New markets such as Asia and different sectors such as premium family travel were suggestions for broadening source markets, while others include Russia, the US and the Middle East, according to Patrick-Denis Finet, general manager of the new Mandarin Oriental opening in 2011.
“The arrival of Mandarin Oriental will enhance the awareness of the location as a luxury destination, helped by the number of luxury hotels scheduled to open in the not too distant future,” he says. “The city appeals to a fashionable crowd of sophisticated travellers.”
The eagerly-awaited resort is set in 53 hectares in the Palmeraie region, offering access to Marrakech and the mountains, while positioning as an exotic retreat with riad-style accommodation, spa and restaurant facilities is indicative of the trend towards stand-alone destination resorts.
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Rocco Forte Collection is heading in this direction at Assoufid with a golf course, tennis and spa as well as residential villas coming soon; Jumeirah is planning golf and polo; Park Hyatt has golf as an USP; Jawhar resort has a spa and wellness resort with villas; while The Address will debut with hotel, villas, wellness villas, polo fields and tennis facilities.
According to CEO for Emaar Hotels, Marc Dardenne, this first foray overseas is also the first retreat property developed by the company, and as such will set new standards.
“The Address Jnan Amar Marrakech is setting a new niche in the industry with The Address philosophy of offering tangible guest benefits matched by superior service standards and a great locations — we expect occupancy levels to be strong from inception.
“The resort will have five focal areas — cultural, business, meetings and incentives, health and well-being and sports and recreation,” he adds.
But, while the big names have been drawn to Marrakech as a launchpad, many are also looking at other developments and areas, with The Chedi and Banyan Tree signed up for Tamouda Bay, Anantara in Mogador, Hyatt in Lixus and The Address announcing Tangier, for instance, while the bigger groups are multi-focused with Accor extending its network with openings in Mogador, Agadir, Tangier and Casablanca.
At Starwood, VP for MENA acquisitions and development, Neil George, cited the tourism infrastructure, planning and marketing as key reasons for entry in to the market.
“We believe the Casablanca market could benefit from our Westin or Four Points by Sheraton brands ... we would also like to have a hotel in the capital Rabat where Sheraton could be a great fit, and leisure destinations such as Tangier and Essaouira also represent a great opportunity.”
The group has a 150-room W Hotel opening in Marrakech next year, offering villas, golf and the W pizzazz, but George confirmed the group was in active discussions for various projects across the country.
Just how successful the import of a name can be was exemplified by the opening of Kerzner’s Mazagan resort last year, since when occupancies have been growing exponentially, according to Emmanuel Comble, executive sales & marketing director.
“It is a Sol Kerzner tradition to launch projects with big events that attract attention, and this was no exception ... Mazagan is now one of the iconic properties in Morocco offering a new concept of affordable luxury within gigantesque spaces, and we have seen 100% occupancy during several periods this year,” he says.
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