Hilton is set to more than double its footprint in Morocco with the signing of nine new hotels, reflecting the country’s growing appeal as a global travel destination. This ambitious expansion spans seven of Hilton’s world-renowned brands, including the debut of the luxury Waldorf Astoria Hotels & Resorts in Rabat and the introduction of LXR Hotels & Resorts, Curio Collection by Hilton, and Hampton by Hilton to the Moroccan market.
Catering to Morocco’s Booming Tourism Sector
Morocco’s tourism industry has seen a remarkable resurgence, with 13.1 million visitors recorded in the first nine months of this year-an increase of two million compared to the same period in 2022. This growth underlines the nation’s rising popularity as a premier travel destination.
Carlos Khneisser, Vice President of Development for the Middle East and Africa at Hilton, highlighted the significance of the expansion: “Morocco is experiencing exceptional momentum as a sought-after tourist destination. These nine new signings will add over 1,300 rooms and create approximately 1,500 jobs, reflecting Hilton’s long-standing commitment to the country. With our diverse portfolio, we aim to meet the varied needs of guests while contributing to Morocco’s thriving tourism and hospitality sectors.”
Luxury and Lifestyle Offerings Take Centre Stage
Hilton’s expansion brings its globally celebrated luxury brands to Morocco for the first time:
Waldorf Astoria Hotels & Resorts: Making its debut in the capital city of Rabat, this property will embody timeless luxury and world-class service.
LXR Hotels & Resorts: The first of its kind in Morocco, this exclusive property will open in Casablanca, delivering unique experiences in an iconic setting.
Curio Collection by Hilton: Lifestyle properties under this brand are planned for Casablanca and Rabat, offering guests locally inspired, one-of-a-kind stays.
Additionally, Hilton will expand its value-driven Hampton by Hilton brand, with properties set to open in Benguérir and Fes, catering to both leisure and business travellers.
A Legacy of Hospitality in Morocco
Hilton’s relationship with Morocco spans nearly six decades, and this latest expansion will bring its portfolio in the country to over 20 hotels in the coming years. The new properties will strengthen Hilton’s presence across key cities and regions, supporting Morocco’s vision to further solidify its status as a leading global tourism destination.
This strategic growth represents Hilton’s dedication to partnering with local stakeholders and creating world-class experiences for travellers. By introducing a mix of luxury, lifestyle, and value-oriented brands, Hilton is poised to meet the diverse needs of Morocco’s growing visitor base while delivering its signature hospitality to this vibrant market.
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