NEWS
Hilton accelerates Morocco expansion with Waldorf Astoria debut
Hilton is set to more than double its Morocco portfolio, underlining the market’s growing importance in the group’s regional development strategy. The company plans to open 15 new hotels across ten brands, taking its future pipeline to 25 properties in the country. The latest momentum is led by the opening of Waldorf Astoria Rabat Salé, the brand’s first hotel in Morocco, alongside a series of new signings across the luxury, lifestyle, upscale and focused-service segments. Hilton also expects its expansion plans in the country to create more than 2,000 job opportunities for local people.
The opening of Waldorf Astoria Rabat Salé marks a major milestone for Hilton’s luxury portfolio in the kingdom. Located in Mohammed VI Tower, described in the release as Morocco’s tallest building, the hotel features 55 guest rooms and suites and overlooks the meeting point of Rabat and Salé, with views stretching from the Bouregreg River to the Atlantic. The property includes several dining concepts, among them Aldabaran, a signature restaurant by Alain Ducasse, as well as a spa, a major private art collection and 1,300 square metres of event space. Through this opening, Hilton has introduced one of its most prestigious luxury brands to the Moroccan capital while strengthening its positioning in high-end hospitality.
Beyond Rabat, Hilton is broadening its reach across both established and emerging destinations. The company will introduce Tapestry Collection by Hilton to Morocco with two projects scheduled for 2028 - Tapestry Collection by Hilton Casablanca, a 90-room hotel in the Gauthier district with a rooftop bar, restaurant and fitness centre, and Tapestry Collection by Hilton Chefchaouen, a 100-room property inspired by the character of the Blue City, with leisure, wellness and meeting facilities. In Marrakech, Eden Palm Marrakech, Curio Collection by Hilton is planned for 2029 within the Eden Palm Estate, adding 62 rooms and a lifestyle-led wellness concept, while the group is also progressing with DoubleTree by Hilton Marrakech La Palmeraie.
Hilton’s coastal growth strategy is also becoming clearer. New signings include DoubleTree by Hilton Nador Marina, expected to open in 2028 with 120 rooms on the seafront beside the marina, and Hilton Garden Inn Tetouan City Center, due in 2029 with 97 rooms in a central city location near cultural landmarks and within reach of Tamuda Bay. These additions complement broader plans already referenced in the release, including the future arrival of LXR Hotels & Resorts in Casablanca and further growth for Curio Collection by Hilton, Hampton by Hilton and Hilton Garden Inn. Hilton currently operates 12 hotels in Morocco, with another 15 in the pipeline, making the country one of the company’s most active development markets in North Africa.
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