The Spanish hotel group Soho Boutique Hotels has unveiled ambitious plans to make Morocco a cornerstone of its international growth strategy. By 2030, the brand aims to open two new hotels each year, backed by a total investment of €30 million. This initiative is designed to strengthen Morocco’s status as a premier tourist destination, with funding coming from a mix of the company’s own capital and partnerships with real estate developers and investors.
In collaboration with Morocco’s National Tourism Office (ONMT) and the Ministry of Tourism, Soho Boutique Hotels intends to design properties that celebrate and showcase the country’s rich heritage. The goal is to deliver guests an authentic experience, blending luxury and culture, while reinforcing the brand’s global presence in one of Africa’s most sought-after destinations.
The first project on the agenda is the launch of a luxury resort in Tangier, with further negotiations in progress for properties in Casablanca, Rabat, and Marrakech. These locations, chosen for their strategic importance and growing popularity with international travelers, are expected to become key anchors in the group’s Moroccan portfolio.
Recognizing the importance of local expertise to their success, Soho Boutique Hotels has placed a strong emphasis on workforce development. In partnership with the ONMT and specialized institutions, the group will establish a new hospitality academy. The program, which has a budget of 5 million dirhams, aims to train around 250 employees annually. Participants will undergo professional development both in Morocco and Spain, gaining insights into the company’s high standards of service excellence.
Sustainability is a core pillar of Soho Boutique Hotels’ expansion plan. The company, which has earned six environmental certifications in Spain, will apply the same eco-friendly practices to its Moroccan operations. These measures will include energy management, waste reduction, and the integration of sustainable design elements across all new establishments. By prioritizing these initiatives, Soho Boutique Hotels aligns itself with Morocco’s growing emphasis on environmentally responsible tourism.
With this bold expansion strategy, Soho Boutique Hotels is positioning itself as a key player in Morocco’s hospitality sector. By investing in both human capital and sustainable development, the brand is not only aiming for long-term success but also contributing to Morocco’s ambitions of becoming a top-tier, year-round destination for travelers worldwide.
