Spanish hotel group Soho Boutique Hotels is preparing to open its third property in Morocco, this time in the heart of Casablanca’s financial district. Located inside the Anafee Tower in Casa Finance City, the upcoming Soho Boutique Casablanca will offer 74 high-end units split into three categories: 26 executive studios, 20 premium apartments, and 28 royal residences. The hotel is designed to serve both business travelers and leisure guests, positioning itself as a refined option in one of the city’s most strategic hubs.
Under the leadership of CEO Antonio Gordillo, the brand continues to emphasize a blend of prime locations, elegant design, and personalized services. Its growing presence in Morocco has gained momentum following the 2024 opening of Soho Boutique Tétouan. Next on the agenda: a beachfront resort in Tangier slated to open by the end of 2026.
This new Casablanca venture is the result of a local partnership with the Kabbaj family, longtime investors with deep roots in real estate, textiles, and industry. The collaboration is part of Soho Boutique’s broader strategy to build a lasting presence in Morocco, aligning with the tastes and expectations of its clientele through a user-focused experience.
Looking beyond Casablanca, the group has ambitious expansion plans in Morocco. It aims to open two new hotels per year through 2030, backed by an annual investment of 30 million euros. Among its upcoming projects are a luxury resort in Tangier and new properties in Rabat and Marrakech. Additionally, in collaboration with Morocco’s national tourism office (ONMT), the company plans to establish a hospitality academy to train around 250 professionals annually—a move that reflects its long-term investment in local talent and service excellence.
Soho Boutique Hotels is also committed to sustainability. The group intends to roll out in Morocco the same eco-friendly standards it already applies in Spain, where it holds six official sustainability certifications. This environmental focus reinforces the brand’s goal of responsible growth while meeting international expectations for green hospitality.
