Atlas Hospitality


Atlas Hospitality is a private corporate group that owns and manages hotels in Morocco. Headquartered in Casablanca[1] the company focuses on two main sectors leisure and tourism.[2]

History

The company was founded in 1996 and supervised by Mohamed Berrada who was then the President and general director of Royal Air Maroc (RAM).[3] In 2005, Kamal Bensouda was named general director of Atlas hospitality group.[4]

In 2010, RAM ceased its participation in Atlas hospitality as a part of re-centring their priorities.[5] RAM yielded its 66 per cent stake to H-Partners fund which is a private investment fund that specialises in tourism.[6] The other 34 per cent stake of Atlas hospitality are owned by SNI which is a Moroccan conglomerate presided by Mounir Majidi.[7]

Expansion

The group expanded its ownership of hotels from two units to 19 and became the second largest hotel operator in Morocco. In 2005, Atlas hospitality was made up of eight units. Between 2006-2007, it moved to owning 12 units, this included the launching of 1500 beds in Agadir, Essouira, Tangier and Taliouine and the opening of a hotel dubbed “Atlas Rif Front Beach” in Tangier for the international conference of tourism.[8]

In 2010, the hotel chain Atlas hospitality partnered with Akwa Group and Somed group. the partnership with Akwa targeted the Agadir Marina and expanded its capacity to host tourists. The partnership with Somed was industrial and strategic. It focused on the management and logistics of three hotels situated in Agadir, Casablanca and Tangier.[9]

In 2015, Atlas hospitality experienced 2.8 per cent growth in the tourism sector. This was achieved by partnering with Meeting Point Hotel Management which is part of the German FTI Group. The same group sent 40,000 travellers to Morocco in the same year. Atlas hospitality was allocated $55 million to buy existing hotels and build new ones in various regions including Essaouira and Al Hoceima.[10]

In 2016, Atlas hospitality signed a joint venture with the FTI Group (4th largest tour operator in Germany). This partnership aims at investing 1.1 billion dirhams and it consists of revamping the following clubs: Atlas Targa Club, the Idrissides Urban Club and the Dunes d’Or Beach Club. The first phase of the investment will cost MAD600 and the second one will cost MAD500. FTI plans on increasing the number of flights to Morocco (eleven per week) and the number of travellers to 150,000 by 2018.[11] As of December 2016, three Atlas Hotels were rebranded into Labranda Targa Club, Labranda Dunes D’Or Beach Club and Labranda the Idrissides.[12] The joint venture aims at building three hotels in the Chbika region which should be ready to host people by 2020.[12] The new hotels will be branded Labranda Maroc.[13]

Services

The company offers 5-star and 4-star hotels, thematically classified into three categories: Atlas Aqua parc, Atlas to live and Seaside Atlas Resorts. Each classification caters to a different group of people with varied interests and vacation plans.[14]

Resorts and hotels

Atlas hospitality has several hotels and resorts around Morocco:

  • Atlas Sky Airport hotel
  • Relax Airport Hotel
  • Atlas Almohades Casablanca City Centre
  • Labranda Dunes D’Or Beach Club
  • Labranda Targa Club
  • Labranda the Idrissides
  • Le Savoy Grand hotel
  • Atlas Amadil Aqua Parc Agadir
  • Bianca Beach Family Resort
  • Atlas Asni Marrakech
  • Hotel Medina Marrakech
  • Atlas Rif Front Beach Tanger
  • Atlas Orient Oujda
  • Atlas Volubilis Fès
  • Atlas Fès & Spa
  • Royal Atlas Agadir Hotel
  • Hotel Palais Medina Fes
  • Hotel Jardins d'Agdal Marrakech

References
  1. "Atlas Hospitality Morocco: Private Company Information - Bloomberg". www.bloomberg.com. Retrieved 2017-11-22.
  2. "Atlas Hospitality Morocco (AHM) - Company Details on ZAWYA MENA Edition". www.zawya.com. Retrieved 2017-11-22.
  3. "Royal Air Maroc - Histoire". www.royalairmaroc.com. Retrieved 2017-11-22.
  4. "Kamal Bensouda : Directeur Général d'Atlas Hospitality Morocco : L'enfant terrible de l'hôtellerie". Maghress. Retrieved 2017-11-22.
  5. "Royal Air Maroc - Histoire". www.royalairmaroc.com. Retrieved 2017-11-22.
  6. Rial, Mohamed. "Hôtellerie H_Partners reprend 66 % de la chaine hôtelière Atlas Hospitality Maroc". thrmagazine (in French). Retrieved 2017-11-22.
  7. "LE MAROC ET LES ÉNERGIES RENOUVELABLES ET LE RÔLE CLÉ DE LA SNI" (PDF).
  8. "Kamal Bensouda : Directeur Général d'Atlas Hospitality Morocco : L'enfant terrible de l'hôtellerie". Maghress. Retrieved 2017-11-22.
  9. MATIN, , LE. "Le Matin - La chaîne hôtelière voit grand". Le Matin (in French). Retrieved 2017-11-22.
  10. "Morocco" (PDF).
  11. "Atlas Hospitality and FTI to Invest MAD 1.1 Billion in Moroccan Hotel Industry". Morocco World News. 2016-12-15. Retrieved 2017-11-22.
  12. "Meeting Point Hotel Management and Atlas Hospitality announce their Joint Venture under LABRANDA Hotels & Resorts Brand in the Kingdom of Morocco - Meeting Point". Meeting Point. 2016-12-15. Retrieved 2017-11-22.
  13. "Atlas Hospitality/H Partners… et après?". Economie Entreprises (in French). 2012-02-01. Archived from the original on 2017-12-01. Retrieved 2017-11-22.
  14. "Atlas Hotels". Atlas Hotels. Retrieved 2017-11-22.
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