A New Chapter Unfolds: Ascott’s North African Growth

As a leading global operator in serviced apartments and hospitality, The Ascott Limited is accelerating its presence in North Africa. The brand is multiplying partnerships and inaugurating new strategic addresses in the heart of Morocco’s major economic and tourist metropolises.

This dynamic is highlighted by the recent opening of Citadines Almaz Casablanca, which marks «a key step in conquering the Moroccan market», according to a press release.

With its 61 apartments, this serviced apartment hotel caters to a diverse clientele, from business travelers to tourists seeking extended stays. Located about thirty minutes from Mohammed V Airport, it offers privileged access to iconic sites in the economic capital, from the Hassan II Mosque to the ancient medina, including the corniche. Its offerings include a gym, a restaurant, and meeting spaces, providing an experience that combines work, relaxation, and urban life.

Following this opening, Ascott announces the signing of Citadines Bab Tangier, scheduled to open in 2027. This new establishment of 130 apartments will complement the hotel offerings in «a thriving city, driven by its strategic positioning on the Strait of Gibraltar and a rapidly expanding industrial sector», according to the same source. Located near Tangier International Airport, the free zone, and the industrial zone, this complex aims to attract both business travelers and tourists.

Morocco is experiencing an unprecedented tourism boom, with 17 million visitors in 2024, marking a 20% increase from the previous year. This trend is expected to intensify with a goal of 20 million tourists in 2025. By 2030, co-hosting the FIFA World Cup is expected to put the country under the global spotlight, attracting a massive influx of visitors and increasing demand for premium accommodations.

In this favorable context, Ascott is relying on a portfolio of strategic addresses to consolidate its presence and support this spectacular growth. In addition to Citadines Almaz Casablanca and Citadines Bab Tangier, several openings are planned in the coming years : Citadines Connect Belvédère Casablanca, scheduled to open in the fourth quarter of 2026, will be a 60-unit business hotel located near the city’s central hub, between the business district, the historic medina, and the vibrant Boulevard Prince Moulay Abdallah.

Citadines Racine Casablanca will open its doors in the third quarter of 2025. This residence of 123 apartments will be situated in the heart of the sought-after Racine district, ideal for short or long stays, offering a lifestyle adapted to both business travelers and tourists.

Ascott Hivernage Marrakech, scheduled to open in the fourth quarter of 2026, will offer an elegant complex of 100 units. Providing breathtaking views of the Atlas Mountains, it will be located in the prestigious Hivernage district, just steps from Jemaa el-Fna Square and the souks of the medina.

Finally, The Unlimited Collection Marrakech, also expected in the fourth quarter of 2026, will be a lifestyle hotel of 90 rooms. Nestled in the lively Guéliz district, it will blend modernity with authentic immersion in the ambiance of the «Red City».

«We are enthusiastic about further anchoring our presence in Morocco, a market in full expansion offering considerable prospects», said Vincent Miccolis, Managing Director for the Middle East, Africa, and Turkey at Ascott Limited. «We are seeing growing demand for serviced apartments and lifestyle establishments, segments where Ascott excels thanks to its expertise in flexible accommodations adapted to short and long stays. The opening of Citadines Almaz Casablanca and the signing of Citadines Bab Tangier are key steps in our ambitious growth strategy, aiming to offer unique experiences to travelers in this dynamic region», he added.

With now six establishments and over 600 rooms in North Africa, representing «a 30% growth compared to 2023», Ascott is strengthening its position as a key player in the regional hotel market. Its global portfolio includes «40 establishments and over 5,800 units in operation or under development in the Middle East, Africa, and Turkey», according to the same source, testifying to its ambition to meet the growing needs of travelers and investors.