Major Hotel Group to Open 15 Hotels in Morocco

The group’s chief executive officer, Chris Nassetta, confirmed this major acceleration following an official visit. The American giant plans to expand its portfolio to 25 hotels, more than double its current presence. According to the executive, "Morocco constitutes a market of strategic importance" driven by ancestral hospitality and a booming tourism sector. This expansion is based on close collaboration with public and private partners to cover established metropolises as well as emerging destinations.

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This offensive is reflected in the introduction of new brands on Moroccan soil and the expansion of the multi-brand offering. The group recently inaugurated the Waldorf Astoria Rabat Salé, marking its first foray into the ultra-luxury segment in the country. For Chris Nassetta, these projects demonstrate the "commitment to offer the group’s hospitality to an increasing number of travelers across Morocco." The objective is to meet the growing appeal exercised by the kingdom among international visitors through a diversified offering.

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The expansion will also include the unprecedented arrival of the Tapestry Collection by Hilton brand, which will complement a catalog already including Curio Collection, DoubleTree and Hilton Garden Inn. This orderly deployment strategy is based on a very favorable reading of national tourism prospects. The group emphasizes that these scheduled openings will allow it to consolidate its footprint across the entire territory. Hilton is thus betting on the sustainability of Moroccan growth to become an even more essential player in upscale hospitality.