After its remarkable 2020 entry in the hospitality sector with the creation of its subsidiary ALH Hospitality, the Group ALH Holding has unveiled an ambitious vision to establish the first multi-brand Moroccan hotel operator.

In just 4 years, ALH Hospitality has positioned itself as a key player in the country's hospitality sector. Discreet but determined, the Group's subsidiary is now defining a clear ambition: to build the first Moroccan multi-brand hotel operator capable of leveraging the unique specificities of the national market.

Created in 2020, ALH Hospitality first gained recognition with its flagship project: the Radisson Hôtel Casablanca Gauthier La Citadelle, a 4-star hotel featuring 133 rooms and suites, inaugurated in April 2024. Developed in partnership with Radisson Hotel Group, this establishment represents an investment of MAD 300 million.

Until now faithful to the discreet culture of its parent company, ALH Holding, the hospitality subsidiary has chosen to step into the spotlight to affirm its strategy and unveil an ambitious portfolio of projects across the entire kingdom.

" Our ambition is to create the first multi-brand Moroccan hospitality operator by internalizing all core business expertise to sustainably develop, operate, and enhance the value of our assets," states Hamza Laghrari, President of ALH Hospitality. Aboubakr Lahlou, Managing Director, adds: "Our model is based on franchising, the most effective approach to building a solid, agile brand capable of addressing diverse market segments."

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