Aleph Hospitality: Strategic Casablanca Move Boosts North Africa Growth
Aleph Hospitality opens its Casablanca office and appoints Abdellah Essonni to lead North Africa expansion, strengthening its presence in Morocco’s tourism market.
Punita Thakur 
Aleph Hospitality has opened a regional office in Casablanca and appointed Abdellah Essonni as Regional Vice President for North Africa, marking a key step in the company’s expansion strategy across the region. The announcement, made on March 31, positions Morocco as a central hub for the company’s operations in North Africa.
The Casablanca office will function as Aleph Hospitality’s operational base for the region and is one of four new offices planned for 2026, alongside Abidjan, Cape Town, and Nairobi. The Dubai-headquartered company said it will continue to build its local team in Morocco throughout the year to support its growing portfolio and pipeline.
Casablanca Office Anchors Aleph Hospitality Expansion
The Casablanca office strengthens Aleph Hospitality’s presence in a market where it has recently established operations. In November 2024, the company entered Morocco through management agreements for two luxury properties: the 93-room Marchica Lagoon Resort in Nador and the 72-suite Michlifen Resort & Golf in Ifrane.
These properties represent Aleph’s strategy of working with independent hotel owners, offering management services either through franchise-backed branded operations or as a white-label operator. The Casablanca base is expected to streamline operations, support new signings, and improve oversight across North African assets.
The Casablanca office expansion aligns with Aleph Hospitality’s broader target of managing 100 hotels by 2029. As of now, the company manages over 50 hotels with more than 7,000 rooms across 23 countries and 39 cities.
Leadership Appointment Brings Decades of Experience
Abdellah Essonni brings over 35 years of experience in hospitality management, development, and asset management across multiple international markets. He most recently served as Strategic Advisor at HSP, a London-based hospitality consultancy network.
His previous roles include serving as CEO for hospitality asset management at Saudi Hospitality Company between 2022 and 2024, as well as Chief Hospitality Officer at Maad International, where he oversaw the delivery of 4,400 rooms under IHG’s voco brand in Makkah.
Essonni has also held senior leadership roles with Abjar Hotels International, Hyatt, Jumeirah, Four Seasons, Kempinski, and Disney, with experience spanning cities including New York, Rabat, Riyadh, and Baku. He previously worked as Managing Director of asset management at Actif Invest in Casablanca.
In a statement, Essonni said the company’s expansion pace and the establishment of the Casablanca office mark an important milestone in strengthening its regional presence.
Third-Party Management Model Gains Ground
Aleph Hospitality operates on a third-party management model that separates hotel ownership from daily operations. Under this structure, property owners retain ownership and can maintain international branding through franchise agreements, while Aleph manages operational execution.
This model offers owners greater operational visibility, flexibility in contracts, and the ability to switch operators without losing brand affiliation. It also simplifies management for owners with multi-brand portfolios by consolidating reporting and performance benchmarking under a single operator.
While this approach is well established in the United States and Europe, it is still gaining traction in the Middle East and Africa. Aleph’s recent growth, including the addition of 26 ONOMO-branded hotels across 14 African countries in 2025, reflects increasing adoption of this model.
Morocco’s Tourism Growth Supports Expansion
Aleph Hospitality’s expansion comes amid strong growth in Morocco’s tourism and hospitality sector. The country recorded 19.8 million tourist arrivals in 2025, representing a 14% increase year-on-year and exceeding government targets ahead of schedule.
Tourism revenue reached MAD 138 billion ($13.8 billion) in 2025, up 21% compared to the previous year. In the first quarter of 2026, Morocco welcomed 4.3 million visitors, a 7% increase, while travel receipts rose 24% to MAD 31 billion.This surge in visitors is a major driver for the current Morocco hotel expansion.
The sector contributes approximately 10% to Morocco’s GDP and supports around 894,000 direct jobs. Government-backed initiatives include a $600 million tourism roadmap for 2023–2026 and a MAD 4 billion program to modernize 25,000 hotel rooms.
In parallel, a $4 billion investment plan aims to expand hotel capacity by 20%, adding 25,000 rooms across 700 projects. These developments are linked to Morocco’s preparations to co-host the 2030 FIFA World Cup alongside Spain and Portugal.
Expansion Strategy Aligned with Market Dynamics
Aleph Hospitality’s asset-light model positions it to capitalize on Morocco’s expanding hospitality infrastructure and increasing investor participation. Approximately 75% of upcoming projects are expected to be funded by domestic investors, while international brands are projected to manage at least 15% of new capacity.
The company collaborates with global hotel brands including Marriott, Hilton, IHG, Accor, Best Western, Rotana, Wyndham, and Onomo. Its flexible operating model allows it to support hotel owners across development stages, from site selection and branding to pre-opening and ongoing operations.
With more than 3,500 employees across its portfolio and a growing regional footprint, Aleph Hospitality is leveraging its Casablanca presence to strengthen partnerships and capture opportunities in one of North Africa’s fastest-growing hospitality markets.
