Does the new ONDA directive threaten the survival of small Moroccan car rental agencies ?

Ya Biladi

18-05-2025

DR
The recent directive from the National Airports Office (ONDA), widely seen as harsh and selective, has drawn sharp criticism from the Federation of Car Rental Associations in Morocco (FALAM), which warns it poses a direct threat to the survival of small businesses in the sector.
ONDA's New Framework
Until now, many rental companies—especially local small businesses—operated under a flexible system that allowed them to deliver cars directly at airports upon customer request. These deliveries were organized through reservations and offered travelers a convenient, often more affordable alternative to major brands.
The new regulation changes everything: without a physical commercial presence inside the airports and without a signed agreement with ONDA, no agency can deliver vehicles on-site. This stricter rule effectively shuts out the majority of market players.
FALAM's Response: Disguised Discrimination?
FALAM was quick to respond, with its president, Abdellah Achnan, publicly denouncing the measure as discriminatory. He argues that this decision systematically excludes small and medium-sized agencies, which cannot afford the costly airport locations or the additional expenses tied to partnerships with ONDA.
In a letter to the Ministry of Transport, the federation has called for the cancellation or at least an urgent revision of the directive, emphasizing the need to protect a free and competitive market.
Access Costs Are Out of Reach for Independents
One of the biggest hurdles cited by professionals is the exorbitant rent for commercial spaces inside airports—figures as high as 3 million dirhams have been mentioned. For most local agencies, which operate on a leaner model often without physical offices, such costs are simply impossible to bear.
For many, losing the ability to deliver cars at airports means sacrificing up to 50% of their revenue. Airports are key entry points for tourists and Moroccans living abroad (MRE), who frequently reserve vehicles even before arriving.
Independent Renters Voice Their Frustration
Many industry players are outraged by the regulation, calling it unfair. Mehdi, who runs a rental agency in Fez, explains:
«We've always operated professionally. Our clients book through WhatsApp or our website, and we deliver their cars on time at the airport. Why should that be banned now?»
Others accuse major international brands of lobbying to edge out local competitors and create near-monopolies within airport zones.
The consequences extend beyond rental companies. With fewer agencies allowed to operate at airports, competition shrinks, potentially driving prices up and limiting the variety of available vehicles.
Additionally, customers might have to rely on taxis or shuttles to reach off-site pick-up points, losing convenience and flexibility.
FALAM Proposes a Digital Solution
In response to the tightening market, FALAM suggests creating a national digital platform, authorized by the authorities, enabling all agencies—including those without airport locations—to arrange deliveries within a regulated, transparent, and fair system.
This approach would maintain healthy competition while respecting the security and operational standards ONDA requires.
What Are Customers Saying?
On social media, many customers have voiced support for small agencies, praising their personalized service, availability, and flexibility compared to large brands.
A regular customer at Marrakech airport shared: «I've always preferred booking with local agencies. Their prices are better, and the service feels more personal. Banning them takes away our choice».
Time to Rethink Regulation?
This debate raises bigger questions about how to regulate commercial activity within public infrastructure while remaining inclusive. How can quality service be ensured without unfairly favoring some businesses?
Better dialogue between authorities, industry stakeholders, and consumer representatives might hold the key. Possible solutions include open tenders or shared delivery zones at terminal peripheries.
ONDA's decision marks a turning point for Morocco's car rental sector. While it aims to bring more structure to airport operations, it risks undermining a network largely made up of small local businesses.
It's now up to the authorities to reconsider this approach, taking market realities and consumer needs into account. The sector's future depends on integrating all players into a fairer, modern system that meets Morocco's tourism and mobility challenges.