Accor has taken a significant step in its global growth strategy by implementing a new organizational structure in Morocco. This transformation is designed to better align with local market needs while positioning the country as a premier international destination. The group aims to enhance operational efficiency and craft unique experiences across its diverse hotel portfolio.
At the heart of this restructuring are two core divisions: the Premium, Midscale, and Economy segment on one side and the Luxury and Lifestyle segment on the other. This dual-focus strategy seeks to boost hotel performance, refine operational expertise, and provide more targeted support to the group’s partners. Within the Premium, Midscale, and Economy division, brands like Pullman, Mövenpick, Novotel, Mercure, Adagio, and ibis, which have a solid presence in Morocco, will now be overseen by the Europe and North Africa region. The Luxury and Lifestyle division, meanwhile, will manage key brands such as Fairmont, Sofitel, Sofitel Legend, and MGallery on a brand-specific basis.
Two major appointments will take effect in January 2025 as part of the new structure. Mehdi Morad, who has led Accor’s operations in the region since 2019, will now take on expanded responsibilities, overseeing the Sofitel, Sofitel Legend, MGallery, and Emblems brands under the Luxury and Lifestyle division. Souleymane Khol, a seasoned executive with nearly two decades of experience within the group, has been appointed vice president of operations for the Premium, Midscale, and Economy brands in Morocco.
Souleymane Khol
Mehdi Morad
All operational teams will be based at Accor’s Casablanca headquarters to promote close collaboration between divisions and strengthen strategic alignment. This revamped structure is designed to provide optimized support to the group’s forty-two hotels already established in the country, as well as to those currently under development. Among the upcoming projects are the arrival of new brands, including Mama Shelter, led by Ennismore, Accor’s lifestyle entity, and greet, an eco-friendly, inclusive brand.
