Portfolio of 27 Atlas Hospitality Hotels

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.

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.

Meeting space: Some of the group hotels are in the top MICE destination with extensive offerings for congresses in resort-style facilities.

Wellness and Private Clubs: 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.

Traditional Moroccan Luxury Resorts – 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
  • 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.