“Exploring Morocco’s Vibrant Hotel Sector: Opportunities, Innovation, and Sustainability With Radisson Hotel Group”

2023-05-17 09:50:16

Morocco is an iconic destination globally and continentally. Thanks to its stability and attractiveness, the country is an excellent choice for ambitious projects.

The dynamism of the Moroccan hotel sector has always been an indicator of national economic growth. Today, while we are still caught in the momentum of the post-Covid recovery, we are witnessing the new, vibrant and exciting breath that the sector is experiencing. Tourists and businessmen are flocking once more, Emirates, Ryanair and other airlines are resuming their ambitious pre-pandemic programs and MICE activities are consolidating, particularly in the hubs of Casablanca, Rabat and Tangier.
Nevertheless, this long-awaited rise in power is shaking up the players in our industry. We are faced with a peak in occupancy rates and the imperative to resume recruitment and deploy training programs simultaneously once morest the backdrop of a market that is more competitive than ever. At Radisson Hotel Group, we have always considered training to be a real lever for development and fulfillment at work. Our employees follow an average of nearly a hundred hours of training per person. Of course, these training courses are long-term to ensure optimal and state-of-the-art operation of our services.
Indeed, many hotels are emerging and competing to each appropriate a part of the Moroccan Dream.
Our industry cannot ignore current fundamental movements, such as the sharing economy and sustainable tourism. Our consumers and stakeholders are increasingly aware of environmental issues. We have taken the measure of these changes at Radisson Hotel Group and have integrated these concerns into the implementation of our “Responsible Business” program; our commitment to sustainability charter.

Morocco: Land of opportunities
National and local tourism, a real lever of resilience in the face of the decline in foreign tourist arrivals in recent years, is fertile ground for the development of our operations. If international tourism is regaining its letters of nobility today, the crisis has made it possible to awaken among Moroccans a desire to rediscover their own country. It is an aspiration that we must cherish and cultivate.
Morocco is an iconic destination globally and continentally. Thanks to its stability and attractiveness, the country is an excellent choice for ambitious projects. The support of the Kingdom is a powerful driver for the realization of our ambitions and a guarantee of confidence in our strategy of expansion and diversification on the continent.
A tourist destination of choice, Morocco has a pool of unique niches. Ecological tourism and cultural tourism are part of it, our new openings in Taghazout and Al Hoceima have allowed us to witness the expectations of tourists, the latter are indeed in search of authentic experiences, of immersion in the Moroccan culture and a discovery of Moroccan nature and its unsuspected beauty, off the beaten track.

Seize opportunities for a bright future
The adoption of emerging technologies, such as artificial intelligence, machine learning, virtual reality and blockchain is an essential step for the development of the sector. Far from being fads, these tools are real levers for operational optimization and improving the customer experience. At RHG, we have bet on artificial intelligence to support our hotel operations, to monitor our occupancy rates and to offer unprecedented responsiveness to our customers thanks to chatbots.
The expansion of our hotel offer, which is set to be duplicated over the next 3 years, combined with the strengthening of air links across the Kingdom thanks, among other things, to the efforts of the Moroccan National Tourist Office (ONMT) are key factors. of our development strategy, these are the two pillars that will support the growth of leisure and business tourism in the years to come. These efforts, we hope, will yield more fruits and we will see high potential destinations become more accessible (ex: Al Hoceima and Saidia)
We are in a period of rebirth, full of challenges and rich in opportunities. We must seize these to consolidate the hotel sector and transform it into a robust economic lever, able to cope with change and contribute to national economic prosperity. The Moroccan hospitality industry has the makings of a global benchmark for innovation, sustainability and customer service. It is up to us to seize these opportunities and make this vision a reality.

Frederic Feijs
Managing Director Africa at Radisson Hotel Group.

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