At a time when in the leisure segment, AHM is backed by a first-level industrial partner allowing vertical integration of the sales process, the group is displaying new ambitions in the business hotel segment both in Morocco through the Rabat/Casa axis, but also planning to launch 3 and 5* units in the first African destinations where the group is currently maturing its strategy.
With its 26 hotels and more than 9,000 beds, Atlas Hospitality Morocco (AHM) has managed to establish itself as a benchmark player in its sector, with a presence in the country’s main cities.
AHM remains proud of 2,500 employees, with more than 35% female employees and 3 hotel managers (quite rare in Morocco) where the profession is heavily male.
AHM announces the imminent opening of a high-end 5* hotel in the Capital, THE VIEW, with its 17 floors offering 145 luxury rooms and suites, a Meeting forum and several restaurants. This unit, carried out jointly with the SOMED Group, required an investment of MAD 270 million to generate more than 160 permanent jobs and will complement Rabat’s hotel offering from above.
Atlas Hospitality also announces the rise of its 3* segment with the RELAX brand. After opening 4 units over the last two years in Marrakech, Nouasseur, Oujda and Kénitra, the Chain announces the opening of 100 rooms at Casa passenger station, a 60-room unit in Nador, followed by 60 rooms in Tétouan.
As part of the strengthening of the Corporate axis, it confirms the purchase from SOMED of the ALMOHADES unit, a 4* hotel with 130 rooms in the heart of Casa.
Opportunities
“With this size, it becomes necessary to diversify the park. There, we are currently at 26 hotels, and we will rise very quickly to 31. Atlas Hospitality has achieved an average growth rate of its capacities of 12% per year over recent years, setting a very sustained pace of constructions or acquisitions. We therefore opted for an internationalization strategy, and the choice fell on Africa. However, there is no question of Atlas Hospitality going it alone. We are looking for partnerships at the local level with African groups, in order to set up our own experience which will complement the facilities owned by international chains,” concedes AHM top management. The Moroccan group does not only intend to limit its presence in Senegal and Ivory Coast, “because we will examine other opportunities that may be available to us in other countries,” he specifies.
Note also that over the 2017-2020 period, Atlas Hospitality Morocco will launch a new strategic course, in order to consolidate its brands, clearly mark the assets in its portfolio and continue to play a dynamic role for the sector.
