A new development in hotel accomodation in the Agdal Zone, Marrakech

"Designed primarily for the family, this segment is the future of tourism in Marrakech," said Abdellatif Kabbaj, president and founder of the Kenzi chain, a partner in the Agdal Medina Club.

The Club is opening with an occupancy rate of over 60%. Promotions are helping the club to achieve a successful performance despite it being the low season. The all inclusive formula is popular with domestic tourists. This includes, accomodation, three main meals and drinks. It even includes some entertainment and a variety of sporting activities.

The domestic market volume represents about 30% of tourists who visit Marrakesh each year. " Moroccan nationals want a product tailored to their needs which meets the requirements of family tourism, one of the segments which is important for Marrakech," said Kabbaj.

It is Sham ( the Agdal Hotel Company Medina), chaired by Kabbaj, which is responsible for managing the Agdal Medina Club. It is relying initially on the expertise of the Kenzi chain which operates nine hotels in Morocco before operating under its own steam. Sham aims to develop the brand in Marrakech first.
It is possible tha other hotels in the group may be transformed into clubs. Plans are also under consideration in other cities.

This first club required an investment of 283 million dirhams (including land) financed at 45% equity by the parent group associated with Kenzi and credit being provided by BMCE and Attijariwafa Bank. The facility injects a new element in to the supply of hotels in the city with 314 rooms including 60 family suites in an area of 10 hectares with a floor area of less than 40,000 m2. The rest is dedicated to green space. The hotel features 3 restaurants, a spa and two pools. In addition to the Moroccan customers, Agdal Medina will also target the main target markets for tourism. It has an exclusive contract with Jet Tours for the French market as well as Spanish and Italian tour operators.


L'Economiste