La saisonnalité Cas de Marrakech - AWS
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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
L’ADN
Avant l’an
2010 2015
2000
► 01 Centre de congrès ► 03 Centres de congrès ► 06 Centres de congrès
► 01 centre commercial ► 04 centres commerciaux ► 06 centres commerciaux
► 02 Golfs de 18 trous ► 05 Golfs de +18 trous ► 12 Golfs de +18 trous
► 00 centre de SPA ► +20 centres de SPA ► +40 centres de SPA
► 01 hôtel de luxe ► +7 hôtels de luxe ► +16 hôtels de luxe
Mono Product to Multi ProductMarrakesh, DNA
L’ADN
History & cultural heritage Trendy & Chic
Contrast
All budget Destination Luxury Collection
Mountains & snow Palm Grove & camels
Proximity Europe DépaysementOvercoming 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
Marrakesh, many destinations
Golf
Art &
Nature & Events
Adventure
Seniors Luxe
Culture
Family
MICE
Wellness
Marchés stratégiques Marchés traditionnels Marchés prioritaires Marchés émergentsFigures keys 2millions Tourists 6millions Overnights 40% Part of Marrakesh in Moroccan tourism 82% International visitors 4days 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
2nd The most beautiful city squares of the world. Jamaa
Lafna. 2013
2nd The best airport in Africa. Marrakech Ménara 2012
The most popular place for city trip, by holiday check.
2013
6ème DESTINATION AU MONDE, Trvaellers choice
Tripadvisor. 2012
African destination of the year.
2011Marrakesh 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
1ère destination chez les
Marrakech 1.9 voyageurs Tripadvisor
2015
Cape Town 1.7
Sharm Cheikh 1.6 Best Honeymoon
destination par Lonely
Cairo 1.35 Planet 2013
Djerba 0.95
Best family destination par
Zanzibar 0.92 CIAO Bambino 2013
Top 1 destinations in Morocco African destination of
the year 2011
Marrakech 1.9
Agadir 0.77 The most popular place
for city trip 2013
Casablanca 0.75 HolidayCheck
Tanger 0.42
MarrakechÉvolution de l’activité
Evolution des flux touristiques 2005/2014
53%
68% 66% 55%
7000000 50% 52%
6000000 68%
5000000 46%
47% 46%
4000000
3000000
2000000
1000000
0
Nuitées
20
20
20
20
20
20
20
20
20
20
05
06
07
08
09
10
11
12
13
14
Arrivées
ANNEE 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Capacité hôtelière 14 200 16 500 17 900 20.000 25.150 25.750 27.750 28.000 30.000 30.500
en chambres
Capacité hôtelière 30.648 33.5558 35.932 40.980 44.412 49.000 52.000 53.151 59.728 61.000
en lits
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 67% 65%
57% 60%
60,00 55%
51% 50% 53%
44% 48%
50,00 43%
40,00 36%
30,00
20,00
10,00
0,00 Haute saison
JA
M
M
N
FE
A
JU
JU
A
SE
O
D
O
A
A
VR
O
EC
C
N
VR
IN
IL
PT
R
I
VE
UT
TO
Moyenne saison
VI
IL
E
S
L
IE
EM
M
E
ET
M
B
R
B
R
R
B
B
R
E
R
Basse saison
R
E
E
EMarrakesh: 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 CompanyLa segmentation & la saisonnalité
La segmentation pour désaisonnaliser
Palais des congrès en Incentives septembre / octobre / novembre
1990, et développement Congrès en juin
du MICE
La construction des golfs Délocalisation des club européen en hiver
2004-2011 Décembre / janvier / février
Le lancement du projet: Lutter contre la micro saisonnalité:
2 méga festivals / mois Midweek vs weekendSeasonality is not a fatality.
But
it is a restorable situation.THANK YOU
FOR
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