After Marrakech, a Spanish operator aims for a major move in Casablanca
After establishing itself in Marrakech in 2025, Spanish operator Ona Hotels is preparing a new acquisition in Casablanca. This announcement confirms the continued appeal of European players in the Moroccan market, amid a restructuring of the international tourism sector.
The operator specialized in managing tourism complexes is accelerating its deployment in Morocco. During a sector forum organized in Madrid, the chief executive officer of Ona Hotels stated that the company "hopes to be able to announce very soon a major operation" in Morocco’s economic capital. Negotiations, already well advanced, concern an asset displaying performance deemed highly favorable. This offensive builds on a first successful establishment in August 2025, when the group took over two properties in Marrakech belonging to the Be Live chain of the Globalia group.
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This expansion strategy is part of a context of profound transformation of the hotel sector. Ona Hotels leaders anticipate a period characterized by "increased consolidation, with the absorption of independent establishments by mid-sized groups". According to them, outside locations with very specific characteristics, "the viability of independent hotels tends to diminish". This analysis on the need to consolidate is widely shared by other international operators and family groups who participated in the Madrid meeting.
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Growth opportunities now vary significantly by territory. The Hotusa group, which manages more than three hundred establishments across twenty-four countries, notably emphasized that development prospects become "more limited in Spain due to market maturity". Faced with this reality, European countries offering significant growth margins and major Moroccan urban centers continue to attract sustained investments from industry giants.
