The Benabbés-Taarji family, well known for its co-ownership of the Tikida Group alongside Guy Mrach, has just acquired the charming hotel “Les Deux Tours” in Marrakech, an establishment which until now belonged to the Boccara family.
This acquisition was made through the family holding company Dar Taarji SA, which manages the family’s assets. The transaction took place at the end of November, but the financial details of the operation remain confidential for the moment.
The Strategy of Dar Taarji SA
Dar Taarji SA is a discreet but ambitious holding company, which mainly focuses on charming hotels. Its objective is to build a portfolio of luxury boutique hotels, with a strong identity and reputation, a different and complementary approach to that of the Tikida Group, whose development involves partnerships with major European tourist and hotel operators such as RIU, TUI or Robinson Club. Dar Taarji SA’s economic model is distinguished by a heritage logic, aiming to preserve and develop its hotel heritage over the long term. The holding company is also in discussions for the acquisition of other charming hotels, which it plans to manage directly with dedicated staff.
This new phase of development is led by Youssef Benabbés-Taarji, grandson of the co-founder of the Tikida Group, founded in 1973. This group first developed its activity in the travel sector, then in that of tourist transport ( land and air). Today, the Tikida Group, co-chaired with Guy Mrach, is mainly involved in hotel development and in various tourist and leisure activities. The group currently has a portfolio of more than 6,500 beds and 12 establishments, mainly distributed between Marrakech, Agadir and Taghazout.
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As for the “Les Deux Tours” hotel, it was founded by the late Charles Boccara, a Franco-Tunisian architect, who designed the plans for the establishment. The story of Les Deux Tours truly began in 1998, when the hotel was established as an elegant and refined guest house, unique in its kind. From the year 2000, the Marrakech destination experienced real growth, attracting the attention of many journalists, particularly French, who were fascinated by the city’s new hotel concepts. Charming riads and hotels are experiencing increasing success, and it is thanks to its distinctive style that the “Les Deux Tours” hotel quickly gained notoriety, particularly through the specialized press.
Mathieu Boccara, his son, grew up in Casablanca before leaving for France to study architecture. After graduating, he returned to Morocco, where he began his career in major architectural agencies in Casablanca. A few years later, in the 1970s, he decided to settle permanently in Marrakech, where he would spend the rest of his career, actively contributing to the architectural development of the city. His most notable work remains the “Les Deux Tours” hotel, which over the years has become a symbol of refinement and elegance in Marrakech. Mathieu Boccara played a decisive role in the rise of this establishment and its development.
Thus, with this acquisition, the Benabbés-Taarji family aims to diversify into the “luxury boutique” hotel industry, pursuing a long-term heritage vision, while placing particular emphasis on the preservation and enrichment of Moroccan hotel heritage. .
