La saisonnalité. Cas de Marrakech

Transcription

1 La saisonnalité Cas de Marrakech

2 Marrakesh, life culture Behind its 12 kms of red ochre walls, Marrakech has a thousand-year-old history. Its mosques, fountains, palaces and legendary Jamaâ el-fna square make it an exclusive cultural destination, offering a wide range of luxury boutique hotels, riads and palaces 3 conventions centers (PGP, Congress Palace and Ryad Mogador) 6 golf courses of more than 18 holes More than 30 spa centers 10 Luxury hotels beds in classified hotels Reinforced by : A new airport connecting Marrakech with all major Europeans cities and Casablanca s hub A new freeway linking Marrakesh to Casablanca or Agadir within 2 hours New road to Essaouira offering a beach access in less than 2 hours (2010) A whole range of famous restaurants including famous chefs from around the world

3 Different strategies had allowed marrakesh to overcome seasonality bit by bit: Diversify and develop touristic offers. Segmenting and targeting customers. Intesify Marrakesh s promotion.

4 Marrakesh, hospitality investment Avant l an 2000 L ADN Centre de congrès 01 centre commercial 02 Golfs de 18 trous 00 centre de SPA 01 hôtel de luxe 03 Centres de congrès 04 centres commerciaux 05 Golfs de +18 trous +20 centres de SPA +7 hôtels de luxe 06 Centres de congrès 06 centres commerciaux 12 Golfs de +18 trous +40 centres de SPA +16 hôtels de luxe Mono Product to Multi Product

5 C o n t r a s t Marrakesh, DNA L ADN History & cultural heritage Trendy & Chic All budget Destination Luxury Collection Mountains & snow Palm Grove & camels Proximity Europe Dépaysement

6 Overcoming seasonality at Marrakesh is also: Adding value to the touristic offer in low season (Marrakesh, a family destination. E.G: Free for children in summer.) Change the perception and attitude of the tourist regarding the low season. Support the touristic offer by an almost permanent animation

7 Seniors Marrakesh, many destinations Nature & Adventure Golf Culture Art & Events Luxe MICE Family Wellness Marchés stratégiques Marchés traditionnels Marchés prioritaires Marchés émergents

8 Figures keys 2 millions 6 millions Tourists Overnights 40% 82% Part of Marrakesh in Moroccan tourism International visitors 4 days Duration of stay

9 Marrakesh, 2020 challenge Mix Market 2012 Mix Market % 10% 14% 25% 85% 65%

10 MARRAKECH: les distinctions Marrakech honeymoon destination of the year Best family destination of the year 2013 Oukeimden parmi le TOP100 BEST ski station in the world by CNN nd The most beautiful city squares of the world. Jamaa Lafna nd The best airport in Africa. Marrakech Ménara 2012 The most popular place for city trip, by holiday check ème DESTINATION AU MONDE, Trvaellers choice Tripadvisor African destination of the year. 2011

11 Marrakesh success story Marrakesh: An example of a success story coming from the south Top 41 destinations 2014 in the World Top 1 destinations in Africa Marrakech Awards Marrakech Cape Town Sharm Cheikh Cairo Djerba Zanzibar ère destination chez les voyageurs Tripadvisor 2015 Best Honeymoon destination par Lonely Planet 2013 Best family destination par CIAO Bambino 2013 Top 1 destinations in Morocco Marrakech 1.9 African destination of the year 2011 Agadir Casablanca Tanger The most popular place for city trip 2013 HolidayCheck Marrakech

12 Évolution de l activité Evolution des flux touristiques 2005/ % 68% 66% 55% 47% 50% 46% 46% 52% 53% Nuitées Arrivées ANNEE Capacité hôtelière en chambres Capacité hôtelière en lits Nuitées réalisées Arrivées réalisées Taux d occupation 68 % 68 % 66 % 55 % 47 % 50 % 46 % 46% 52 % 53%

13 La saisonnalité La saisonnalité: Taux d'occupation par mois / ,00 60,00 50,00 44% 51% 67% 57% 60% 50% 65% 53% 55% 48% 43% 40,00 36% 30,00 20,00 10,00 0,00 Haute saison AVRIL MARS FEVRIER JANVIER MAI JUIN AOUT DECEMBRE NOVEMBRE OCTOBRE SEPTEMBRE JUILLET Moyenne saison Basse saison

14 Marrakesh: MICE Destination A capacity of more than m² of space reserved for business tourism (Incentives, seminaries & congresses) within hotels and specialized conferences centers ( Palais des Congrès; Palmeraire Golf Palace, Riad Mogador; Essaadi) Marrakesh became a privileged international destination in MICE 10 years ago (Large scale operation with more than 5000 pax each had been realised successfully) DMC s specialized known for their know how and professionalism. Soon to be open the Morrocan Convention Bureau (MCB) which will have for main objective promoting the MICE on different markets. MICE: meeting, Incentive, Congress, Events DMC: Destination Management Company

15 La segmentation & la saisonnalité La segmentation pour désaisonnaliser Palais des congrès en 1990, et développement du MICE Incentives septembre / octobre / novembre Congrès en juin La construction des golfs Délocalisation des club européen en hiver Décembre / janvier / février Le lancement du projet: 2 méga festivals / mois Lutter contre la micro saisonnalité: Midweek vs weekend

16 Seasonality is not a fatality. But it is a restorable situation.

17 THANK YOU FOR YOUR ATTENTION.