The Group, the first 100% Moroccan hotel operator (Capital and management), with 28 hotels, does not intend to stop there. Two new hotels will have to be built in the airport zone of the economic capital around 2021. By winning, against two recognized international brands, the competition launched by the National Airports Office (ONDA). An agreement was signed allowing the construction of a 5-star establishment under the The View brand and another 3-star under the Relax brand, resulting in a budget of 200 million DH for 400 beds. In recent years, Atlas Hospitality has made a qualitative shift by aiming to better reposition its corporate segment. In this vision, this Air Hub complex was entrusted to the architect Didier LeFort associated with Fayçal Sentissi. The international firm has over 25 years of experience and flagship projects with the Ritz Carlton, Four Seasons, Starwood and Club Med chains. Among their latest achievements in the Kingdom, we can cite Four Seasons Marrakech, the CIMR Tower and Al Maaden. The Casa Airport project will be an emblematic building accessible by electric shuttles. The 2 hotels will be completely digitalized. They will notably offer fast checking to the 2 terminals, in-room flight information, direct non-paying connection with airline desks, the customer will be able to check-in via the internet and retrieve their key code before their flight, as well as check-out from their room via their credit card. The meeting rooms will be wired for high-speed videoconferencing to complement other innovative services set up on these units before being deployed to the rest of the park.
The new range of products joins The View, one of the trendy brands in Rabat which has enjoyed real international success since its opening last March. The Group’s fleet will also undergo a makeover (for the units targeted by the renovation) and move upmarket to support the process of building loyalty and positioning the entire destination over the next 10 years.
AHM, an operator at the heart of the multi-brand and multi-segment travel industry
It must be said that Atlas Hospitality was one of the first pioneers in more than 15 years to open hotels to the domestic market. However, international activity represents more than 70% of its turnover. With its current size, the company displays the best CAGR (average annual growth rate) of hotel capacity, i.e. 12% per year for 18 years, setting a very sustained pace for its organic growth.
The fact remains that it is already planning to internationalize its activity and is targeting African destinations in partnership to install its brands. But, for Atlas Hospitality, there is no question of going it alone. Also, it is looking for partnerships at the local level with African groups, in order to set in motion one of the first south-south hotel partnerships and to benefit institutions in the destinations, to share its innovative and profitable model. With this in mind, the group’s hotels in Morocco will serve as a base to ensure the training and upgrading of executives and employees from partner countries, in order to quickly integrate them into future units.
The Group with its 2,500 employees, 400 executives and 38 directors including 4 women (a first in Morocco and in Arab or African countries), has built its brands around 7 fundamental keys, hospitality, passion, comfort and conviviality, accessible gastronomy, wellness.
Today, with its partnerships, it secures the 2nd national place in the 5-star and 3-star segment, it remains the leading operator in the 4-star segment, as it also occupies a premium pool position in the Clubs with aqua parks segments.
source: challenge.ma
