mandarin Oriental, Baglioni, Rocco Forte Collection, W Hotels, Oberoi, Four Seasons and Park Hyatt through to newcomers such as The Address and Jumeirah and established hospitality giants InterContinental, Marriott, Park Plaza and Radisson Blu – altogether, some 1500 rooms in the five-star category are due to open within three years, according to recent data from JLL.
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Some projects have been mothballed, with Raffles, Fairmont , Banyan Tree and Anantara going quiet on their plans, but the fall-out is to an extent giving those remaining breathing space to gird up for business, according to Alistair Emery, CEO of developer Ajensa, where Baglioni, Six Senses Spa and Jade Jagger villa designs are part of the package.
“Our project has not been affected, but we have benefited as a few resort plans have stalled,” he says. “The last 18 months have not been the ideal time to launch, but Morocco has not suffered as much as other countries and the location so close to Europe, while offering a different cultural experience, has helped.”
The Ajensa project, opening late 2011, claims space as its USP, aiming to attract a VIP clientele with exclusive villas and extensive facilities.
“We offer a boutique resort with just a few villas serviced by this hotel, set in 13.5 hectares,” says Emery.
“Many new developments now feature 200+ room hotels with golf courses, etc which is more mass market style.”
Also navigating the upmarket residence route is Four Seasons which has a 140-room hotel with 43 villas and riads readying for opening in early 2011, and general manager Jean Claude Wietzel reveals that all residences have already been sold to individual buyers.
“The entry of Four Seasons in to any market brings instant credibility and access to the hotel facilities and services were key selling points for the Four Seasons branded residences,” he says.
Dismissing the threat of too many, too soon, Wietzel says development in Marrakech was part of a plan that would bear fruits for all.
“We are basically still near the beginning of a long-term strategic government plan to position Marrakech as an exclusive, high-end destination and the addition of competitors is planned for and welcomed.”
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