La saisonnalité Cas de Marrakech

Marrakesh, life culture

Behind its 12 kms of red ochre walls, Marrakech has a thousand-year-old history.

Its mosques, fountains, palaces and legendary Jamaâ el-Fna square make it an

exclusive cultural destination, offering a wide range of luxury boutique hotels, riads

and palaces…

3 conventions centers (PGP, Congress Palace and Ryad Mogador)

6 golf courses of more than 18 holes

More than 30 spa centers

10 Luxury hotels

45 000 beds in classified hotels

Reinforced by :

A new airport connecting Marrakech with all major Europeans cities and Casablanca’s hub

A new freeway linking Marrakesh to Casablanca or Agadir within 2 hours

New road to Essaouira offering a beach access in less than 2 hours (2010)

A whole range of famous restaurants including famous chefs from around the world

Different strategies had allowed marrakesh to overcome seasonality bit by bit: Diversify and develop touristic offers.

Segmenting and targeting customers. Intesify Marrakesh’s promotion.

L’ADN

Avant l’an 2000

2010

► 01 Centre de congrès

► 01 centre commercial

► 02 Golfs de 18 trous

► 00 centre de SPA

► 01 hôtel de luxe

► 03 Centres de congrès

► 04 centres commerciaux

► 05 Golfs de +18 trous

► +20 centres de SPA

► +7 hôtels de luxe

2015

► 06 Centres de congrès

► 06 centres commerciaux

► 12 Golfs de +18 trous

► +40 centres de SPA

► +16 hôtels de luxe

Mono Product to Multi Product

Marrakesh, hospitality investment

Marrakesh, DNA

L’ADN

C o

n t

r a

s t

History & cultural heritage Trendy & Chic

All budget Destination Luxury Collection

Mountains & snow Palm Grove & camels

Proximity Europe Dépaysement

Overcoming seasonality at Marrakesh is also: Adding value to the touristic offer in low season (Marrakesh, a family destination. E.G: Free for children in summer.) Change the perception and attitude of the tourist regarding the low season. Support the touristic offer by an almost permanent animation

Marrakesh, many destinations

Nature & Adventure

MICE

Family

Golf

Wellness

Luxe

Art & Events

Culture

Seniors

Marchés stratégiques Marchés traditionnels Marchés émergents Marchés prioritaires

2 millions

6 millions

40% 82%

Tourists

Overnights

Part of Marrakesh in Moroccan tourism

International visitors

Duration of stay 4 days

Figures keys

85%

14%

1%

65%

25%

10%

Mix Market 2012 Mix Market 2020

Marrakesh, 2020 challenge

MARRAKECH: les distinctions

6ème DESTINATION AU MONDE, Trvaellers choice Tripadvisor. 2012

African destination of the year. 2011

2nd The most beautiful city squares of the world. Jamaa Lafna. 2013

2nd The best airport in Africa. Marrakech Ménara 2012

The most popular place for city trip, by holiday check. 2013

Best family destination of the year 2013

Oukeimden parmi le TOP100 BEST ski station in the world by CNN. 2014

Marrakech honeymoon destination of the year. 2014

Marrakesh success story Marrakesh: An example of a “success story” coming from the south

Top 1 destinations in Africa

1.9

1.7

1.6

1.35

0.95

0.92

Marrakech

Cape Town

Sharm Cheikh

Cairo

Djerba

Zanzibar

Top 1 destinations in Morocco

1.9

0.77

0.75

0.42

Marrakech

Agadir

Casablanca

Tanger

Marrakech Awards

1ère destination chez les voyageurs Tripadvisor 2015

Best Honeymoon destination par Lonely Planet 2013

Best family destination par CIAO Bambino 2013

African destination of the year 2011

The most popular place for city trip 2013 HolidayCheck

Top 41 destinations 2014 in the World

Marrakech

Évolution de l’activité

ANNEE 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Capacité hôtelière en chambres

14 200 16 500 17 900 20.000 25.150 25.750 27.750 28.000 30.000 30.500

Capacité hôtelière en lits

30.648 33.5558 35.932 40.980 44.412 49.000 52.000 53.151 59.728 61.000

Nuitées réalisées 5.333.831 5.684.532 5.950.317 5.573.529 5.533.834 6.357.891 5.754.482 5.046.675 5.730.226 6.088 000

Arrivées réalisées 1.442.919 1.537.550 1.599.813 1.567.270 1.590.312 1.780.240 1.586.637 1.547.760 1.785.104 1.890 000

Taux d’occupation 68 % 68 % 66 % 55 % 47 % 50 % 46 % 46% 52 % 53%

Evolution des flux touristiques 2005/2014

0

1000000

2000000

3000000

4000000

5000000

6000000

7000000

20052006

20072008

20092010

20112012

20132014

NuitéesArrivées

68%

68% 66% 55%

47%

46%

50%

46%

53%

52%

La saisonnalité

0,00

10,00

20,00

30,00

40,00

50,00

60,00

70,00

JANVIE

R

FEVRIE

R

MARS

AVR

IL

MAI

JUIN

JUILLET

AO

UT

SEPTEM

BRE

OCTO

BRE

NO

VEMBRE

DEC

EM

BRE

La saisonnalité: Taux d'occupation par mois / 2014

Haute saison

Moyenne saison

Basse saison

44%

51%

67%

57% 60%

50%

36%

65%

53% 55%

48% 43%

A capacity of more than 35.000 m² of space reserved for business tourism (Incentives, seminaries & congresses) within hotels and specialized conferences’ centers ( Palais des Congrès; Palmeraire Golf Palace, Riad Mogador; Essaadi)

Marrakesh became a privileged international destination in MICE 10 years ago (Large scale

operation with more than 5000 pax each had been realised successfully) DMC’s specialized known for their know how and professionalism. Soon to be open the Morrocan Convention Bureau (MCB) which will have for main objective

promoting the MICE on different markets.

MICE: meeting, Incentive, Congress, Events

DMC: Destination Management Company

Marrakesh: MICE Destination

La segmentation & la saisonnalité

La segmentation pour désaisonnaliser

Palais des congrès en 1990, et développement

du MICE

La construction des golfs 2004-2011

Le lancement du projet: 2 méga festivals / mois

Incentives septembre / octobre / novembre Congrès en juin

Délocalisation des club européen en hiver Décembre / janvier / février

Lutter contre la micro saisonnalité: Midweek vs weekend

Seasonality is not a fatality. But

it is a restorable situation.

THANK YOU FOR

YOUR ATTENTION.