Portfolio 27 Hotels: Atlas Hospitality
MOROCCO
Asset Management
Asset consulting
REVENUE Management
.jpg)
The Atlas Hospitality group today includes up to 27 hotels in all major cities in Morocco with a total of 9,500 rooms and over 3,000 employees.
From traditional Moroccan luxury resorts to modern city hotels, its diversity is complemented by a strong level of genuine local hospitality and service.
In collaboration with our strategic partner (BHG), starting from the top, we made sure that the entire management company worked on the same system and to the same standards to create transparency throughout the whole hotel portfolio. We worked our way down, inspecting the 27 hotels.
We were able to highlight small and more significant changes in efficiency and practice that helped to completely re-energise the hotels and the owning/management company. Those opportunities are often missed, particularly when assets and operations appear to be doing quite well – at least on the surface.
Hotel Portfolio
Created back in 1968, the group is the leading player in the Moroccan hotel sector of both owning and managing its properties, using their five own brands.
MEETING SPACE
Some of the group hotels are in the top MICE destination with extensive offerings for congresses in resort-style facilities.
food & beverage
From well-known traditional restaurants to chic fusion cuisine, the group has a large variety of offerings for its clients. F&B expands on over 40,000 sqm throughout the portfolio.
Wellness and Private Club
Although most hotels in the portfolio offer outstanding spa facilities, one spa stands out and is by far the best wellness centre offering in Africa. The majestic and most exclusive 3,000 sqm health Spa located at Vichy Célestins Spa Hôtel offers the latest techniques in anti-ageing, fitness and well-being generation, including a large indoor pool, thalassotherapy, a well-equipped gym, yoga studio, and a Cryotherapy room. Two large outdoor pools complete the complex’s facilities
Some Hotels Key Highlights, Strategy & Improvements:
Some of the Atlas Hospitality Group in Morocco tasks under the governance of Global Asset Solutions included:
Audited the systems, books, records, and historical financial statements as well as the existing procedures of the entire operation to determine if there was complete control, integrity and to ensure all parties involved are performing their roles in line with existing agreements.
We highlighted areas of concern, provided specific recommendations for each hotel and the group, delivered guideline to implement best practices, and provided new monitoring asset management tools to improve the control over the portfolio. Further work includes reviews of F&B outlets, human resources expenses and general procedures, mystery guest review, capital investments, or preventive maintenance.
Reviewing and monitoring the group general Sales & Marketing strategies:
Unlocked access to multi-dimensional internal and benchmark data, controlled rate-setting and internet marketing/distribution/social media/websites, strategic planning, tight supervision of sales and marketing, analysis of market trends, market positioning.
Recommended implementation of new performance systems such as pace/pick up reports, forecasting and budgeting, room type utilisation, flow-through by segment, complimentary room night report, or geo-stats. Highlighted major cost issues created by existing distribution channel strategies, high reservation cost per channel. Advised on how to decrease commissions and lower OTA reliance
Number of Rooms
food & beverage
The 200 rooms include 39 suites, some on two levels and some with step-out balconies or spacious private terraces. The design is contemporary, overlaid with the depth of history.
There are four restaurants and bars, including Dani on the rooftop by chef Dani García, serving traditional Andalusian cuisine. For those looking for the atmosphere of a cocktail bar, Isa offers mixology at the forefront of current international trends, coupled with Asian tapas.
food & beverage
Wellness and Private Club
The setting creates a stylish and memorable destination for business meetings, product launches, weddings, and gala parties, hosting up to 350 guests. The hotel offers 1,700 m2 (18,300 sq. ft.) of spaces across nine venues on the second floor, all with natural light and views across the city. Space includes two ballrooms with pre-function spaces, an open-air courtyard, and four versatile meeting rooms.
Four Seasons Madrid features a four-level spa and a sun-splashed 14-metres pool, creating an unbeatable experience for Madrileños and international guests.
Opening year: 2020 (originally built in 1887)
Number of Rooms
The 200 rooms include 39 suites, some on two levels and some with step-out balconies or spacious private terraces. The design is contemporary, overlaid with the depth of history.
food & beverage
There are four restaurants and bars, including Dani on the rooftop by chef Dani García, serving traditional Andalusian cuisine. For those looking for the atmosphere of a cocktail bar, Isa offers mixology at the forefront of current international trends, coupled with Asian tapas.
meeting space
The setting creates a stylish and memorable destination for business meetings, product launches, weddings, and gala parties, hosting up to 350 guests. The hotel offers 1,700 m2 (18,300 sq. ft.) of spaces across nine venues on the second floor, all with natural light and views across the city. Space includes two ballrooms with pre-function spaces, an open-air courtyard, and four versatile meeting rooms.
Wellness and Private Club
Four Seasons Madrid features a four-level spa and a sun-splashed 14-metres pool, creating an unbeatable experience for Madrileños and international guests.
Opening year: 2020 (originally built in 1887)
Number of Rooms
The 200 rooms include 39 suites, some on two levels and some with step-out balconies or spacious private terraces. The design is contemporary, overlaid with the depth of history.
food & beverage
There are four restaurants and bars, including Dani on the rooftop by chef Dani García, serving traditional Andalusian cuisine. For those looking for the atmosphere of a cocktail bar, Isa offers mixology at the forefront of current international trends, coupled with Asian tapas.
meeting space
The setting creates a stylish and memorable destination for business meetings, product launches, weddings, and gala parties, hosting up to 350 guests. The hotel offers 1,700 m2 (18,300 sq. ft.) of spaces across nine venues on the second floor, all with natural light and views across the city. Space includes two ballrooms with pre-function spaces, an open-air courtyard, and four versatile meeting rooms.
wellness & private club
Four Seasons Madrid features a four-level spa and a sun-splashed 14-metres pool, creating an unbeatable experience for Madrileños and international guests. Opening year: 2020 (originally built in 1887)
The 200 rooms include 39 suites, some on two levels and some with step-out balconies or spacious private terraces. The design is contemporary, overlaid with the depth of history.
There are four restaurants and bars, including Dani on the rooftop by chef Dani García, serving traditional Andalusian cuisine. For those looking for the atmosphere of a cocktail bar, Isa offers mixology at the forefront of current international trends, coupled with Asian tapas.
The setting creates a stylish and memorable destination for business meetings, product launches, weddings, and gala parties, hosting up to 350 guests. The hotel offers 1,700 m2 (18,300 sq. ft.) of spaces across nine venues on the second floor, all with natural light and views across the city. Space includes two ballrooms with pre-function spaces, an open-air courtyard, and four versatile meeting rooms.
Four Seasons Madrid features a four-level spa and a sun-splashed 14-metres pool, creating an unbeatable experience for Madrileños and international guests. Opening year: 2020 (originally built in 1887)
Advised on the optimisation of hotel investment strategies, sensitivity analyses, best use space audits. Provided other asset management tools (e.g., CapEx management), procedures and best practices. Delivered reporting system that covers the entire hotel portfolio and provides all parties with regular and relevant updates.
This turnaround consulting provided a clear picture of the situation for all parties involved, especially the shareholders and the operational executive committee. We delivered a more efficient business model for the entire portfolio to control their current growth, sustain their leadership, and grow their management contracts rapidly in strategically selected African countries.
