Objective 100 hotels! Why the giant Aleph Hospitality chooses Casablanca to conquer Africa

Aleph Hospitality is taking a major step in its growth. After reaching its goal of 50 hotels in 2025, the independent group now aims to double its portfolio to operate 100 establishments by the end of 2029. Already present in 23 countries and 39 cities, the management company is strengthening its proximity to owners by opening a regional office in Casablanca. This new Moroccan headquarters is part of a broader deployment plan that includes offices in Abidjan, Cape Town and Nairobi to cover the entire continent.

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To lead operations in North Africa from the Casablanca office, the group has appointed Abdellah Essonni as regional vice president. With 35 years of experience in hospitality and real estate on four continents, he will oversee the strategic and financial performance of the region. According to Aleph Hospitality, this appointment reflects a strategy to empower experienced local leaders to drive market expansion, partnerships and the signing of new franchise and management agreements.

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This deployment is accompanied by strengthening the senior management between Dubai and Morocco. Aline Barhouche is appointed Human Resources Director to lead the talent strategy, while Estelle Chambost takes on the Vice Presidency of Learning and Development. Marc Matar also joins the team as Vice President of the Food & Beverage division. His mission is to transform this segment into a growth and profitability lever for owners across the Middle East and Africa.