Hilton to double Morocco portfolio with 15 new hotels and Waldorf Astoria debut

International

Expansion across ten brands signals strong growth in luxury and lifestyle segments

Hilton is accelerating its expansion in Morocco, with plans to more than double its portfolio in the country. The group intends to open 15 new hotels across multiple destinations, bringing its total presence to around 25 properties in the coming years. The strategy spans luxury, lifestyle, upscale and midscale segments and is expected to create more than 2,000 jobs locally.

Morocco gains strategic importance

The expansion reflects Morocco’s growing relevance as a tourism market. Increasing visitor numbers, a strong hospitality tradition and ongoing investment are driving demand across both established cities and emerging destinations.

Chris Nassetta, President and CEO of Hilton, said: “Morocco is a strategically important market for Hilton, where we plan to more than double our portfolio to 25 hotels in the coming years. With a rich tradition of hospitality and a rapidly growing tourism sector, the country continues to attract increasing numbers of visitors, and we see clear opportunities to expand across both established cities and emerging destinations.”

Waldorf Astoria launches in Rabat

A key milestone is the opening of Waldorf Astoria Rabat Salé, marking the luxury brand’s debut in Morocco. The hotel is located in the Mohammed VI Tower, the country’s tallest building, and offers 55 rooms and suites with panoramic views across the Bouregreg River and the Atlantic Ocean.

The property combines contemporary design with celestial-inspired elements and features multiple dining concepts, including a signature restaurant by chef Alain Ducasse. Additional facilities include a spa, an extensive private art collection and 1,300 square metres of event space, positioning the hotel as a flagship for Hilton’s luxury portfolio in the country.

Lifestyle brands expand footprint

Hilton is also introducing Tapestry Collection by Hilton to Morocco. Two properties are planned for 2028. In Casablanca, a 90-room hotel in the Gauthier district will offer rooftop dining and lifestyle-oriented amenities. In Chefchaouen, a 100-room property will reflect the character of the “Blue City”, with panoramic views, wellness facilities and event spaces.

These projects underline a broader trend towards design-driven, locally inspired hospitality concepts in Morocco’s evolving hotel market.

Continued growth in key destinations

In Marrakech, Hilton is expanding its Curio Collection by Hilton portfolio with Eden Palm Marrakech, scheduled to open in 2029. The 62-room property will focus on wellness and lifestyle experiences, including spa facilities, yoga spaces and rooftop venues.

At the same time, Hilton is entering new coastal destinations. Planned openings include DoubleTree by Hilton Nador Marina in 2028 and Hilton Garden Inn Tetouan City Center in 2029. These projects target emerging tourism hubs and support regional diversification.

Broad pipeline across segments

Hilton currently operates 12 hotels in Morocco, with 15 additional properties in development across ten brands. The expansion is part of a wider regional strategy. Across the Middle East and North Africa, Hilton aims to grow its portfolio to more than 300 hotels, supported by a pipeline of over 40,000 rooms.

With its multi-brand approach, Hilton is positioning itself to capture demand across different traveller segments while supporting the continued development of Morocco’s tourism infrastructure.