02-07-2025
Royal Mansour's Mission: Delivering Ultra-Luxury, Access to the 'Soul of Morocco'
As Royal Mansour grows from an iconic property into a brand, it is charting a course of precision, diplomacy, and deep cultural grounding under the watchful eye of Jean-Claude Messant.
On Experience Colin Nagy is a marketing strategist and writes on customer-centric experiences and innovation across the luxury sector, hotels, aviation, and beyond. You can read all of his writing
Colin Nagy is a marketing strategist and writes on customer-centric experiences and innovation across the luxury sector, hotels, aviation, and beyond. You can read all of his writing here
I wrote a column in 2020 about the Royal Mansour in Marrakech, and how it is not just a luxury property, but rather a statement about craft and hospitality in the country. Founded in 2010 as a personal project of King Mohammed VI, the brand has quietly grown into Morocco's first true ultra-luxury hospitality collection, now encompassing Marrakech, Casablanca, and Tamuda Bay.
The collection operates as a soft power instrument, a platform for talent development, and a high-standard bearer of Moroccan craft. In a recent conversation I had with COO Jean Claude Messant, the vision becomes clear: "We are not just building hotels. We are establishing destinations, elevating national pride, and preparing for Morocco's future."
The original Royal Mansour Marrakech set the tone: a 53-riad medina-inspired masterpiece was brought to life by over 1,200 artisans. It was not just luxury, but an immersive education in Moroccan aesthetics. The experience is subtler than its palatial looks suggest, with no carts, no noise, just jasmine-scented alleys, hidden tunnels for staff movement, and moments of peace amidst the red walled dwellings.
"We make money because we succeed in our three missions: pioneering destinations, delivering ultra-luxury, and developing people," Messant told me.
Casablanca Royal Suite
That model has now been thoughtfully extended. The revival of Casablanca's iconic 1953 hotel reintroduces the city as a destination rather than a mere arrival and transit point. It is the largest hotel in town with 149 rooms and suites. A two-story spa, five restaurants, and nods to the building's storied past, make Royal Mansour Casablanca a love letter to the city's forgotten glamour, delivered with architectural precision and culinary talent.
Further north, Tamuda Bay is set along a private beach near Tétouan. It offers 55 suites and villas, a 46,000-square-foot wellness center, Morocco's first Medi-Spa, and an emphasis on regional discovery. Guests are encouraged to explore the lesser-known wonders of northern Morocco, from Chefchaouen to the Rif Mountains.
The restaurant at Talmuda Bay
Yet behind the luxury is something deeper. Messant describes his mandate not in business terms, but in national ones. "We are building for the 2030 World Cup," he explains. "Yes, tourism is growing with 17.4 million visitors in 2024 alone, but this is about readiness. Morocco is investing in airports, roads, and hotels. We are doing our part: establishing touchpoints of excellence across the kingdom."
This aligns with the Ministry of Tourism's push for regional balance. Royal Mansour's entry into Casablanca and Tamuda Bay brings high-end tourism infrastructure to cities beyond Marrakech, creating a circuit that reflects the country's diversity. These are not hotels tossed into exotic landscapes. They are contextually embedded, employing local artisans, honoring regional aesthetics, and helping train the next generation of Moroccan hoteliers.
Each property has its own signature. Marrakech is refined and spiritual, complete with wellness retreats, art therapy, and the country's finest Moroccan restaurant, La Grande Table Marocaine. Casablanca channels mid-century glamour and urban creativity, including immersive street art tours. Tamuda Bay is serene and familial, with coastal expeditions, and more of a Spain-facing culinary inspiration.
The outside of Talmuda Bay
All three properties share an ethos: authenticity without artifice. As Messant put it, "We are not fake. What we offer is real. We give travelers access to the soul of Morocco." His next project? Ultra-luxury desert lodges, building a "road to the Sahara" with curated stops that blend nature, story, and service. "It will be like a Royal Mansour road trip," he says with a smile.
Perhaps the most remarkable aspect is how mission-driven the team remains. There is no mention of EBITDA in Messant's three-part mandate. Instead, it is: 1) trailblaze new destinations, 2) uphold ultra-luxury standards, and 3) grow and care for people.
Royal Mansour's staff academy, community initiatives, and social mobility focus create a virtuous cycle that blends moral and commercial considerations.
As hospitality trends shift and travelers seek both geographic awe and actual cultural depth, the growing Royal Mansour brand draws on legacy, a considerable royal budget, but also a clarity of purpose.
And, for Messant, a five-star hotelier with the highest French pedigrees, it is also a culmination of his life's work. "I've been GM in Paris," he says. "I'd go home at 6 or 7 at night and come back the following day. But here it's not the same."
Here, he's living in his adopted country, living the brand and mission in stereo sound, and helping to write Morocco's next hospitality chapter.
