Hilton expands footprint in Morocco with nine new properties

MOROCCO – Hilton has announced ambitious plans to expand its presence in Morocco, aiming to double its portfolio with the signing of nine new hotels across seven of its global brands.

This move introduces luxury names like Waldorf Astoria, LXR Hotels & Resorts, and the Curio Collection by Hilton to key cities in the country.

Carlos Khneisser, Vice President of Development for the Middle East and Africa at Hilton, highlighted Morocco’s appeal as a booming tourist destination.

“With 13.1 million tourists visiting Morocco in the first nine months of this year—two million more than the same period last year—the country is enjoying significant momentum,” Khneisser said.

“These new hotels will add over 1,300 rooms and employ around 1,500 team members, solidifying our commitment to Morocco’s hospitality sector.”

The upcoming properties include the Waldorf Astoria Rabat Salé, slated to open in 2025 as part of Morocco’s tallest building, the Mohammed VI Tower.

This landmark development will feature luxury accommodations and premier dining options, including the brand’s signature Peacock Alley.

Another notable addition is the debut of LXR Hotels & Resorts in Casablanca. Located in the high-end Metropolitan development, the hotel will boast 148 rooms and offer signature experiences celebrating the city’s cultural heritage.

The Curio Collection by Hilton is also making its Moroccan debut, with properties in both Casablanca and Rabat. These hotels will focus on providing unique experiences tied to local culture, such as incorporating elements inspired by Rabat’s Botanical Garden.

In addition to these luxury brands, Hilton is bringing its value-focused Hampton by Hilton brand to Morocco for the first time.

Locations in Benguérir and Fes are expected to open between 2025 and 2027, catering to both leisure and business travelers.

Hilton’s growth in Morocco is part of a larger strategy to strengthen its presence across Africa. Recent developments include new properties in Ghana, Tunisia, Botswana, Zambia, Eswatini, Uganda, Burundi, and Rwanda.

These projects span capital cities like Accra, Tunis, and Kigali, highlighting Hilton’s commitment to the continent.

Khneisser emphasized the company’s dedication to creating opportunities across the region. “Hilton continues to invest in Africa’s growing tourism and hospitality sectors, offering world-class accommodations and creating lasting partnerships with local stakeholders.”

Hilton has operated in Morocco for nearly 60 years, and these new projects underscore its long-standing legacy in the country.

By catering to diverse traveler preferences—ranging from luxury experiences to affordable stays—the company aims to further enhance Morocco’s reputation as a top global destination.

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