Accor's new organizational structure in Morocco aims to drive tourism growth

Friday 31 January 2025 - 12:03

Accor Group has announced the implementation of a new organizational structure in Morocco designed to accelerate its growth in the local market and position the country as a key travel destination.

The company highlighted that the focus of this initiative is on operational excellence and diversifying the experiences offered, catering to the various needs of the group's brands.

In line with its global organizational strategy, Accor is adapting this new structure to the specific demands of the local market. It consists of two main divisions: one dedicated to the "Luxury and Lifestyle" sector and the other focused on the "High-End, Mid-Range, and Economy" segments.

The goal of this reorganization is to improve operational performance, provide personalized support to Accor partners, and enhance the customer experience through an innovative approach.

As part of this new structure, Accor is restructuring its expertise and increasing its support for strategic projects and brands. The "High-End, Mid-Range, and Economy" division is split into four main regions, including the "Europe and North Africa" region, where well-known brands such as Pullman, Mövenpick, Novotel, Mercure, Adagio, and Ibis are represented in Morocco.

The "Luxury and Lifestyle" division adopts a specific approach for each brand, including luxury labels like Banyan Tree, Fairmont, Sofitel, Angsana, and MGallery.

In this context, Mehdi Mourad, who held the position of Vice President of Operations since 2019, has been promoted to oversee the operations of the Sofitel, Sofitel Legend, MGallery, and Emblems brands in Morocco.

Additionally, Suleiman Koul has been appointed as Vice President to lead the operations in the High-End, Mid-Range, and Economy segments within the Moroccan market, drawing on his 20+ years of experience at Accor.

Accor teams will operate from a shared office in Casablanca to foster collaboration across departments and ensure greater consistency in strategies.

This reorganization underscores Accor's commitment to offering an integrated structure that meets the needs of the local market while delivering better services to its customers and partners. The group currently operates 42 hotels in Morocco and has ongoing projects, including the introduction of the Great and Mama Shelter brands from Ennismore.