La saisonnalité Cas de Marrakech
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 45 000 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
Different strategies had allowed marrakesh to overcome seasonality bit by bit: Diversify and develop touristic offers. Segmenting and targeting customers. Intesify Marrakesh s promotion.
Marrakesh, hospitality investment Avant l an 2000 L ADN 2010 2015 01 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
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
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
Seniors Marrakesh, many destinations Nature & Adventure Golf Culture Art & Events Luxe MICE Family Wellness Marchés stratégiques Marchés traditionnels Marchés prioritaires Marchés émergents
Figures keys 2 millions 6 millions Tourists Overnights 40% 82% Part of Marrakesh in Moroccan tourism International visitors 4 days Duration of stay
Marrakesh, 2020 challenge Mix Market 2012 Mix Market 2020 1% 10% 14% 25% 85% 65%
MARRAKECH: les distinctions Marrakech honeymoon destination of the year. 2014 Best family destination of the year 2013 Oukeimden parmi le TOP100 BEST ski station in the world by CNN. 2014 2 nd The most beautiful city squares of the world. Jamaa Lafna. 2013 2 nd The best airport in Africa. Marrakech Ménara 2012 The most popular place for city trip, by holiday check. 2013 6 ème DESTINATION AU MONDE, Trvaellers choice Tripadvisor. 2012 African destination of the year. 2011
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 1.9 1.7 1.6 1.35 0.95 0.92 1 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 0.75 0.42 0.77 The most popular place for city trip 2013 HolidayCheck Marrakech
Évolution de l activité Evolution des flux touristiques 2005/2014 7000000 6000000 5000000 4000000 3000000 68% 68% 66% 55% 47% 50% 46% 46% 52% 53% 2000000 1000000 0 Nuitées Arrivées 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 ANNEE 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Capacité hôtelière en chambres Capacité hôtelière en lits 14 200 16 500 17 900 20.000 25.150 25.750 27.750 28.000 30.000 30.500 30.648 33.5558 35.932 40.980 44.412 49.000 52.000 53.151 59.728 61.000 Nuitées réalisées 5.333.831 5.684.532 5.950.317 5.573.529 5.533.834 6.357.891 5.754.482 5.046.675 5.730.226 6.088 000 Arrivées réalisées 1.442.919 1.537.550 1.599.813 1.567.270 1.590.312 1.780.240 1.586.637 1.547.760 1.785.104 1.890 000 Taux d occupation 68 % 68 % 66 % 55 % 47 % 50 % 46 % 46% 52 % 53%
La saisonnalité La saisonnalité: Taux d'occupation par mois / 2014 70,00 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
Marrakesh: MICE Destination A capacity of more than 35.000 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
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 2004-2011 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
Seasonality is not a fatality. But it is a restorable situation.
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