Dubbed one of the ‘hottest markets for 2010’ in a recent Jones Lang La Salle Hotel Investment Outlook report, Morocco is brimming with opportunities for hotel operators, investors and designers alike. At least 80,000 new hotel rooms are planned for the country, making it one of the most buoyant markets in the Middle East and North Africa at present. Rated number one for tourism business environment in 2010 by Business Monitor International, Morocco seems to exemplify the benefits of a long-term sustainable government strategy that has encompassed infrastructure and human resources development, as well as incentivising private sector investment. “Sustainable development will be at the centre of Morocco’s new strategy, with all its components — economic, social, cultural, heritage and environment — allowing Morocco to develop its assets with real added value and differentiation,” explained Omar Bennani, CEO of the Morocco Tourism Development Agency (SMIT).
The country has also remained largely unaffected by the global economic crisis. “Morocco has carved a niche for itself on the global and regional tourism and hospitality investment landscape,” noted Chiheb Ben Mahmoud, senior vice president, MENA, for Jones Lang La Salle Hotels. “By moving to address the challenges of the new post-boom financial environment, the country has emerged as a mature hotel investment market. While the pace of development has slowed, a lot has been achieved over the past years,” he continued. The country’s original tourism development strategy aimed at tripling hotel capacity and included Plan Azur, with six beach destinations allocated to international developers at Mazagan, Saidia, Mogador, Lixus, Taghazout and Plage Blanche. New resorts are also planned at Chbika, Tamuda Bay and Cala Iris. However, it is Marrakech that really seems to be attracting the attention of the world’s leading hospitality brands. Mandarin Oriental, Baglioni, Rocco Forte Collection, W Hotels, Oberoi, Four Seasons, Park Hyatt, The Address, Jumeirah, InterContinental, Marriott, Park Plaza and Radisson Blu are all making a beeline for the city – altogether, some 1,500 rooms in the five-star category are due to open in Marrakech within three years, according to Jones Lang La Salle data.
The eagerly-awaited Mandarin Oriental resort is set on 53 hectares in the Palmeraie region, offering access to Marrakech and the mountains while seductively positioning itself as an exotic retreat. Riad-style accommodation, and extensive spa and restaurant facilities are indicative of a trend towards stand-alone destination resorts. “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. The city appeals to a fashionable crowd of sophisticated travellers,” said Patrick-Denis Finet, general manager of the Mandarin Oriental, which is set to open in early 2011. Rocco Forte Collection’s luxury resort offering at Assoufid will feature a golf course and tennis and spa facilties, as well as residential villas; Jumeirah is planning golf and polo, Park Hyatt has golf as a USP, Jawhar resort has a spa and wellness resort with villas, while Emaar Hotels’ The Address will debut with hotel, villas, wellness villas, polo fields and tennis facilities.
According to CEO for Emaar Hotels, Marc Dardenne, the brand’s first foray overseas is also the first retreat property developed by the company. “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 great locations — we expect occupancy levels to be strong from inception,” he predicted. Godwin Austen Johnson (GAJ) was responsible for designing The Address Jnan Amar. The design firm also recently worked on a private hunting lodge in Rabat and is currently tendering for additional projects in Morocco... Morocco has an established design tradition that has been successfully exported across the region. And although the standard of design within the country varies widely from region to region, places like Marrakech are renowned for the quality of their offering, according to Pintado. “I believe the level of sophistication varies enormously from area to area but I have found through my multiple visits that Marrakech has some of the most creative and exciting interiors I have come across. “The way lighting is done in Morocco is unique, I feel; the lux levels are very low and candles are used extensively, creating very sensual environments. The range of local materials – tadelaq, zelij, brass work as well as exquisite handmade ceramic tiles – gave us a superb base when designing the two projects mentioned above,” she added...By Selina Denman
ConstructionWeekOnline.com
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