The new leader in the hotel industry in Morocco mobilizes 580 MDH in equity to finance its development

A few weeks after launching the first phase of the transformation of its hotel branch, the Al Mada group is moving on to a second stage. Through African Hospitality Group, its new arm in the tourism sector, the former SNI has just injected no less than 580 million dirhams into Tourism Property Morocco (TPM), the structure which owns all the property and business of the hotel units operated by the group. The objective of this massive recapitalization is to provide TPM with the financial means to finalize its short and medium-term investment program and which should enable the former Atlas Hospitality Morocco to exceed the bar of 10,000 beds distributed between around thirty hotels across Morocco by 2025.

Also, from 2024, TPM’s portfolio will be strengthened by the entry into the running of the new Kaan brand. with a first unit in Casablanca which will have 110 rooms and the consolidation of The View brand with the launch of a 210-room establishment in Agadir. Remember that following the restructuring of Al Mada’s hotel activities, the management of TPM’s hotel units was entrusted to Experienciah, another subsidiary launched in 2023 and chaired by Abbas Azzouzi (former Director General of ONMT) with a value offer around five major pillars: hospitality, catering (Food & Beverage), physical, mental and emotional well-being (Fitness & Wellness), leisure (Entertainment) and sustainability, through respect for the environment and partnerships with cooperatives and artisans to promote their products. Read also | Morocco-Nigeria gas pipeline. Algiers or the temptation of the worst Pillars materialized by these four brands. First, The View, which focuses on the “authenticity and elegance” of Moroccan culture. Next, Kaan, “a friendly address anchored in its local environment that celebrates community, creativity and art”. The third is A Collection, which brings together urban or very high-end hotels. Finally, the My Relax brand presents in Casablanca, Kénitra, Marrakech, and Oujda, which offers hotels accessible to small budgets in Morocco and, soon, elsewhere in Africa.

source: challenge.ma