The Deret Group, founded in 1947 by Robert Deret and known as one of France’s top 500 wealthiest families, is making a significant leap into the international market with its hotel subsidiary, Caphotel. The company has chosen Morocco as the key destination for its first venture outside France, capitalizing on the country’s flourishing tourism sector and sustained local growth.
Until now, Caphotel had focused exclusively on the French market. Today, under the leadership of Asmaa Deret, wife of Lucien Deret, the company is embarking on its first international expansion with the creation of Caphotel Maroc, headquartered in Marrakech. With an initial capital of 100,000 dirhams, the new entity aims to become a prominent player in Morocco’s hospitality sector.
Caphotel was established in 1997 when the Deret Group, originally active in transportation, saw a need for accommodation for its drivers on long-haul missions. This necessity led to the development of hotel expertise, and Caphotel began building and acquiring hotels across France. Today, through partnerships with hotel giants such as Accor (Ibis, Novotel, Mercure), Caphotel operates 14 hotels, ranging from 2 to 4 stars.
Asmaa Deret, originally from Casablanca and with a passion for the hospitality sector, has led the company’s growth since 2018 with a measured strategy. This approach has focused on expanding Caphotel’s presence in major French cities while gradually turning its sights to international markets. Key Moroccan cities like Marrakech, Casablanca, and Tangier are now part of Caphotel’s top priorities for growth.
Morocco: A promising market
The decision to enter the Moroccan market aligns with Caphotel’s strategic vision of capitalizing on the rapid growth of Moroccan tourism. With the increasing influx of foreign tourists and the local market’s dynamism, Morocco offers significant growth opportunities. Cities like Marrakech, with their strong tourist appeal, provide an ideal environment for Caphotel to expand its presence and cater to a rising demand for quality accommodations.
According to Asmaa Deret, the choice of Morocco was influenced by both family ties and historical connections to the country, as well as the opportunity to establish Caphotel as a key player in Morocco’s burgeoning hotel industry.
In 2024, the Deret Group stands as one of France’s most influential family-owned businesses, now led by Lina Deret, daughter of Asmaa Deret. With operations spanning five sectors—transport, logistics, packaging, real estate, and hospitality—the group employs over 7,000 people and generates €500 million in annual revenue. In France, Deret is ranked as the 8th largest logistics group, managing 70 warehouses across 2 million square meters, alongside a hotel portfolio of 16 hotels and 4 restaurants.
This diversification and international expansion reflect the Deret Group’s ambition to solidify its leadership position while embracing new horizons. With the launch of Caphotel Maroc, the group enters a new era driven by innovation and a commitment to strengthening its presence in emerging, high-potential markets like Morocco.
