How is La Mamounia positioned in Marrakech’s luxury hotel sector? USPs, comp set
La Mamounia is established as the icon of luxury in Marrakech, offering a perfect blend of Moroccan heritage, exceptional service, and modern opulence. It is revered both as a cultural landmark and a world class hospitality standard. Known for its rich history, unmatched location in the heart of Marrakech, an architectural design that harmoniously combines tradition and modernity, and illustrious celebrity clientele, the hotel also delights guests with its exceptional culinary offerings. Featuring restaurants that showcase different cuisines, crafted by renowned chefs. This unparalleled combination secures the hotel’s unique stature in the city’s luxury landscape.
What is the profile of your guest? Which are your key feed markets?
La Mamounia attracts affluent, discerning travelers seeking a blend of authentic cultural experiences and unmatched luxury. Guests are typically well traveled individuals from diverse backgrounds, whether visiting for a family trip, a romantic getaway, a trip with friends, or major events such as weddings, team-building retreats, and more. Our guests value privacy, exclusivity, and impeccable service.
La Mamounia’s key feed markets include the USA, France, and the UK. Additionally, our top 10 markets feature Spain, Italy, other European countries, as well as select regions from South America such as Brazil and Mexico.
To what extent do you also attract locals?
Of course, we have a loyal Moroccan clientele who are accustomed to the hotel and have their regular routines, even if their numbers may not be very high, as many Moroccans also enjoy traveling abroad to explore other cultures. Additionally, we welcome many local guests who visit to celebrate special occasions, enjoy fine dining at the hotel’s restaurants, have a drink in our bars or experience the renowned spa and hammam.
What are the advantages of a non-affiliation to a hotel chain or hotel group?
One of the greatest advantages of being an independent hotel is the creative freedom we enjoy. This liberty fuels innovation and passion, enabling us to bring our ideas to life. It translates into meticulous attention to detail as we constantly strive to surprise and delight our guests whether through a new touch in the linens, a signature cocktail, or a complete reinvention of our culinary offerings. In contrast, such bold changes might take longer to implement in a chain, where decisions often require multiple levels of approval at the headquarters.
An independent hotel has its own soul, its unique identity, something truly “one of a kind” that guests will only experience here. This distinct character is what sets apart an independent hotel from a hotel chain, creating a sense of magic that leaves a lasting impression.
Staffing has remained challenging in luxury hospitality worldwide. What has been your approach?
We have the privilege of being regarded as one of the best hotels in the world, which makes it an honor for our staff to be part of the La Mamounia team, especially in terms of learning and development. The culture at La Mamounia is unique, as a hotel with a century long history, certain values have been passed down from generation to generation, becoming an important part of our work ethic and creating a strong sense of belonging. While we are certainly not immune to the evolving trends in the modern workplace, we adapt to them as best as we can.
Ultimately, the success of La Mamounia is closely tied to the success of its staff, and we are committed to ensuring that this is reflected in their experience with us.
How do you motivate your staff?
There are various ways we motivate our staff, including organizing competitions, parties, and special events dedicated exclusively to them. We also hold fun days for their children, offer bonuses, and implement numerous other initiatives. However, the most important aspect is their involvement, actively engaging with them, listening to their needs, and ensuring they feel valued. This holistic approach not only boosts morale but also strengthens their commitment and loyalty to the hotel.
Tell us more about the F&B and wellness offerings of your hotel.
We offer a diverse range of culinary options, with several restaurants featuring distinct cuisines to provide a rich variety. This includes L’Asiatique and L’Italien, led by the renowned chef Jean-Georges Vongerichten, as well as a highly recommended Moroccan restaurant serving authentic yet reinvented Moroccan dishes. Additionally, Le Pavillon de la Piscine offers a Mediterranean buffet, while our bars and tea lounges feature a savory menu curated by the famous chef Pierre Hermé, who is also our in house pastry chef. This combination ensures a sophisticated and varied dining experience to delight every palate.
To what extent luxury relates to lifestyle?
Luxury is deeply related with lifestyle, as it reflects not only wealth and exclusivity but also a way of living that values refinement, comfort, and exceptional experiences. In today’s world, luxury is about more than just the highest quality goods and services, it’s about creating a distinct, personalized way of life. Whether it’s through exquisite dining, curated travel experiences, or bespoke services, luxury enhances how individuals express their identity and enjoy their leisure time. At La Mamounia, this concept is embodied through a blend of tradition and modernity, where every aspect of the guest experience is designed to elevate their lifestyle and create lasting memories.
Is there a recipe to achieve the balance between desirability and value?
Achieving the balance between desirability and value is an art that requires a deep understanding of what truly appeals to your audience while maintaining a sense of exclusivity and quality. The key is to offer exceptional experiences and products that exceed expectations without compromising on authenticity or craftsmanship. At La Mamounia, this balance is achieved by combining bespoke services, worldclass facilities, and personalized attention, all while staying true to the Moroccan heritage that makes us unique.

Pierre Jochem, General Manager, La Mamounia Marrakech
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