Driven by remarkable dynamics, the 5-star hotel industry in Marrakech is recording record occupancy rates. But behind these positive figures, challenges remain to maintain this momentum and succeed in attracting Generation Z, the so-called ultra-connected and prescriptive generation, who are redefining the codes of luxury tourism in Marrakech.
In Marrakech, 5-star hotels are recording record occupancy rates in 2024, reaching 62%. But behind these flattering figures, a new reality is emerging. According to the latest Affinytix study, generation Z, these young people born between 1997 and 2012, impose their own criteria, shaking up the codes of the sector. Ultra-connected, sensitive to authenticity and prescriptive through its online reviews, it demands services that go beyond traditional luxury. A transformation that Marrakech cannot ignore if it wants to maintain its place as a flagship destination.
A connected generation that dictates its standards
“Generation Z no longer places their trust in institutional discourse, but in experiences shared by their peers,” underlines the study. Clearly, for these travelers, the e-reputation of hotels matters as much, if not more, than their standing. Each stay, each detail becomes a potential digital testimony capable of influencing thousands of other decisions.
Moreover, 85% of members of this generation systematically consult online reviews before booking. Ratings and comments on TripAdvisor, Google Reviews and even recommendations relayed on Instagram thus become decisive showcases.
In Marrakech, this evolution involves extreme care given to customer experiences, from reception to the smallest service offered. If Marrakech still shines with its occupancy rates in the 5-star segment, it is because it manages to combine two key expectations of generation Z, modern refinement and cultural immersion.
This clientele does not want cold, standardized luxury. On the contrary, it seeks a controlled authenticity, where Moroccan culture occupies a central place. According to the study, the most successful hotels are those that succeed in offering an immersive experience, anchored in local tradition while meeting the most demanding international standards.
Scathing reviews of key services
Certain services, although essential to customers’ stay, concentrate a significant volume of negative feedback. Among them, breakfasts constitute a real source of dissatisfaction, given that 47% of reviews point to insufficiencies in terms of quality, variety or service.
In a sector where detail makes the difference, these shortcomings are all the more striking. The study also reveals that only one in two customers consider the condition of the rooms worthy of a 5-star establishment. This observation raises questions about standards of maintenance and hospitality. The criticisms relate in particular to aging installations, a lack of cleanliness or occasional malfunctions which mar the visitor experience.
The maintenance of swimming pools, another fundamental criterion for customers looking for relaxation, is also called into question. No less than 67% of reviews relating to swimming pools are negative, pointing to problems with maintenance, hygiene or availability of aquatic spaces.
A fragile online reputation
In a context where digital reputation plays a determining role, these structural failures are particularly problematic. Reviews left by customers shape the image of 5-star hotels in real time.
“Each negative comment, even isolated, can influence future booking decisions,” confirms Affinytix.
However, if 85% of customers consider that the quality-price ratio remains positive, the persistence of criticism of essential services risks eroding this perception. In luxury hotels, where expectations are high, the slightest misstep turns into a lack of standards perceived by customers.
Marrakchi luxury, pillar of Moroccan tourism
Between tradition and modernity, Marrakech continues to shine as a centerpiece of Moroccan tourism. Over the first ten months of 2024, the Kingdom recorded nearly 14.6 million tourist arrivals, a remarkable performance driven largely by the ocher city and its exceptional infrastructure.
Marrakech-Menara airport, a real gateway to high-end tourism, welcomed 3.53 million visitors, confirming its central role in this dynamic. Nights in classified hotel establishments increased by 10% compared to 2023 to reach 24.1 million, a performance boosted by the growth of international tourism, up 16%, despite a slight decline of 1% of national tourism.
Key destinations such as Marrakech (+11%), Agadir (+17%) and Al-Haouz (+16%) are largely benefiting from this growth, supported by an efficient hotel offering. Club hotels record an impressive 76% occupancy rate, followed by 5-star hotels at 62%. The luxury segment and 4-star hotels show respective rates of 60% and 57%, confirming the attraction of tourists for a quality experience.
Faiza Rhoul / ECO Inspirations
