The leader in tourism investment Madaëf, a subsidiary of the CDG Group, is preparing to open six new hotel units by the end of 2021, thus contributing to the revival of the tourism sector.
“The units being opened will represent more than 3,000 additional beds in the Madaëf portfolio”, indicates a press release from the tourist operator, noting that in addition to the strengthening of the tourist reception capacity at the national level and its rise in range, Madaëf aims to professionalize and further structure these ecosystems with the creation of 3,000 new direct and indirect jobs.
It is in fact a question of supporting the move upmarket of the tourist offer and contributing to the development of the territories, underlines the operator, noting that it is staying the course of its ambitions and announces a vast program to relaunch its activities. to contribute to the recovery of the tourism sector, despite a difficult sectoral situation.
These openings are spread over the entire territory and concern major hotel brands, namely Hyatt Regency Taghazout, a Tourist Vacation Village and a Tourist Residence in Al Hoceima, which will be inaugurated under a renowned international brand, Marriott Rabat, or again Kasbah Ait Abbou and Kasbah Dar Al Hiba, authentic luxury accommodation concepts developed with other partners and branded Six Senses.
The envelope granted by Madaëf for these openings is up to its ambitions. It amounts to 2.5 billion dirhams, half of which relates to the Al Hoceima destination, which reflects Madaëf’s desire to continue its commitment to the attractiveness of a territory in which the CDG group has invested heavily. these last years.
And to recall that Madaëf announced, last October, an agreement with its historic partner Club Med, relating to an investment program of 312 million dirhams aimed at accelerating the development of Club Med Marrakech La Palmeraie and revitalizing Club Med Yasmina located on the Mediterranean coast.
“We come to reaffirm our commitment to the development of the tourism sector in our country, and this through an investment dynamic that we are pursuing, today more than ever, despite the current situation”, indicated, Mamoun Lahlimi. Alami, Director, and CEO of Madaëf, cited in the press release. “This dynamic aims both to support the emergence of certain destinations by strengthening their hotel capacities, but also to enrich the product range of our assets. These are the priorities that we have set for ourselves following our forward-looking analysis of developments in the sector,” he continued.
In accordance with the group’s positioning, which works for the economic development of the regions through local actions, recruitments for new hotel units have been made in the regions where the projects are located. Still, on the employment side, Madaëf claims to have preserved, throughout the period of the health crisis, all jobs, and salaries in terms of its tourist assets. The objective is to ensure recovery under the best conditions while maintaining an intact quality of service.
“We are aware that a successful recovery undeniably requires qualified and committed human resources. It is in this sense that we have anticipated the recovery by maintaining all the jobs within our assets ”, declared, for his part, Rachid Karkari, Deputy Managing Director in charge of the Property & Asset Management division at Madaëf Et to add that particular attention has also been paid to training and skills development to improve the quality of services provided by the group’s network.
Along with the openings of these new units, Madaëf has also upgraded a number of its assets, currently nearly forty, with the development of new concepts to meet new expectations and improve the experience. customer.
In the north of the Kingdom, a popular summer destination, Sofitel Tamuda Bay Beach & Spa and Banyan Tree Tamouda Bay are preparing for the season with a wide range of amenities for a Premium guest experience.
“The ambition of the Sofitel Tamuda Bay is to offer a chic, vibrant and trendy experience to modern travelers also in search of luxury, thanks to its lively and varied worlds, with two new culinary experiences, an open-air Japanese cuisine and Argentine cuisine full of flavor ”, said Laurent Vigneron, General Manager of the Sofitel Tamuda Bay Beach & Spa.
And to add that this summer will also be the time for outdoor and nautical activities, golf, trekking, and the discovery of a beautiful and rich region. Between the beach and the swimming pool, suitable for the whole family, there are many activities at the Sofitel Tamuda Bay. Same story at Banyan Tree Tamouda Bay which reaffirms its positioning as a benchmark gastronomic address with new exceptional restaurant concepts: the luxury establishment welcomes for the season, for example, Najat Kaanache, Chef de internationally renowned, which will delight customers with its sumptuous culinary creations.
“At Banyan Tree Tamouda Bay, we make it a point of honor to meet all the expectations of our customers. This year, we have imagined new concepts in order to offer them a most sophisticated experience, in particular through very exclusive gastronomic collaborations. With attention to detail and quality of service as watchwords throughout the stay of our customers,” underlined, Hicham Najdi, General Manager of Banyan Tree Tamouda Bay.
The El Jadida destination is not to be outdone. Madaëf led the renovation of the legendary Royal Golf El Jadida, one of the most prestigious and beautiful courses in the Kingdom. An initiative that recalls the golfing dimension of Madaëf, which manages, through its subsidiary Madaëf Golfs, the first network of golf courses in the Kingdom.
The Pullman Mazagan Royal Golf & Spa repositioning program should also be noted, with new dining and leisure points on the menu.
“We are adapting to changes in the sector by offering our customers an experience of escape and relaxation within a protected nature. The Pullman Mazagan Royal Golf & Spa is enriching its catering and entertainment offer this year with new universes and concepts capable of satisfying both family customers and leisure and business travelers”, stated, Jalil Chebihi, General Manager of Pullman Mazagan Royal Golf & Spa.
There is also something new on the side of Saïdia Resorts, with the introduction of a renowned operator, whose identity will be unveiled shortly, for the management of three assets within the flagship resort on the Mediterranean coast of the Kingdom.
The Be-Live Collection Saïdia, meanwhile, is preparing to get a facelift with a renovation program that will start at the end of the summer season and will focus on improving accommodation, upgrading catering points, Kids Club, and landscaping of the site.
This revival process initiated by Madaëf also relates to strengthening the offer of entertainment and tourist services in its destinations, the keystone for a successful customer experience.
Multiple partnerships have been established with operators and promoters of national projects offering artistic, cultural, and sporting activities, in particular through the Madaëf Eco6 initiative. Enough to breathe new life into a sector damaged by the pandemic but whose recovery prospects remain promising.
