There is thirty years of history between Morocco and the Accor group. If the strategic cross-partnership with the Moroccan Risma ended in June 2023 with the exit of Accor from the group, after which two months later the operator sold its stake in AGM, this change does not bode well for slowing down development. from Accor in Morocco, assures the group involved in the monthly analysis Young Africa.
“This is a move that is part of the group’s strategy launched several years ago internationally, which consists of becoming a 100% asset light operator,” we read. Risma – whose 23 properties will continue to manage – is not the only partner in the country: each Fairmont and Mövenpick hotel is supported by another investor (Katara Hospitality for the Fairmont Tazi Palace, in Tangier, New Mauritius Hotels Limited for the one in Marrakesh…). Caisse de dépôt et de gestion (CDG) is the promoter of Sofitel Tamuda Bay, Mercure Rif Nador and Pullman Mazagan, not forgetting other private groups such as real estate developer Mfadel, with which Accor has opened three Ibis, and Novotel in Mohammedia.
The new situation would even be, according to an expert in the sector that states Young Africa, “a new agreement where everyone wins”. For Accor, this means the possibility of accelerating development, including Risma, by minimizing financial obligations and thus risks. As for Risma, this gives her the opportunity to emancipate herself by collaborating with brands other than Accor.
“With or without its historic partner, Accor has no shortage of projects in Morocco. And for good reason: the country is setting records in terms of tourism. In 2023, despite the earthquake that hit the Marrakech and Ouarzazate regions in September, Morocco recorded 14.5 million admissions, an unprecedented number. And hosted the annual meetings of the IMF and the World Bank in Marrakesh just a month after the earthquake», lists Young Africa.
Added to this is the construction of a new high-speed railway line, highways, modernization of airports, etc. In 2025, Morocco will host the African Cup of Nations (CAN) and in 2030, it will host the FIFA World Cup, along with Spain and Portugal. “There is no doubt, therefore, that the hotel giant is giving up on such a promising market.”writes the magazine.
For Accor, the goal is to double the number, which currently consists of around forty properties. Talks are underway with investors who would all be new partners of the group. One of these potential investors openly comes forward. “This is Kasada, an investment platform backed by the Qatar Investment Authority and AccorHotels, already the owner of 20 Accor hotels in eight sub-Saharan African countries, which has clearly announced its ambition to come to the Kingdom.”, we read again. The transaction is also planned for the year 2024.