La Mamounia sees rising interest from Indian luxury market; plans major facelifts ahead of 2030 World Cup
Pierre Jochem, DG, La Mamounia
Iconic Moroccan hotel strengthens engagements with India, aiming for 5–6% guest contribution in future. Hotel’s strong occupancy levels, other key markets driving demand & more were discussed during a relaxed conversation with the hotel’s leadership team.
Right after marking its representation entry in India in 2024, the iconic Moroccan palace hotel La Mamounia in Marrakech has started to steadily strengthen its engagement with the Indian market. While India currently accounts for a modest share of guests, the legendary property sees a good long-term potential from the country’s rapidly expanding base of high-net-worth and experiential travellers.
In a conversation with Travel Trends Today, the Director General of La Mamounia, Pierre Jochem said the property has already begun to see momentum from India, with the share of Indian guests doubling over the past year. “We were at around 0.5 % earlier, but now we are almost close to 2%. It’s growing, and we are happy with that,” he noted.
However, the hotel’s strategy is not focused on rapid expansion but on cultivating the right guest profile. “Our property is 85% individual high-end travellers, and that’s the segment where the Indian market is also evolving. We want to grow, but with the right profile,” he added.
Despite the current share remaining small, La Mamounia views India as a strategic future market. The hotel is targeting a market contribution similar to what it currently receives from Brazil. “Brazil today contributes around 5 to 6 % of our guests. That’s exactly the level we would like India to reach,” Jochem said. Unlike some markets where aggressive targets are set, La Mamounia prefers a gradual approach, he added.
Connectivity remains one of the biggest barriers to faster growth. At present, travellers must rely on connecting flights to reach Marrakech, as per Jochem. “Morocco is about a nine-hour flight from India, but there are no direct flights yet. The moment there is a confirmation of a direct flight, it will help a lot,” he added.
Besides India being in the priority list now, the hotel’s guest mix currently remains heavily dominated by Western markets. The United States is the largest contributor, accounting for about 27% of guests, followed by France at around 21%. Other strong markets include the United Kingdom, Switzerland, Germany, Spain, and Italy.
Building awareness in India
To tap the Indian luxury travel segment, La Mamounia has been working closely with its India representation partner Indiva Marketing to engage travel trade and high-end travel planners. Rather than large-scale promotions, the strategy is centred around targeted engagement with luxury travel advisors.
“When we come to India, we take time to meet the right travel agents. We believe in quality rather than quantity. The hotel has already conducted curated events with select travel partners in Mumbai and Delhi, and similar engagements continue to be planned,” the DG said, adding the hotel is now exploring engagement with India’s emerging luxury travel markets.
“As part of our future action plan, we are considering cities like Hyderabad and Bengaluru,” he said. “At the same time, digital outreach through webinars allows the property to connect with agents from across India, including cities such as Chandigarh, Kolkata, Raipur and other emerging markets.”
Looking ahead, the property is also considering experiential promotions such as Moroccan food festivals and curated events to build brand awareness among Indian travellers.
Another emerging trend from India that the hotel observed is the women-only travel groups, a segment that was rare until recently. “We saw a group of ten ladies from Hyderabad staying with us. I thought they were here for a wedding, but they told me they were simply travelling together for fun—shopping, exploring Morocco and enjoying the destination.”
Renovation plans ahead of the 2030 World Cup
La Mamounia is also preparing for a major transformation ahead of the 2030 FIFA World Cup, which Morocco will co-host alongside Spain and Portugal.
The hotel plans to temporarily close for approximately four to five months during the summer to undertake extensive refurbishment. “We are planning to redo all our rooms—209 keys will be refurbished,” Jochem revealed.
The renovation programme will also include: A redesigned ballroom area, divided into two venues, a new French restaurant, a complete redesign of the Moroccan restaurant located in the gardens, a major spa renovation, expanding treatment rooms and wellness spaces. The hotel has already renovated all the public areas.
When asked about the average occupancy, Jochem happily shared that La Mamounia maintains strong levels across the year. “We close the year with an average occupancy between 65 and 69%. Peak periods typically occur during Christmas, New Year and European holiday seasons, when demand surges.”
Jochem also credits the surge to the broader appeal for Moroccan tourism, which has experienced robust growth since the pandemic. Tourism has been growing in double digits every year post-COVID, said Jochem, adding that new hotel developments, expanding infrastructure and increased airline connectivity are contributing to the momentum.
While low-cost airlines are increasing capacity, the industry sees it as necessary to support rising hotel inventory. Now with the upcoming World Cup expected to further accelerate tourism growth, the outlook remains optimistic. “I think the good days are ahead of us,” Jochem concluded the conversation with a smile.
Jochem was speaking to T3 during his recent visit to Delhi and was accompanied by Denys Courtier, Deputy General Manager, Marketing, Sales, CSR and Sustainable Development at La Mamounia and Beate H.K. Mauder Kakkar, Managing Director, Indiva Marketing.
