PROJET DE FIN D’ÉTUDE

Présenté en vue d’obtenir le

DIPLÔME D’INGÉNIEUR D’ÉTAT

En GÉNIE INDUSTRIEL
Chef de Produit

Par

Hicham, MOURAHI

The impact of branding on consumer perceptions and

purchasing decisions in the hotel industry

Les travaux relatifs au présent PFE ont été réalisés auprès de

(Almaha Marrakech and SPA ),
Sous la direction de
(Mr.Anas BOUHAMIDI & Mme.Sanaa LAHRACHE).

2022-2023
 The impact of branding on consumer perceptions and
purchasing decisions in the hotel industry

Key words: Tourisme, Hospitality, Branding, Rooftop bar, brand

awareness, Brand loyalty, ROI,

Abstract: My internship at Almaha Marrakech provided valuable

insights into branding's impact on consumer decisions in
accommodation, catering, and spa. The hotel prioritized partnerships
with travel agencies, relying on established channels for bookings.
The spa menu lacked appeal and combined packages, so we
redesigned it to enhance the spa experience. To meet client
expectations and market trends, we launched a rooftop bar,
incorporating sustainable practices. The visit of Italian celebrity Ilary
Blasi garnered media attention, increasing brand visibility. Overall,
the internship emphasized the importance of aligning branding with
market trends and client expectations to strengthen Almaha
Marrakech's position in luxury accommodations, dining, and spa
services.

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 L'impact du branding sur les perceptions des consommateurs
et les décisions d'achat dans l’hôtellerie.

Mot clés : Tourisme, Hôtellerie, image de marque, Rooftop bar,

notoriété, fidélité à la marque, ROI,

Résumé: Mon stage à Almaha Marrakech m'a permis de

comprendre l'impact du branding sur les décisions des
consommateurs en matière d'hébergement, de restauration et de
spa. L'hôtel privilégiait les partenariats avec les agences de
voyages, s'appuyant sur des canaux établis pour les réservations. Le
menu du spa manquait d'attrait et d'options combinées, nous l'avons
donc repensé afin d'améliorer l'expérience du spa. Pour répondre
aux attentes des clients et aux tendances du marché, nous avons
lancé un bar sur le toit, intégrant des pratiques durables. La visite de
la célébrité italienne, Ilary Blasi, a attiré l'attention des médias,
augmentant la visibilité de la marque. Dans l'ensemble, ce stage a
souligné l'importance d'aligner le branding sur les tendances du
marché et les attentes des clients pour renforcer la position
d'Almaha Marrakech dans l'hébergement de luxe, la restauration et
les services de spa.

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Table of Contents
THANKS ..................................................................................................................................................... 5
INTRODUCTION ......................................................................................................................................... 6
DOCUMENTARY REVIEW............................................................................................................................. 7
PESTEL ANALYSIS: ...................................................................................................................................................7
SWOT ANALYSIS: .....................................................................................................................................................8
SURVEY ..................................................................................................................................................................8
KEY PERFORMANCE INDICATORS (KPIS): .......................................................................................................................9
INBOUND MARKETING: ...........................................................................................................................................10
FOCUS GROUP, ......................................................................................................................................................11
CHAPTER 1: PRESENTATION OF THE HOST STRUCTURE ............................................................................... 12
1. THE COMPANY: ALMAHA MARRAKECH SPA AND RESTAURANT..............................................................................12
• Core Business and Purpose of the Company: ......................................................................................12
• Data sheet of the Almaha Marrakech and SPA ...................................................................................18
• Organization Chart:.............................................................................................................................19
History and Achievements of the Company: .................................................................................................19
2. TARGETING AND MARKETING POSITIONING: ......................................................................................................22
• Product Policy:.....................................................................................................................................24
• Pricing Policy: ......................................................................................................................................24
• Place Policy ..........................................................................................................................................25
• Promotion Policy .................................................................................................................................26
• People Policy .......................................................................................................................................26
• Process Policy .....................................................................................................................................27
• Physical evidence.................................................................................................................................28
CHAPTER 2: TOURISM MARKET AND COMPANY ........................................................................................ 30
1. ANALYZING THE TOURISM MARKET THROUGH PESTEL: FACTORS IMPACTING INDUSTRY GROWTH AND SUSTAINABILITY ..30
Political Factors:............................................................................................................................................30
Economic Factors: .........................................................................................................................................30
Social and Cultural Factors: ..........................................................................................................................30
Technological Factors: ..................................................................................................................................31
Environmental Factors: .................................................................................................................................31
Legal Factors: ................................................................................................................................................31
2. UNVEILING THE CHALLENGERS: ALMAHA MARRAKECH SPA AND RESTAURANT AMIDST NOTEWORTHY COMPETITORS .....32
3. DIVERSE DEMANDS MET: ALMAHA MARRAKECH SPA AND RESTAURANT POSITIONING ITSELF AS THE PREMIER
DESTINATION FOR LUXURY, CULTURAL IMMERSION, FINE DINING, AND WELLNESS EXPERIENCES IN MARRAKECH .....................33
4. EVALUATING ALMAHA MARRAKECH'S STRENGTHS, WEAKNESSES, OPPORTUNITIES, AND THREATS ...............................34
Strengths:......................................................................................................................................................34
Weaknesses: .................................................................................................................................................34
Opportunities: ...............................................................................................................................................34
Threats: .........................................................................................................................................................35
5. THE PROBLEMATIC: THE IMPACT OF BRANDING ON CONSUMER PERCEPTIONS AND PURCHASING DECISIONS IN THE HOTEL
INDUSTRY..............................................................................................................................................................36
6. COMPREHENSIVE ANALYSIS OF REVENUE INSIGHTS AND PROMOTIONAL FIGURES FOR ENHANCED GROWTH AND FINANCIAL
PERFORMANCE AT ALMAHA MARRAKECH. ..................................................................................................................37
Revenue Insights: Analyzing Figures for Enhanced Business Growth and Financial Performance ...............37
7. PROMOTIONAL FIGURES UNVEILED: ANALYZING KEY METRICS DRIVING ALMAHA MARRAKECH'S SUCCESS ....................47
• Excellence in Guest Satisfaction: Almaha Marrakech's Unwavering Commitment to Providing
Unforgettable Experiences............................................................................................................................47
• Engaging Experiences and Captivating Promotions: Almaha Marrakech's Immersive Website and
Effective Pop-Up Ad Strategy ........................................................................................................................50
8. INSIGHTS FROM A FOCUS GROUP: ENHANCING SPA OFFERINGS AND CREATING HOLISTIC EXPERIENCES AT ALMAHA
MARRAKECH .........................................................................................................................................................54

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 • Methodology of this focus group ........................................................................................................54
Objectives: ....................................................................................................................................................54
Sample selection: ..........................................................................................................................................54
Focus group design .......................................................................................................................................55
9. SURVEY: INSIGHTS AND EXPECTATIONS: UNVEILING THE ANTICIPATIONS FOR THE NEW ROOFTOP BAR IN MARRAKECH ....58
• Methodology for the Survey: "New Rooftop Bar in Marrakech is Coming" ........................................59
Objectives: ....................................................................................................................................................59
Sample Selection: ..........................................................................................................................................59
Survey Design: ..............................................................................................................................................59
Data Collection: ............................................................................................................................................59
Analysis: ........................................................................................................................................................59
Ethical Considerations: .................................................................................................................................60
10. ANALYSIS OF SURVEY RESULTS .....................................................................................................................61
11. STUDY SUMMARY .....................................................................................................................................72
CHAPTER 3: PROJECT IMPLEMENTATION ................................................................................................... 73
1. CREATING OF A SPA CARD TO INCREASE BRAND AWARENESS AND INCREASE SELLS. ....................................................73
• The old SPA Card .................................................................................................................................74
• Benchmarking .....................................................................................................................................76
• Creating new SPA card ........................................................................................................................78
2. CREATING OF A GRAPHIC CHART FOR THE ROOFTOP BAR AND LUNCH IT FOR EXTERNAL CLIENT . .....................................84
3. DIGITAL COMMUNICATION FOR BIDAYA SUNSET BAR.............................................................................................90
4. STRATEGIC CELEBRITY COLLABORATION: ELEVATING BRAND AWARENESS AND CAPTIVATING THE ITALIAN MARKET ..........93
5. EMBRACING ZERO WASTE: CRAFTING SUSTAINABLE COCKTAILS AND TAPAS AT BIDAYA SUNSET BAR ...........................100
Tips and practices that can be implemented to minimize waste and foster an eco-friendlier approach:..102
6. BUDGET ....................................................................................................................................................105
7. RESULTS ....................................................................................................................................................107
• The evolution of revenue after the creation of the new SPA card.....................................................107
• The increase of the number of external clients for the restaurant and SPA after inviting the Ilary
BLASI 110
8. KPIS .........................................................................................................................................................112
• Brand Awareness: .............................................................................................................................112
• Brand Loyalty: ...................................................................................................................................114
CONCLUSION ......................................................................................................................................... 115
LIST OF FIGURES ..................................................................................................................................... 116
LIST OF TABLES ....................................................................................................................................... 119
BIBLIOGRAPHY ....................................................................................................................................... 120
ANNEXE ................................................................................................................................................. 121

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 Thanks

I would like to express my heartfelt gratitude and appreciation to everyone who made my
end-of-course internship at Almaha Marrakech and SPA an incredible learning experience. I
am extremely grateful to our esteemed General Director, Anas Bouhamidi, for providing me
with this opportunity and for his unwavering support throughout my internship journey.

I would also like to extend my sincere thanks to the Assistant Directors, Ilias Bouhamidi, Afaf
Benammat, and Yassine Monsif, for their guidance and valuable insights that have enriched
my understanding of the industry. Their dedication and expertise have been instrumental in
shaping my professional growth.

I am particularly grateful to Zineb Oulassri, the responsible Front Desk, for her constant
support and assistance. Her exceptional organizational skills and willingness to help have
made my time at Almaha Marrakech and SPA truly memorable.

Additionally, I would like to express my deepest appreciation to my esteemed tutor, Sanae

Lahrache. Her expertise, patience, and mentorship have been invaluable in shaping my
knowledge and skills. She has been an exceptional guide, providing me with valuable
feedback and encouragement throughout my internship, and I am truly grateful for her
unwavering support.

Lastly, I would like to express my gratitude to the entire team at Almaha Marrakech and SPA
for creating a welcoming and nurturing environment that fostered my professional growth. I
am incredibly grateful for the knowledge, experience, and memories I have gained during my
time with the organization.

Once again, thank you to everyone who played a role in making my internship at Almaha
Marrakech and SPA a truly transformative experience. I am immensely grateful for your
support, and I look forward to carrying the lessons learned into my future endeavors.

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 Introduction
In today's highly competitive business landscape, branding has emerged as a critical factor in
influencing consumers' purchasing decisions. A strong brand has the power to differentiate a
product or service from its competitors, evoke emotions, and build trust and loyalty among
consumers. This report focuses on the impact of branding on consumers' purchasing
decisions, specifically within the context of my end-of-course internship at Almaha
Marrakech and SPA.

Almaha Marrakech and SPA is a renowned hospitality establishment that caters to discerning
customers seeking luxurious experiences. As part of my internship, I had the opportunity to
delve into the realm of branding and its role in increasing sales. Throughout my time at
Almaha Marrakech and SPA, I explored three strategic domains of activities that aimed to
enhance sales through effective branding strategies.

The first strategic domain revolves around creating a compelling brand identity that
resonates with the target market. This involves defining and communicating the unique
value proposition, mission, and vision of the brand. By establishing a clear brand identity,
Almaha Marrakech and SPA aims to evoke positive emotions, establish a sense of
authenticity, and cultivate a strong connection with its customers.

The second strategic domain focuses on brand communication and messaging. Through
various marketing channels such as advertising, social media, and public relations, Almaha
Marrakech and SPA endeavors to convey a consistent brand message that aligns with its
values and resonates with its target audience. Effective communication plays a crucial role in
building brand awareness, shaping perceptions, and influencing consumers' purchasing
decisions.

The third and final strategic domain centers around brand experience. Almaha Marrakech
and SPA places great emphasis on providing an exceptional customer experience that aligns
with its brand promise. By delivering personalized, memorable, and consistent experiences
at every touchpoint, the establishment aims to foster customer loyalty and advocacy. The
overall brand experience encompasses various aspects, including service quality, ambiance,
and interactions with staff members.

Throughout this report, we will delve into each strategic domain, analyze the specific
activities undertaken by Almaha Marrakech and SPA, and evaluate their impact on sales. By
examining the interplay between branding and consumers' purchasing decisions, we aim to
gain insights into the effectiveness of these branding strategies in driving business growth.

In conclusion, branding plays a pivotal role in shaping consumers' purchasing decisions, and
this report aims to explore the impact of branding within the context of my internship at
Almaha Marrakech and SPA. By analyzing the three strategic domains of activities aimed at
increasing sales through branding, we will gain valuable insights into the effectiveness of
these strategies and their contribution to the overall success of the establishment.

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Documentary Review
PESTEL Analysis:
The PESTEL analysis is a powerful tool that allows us to thoroughly assess the external factors
that shape consumer behavior and their impact on branding strategies. By diving into each
component of the PESTEL framework, we gain valuable insights into the dynamics between
these factors and branding efforts, ultimately influencing customers' purchasing decisions.

Political factors play a crucial role in shaping the business environment and consumer
behavior. We examine government regulations, policies, and political stability, assessing how
they may impact branding strategies. For example, changes in trade policies or consumer
protection laws can have significant implications for branding initiatives, influencing customer
perceptions and purchasing decisions.

Economic factors provide insights into the overall economic climate and its influence on
consumer behavior. We analyze factors such as economic growth, inflation rates, exchange
rates, and consumer spending patterns. Understanding these economic factors helps us gauge
consumers' purchasing power, their willingness to spend, and their sensitivity to pricing,
enabling us to align branding strategies accordingly.

Social factors encompass cultural, demographic, and societal trends that shape consumer
preferences and behaviors. By exploring social factors, we gain insights into consumer values,
lifestyles, and attitudes. This understanding enables us to tailor branding efforts to resonate
with target audiences, ensuring that brand messages align with their beliefs and aspirations.

Technological factors highlight the impact of advancements in technology on branding

strategies. We assess the influence of digital platforms, social media, e-commerce, and
emerging technologies on consumer behavior. By staying abreast of technological trends, we
can leverage new channels and tools to effectively engage with customers and enhance the
brand experience.

Environmental factors focus on sustainability and the impact of environmental practices on

consumer perceptions. We analyze consumers' growing concern for eco-friendly products and
ethical business practices. Incorporating environmentally conscious initiatives into branding
efforts can positively influence customers' purchasing decisions and foster a favorable brand
image.

Legal factors encompass laws, regulations, and industry-specific requirements that brands
must adhere to. We examine the legal landscape to identify potential constraints or
opportunities for branding strategies. Understanding legal factors ensures compliance and
helps mitigate risks associated with legal issues, safeguarding the brand's reputation and
maintaining consumer trust.

By conducting a comprehensive PESTEL analysis, we gain a holistic understanding of the

external factors that shape consumer behavior and their impact on branding. This analysis
sheds light on the opportunities and challenges presented by the external environment,
enabling brands to make informed decisions and develop effective branding strategies that
resonate with customers and drive purchasing decisions.

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SWOT Analysis:
A SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis is a powerful tool that
allows us to comprehensively evaluate a brand's image and reputation. By conducting a SWOT
analysis, we can identify the brand's strengths, such as unique selling points, strong customer
loyalty, and a well-established market presence. These strengths contribute to the brand's
competitive advantage, distinguishing it from competitors and attracting customers.

Simultaneously, a SWOT analysis helps us uncover the brand's weaknesses, such as areas that
need improvement or challenges it faces. These weaknesses could include outdated
marketing strategies, poor customer service, or limited brand recognition. By identifying these
areas, we can develop targeted initiatives to address these weaknesses and enhance the
overall brand experience.

Moreover, a SWOT analysis provides insights into potential opportunities for growth. These
opportunities may arise from emerging market trends, technological advancements, or
changes in customer preferences. By recognizing and seizing these opportunities, brands can
expand their market share, introduce innovative products or services, and attract new
customer segments.

However, it is also important to consider potential threats that may impact a brand's image
and influence customer perceptions and purchasing decisions. These threats could include
intense competition, negative publicity, changing regulations, or economic downturns. By
identifying potential threats in advance, brands can proactively develop contingency plans,
mitigate risks, and maintain a favorable brand reputation.

Overall, a SWOT analysis empowers brands to understand their internal factors better,
enabling them to develop strategies that enhance their branding effectiveness and positively
influence consumer choices. By leveraging strengths, addressing weaknesses, capitalizing on
opportunities, and mitigating threats, brands can strengthen their position in the market,
build stronger customer relationships, and ultimately drive business growth.

Survey:
To gather direct feedback from consumers and obtain valuable insights into their perceptions
of branding and its impact on purchasing decisions, we conducted a meticulous quantitative
study employing a well-designed questionnaire. The survey was strategically crafted to
explore various aspects related to branding, including brand awareness, brand image, brand
loyalty, and the influence of branding on consumer decision-making processes. Participants
were carefully selected to ensure a representative sample that encompassed different
demographics, geographic locations, and consumer preferences.

The questionnaire consisted of a series of targeted questions aimed at capturing customers'

perceptions, attitudes, and behaviors regarding branding and its influence on their purchasing
decisions. Participants were asked to rate their level of brand awareness, evaluate the
consistency and authenticity of brand messaging, and express their preferences towards
branded products or services. Additionally, the survey delved into the emotional connection
customers had with certain brands and the extent to which branding played a role in their
decision-making processes.

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By analyzing the collected data, we gained valuable insights into consumer attitudes,
preferences, and behaviors related to branding. The quantitative nature of the study allowed
for statistical analysis, enabling us to identify patterns, trends, and correlations among various
factors. Through this analysis, we were able to draw meaningful conclusions about the impact
of branding on customer decision-making processes.

The findings revealed the importance of branding in shaping consumers' perceptions,

influencing their preferences, and ultimately driving their purchasing decisions. We identified
key elements that significantly impact branding effectiveness, such as brand recognition,
brand reputation, and the emotional connection established with customers. Furthermore,
the data provided insights into the specific strategies and tactics that resonated most with
consumers, allowing for recommendations on how brands can optimize their branding efforts
to better engage and influence their target audience.

Overall, the quantitative study through the well-designed questionnaire provided a robust
foundation for understanding the intricate relationship between branding and customer
purchasing decisions. The analysis of the collected data offers a comprehensive view of
consumer perceptions, behaviors, and preferences, enabling us to make informed conclusions
and recommendations regarding the impact of branding on consumer decision-making
processes.

Key Performance Indicators (KPIs):

By identifying and analyzing relevant key performance indicators (KPIs) related to branding,
we gain a deeper understanding of the impact of branding efforts on customer purchasing
decisions. One crucial KPI is brand awareness, which measures the extent to which consumers
are familiar with a brand and its offerings. By tracking brand awareness metrics such as aided
and unaided recall, we can assess the effectiveness of branding initiatives in increasing brand
visibility and recognition among the target audience.

Brand loyalty is another essential KPI that measures the degree of customer allegiance and
repeat purchases. By examining metrics such as customer retention rate, repeat purchase
rate, and Net Promoter Score (NPS), we can gauge the level of brand loyalty and determine
the success of branding strategies in fostering long-term customer relationships.

Customer satisfaction is a critical KPI that assesses how well a brand meets or exceeds
customer expectations. Through customer satisfaction surveys, feedback forms, and online
reviews, we can collect data to measure satisfaction levels and identify areas for improvement.
Understanding customer satisfaction helps us gauge the impact of branding on customer
experiences and their subsequent purchasing decisions.

Purchase intent is a key KPI that measures the likelihood of customers to make a purchase
from a particular brand. By analyzing metrics such as conversion rate, average order value,
and click-through rate, we can evaluate the influence of branding efforts on customer
purchase intent. High purchase intent indicates that branding strategies effectively
communicate the brand's value proposition and motivate customers to take action.

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These KPIs provide measurable metrics that help evaluate the effectiveness of branding
strategies and assess the extent to which branding influences consumer behavior. By
continuously monitoring and analyzing these KPIs, brands can make data-driven decisions to
optimize their branding efforts, enhance customer experiences, and ultimately drive positive
purchasing decisions.

Inbound Marketing:
Inbound marketing strategies play a pivotal role in shaping customers' perceptions of a brand
and influencing their purchasing decisions. One crucial aspect of inbound marketing is the
creation and dissemination of valuable content. By producing high-quality content, such as
informative blog posts, engaging videos, and helpful guides, brands establish themselves as
authorities in their respective industries. This valuable content not only educates and
entertains customers but also establishes a strong brand presence and fosters trust and
credibility among the target audience.

Search engine optimization (SEO) is another integral component of inbound marketing. By

optimizing a brand's website and content to appear prominently in search engine results,
brands increase their visibility and attract organic traffic. Effective SEO practices, including
keyword research, on-page optimization, and link building, ensure that the brand's content
reaches the right audience at the right time. This increased visibility improves brand
recognition and boosts the likelihood of customers considering the brand during their
purchasing journey.

Social media engagement is a powerful inbound marketing tactic that enables brands to
connect with their target audience on a personal level. By actively engaging with customers
on social media platforms, brands can build relationships, respond to inquiries, and address
concerns promptly. Social media platforms also provide an opportunity for brands to
showcase their unique personality, share user-generated content, and run targeted
advertising campaigns to reach a wider audience. Positive interactions and engaging content
on social media contribute to creating a favorable brand image and nurturing brand loyalty.

In addition to content creation, SEO, and social media engagement, other digital marketing
tactics complement inbound marketing efforts. Email marketing allows brands to nurture
relationships with potential and existing customers by delivering personalized, targeted
messages directly to their inbox. Influencer marketing leverages the influence of popular
individuals or celebrities to promote a brand's products or services to their dedicated follower
base. Paid advertising, such as search engine marketing (SEM) and social media advertising,
helps brands expand their reach and drive targeted traffic to their website.

By analyzing the effectiveness of these inbound marketing strategies in relation to branding,

brands can gain valuable insights into consumer behavior and preferences. Data on website
traffic, social media engagement, conversion rates, and customer feedback provide a
comprehensive understanding of the impact of digital channels on customer decision-making
processes. This analysis guides brands in refining their inbound marketing strategies,
improving customer experiences, and fostering long-term brand loyalty.

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Focus group,
In order to gain deeper insights into the impact of branding on customer purchasing decisions,
conducting a focus group can be an invaluable research tool. A focus group is a qualitative
research method that involves bringing together a small group of individuals who represent
the target market or consumer segment of interest. This interactive and dynamic approach
allows for in-depth discussions and exchanges of ideas, providing rich and nuanced data.

The focus group sessions can be structured around specific topics related to branding, such as
brand perception, brand image, brand loyalty, and the influence of branding on consumer
decision-making. By engaging participants in open-ended discussions, the researcher can
explore their perceptions, attitudes, emotions, and experiences associated with different
brands.

The composition of the focus group should be carefully considered, aiming for diversity in
terms of demographics, psychographics, and consumer behaviors. This ensures a wide range
of perspectives and allows for a comprehensive understanding of how branding impacts
various segments of the target market.

During the focus group, a skilled moderator facilitates the discussion, encouraging participants
to express their opinions freely while ensuring that the conversation stays focused and
productive. The moderator can also employ various techniques such as probing, role-playing,
or using visual stimuli to elicit deeper insights and uncover underlying motivations.

The information gathered from focus group discussions can be used to identify patterns,
themes, and commonalities among participants' perceptions and experiences. These findings
can then be analyzed to draw meaningful conclusions and generate actionable
recommendations for businesses seeking to enhance their branding strategies.

It is important to note that while focus groups provide valuable qualitative insights, they have
limitations. The small sample size means that the findings may not be representative of the
entire target market. Additionally, participants' responses can be influenced by group
dynamics or individual biases. Therefore, it is advisable to complement focus group findings
with quantitative data and other research methods to ensure a comprehensive understanding
of the impact of branding on customer purchasing decisions.

Overall, incorporating focus group research into your study can provide valuable qualitative
data, revealing deep-seated consumer perceptions and behaviors related to branding. By
utilizing this research method, you can gain valuable insights that go beyond surface-level
observations and make informed recommendations to enhance branding strategies and
influence customer purchasing decisions.

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Chapter 1: Presentation of the Host Structure

1. The Company: Almaha Marrakech SPA and Restaurant

• Core Business and Purpose of the Company:
Almaha Marrakech SPA and Restaurant, nestled in the vibrant city of Marrakech, Morocco,
stands as a prestigious and highly sought-after destination. With a profound commitment to
delivering exceptional hospitality, the company's core business is centered around providing
guests with an unparalleled experience of luxury and indulgence. From the moment visitors
step foot in the hotel, they are enveloped in a world of opulence and tranquility.

Figure 1 : Picture of the main patio of Almaha Marrakech and SPA

Luxurious accommodation stands as one of the fundamental pillars of Almaha Marrakech's

exceptional offerings. The hotel takes pride in its meticulously designed rooms and suites,
which harmoniously combine Moroccan charm with contemporary elegance. Guests are
treated to a range of captivating options, each meticulously crafted to ensure a memorable
stay. The Deluxe Rooms offer ample space and exquisite furnishings, providing guests with a
comfortable and inviting atmosphere. For those seeking a touch of serenity and panoramic
views, the Suite Junior with Patio Vue presents an enticing option. Guests can bask in the
beauty of the surrounding landscapes from their private patio. For unparalleled opulence, the
Suite Junior or Suite Senior, complete with a private terrace, offer the epitome of luxury. Every
room category at Almaha Marrakech is thoughtfully designed to prioritize comfort, privacy,
and an unparalleled experience, guaranteeing guests a truly unforgettable stay.
Beyond accommodation,

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 Figure 2 : Picture of the deluxe room' bathroom

Figure 3 : Picture of the private patio of the junior suite

13
Figure 5 : Picture of deluxe room in Almaha Marrakech and SPA

Figure 4 : Picture of Junior suite with private Patio

14
Almaha Marrakech takes pride in its rejuvenating SPA, offering a haven of relaxation and
wellness. Drawing inspiration from Moroccan traditions and ancient healing techniques, the
SPA provides a range of invigorating treatments and therapies.

Figure 6 : Picture of the Spa of Almaha Marrakech and SPA

Guests can indulge in soothing massages, indulge in invigorating body scrubs, or unwind in
the tranquil ambiance of the SPA's amenities, including steam rooms, Jacuzzis, and serene
relaxation areas. The hotel's aim is to offer guests a rejuvenating escape, allowing them to
restore balance and harmony to mind, body, and soul.

Figure 7 : Picture of the Hammam in Almaha Marrakech and SPA

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Moreover, Almaha Marrakech presents an array of exquisite dining experiences that showcase
the rich culinary heritage of Morocco. The hotel's diverse dining venues, including Pixel 27
Lounge, Patio, La Bibliothèque, and Rooftop Bar, offer an enticing blend of flavors, textures,
and aromas.

Figure 8 : Picture of la bibliothèque restaurant in Almaha Marrakech and SPA

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 Figure 9 : Picture that shows the details of la bibliothèque restaurant

Whether guests desire an intimate candlelit dinner, a casual gathering with friends, or a
refreshing cocktail against the backdrop of a stunning sunset, the hotel's exceptional culinary
team ensures that every dining experience is a feast for the senses.

Figure 10 : Picture of the pixel lounge and bar in Almaha marrakech and SPA

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Ultimately, Almaha Marrakech SPA and Restaurant seeks to create an idyllic oasis where guests
can immerse themselves in the warmth of Moroccan hospitality while enjoying the finest
modern amenities. By combining luxurious accommodation, rejuvenating spa treatments, and
exquisite dining experiences, the hotel endeavors to exceed the expectations of every guest,
creating cherished memories that will last a lifetime.
• Data sheet of the Almaha Marrakech and SPA

Legal form Limited Liability Corporation (SARL)

Activity Almaha Marrakech SPA and Restaurant
specializes in providing exceptional
hospitality services, including luxurious
accommodations, rejuvenating spa
treatments, and exquisite dining
experiences. The hotel aims to create a
haven of relaxation and indulgence for its
guests, combining Moroccan hospitality
with modern amenities.

Workforce 28 Workers
Share capital 100 000 Dhs
Date and place of creation 01/11/2007
Address Derb El Arsa Lakbir N 8, 9, 10, Et 11 Quartier
El Kasbah Et Derb Benzina N° 55, 56 Et 57
Quartier El Kasbah - Marrakech-Médina
Trade register 30509 (MARRAKECH)
Phone line 05243-86782
Email reservation@almahamarrakech.com
Website www.almahamarrakech.com
Table 1 : Data Sheet of Almaha Marrakech and SPA

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 • Organization Chart:

Anas Bouhamidi
(General Director)

Ilias Bouhamidi Yassine Monsif

(Assistant Director) (Assistant Director)

finance and
Reception Housekeeping Household Technique Kitchen SPA
accounting

Afaf Mohammed Bouchra Jamal Kenza Aicha Nouhaila

Zineb Fatimazhra Hasna Moukhtar Mustapha Nadia

Fatimzahra Malika Mohammed Mouhssine Nassima

Figure 11: Almaha Marrakech and SPA chart

History and Achievements of the Company:

Almaha Marrakech SPA and Restaurant holds a captivating history that encompasses several
years of growth and transformation. In 2016, the hotel welcomed its first guests, embarking
on a remarkable journey of redefining luxury hospitality. The property underwent a
breathtaking metamorphosis, shedding its previous identity as a stable, and emerging as a
stunning haven for travelers seeking unparalleled experiences.

The visionary behind the redesign and renovation of Almaha Marrakech is the renowned
Belgian designer, Charles Kaisin. With a profound understanding of aesthetics and a keen eye
for detail, Kaisin brought his artistic flair and expertise to infuse the hotel with a harmonious
fusion of Moroccan elegance and contemporary design. His visionary approach and innovative
concepts breathed new life into the establishment, creating a captivating ambiance that
captivates guests from the moment they step foot inside.

Figure 12 : Charles KAISIN the designer of Almaha Marrakech and SPA

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Charles Kaisin, a celebrated figure in the design world, has an impressive biography that spans
across various creative disciplines. With a background in architecture and interior design,
Kaisin has garnered international recognition for his exceptional talent and ability to create
immersive spaces that evoke emotion and inspire wonder. His unique approach often draws
inspiration from cultural heritage and craftsmanship, resulting in awe-inspiring designs that
seamlessly blend tradition with modernity.

Figure 13: Designs of Charles KAISIN

In addition to its stunning design, Almaha Marrakech has gained fame for hosting notable
events and collaborations. In 2020, the hotel served as the backdrop for the mesmerizing
spring collection shoot by luxury fashion brand Louis Vuitton. The collaboration showcased
the exquisite interplay between fashion, art, and the hotel's enchanting surroundings, further
elevating its reputation as a destination that effortlessly merges creativity and elegance.

Furthermore, Almaha Marrakech has become a sought-after venue for unforgettable

weddings and celebrations. The hotel's expert team of event planners and coordinators work
closely with clients, ensuring every detail is meticulously planned and executed to create a
truly memorable experience. From stunning outdoor ceremonies against the backdrop of
Marrakech's breathtaking landscapes to elegant receptions infused with local flavors and
traditions, Almaha Marrakech has established itself as a premier choice for discerning couples
seeking a destination wedding filled with charm and enchantment.

Through its commitment to impeccable service, luxurious amenities, and unique cultural
experiences, Almaha Marrakech has earned numerous accolades and garnered an abundance
of positive reviews. These acknowledgments serve as a testament to the hotel's unwavering
dedication to providing guests with an unforgettable stay, solidifying its position

20
as a leading destination for travelers seeking a harmonious blend of luxury, authenticity, and
cultural immersion.
Presentation of the Business Sector.

21
 2. Targeting and Marketing Positioning:
Almaha Marrakech SPA and Restaurant adopts a targeted approach and strategic marketing
positioning to reach its desired customer segments. The hotel focuses on positioning itself as
a luxurious and culturally immersive destination, highlighting its unique blend of Moroccan
traditions and contemporary elegance. Through targeted marketing campaigns, Almaha
Marrakech aims to attract discerning travelers who appreciate world-class hospitality,
personalized service, and a deep connection with the local culture.

The hotel's marketing targeting is based on identifying and understanding the most relevant
customer segments. Almaha Marrakech seeks to attract sophisticated clientele who value
luxury and authenticity, and who are in search of unique and memorable experiences. The key
target segments include upscale travelers looking for an exceptional stay, couples seeking a
romantic getaway, and travelers interested in cultural immersion.

The hotel positions itself as a luxury destination by showcasing its exceptional offerings. It
highlights lavish accommodations, world-class spa facilities offering rejuvenating treatments,
and refined gastronomic experiences that showcase Moroccan and international cuisine. By
emphasizing attention to detail, personalized service, and the preservation of Moroccan
traditions, Almaha Marrakech creates a holistic and memorable experience.

Targeted Approach Relevant Customer Exceptional Marketing Emotional Differentiation and

• Luxurious and Culturally
Immersive Destination
• Moroccan Traditions and
Contemporary Elegance
Segments Offerings
• Upscale Travelers • Lavish Accommodations
• Cultural Enthusiasts • World-Class Spa Facilities
• Refined Gastronomic
Experiences
Positioning
• Elegance, Refinement, and
Authenticity
• Leveraging Marrakech's
Cultural Heritage
• Immersive Experiences
Connection Reputation
• Memorable Experiences • Competitive Market
• Luxury, Comfort, and of Upscale Hospitality
Authenticity
• Essence of Moroccan • Preferred Destination
Culture for Exceptional Stays

Figure 14 : Graph to summarize the positionning of Almaha marrakech

In terms of marketing positioning, Almaha Marrakech stands out as a destination where

elegance, refinement, and authenticity converge. The hotel leverages its location in
Marrakech, a city renowned for its cultural heritage, bustling souks, lush gardens, and
delectable cuisine. It offers experiences that allow guests to immerse themselves in Moroccan
culture, whether through local culinary demonstrations, traditional dance classes, visits to
historic monuments, or strolls through the vibrant alleyways of the medina.

The goal of this marketing positioning is to captivate travelers seeking a memorable

experience, where they can be transported to a world of luxury, comfort, and authenticity.
Almaha Marrakech aims to create a strong emotional connection with its guests by offering
unique moments that reflect the essence of Moroccan culture.

By adopting a targeted approach and positioning itself as a cultural luxury destination, Almaha
Marrakech SPA and Restaurant differentiates itself in the competitive market of upscale

22
hospitality in Marrakech. The hotel attracts the most discerning travelers in search of
unforgettable experiences, solidifying its reputation as a preferred destination for those
seeking an exceptional stay.

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 • Product Policy:
Almaha Marrakech understands the importance of providing a diverse range of
accommodations to meet the varying preferences and needs of its guests. The hotel offers
four distinct and exquisitely designed room categories, each offering a unique experience.

The Deluxe Room, starting from 3000 dirhams, immerses guests in luxury and comfort. With
tasteful furnishings, plush bedding, and carefully curated amenities, it creates a welcoming
atmosphere for a truly indulgent stay.

For those seeking a picturesque setting, the Suite Junior Vue Patio presents a charming view
of the hotel's beautiful patio area. Guests can unwind and enjoy the serene ambiance while
experiencing the epitome of elegance.

Privacy and tranquility are paramount in the Junior Suite with a Private Terrace. This category
provides a personal outdoor space where guests can relax and enjoy moments of serenity
amidst the hotel's serene surroundings.

For the ultimate lavish retreat, the Senior Suite with a Private Terrace offers an expansive and
opulent setting. With a private terrace overlooking the magnificent landscape, guests can bask
in the tranquility and grandeur of their surroundings.

In addition to luxurious accommodations, Almaha Marrakech also boasts a rejuvenating spa

experience. The spa facilities feature a Jacuzzi, allowing guests to unwind and immerse
themselves in a state of bliss. The two hammams provide a traditional Moroccan bathing
experience, combining heat and steam for a purifying and revitalizing effect. Furthermore, the
two massage rooms offer a range of therapeutic treatments delivered by skilled professionals,
ensuring guests leave feeling refreshed and renewed.

Whether guests seek relaxation, adventure, or cultural immersion, Almaha Marrakech

provides a harmonious blend of luxurious accommodations and rejuvenating spa facilities to
enhance their overall experience.

• Pricing Policy:
Almaha Marrakech prides itself on offering competitive and transparent pricing that reflects
the exclusivity and quality of its offerings. The Deluxe Room, starting from 3000 dirhams per
night, ensures that guests can indulge in luxury and comfort at a reasonable price point. The
Junior Suite with Patio Vue, starting from 4000 dirhams per night, provides a picturesque view
of the hotel's charming patio area, allowing guests to unwind in a serene environment. For
those seeking a more private retreat, the Junior Suite with a Private Terrace, starting from
5000 dirhams per night, offers an exclusive outdoor space to relax and enjoy the surroundings.
For the ultimate indulgence, the Senior Suite with a Private Terrace, starting from 6000
dirhams per night, presents a lavish and spacious accommodation option.

In addition to luxurious accommodations, Almaha Marrakech offers a range of rejuvenating

spa treatments, with prices starting from 300 dirhams. Guests can immerse themselves in a
world of relaxation and wellness, choosing from various therapies and massages tailored to
their individual preferences. The hotel's spa facilities include a Jacuzzi and two hammams,

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where guests can experience traditional Moroccan bathing rituals and rejuvenate their mind
and body. With the hammam experience starting from 400 dirhams, guests can indulge in a
cultural and therapeutic retreat.

Almaha Marrakech takes pride in its culinary offerings, providing guests with a delightful
dining experience. The dinner menu showcases the richness of Moroccan cuisine, featuring a
range of flavorful dishes. Guests can savor authentic flavors and aromas with main courses
starting from 200 dirhams. Whether it's enjoying a meal at the Pixel Lounge, La Bibliothèque,
or the Bidaya Sunset Bar, each dining area offers a unique ambiance and culinary journey,
combining traditional Moroccan ingredients and innovative culinary techniques.

By offering a comprehensive range of pricing options for accommodations, spa treatments,

and dining experiences, Almaha Marrakech ensures that guests can tailor their stay to their
preferences and budget. The transparent pricing strategy reflects the value and exceptional
experiences guests can expect, further enhancing their satisfaction and enjoyment during
their time at the hotel.

• Place Policy
Almaha Marrakech enjoys a privileged location in the heart of the Medina, specifically in L
Kasbah area. One of the notable advantages of its location is the accessibility by car, which
sets it apart from many other riads in the Medina. While most riads are situated on narrow
streets that restrict vehicular access, Almaha Marrakech offers the convenience of easy car
accessibility. This allows guests the flexibility to arrive and depart effortlessly, making their
stay even more convenient.

Situated in the vibrant neighborhood of L Kasbah, guests of Almaha Marrakech are just steps
away from some of the city's most iconic landmarks. The renowned Saadian Tombs, a historic
mausoleum complex dating back to the 16th century, is within close proximity. Guests can
explore the intricate architecture and learn about the fascinating history of this significant site.

Furthermore, Almaha Marrakech's location provides convenient access to the bustling souks
of Marrakech. These vibrant markets offer a treasure trove of goods, from traditional crafts
and spices to clothing and jewelry. Guests can immerse themselves in the vibrant atmosphere,
haggle for unique souvenirs, and indulge in the sensory delights of Marrakech's lively market
scene.

The prime location of Almaha Marrakech serves as a central base for guests to explore the rich
cultural heritage and attractions of the city. Whether strolling through the labyrinthine streets
of the Medina, visiting historic landmarks, or experiencing the local traditions and cuisine,
guests have easy access to the diverse offerings of Marrakech.

With its advantageous location in L Kasbah, Almaha Marrakech not only provides a sanctuary
of luxury and comfort but also ensures that guests can conveniently discover the captivating
charm of Marrakech's cultural heritage and immerse themselves in the vibrant atmosphere of
the Medina.

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 • Promotion Policy
Almaha Marrakech utilizes a comprehensive and strategic approach to promote its offerings,
reaching out to potential guests through various channels. The hotel has established
partnerships with reputable travel agencies renowned for their expertise in luxury travel
experiences. Collaborating with agencies such as Travel Link, Experience Morocco, and Maana
Travel allows Almaha Marrakech to tap into their extensive networks and access a broader
audience of discerning travelers seeking exceptional accommodations and experiences.

In addition to travel agencies, Almaha Marrakech recognizes the importance of online

platforms in today's digital age. The hotel has a strong presence on popular booking websites
such as Booking.com and Expedia. By leveraging these platforms, Almaha Marrakech ensures
maximum visibility and exposure to a global clientele, capturing the attention of potential
guests who actively search for luxurious accommodations in Marrakech.

To encourage direct bookings, Almaha Marrakech offers exclusive incentives through its
official website. Guests who book directly through the hotel's website can enjoy a generous
20% discount on their reservations. This exclusive offer not only provides cost savings but also
reinforces the value of booking directly with Almaha Marrakech. Furthermore, to enhance the
guest experience, the hotel provides a 50 euro Spa voucher to guests who book directly,
inviting them to indulge in the rejuvenating and relaxing treatments available at the spa.

This multi-faceted approach to promotion ensures that Almaha Marrakech maintains a strong
presence across various channels, targeting both traditional travel agencies and the growing
online market. By collaborating with reputable agencies, establishing a strong online
presence, and offering exclusive incentives for direct bookings, Almaha Marrakech effectively
expands its reach and entices potential guests with the promise of a truly exceptional and
rewarding stay.

• People Policy
At Almaha Marrakech, the staff is the heart and soul of the hotel's commitment to excellence.
The director, an esteemed expert in digital marketing, brings a wealth of knowledge and
experience to lead the team. With a passion for delivering exceptional customer experiences,
the director sets the standard for the entire staff, emphasizing the importance of personalized
service and attention to detail.

From the moment guests step foot into the hotel, they are warmly welcomed by the dedicated
and professional staff. The reception team ensures a smooth check-in process, providing
guests with all the necessary information to make their stay as comfortable as possible. The
attentive waiters in the restaurant go above and beyond to cater to guests' culinary
preferences and dietary requirements, offering personalized recommendations and ensuring
a memorable dining experience.

The staff at Almaha Marrakech prides itself on its deep understanding of hospitality and its
commitment to providing outstanding service. They are knowledgeable about the hotel's
facilities and services, offering valuable insights and assistance to enhance guests' overall stay.
Whether it's arranging transportation, suggesting local attractions, or attending to specific
requests, the staff is always ready to go the extra mile.

26
The dedication and professionalism of the Almaha Marrakech team have been recognized by
the numerous positive reviews and feedback from satisfied guests. Guests consistently
highlight the exceptional service they received during their stay, praising the staff's
attentiveness, friendliness, and genuine care. The staff's commitment to creating memorable
experiences is evident in the seamless and personalized service they provide.

The Almaha Marrakech staff undergoes continuous training and development programs to
ensure they stay up-to-date with the latest industry trends and best practices. This investment
in their professional growth contributes to the overall success of the hotel, as guests can rely
on the expertise and competence of the staff to meet their every need.

Almaha Marrakech takes great pride in its highly qualified and dedicated staff, as they are the
embodiment of the hotel's commitment to excellence. Their professionalism, attention to
detail, and genuine care for guests' well-being contribute to creating an unforgettable stay and
establish Almaha Marrakech as a preferred choice for discerning travelers seeking exceptional
hospitality experiences.

• Process Policy
Almaha Marrakech places a strong emphasis on creating a seamless and efficient guest
journey, prioritizing every step of the experience to ensure utmost satisfaction. Starting from
the booking process, the hotel ensures a user-friendly and intuitive online platform where
guests can easily browse available accommodations, select their desired dates, and make
reservations with ease. Clear and comprehensive information regarding room options,
amenities, and pricing is provided, allowing guests to make informed decisions.

Upon arrival, the check-in process at Almaha Marrakech is designed to be swift and hassle-
free. Guests are warmly welcomed by attentive staff who are well-prepared with their
reservation details. The hotel employs modern technologies, such as digital registration and
keyless entry systems, to expedite the check-in process and eliminate unnecessary paperwork.

During their stay, guests can indulge in exceptional dining experiences at the hotel's
restaurants. Almaha Marrakech offers a diverse range of culinary options, catering to various
tastes and preferences. Whether guests desire a fine dining experience at the upscale
restaurant, a casual meal at the bistro, or a refreshing drink at the bar, the hotel ensures
impeccable service and culinary excellence.

For those seeking relaxation and rejuvenation, the spa treatments at Almaha Marrakech are
meticulously designed to provide a blissful experience. The spa facilities feature serene and
tranquil environments, allowing guests to unwind and escape from the stresses of everyday
life. Highly skilled therapists offer a wide range of treatments and therapies, tailored to meet
individual preferences and wellness goals. From massages to facials and body treatments,
every aspect is carefully curated to deliver a pampering and rejuvenating experience.

As the guests' journey nears its end, the check-out process is designed to be efficient and
hassle-free. Almaha Marrakech offers express check-out options, enabling guests to settle

27
their bills swiftly and conveniently. The hotel's attentive staff is readily available to assist with
any inquiries or requests, ensuring a smooth and memorable departure.

Throughout the entire guest journey, Almaha Marrakech upholds a guest-centric approach,
going above and beyond to meet and exceed expectations. Attention to detail is evident in
every aspect, from the well-groomed surroundings to the personalized service provided by
the dedicated staff. By creating a seamless and efficient guest journey, Almaha Marrakech
strives to deliver a truly hassle-free and enjoyable stay for its valued guests.

• Physical evidence
Almaha Marrakech is a visual masterpiece, showcasing an architectural design that seamlessly
blends contemporary luxury with the essence of Moroccan elegance. The hotel's exterior
features intricate Moroccan motifs and ornate details, creating a sense of grandeur and
sophistication. Inside, guests are greeted by spacious and exquisitely decorated rooms,
adorned with luxurious fabrics, tasteful furnishings, and beautiful artwork inspired by
Moroccan craftsmanship. The attention to detail in every corner of the hotel reflects the
commitment to creating a truly immersive and visually stunning experience.

The high-resolution photographs available for guests to explore prior to their visit provide a
glimpse into the opulence and beauty that awaits them. The images showcase the
meticulously designed rooms, each offering a unique ambiance and luxurious amenities that
ensure a comfortable and indulgent stay. From the plush beds and elegant sitting areas to the
stunning views from private terraces, every detail is carefully curated to create a truly
memorable experience.

The spa facilities at Almaha Marrakech are equally impressive, designed to provide a serene
and rejuvenating oasis. The high-resolution photographs reveal the tranquil ambiance of the
spa, with soft lighting, soothing colors, and tasteful decor. Guests can indulge in the luxurious
Jacuzzi, relax in the traditional hammam, or pamper themselves with a variety of therapeutic
treatments in the well-appointed massage rooms. These visuals offer a glimpse into the world
of tranquility and serenity that awaits guests seeking relaxation and rejuvenation.

The dining areas of Almaha Marrakech are a visual delight, immersing guests in a rich tapestry
of Moroccan flavors and culinary excellence. The high-resolution photographs showcase the
elegant and inviting ambiance of the dining spaces, each with its unique charm. Guests can
choose from the intimate and cozy atmosphere of La Bibliothèque, where they can enjoy a
curated selection of Moroccan dishes, or indulge in the sophisticated and stylish setting of
Pixel 27 lounge. The Bidaya Sunset Bar offers breathtaking views of the surrounding area,
making it an ideal spot to unwind and enjoy a refreshing beverage while witnessing the beauty
of Marrakech.

The positive guest testimonials and prestigious awards that Almaha Marrakech has received
further validate the exceptional experience it offers. Guests rave about the hotel's impeccable
service, attention to detail, and the warm hospitality extended by the staff. These testimonials,
coupled with the recognition from industry experts and esteemed awards, solidify Almaha
Marrakech's reputation as a premier destination for luxury and indulgence.

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With its visually captivating design, luxurious accommodations, rejuvenating spa facilities, and
exquisite dining experiences, Almaha Marrakech creates an immersive and unforgettable stay
for its guests. The combination of stunning visuals, positive testimonials, and prestigious
awards is a testament to the hotel's unwavering commitment to delivering an exceptional and
memorable experience that exceeds guests' expectations.

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Chapter 2: Tourism market and company
1. Analyzing the Tourism Market through PESTEL: Factors Impacting Industry
Growth and Sustainability
Political Factors:

• Strong support and commitment from the Moroccan government for the tourism
industry, with initiatives such as Vision 2010 that prioritize tourism as a key driver of
economic development.
• Political stability in Marrakech, providing a secure and favorable environment for
business operations and attracting tourists.
• Government policies and regulations related to rooftop bars, including licensing
requirements and permits, ensuring compliance with local laws and standards.
• Bilateral agreements and collaborations with European countries, facilitating travel
and trade between Marrakech and its European counterparts.

Economic Factors:

• Marrakech offers an excellent value proposition for tourists, providing a unique

blend of cultural experiences, luxury offerings, and affordability.
• The support provided by the state within the framework of the emergency plan to
support the tourism sector, worth 2 billion dirhams, has yielded results.
• The Moroccan government's commitment to market-oriented policies encourages
private enterprises and supports the growth and competitiveness of the tourism
industry.
• Tourism revenues reached 81.7 billion dirhams (MMDH) by the end of November,
with a recovery rate of 112%.
• Marrakech's strategic location and accessibility contribute to its appeal as a tourist
destination, attracting visitors from both nearby European countries and other
international markets.
• The tourism industry significantly contributes to Marrakech's economy, generating
employment opportunities and driving economic growth in both urban and rural
areas.

Social and Cultural Factors:

• Increasing interest among tourists in personalized and immersive experiences,

aligning with the concept of a rooftop bar that offers a unique ambiance and
panoramic views of Marrakech.
• Growing curiosity among travelers to explore diverse cultures and traditions,
creating opportunities for the rooftop bar to showcase Moroccan hospitality and
local customs.
• Changing travel preferences, with an emphasis on combining cultural exploration
with nature discovery, making Marrakech an attractive destination.

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 • The transformation of Marrakech's image as a vibrant and cosmopolitan city, offering
a blend of tradition and modernity, making it an appealing location for a rooftop bar
experience.
• The Moroccan tourism sector's commitment to responsible and sustainable tourism,
promoting social and cultural preservation while fostering economic development.

Technological Factors:

• Increasing reliance on technology, particularly internet and mobile applications, for

travel research, booking, and sharing experiences, highlighting the importance of a
strong online presence and digital marketing strategies for the rooftop bar.
• Improvements in air connectivity, with regular flights connecting Marrakech to
various international destinations, making it easily accessible for tourists.
• The rise of online travel platforms and social media, providing opportunities to reach
a wider audience and engage with potential customers.
• Technological advancements in the hospitality industry, including online reservation
systems and customer relationship management tools, facilitating efficient
operations and personalized customer experiences.

Environmental Factors:

• Marrakech's rich natural and cultural heritage, including national parks and
protected areas, contributing to its appeal as an eco-friendly and sustainable tourism
destination.
• Increasing awareness and demand for environmentally conscious travel experiences,
creating an opportunity for the rooftop bar to incorporate sustainable practices and
promote responsible consumption.
• The importance of preserving Marrakech's unique landscapes and reducing the
environmental footprint, aligning with the concept of an eco-friendly rooftop bar
that emphasizes local sourcing, waste management, and energy efficiency.

Legal Factors:

• Compliance with local regulations and licensing requirements specific to operating a

rooftop bar in Marrakech, ensuring adherence to safety, hygiene, and alcohol
licensing standards.
• The Moroccan government's commitment to sustainable tourism and responsible
business practices, encouraging businesses to adopt environmentally friendly
operations and contribute to the preservation of the city's cultural heritage.
• Legal frameworks protecting the environment, including regulations for waste
management, energy conservation, and the protection of natural resources,
influencing the design and operation of the rooftop bar

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 2. Unveiling the Challengers: Almaha Marrakech SPA and Restaurant Amidst
Noteworthy Competitors
Within the competitive hospitality industry, Almaha Marrakech SPA and Restaurant operates
in a vibrant market where it faces competition from other esteemed establishments in
Marrakech. These main competitors are renowned luxury hotels and resorts that are
celebrated for their exceptional hospitality, exclusive experiences, and prime locations. Some
of the notable competitors that vie for the attention of discerning travelers in Marrakech
include:

La Sultana: Nestled within the heart of the historic Medina, La Sultana is a collection of
luxurious riads that exude elegance and charm. With individually designed rooms, a rooftop
terrace offering panoramic views, and personalized service, La Sultana stands as a formidable
competitor in the luxury hotel segment.
Villa des Orangers: Situated in the vibrant Kasbah district, Villa des Orangers is a haven of
tranquility. This boutique hotel showcases traditional Moroccan architecture and features
beautifully appointed rooms, a lush courtyard, and a rooftop terrace with a pool. Its intimate
ambiance and attentive service make it a favored choice among discerning travelers.
Riad Clefs d'Orient: Located in the peaceful Palmeraie area, Riad Clefs d'Orient offers an
enchanting escape. This boutique riad showcases Moroccan craftsmanship and provides
guests with a serene oasis. With its inviting courtyard, spa, and attentive staff, Riad Clefs
d'Orient offers a unique and intimate experience.
La Maison Arabe: With a rich history dating back to the 1940s, La Maison Arabe is a luxurious
hotel known for its timeless elegance and authentic Moroccan hospitality. The property
features beautifully decorated rooms, a renowned cooking school, a traditional hammam spa,
and exceptional dining options that showcase the flavors of Morocco.
Riad El Fenn: Situated in the bustling Medina, Riad El Fenn blends contemporary design with
traditional Moroccan elements. This stylish boutique hotel boasts art-filled courtyards,
rooftop terraces, a spa, and a vibrant atmosphere. Its fusion of modern aesthetics and
Moroccan charm appeals to a discerning clientele.
These main competitors exemplify the caliber of luxury hotels and riads that vie for guests'
attention in Marrakech. Each establishment showcases its unique charm, distinctive offerings,
and commitment to delivering an exceptional guest experience. Almaha Marrakech SPA and
Restaurant must continually innovate and provide unparalleled service to distinguish itself in
this competitive landscape.

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 3. Diverse Demands Met: Almaha Marrakech SPA and Restaurant Positioning Itself
as the Premier Destination for Luxury, Cultural Immersion, Fine Dining, and
Wellness Experiences in Marrakech
Almaha Marrakech SPA and Restaurant, as a 5-star hotel riad, appeals to a wide array of
potential clients seeking an extraordinary experience in Marrakech. The hotel caters to:

Affluent Travelers: Almaha Marrakech attracts discerning travelers who appreciate luxurious
accommodations, impeccable service, and exclusive amenities. These individuals seek a haven
of tranquility and indulgence, where they can unwind and immerse themselves in the
captivating ambiance of the hotel.
Couples and Celebratory Events: The riad is a favored choice for couples celebrating special
occasions such as honeymoons, anniversaries, or romantic getaways. The enchanting
atmosphere, elegant suites, and personalized services make it an ideal setting for creating
cherished memories.
Corporate Clients: Almaha Marrakech appeals to corporate clients in search of premium
facilities for meetings, conferences, and corporate retreats. The hotel offers state-of-the-art
meeting spaces equipped with the latest technology, along with professional event planning
and catering services.
Cultural Enthusiasts: Marrakech is renowned for its vibrant culture, history, and architecture.
Almaha Marrakech is a preferred choice for tourists who wish to immerse themselves in the
local culture. These individuals seek an authentic Moroccan experience and value the riad's
commitment to showcasing the city's rich heritage.
In addition to accommodation, Almaha Marrakech's restaurant and SPA also attract a specific
clientele. Potential clients for the restaurant include guests of the hotel who appreciate
exceptional culinary experiences and seek to indulge in Moroccan and international cuisines.
The restaurant is also popular among food enthusiasts and locals looking for an exquisite
dining experience.

The SPA at Almaha Marrakech appeals to clients seeking relaxation, rejuvenation, and
wellness. These individuals prioritize self-care and are drawn to the SPA's tranquil ambiance,
expert therapists, and a variety of rejuvenating treatments.

By catering to the diverse demands of these potential clients, Almaha Marrakech SPA and
Restaurant positions itself as a premier destination for those seeking the epitome of luxury,
cultural immersion, fine dining, and wellness experiences in Marrakech.
Company Marketing Policy

33
 4. Evaluating Almaha Marrakech's Strengths, Weaknesses, Opportunities, and
Threats
Strengths:

• Marrakech has a rich and diverse basic product, including Riad guest houses, varied
geography, and a welcoming population, which contributes to the overall brand appeal
of the destination.
• The ongoing dynamic changes within the Moroccan National Tourist Office (ONMT)
provide opportunities for enhancing the branding efforts in the hospitality industry.
• The network of ONMT delegations in major source markets can support and
collaborate with hospitality businesses to strengthen their branding strategies.
• The beginnings of a communication strategy through the three-year tourism
communication plan can provide a platform to showcase and reinforce the branding
messages of the hospitality industry.
• The hospitality industry in Marrakech has a strong tradition of customer service and
hospitality, which can be leveraged to build a strong brand reputation and enhance
consumer loyalty.

Weaknesses:

• The communication budget allocated to branding activities within the hospitality

industry may be below industry standards, limiting the potential impact of branding
efforts.
• The inadequate organizational structure, specifically the presence of an ONMT
structure that does not fully fulfill its core mission of promoting the Moroccan
destination, may hinder effective coordination and implementation of branding
strategies.
• Insufficient financial resources may restrict investments in branding initiatives,
affecting the ability to create a strong and consistent brand image.
• The absence of a dedicated marketing strategy for branding efforts in the hospitality
industry can impede the development and execution of targeted branding campaigns.
• Low utilization of Information and Communication Technology (ICT) tools may hinder
the adoption of digital branding strategies, limiting the reach and effectiveness of
branding initiatives.
• Limited brand recognition outside of Marrakech
• Limited marketing budget.

Opportunities:

• The presence of growing source markets provides an opportunity to target specific

consumer segments and tailor branding messages to their preferences and needs.
• Diversification of the Moroccan tourism product, such as incorporating sports tourism,
circuit tourism, health tourism, climate tourism, etc., can create unique branding
propositions that differentiate the hospitality industry in Marrakech.

34
 • The signing of a framework agreement between the private sector and the
government outlining a comprehensive vision for the sector can align branding efforts
and foster collaboration to enhance the overall destination brand.
• The dynamism of certain Regional Tourism Committees (CRTs) that are developing
marketing plans considering the region's specificities provides an avenue for joint
branding initiatives and shared resources.
• The development of ICT tools enables innovative branding approaches, such as digital
marketing campaigns, social media engagement, and online reputation management,
to enhance brand visibility and consumer engagement.
• The actions of Royal Air Maroc, including communication operations, participation in
tourism events, and organizing study and exploration trips, can be leveraged to
reinforce the destination's brand and showcase the unique hospitality offerings.

Threats:

• Intense competition from other tourist destinations requires the hospitality industry
to develop strong and distinctive brands to attract and retain consumers in a
competitive marketplace.
• Fluctuations in global economic conditions can impact consumer spending patterns
and travel behavior, potentially affecting the hospitality industry's branding efforts and
customer demand.
• Political instability in certain source markets may undermine the perception of
Marrakech's brand and deter potential tourists from choosing the destination.
• Environmental challenges and the increasing demand for sustainable tourism practices
necessitate the integration of eco-friendly branding initiatives to meet consumer
expectations and maintain a positive brand image.
• Changing consumer preferences and evolving trends in the hospitality industry require
continuous monitoring and adaptation of branding strategies to align with shifting
consumer demands and market dynamics.

35
 5. The Problematic: The impact of branding on consumer perceptions and
purchasing decisions in the hotel industry.
The impact of branding on consumer purchasing decisions is a crucial aspect in today's
competitive business landscape. In the context of my end-of-course internship report, the
focus will be on exploring the influence of branding on consumer choices and the strategic
efforts made by Almaha Marrakech Restaurant and SPA to maximize their brand impact.
Almaha Marrakech is a renowned establishment that caters to discerning travelers seeking
luxurious experiences in the vibrant city of Marrakech. Throughout this report, we will delve
into the three strategic domains of activities undertaken by Almaha Marrakech:
accommodations, catering, and SPA services.

When it comes to accommodations, Almaha Marrakech already collaborates with various

travel agencies, making it an established choice for visitors seeking premium lodging
experiences. Consequently, there are limited avenues for direct engagement with consumers
in this domain. However, the focus of the branding efforts for the accommodation segment
will be on reinforcing the establishment's reputation and exclusivity. This may involve
nurturing existing partnerships with high-end travel agencies, emphasizing unique amenities,
and showcasing the exceptional experiences that can be enjoyed by guests at Almaha
Marrakech.

Moving on to catering, the scenario differs slightly. The restaurant primarily serves internal
guests, including those who occasionally decide to have their meals within the hotel premises.
Moreover, Almaha Marrakech caters to clients who have booked accommodations on a half-
board basis, limiting the external customer traffic for the restaurant. Therefore, the challenge
lies in creating a branding strategy that enhances the culinary experience and highlights the
unique flavors and cultural aspects of the restaurant. By focusing on locally sourced, fresh
ingredients and promoting a gastronomic journey, Almaha Marrakech aims to differentiate
itself and capture the attention of potential customers beyond its internal clientele.

Similarly, the SPA services provided by Almaha Marrakech primarily cater to internal guests.
As a result, the potential customer base for the SPA is constrained. To address this limitation,
a decision was made to establish a distinct brand for the SPA and introduce a rooftop bar. The
intention is to increase brand awareness, attract external customers, and tap into the growing
trend of rooftop bars in Marrakech. With an emphasis on rejuvenation, relaxation, and
indulgence, the separate branding initiative for the SPA seeks to position Almaha Marrakech
as a premier wellness destination. This initiative will showcase the unique treatments, state-
of-the-art facilities, and the breathtaking views offered by the rooftop bar, enticing both
internal and external customers to experience the luxurious offerings of Almaha Marrakech.

• How can Almaha Marrakech establish a distinct brand for its SPA services and
rooftop bar to increase brand awareness and tap into the growing trend of
wellness destinations and rooftop bars in Marrakech?
• What branding strategies can Almaha Marrakech employ to enhance the culinary
experience and attract external customers to its restaurant?

36
 6. Comprehensive Analysis of Revenue Insights and Promotional Figures for
Enhanced Growth and Financial Performance at Almaha Marrakech.
Revenue Insights: Analyzing Figures for Enhanced Business Growth and Financial Performance
• High Occupancy Rates: Almaha Marrakech's Success in Attracting Guests and Filling
Rooms
In order to analyze the occupancy rate of the hotel, data was extracted from their hotel
management application, Little Hotelier. This software is specifically designed for the
hospitality industry, enabling seamless management of hotel operations, reservations, and
guest information. By leveraging the comprehensive features of Little Hotelier, including real-
time booking updates and reservation tracking, accurate data on room occupancy was
obtained. This information serves as a vital metric in evaluating the hotel's performance and
optimizing its revenue management strategies. With the assistance of Little Hotelier, a clear
understanding of the occupancy rate was achieved, facilitating informed decision-making and
effective resource allocation within the establishment.

Figure 15 : Logo of little hotelier "hotel management application"

Occupancy rates at Almaha Marrakech provide valuable insights into the hotel's performance
and the impact of various factors such as seasonality and the COVID-19 pandemic. In 2021,
the low season from January 1st to February 28th recorded an occupancy rate of 4%, reflecting
the challenging period influenced by the pandemic's impact on travel and tourism. The
restrictions and uncertainties surrounding the global health crisis significantly affected the
number of guests during this period.

As the high season commenced from March 1st to May 31st in 2021, the occupancy rate rose
to 8%. This increase can be attributed to the arrival of spring, improved travel conditions, and
the anticipation of a more favorable environment for leisure and vacation activities.

37
 Figure 16 : Occupancy rate of Almaha Marrakech and SPA from 1/03 to 31/5 2021

During the low season from June 1st to August 31st in 2021, the occupancy rate remained at
7%. Although this period typically experiences a decline in occupancy due to the summer
season and potential travel patterns, the lingering impact of COVID-19 restrictions and
concerns continued to impact travel demand.

Figure 17 : Occupancy rate of Almaha Marrakech and SPA from 1/06 to 31/8 2021

With the onset of the high season from September 1st to December 31st in 2021, the
occupancy rate surged to 36%. This significant increase can be attributed to a combination of
factors, including improved travel conditions, favorable weather, and the potential relaxation
of restrictions during this period.

38
 Figure 18 : Occupancy rate of Almaha Marrakech and SPA from 1/09 to 31/12 2021

In 2022, the low season from January 1st to February 28th experienced an occupancy rate of
30%. This marked improvement compared to the previous year can be attributed to the
gradual recovery of the tourism industry and increased traveler confidence.

Figure 19 : Occupancy rate of Almaha Marrakech and SPA from 1/01 to 31/03 2022

During the high season from March 1st to May 31st in 2022, the occupancy rate skyrocketed
to 73%. This considerable increase reflects the growing demand for travel and the gradual
return to normalcy as vaccinations became more widespread.

39
 Figure 20 : Occupancy rate of Almaha Marrakech and SPA from 1/03 to 31/5 2022

The low season from June 1st to August 31st in 2022 witnessed an occupancy rate of 36%.
This rate reflects the typical decrease in occupancy during the summer season, where
travelers may opt for alternative destinations or adjust their travel plans.

Figure 21 :Occupancy rate of Almaha Marrakech and SPA from 1/06 to 31/08 2022

In the high season from September 1st to December 31st in 2022, the occupancy rate reached
an impressive 81%. The strong performance during this period indicates a resurgence in travel
demand, as guests seek to enjoy the favorable weather and the hotel's amenities.

40
 Figure 22 :Occupancy rate of Almaha Marrakech and SPA from 1/09 to 31/12 2022

In 2023, the low season from January 1st to February 28th experienced a significant boost in
occupancy with a rate of 78%. This increase can be attributed to the ongoing recovery of the
tourism industry and the gradual return of travelers to Almaha Marrakech.

Figure 23 : Occupancy rate of Almaha Marrakech and SPA from 1/01 to 31/3 2023

During the high season from March 1st to May 19th, 2023, the occupancy rate further
increased to 89%. This exceptional rate demonstrates the hotel's ability to attract a substantial
number of guests, likely due to pent-up travel demand and positive word-of-mouth
recommendations.

41
 Figure 24 :Occupancy rate of Almaha Marrakech and SPA from 1/03 to 17/5 2023

Overall, the analysis of occupancy rates at Almaha Marrakech reveals the influence of
seasonality and the impact of the COVID-19 pandemic on the hotel's performance. The
gradual recovery observed in subsequent years highlights the resilience and attractiveness of
Almaha Marrakech as a preferred destination for travelers seeking a luxurious and memorable
experience.

42
 • Exceeding Expectations: Almaha Marrakech's Sales Revenue Surpasses Previous Years'
Income in the First Trimester of 2023
The sales revenue of Almaha Marrakech for the years 2018, 2019, 2022, and 2023
demonstrates the financial performance and growth of the hotel. In 2018, the sales revenue
amounted to 5,945,689.98 MAD, reflecting a solid start in generating revenue for the
business. This figure indicates the hotel's ability to attract guests and generate income through
its various offerings.

Moving forward to 2019, the sales revenue increased to 6,000,567.70 MAD, indicating further
growth and success in revenue generation. This improvement highlights the hotel's continued
efforts to enhance its services, attract more guests, and capitalize on market opportunities.

However, due to the unprecedented impact of the COVID-19 pandemic, the sales revenue
figures for 2020 and 2021 are not available. As previously mentioned, the occupancy rates
during these years were significantly affected, with the high season occupancy not exceeding
8%. The pandemic brought travel restrictions, reduced tourism, and a decline in overall
consumer spending, which impacted the hotel's revenue generation during this period.

In 2022, the hotel experienced a notable recovery with a sales revenue of 8,263,731.17 MAD.
This substantial increase in revenue can be attributed to the gradual resumption of travel and
the easing of restrictions, allowing the hotel to attract more guests and generate higher
income.

As of May 18, 2023, the sales revenue reached 6,266,458.72 MAD. This figure represents the
revenue generated up to that date and indicates a positive trajectory for the year. It is
important to note that the revenue for the full year of 2023 will depend on various factors,
including the recovery of the tourism industry and any potential shifts in market dynamics.

To visualize the evolution of sales revenue over these years, a graph can be generated, plotting
the revenue figures for each corresponding year. This graph will provide a visual
representation of the hotel's financial performance, showcasing the growth and recovery
trends over time.

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 Evolution of sales revenue
9000000
8000000
7000000
6000000
5000000
4000000
3000000
2000000
1000000
0
2018 2019 2020 2021 2022 2023

CA

Figure 25: Graph that shows the evolution of Almaha revenue from 2018 until 18th of May

Overall, the sales revenue figures reflect Almaha Marrakech's ability to adapt to market
conditions, recover from challenges, and generate revenue. The hotel's success in revenue
generation is essential for sustaining operations, investing in further improvements, and
providing exceptional experiences for guests.

44
 • Understanding Churn Rate and Customer Retention Challenges at Almaha Marrakech:
Nurturing Satisfaction and Fostering Loyalty for Long-Term Success
Churn rate, a fundamental metric for measuring customer attrition, holds significant
importance in evaluating business sustainability and growth. However, at Almaha Marrakech,
accurately assessing churn rate presents distinct challenges, particularly within the strategic
domains of accommodation, SPA services, and catering, due to the nature of its clientele.

In the accommodation sector, determining churn rate becomes intricate since a considerable
portion of Almaha Marrakech's clients are one-time visitors, often tourists who book through
travel agencies. These transient guests do not typically engage in recurring stays, making it
difficult to establish the rate at which they churn.

A significant aspect of Almaha Marrakech's client composition is the international nature of

its customer base. A substantial 45% of Almaha's clients hail from the United States,
showcasing the hotel's appeal to discerning American travelers seeking an extraordinary
experience in Marrakech. Furthermore, 20% of the clientele originates from the United
Kingdom, highlighting the popularity of Almaha among British tourists. Spain contributes 10%
of the hotel's clientele, while France accounts for 5% of the visitors, indicating a diverse range
of European guests. Surprisingly, the number of local Moroccan guests remains relatively low,
with only a minimal percentage opting for Almaha's services. This international clientele
profile reflects the hotel's success in attracting visitors from around the world and its ability
to cater to the preferences and demands of an international audience.

Almaha Marrakech Clients

Other countires
20%
USA

France USA UK
5% 45%
Spain
Spain France
10%
Other countires

UK
20%

Figure 26 : Graph that shows Client Distribution at Almaha Marrakech and SPA

Similarly, the majority of Almaha Marrakech's SPA and restaurant clients are internal guests,
including those who choose half-board accommodations. The primary focus of the SPA and
restaurant facilities is to cater to these internal guests, which limits the potential for churn
among external customers. Consequently, measuring churn rate becomes less relevant within
these segments, as the primary objective is enhancing the experience and satisfaction of the
existing clientele.

45
While churn rate may not provide a comprehensive measure of customer retention within
these strategic domains, Almaha Marrakech recognizes the importance of prioritizing guest
satisfaction and fostering loyalty. By consistently delivering exceptional services, unique
experiences, and personalized attention, Almaha Marrakech aims to cultivate strong
relationships with its clientele, encouraging repeat visits and positive word-of-mouth
recommendations.

In conclusion, while quantifying churn rate proves challenging within the strategic domains of
accommodation, SPA services, and catering at Almaha Marrakech, the focus should lie in
nurturing guest satisfaction and fostering loyalty. Through consistently exceeding customer
expectations and providing memorable experiences, Almaha Marrakech can build a strong
and dedicated client base, ensuring long-term success in the luxury hospitality industry.

46
 7. Promotional Figures Unveiled: Analyzing Key Metrics Driving Almaha
Marrakech's Success
• Excellence in Guest Satisfaction: Almaha Marrakech's Unwavering Commitment to
Providing Unforgettable Experiences
Ensuring client satisfaction is a top priority for Almaha Marrakech, and this commitment to
excellence is reflected in the consistently high ratings and positive reviews received from
guests. The hotel's dedication to providing exceptional service and unforgettable experiences
is evident in the remarkable booking rating of 9.1 compared to the average of 8 among other
hotels in Marrakech.

Figure 27 :Graph that shows review count per guest rating on BOOKING.COM

On TripAdvisor, one of the most influential travel review platforms, Almaha Marrakech has
achieved a perfect 5/5 rating. This exceptional score reflects the glowing reviews and feedback
left by satisfied guests who have experienced the hotel's exceptional accommodations,
attentive staff, and luxurious amenities. The positive comments on TripAdvisor serve as a
testament to the outstanding service and overall guest satisfaction provided by Almaha
Marrakech.

47
 Figure 28 : Almaha Marrakech and SPA rate on TripAdvisor

Similarly, on Google, Almaha Marrakech enjoys an impressive rating of 4.8/5. This rating
highlights the consistent positive experiences reported by guests who have chosen Almaha

Figure 29 : Almaha Marrakech and SPA rate on Google Maps

48
Marrakech as their preferred destination. The high rating on Google further reinforces the
hotel's commitment to meeting and exceeding guest expectations.

To gather more insights into guest satisfaction, Almaha Marrakech conducts regular
satisfaction surveys. According to the latest survey, an impressive 9 out of 10 guests reported
being highly satisfied with their stay. This survey provides valuable feedback on various
aspects of the hotel, including accommodations, dining, and SPA services. The
overwhelmingly positive response indicates that Almaha Marrakech consistently delivers
exceptional experiences and ensures that guests' needs and preferences are met with utmost
care and attention.

In conclusion, the satisfaction of guests is of paramount importance to Almaha Marrakech.

The hotel's commitment to providing outstanding service and memorable experiences has
resulted in consistently high ratings across various platforms. With a remarkable booking
rating of 9.1, perfect 5/5 rating on TripAdvisor, and an impressive 4.8/5 rating on Google,
Almaha Marrakech stands as a preferred choice among discerning travelers. Moreover, the
hot survey conducted after guests' stays reflects a remarkable 9 out of 10 satisfaction rate.
These accolades and positive feedback demonstrate Almaha Marrakech's unwavering
dedication to ensuring guest satisfaction and solidify its position as a premier luxury
destination in Marrakech.

49
 • Engaging Experiences and Captivating Promotions: Almaha Marrakech's Immersive
Website and Effective Pop-Up Ad Strategy
Almaha Marrakech's website, powered by the WIX content management system (CMS), serves
as an engaging showcase for individuals interested in exploring the hotel's offerings and
experiences. The website, designed with meticulous attention to detail, provides an
immersive and visually appealing platform that effectively communicates the unique features
and luxurious ambiance of Almaha Marrakech.

Figure 30 :Landing page of Almaha Marrakech and SPA website

The WIX CMS allows for seamless integration of multimedia elements, such as high-resolution
images and videos, enabling potential guests to have a virtual glimpse into the exquisite
accommodations, the rejuvenating SPA services, and the delectable dining options offered at
the hotel. The showcase nature of the website allows visitors to get a sense of the opulence
and charm that await them upon their arrival.

Figure 31 :CMS Wix that Almaha Marrakech and SPA using for the website

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Navigation on the Almaha Marrakech website is user-friendly and intuitive, with well-
organized sections that provide comprehensive information about the hotel's facilities,
amenities, and services. The site also includes detailed descriptions of each room category,
allowing users to select their preferred accommodation based on their specific preferences
and requirements.
NO YES Can be Recommendations
improved
Can we contact X
the company
quickly?
Can we request X
an online
quote?
Is the content X
regularly
updated?
Is grammar and X
spelling
correct?
Is the content X
diversified?
(images,
diagrams,
videos...)
Is the page X
loading time
correct?
Does the site X Possibility to add
have a foreign language
multilingual modules (Italian
interface? and Spanish)
Is the site X
optimized for
SEO?
Table 2: Table analysing different features in the website

In addition to showcasing the hotel's offerings, the website serves as a valuable resource for
potential guests. It provides information about the location of Almaha Marrakech, its
proximity to major attractions in Marrakech, and transportation options available for guests'
convenience. The website also includes a dedicated section for reservations, allowing visitors
to easily book their stay at Almaha Marrakech directly through the platform.

While the website primarily functions as a showcase, it also incorporates essential contact
information and a responsive contact form, enabling visitors to inquire about specific details
or request additional information from the hotel's team. The integration of social media links

51
allows users to explore Almaha Marrakech's online presence further and engage with the
hotel's brand across various platforms.

In addition to its visually captivating design and comprehensive information, Almaha

Marrakech's website occasionally utilizes a pop-up ad that offers visitors enticing promotions.
One such promotion includes a voucher worth 50 euros for use at the luxurious SPA, along
with a generous discount of 25% on their stay when booking directly through the Almaha
website.

Figure 32 :Pop-up ads that Almaha using for inbound marketing

The implementation of pop-up ads presents several advantages in terms of marketing and
customer engagement. Firstly, the pop-up ad captures the attention of website visitors,
drawing their focus to the exclusive promotions and discounts available. By offering a voucher
for the SPA and a discount on their stay, Almaha Marrakech entices potential guests to
consider the hotel as their preferred destination, creating a sense of urgency and value.

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 Company Name Almahamarrakech
Business Sector Hospitality
Brief Company Overview Almaha Marrakech is a luxurious hotel
nestled in the enchanting city of Marrakech,
Morocco. It is renowned for its exquisite
blend of traditional Moroccan architecture
and modern elegance, creating a captivating
atmosphere for guests.
Corporate Website URL: www.almahamarrakech.com
Available Languages / Default Website French/English
Language:
Main Objectives of the Website The main objectives of the website are to
serve as a showcase for the hotel and to
facilitate online bookings. As a showcase
website, it aims to provide visitors with a
comprehensive and visually appealing
presentation of the hotel's features,
amenities, and services
Table 3: Date sheet of almaha Marrakech website

Furthermore, the pop-up ad allows for targeted marketing efforts. By presenting the ad
specifically to website visitors who have shown interest in exploring Almaha Marrakech, the
hotel can reach individuals who are already engaged and potentially more likely to convert
into customers. This personalized approach enhances the chances of capturing leads and
increasing conversions.

Moreover, the pop-up ad provides a convenient and direct way for visitors to access the
promotions. By incorporating clear and easily clickable call-to-action buttons within the ad,
users can effortlessly redeem their voucher or access the discounted rates, creating a seamless
user experience.

Lastly, this type of marketing strategy allows Almaha Marrakech to track the effectiveness of
the promotions and gauge the level of engagement. By monitoring the click-through rates and
conversion rates resulting from the pop-up ad, the hotel can gain valuable insights into the
success of their marketing efforts and make data-driven decisions for future campaigns.

In conclusion, the implementation of pop-up ads on Almaha Marrakech's website offers

numerous advantages in terms of marketing and customer engagement. By providing
exclusive promotions, such as a voucher for the SPA and a discounted stay, the hotel entices
visitors to consider Almaha Marrakech as their preferred choice. The targeted nature of the
ad, seamless user experience, and the ability to track performance make pop-up ads a
valuable tool for attracting and converting potential guests, ultimately contributing to the
success and growth of Almaha Marrakech.

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 8. Insights from a Focus Group: Enhancing SPA Offerings and Creating Holistic
Experiences at Almaha Marrakech
• Methodology of this focus group
Objectives:
• Explore and understand the preferences of tourists regarding the choice between a
hammam session and a massage at Almaha Marrakech's SPA.
• Identify the underlying reasons and motivations behind participants' preferences for a
specific treatment.
• Identify potential opportunities to enhance the SPA offerings at Almaha Marrakech
based on participants' feedback and suggestions.
• Gain a comprehensive understanding of the factors influencing tourists' decisions
when it comes to spa treatments.
• Assess the potential demand and interest in package deals that combine both
hammam and massage experiences.
• Explore participants' interest in an integrated offering that includes access to
additional amenities such as the swimming pool, lunch, and the hotel's rooftop.
• Obtain insights on customization and personalization preferences for spa treatments.
• Provide recommendations for improving the SPA menu and communication strategies
to better showcase the hammam and massage experiences.

Sample selection:
The sample for this focus group consisted of 10 tourists who had recently experienced
treatments at Almaha Marrakech's SPA. The participants were selected through a purposeful
sampling method to ensure diversity in terms of gender, nationality, and treatment choice.

To recruit participants, we approached guests who had just completed their SPA treatments
at Almaha Marrakech. The participants were informed about the focus group opportunity and
the purpose of the discussion. Those who expressed interest and consented to participate
were included in the sample.

It is important to note that this focus group employed a hot survey approach, which means
that participants were surveyed immediately after their SPA treatments. This timing allowed
us to capture their impressions and feedback while their experiences were still fresh in their
minds.

The participants were both men and women, and they represented a range of nationalities,
including the USA, UK, Italy, Canada, and Germany. The sample selection aimed to gather
diverse perspectives and insights from different cultural backgrounds, ensuring a
comprehensive understanding of the SPA experiences at Almaha Marrakech.

By conducting the focus group as a hot survey immediately after the treatments, we aimed to
capture participants' immediate reactions, emotions, and opinions. This approach provided
valuable real-time feedback and insights into their preferences, motivations, and overall
satisfaction with the SPA treatments they received.

54
Overall, the sample selection for this focus group comprised tourists who had recently
undergone SPA treatments at Almaha Marrakech, and the hot survey approach allowed us to
gather immediate feedback and insights for a more comprehensive understanding of their
experiences.
Focus group design
• Purpose: The focus group aims to gather valuable insights about the SPA at Almaha
Marrakech from the perspective of tourists who have recently experienced
treatments. The design focuses on understanding participants' preferences,
motivations, and feedback regarding the choice between a hammam session and a
massage.
• Participants: Select 10 participants who have recently undergone SPA treatments at
Almaha Marrakech. Ensure a diverse mix of participants in terms of gender, nationality,
and treatment choice. Aim for representation from different countries, such as the
USA, UK, Italy, Canada, and Germany.
• Timing: Conduct the focus group immediately after participants' SPA treatments. This
approach allows for capturing fresh and immediate feedback while their experiences
are still vivid in their minds.
• Structure: Divide the focus group into two main segments. The first segment focuses
on understanding participants’ preferences, reasons, and motivations for choosing a
hammam session or a massage. The second segment delves deeper into their overall
experiences, including perceived benefits, cultural authenticity, and suggestions for
improvement.
• Discussion Guide: Prepare a discussion guide to ensure consistency and structure
during the focus group. The guide should include a mix of open-ended and probing
questions that cover topics such as treatment preferences, reasons behind choices,
satisfaction levels, expectations, and suggestions for enhancing the SPA offerings.
• Note-taking and Recording: Assign a note-taker to document participants' responses,
capturing both qualitative insights and any quantitative data that may arise during the
discussions. Additionally, consider recording the sessions (with participants' consent)
to ensure accurate capturing of the discussions.
• Analyzing Data: Analyze the data collected from the focus group discussions, including
participants' preferences, motivations, suggestions, and feedback. Identify key
themes, patterns, and trends that emerge from the discussions to gain valuable
insights for improving the SPA offerings.
• Reporting and Recommendations: Summarize the findings from the focus group in a
comprehensive report. Provide recommendations based on the insights gathered,
including potential changes to the SPA menu, the introduction of package deals, and
enhancements to the overall guest experience.
• Ethical Considerations: Ensure that participants' privacy and confidentiality are
maintained throughout the focus group. Obtain informed consent from participants
and handle any personal or sensitive information in accordance with applicable data
protection regulations.

The focus group scenario conducted with 10 tourists, comprising both men and women from
five different countries (USA, UK, Italy, Canada, Germany), aimed to gather valuable insights
about the SPA at Almaha Marrakech. Participants were asked about their preferences
regarding the choice of a single treatment, either a hammam session or a massage, and their

55
reasons behind it. The statistics gathered from the focus group discussions revealed
interesting patterns and trends.

Out of the 10 participants, 7 indicated a preference for a hammam session, while 3 opted for
a massage. The reasons for choosing the hammam were diverse and included the desire for
an authentic cultural experience (4 participants), the relaxation and rejuvenation benefits (2
participants), and the curiosity to try something unique and different (1 participant). On the
other hand, those who preferred the massage highlighted the therapeutic and stress-relieving
aspects (2 participants) and the preference for a more personalized treatment (1 participant).

Focus Groupe Results

Hammam for cultural
experience
Hammam for curiosity
40%
to try something
unique
10%

Massage Hammam
30% 70%

Hammam for relaxation and

rejuvenation benefits …

Massage Hammam for cultural experience

Hammam for curiosity to try something unique Hammam for relaxation and rejuvenation benefits

Figure 33 : Graph that shows the preferences pf the clients regarding SPA treatments

These findings provide valuable insights for Almaha Marrakech to enhance its SPA offerings.
Based on the feedback received, the suggested changes include revising the SPA menu to
incorporate visuals that showcase both the hammam and massage experiences. This visual
representation will help guests better understand and visualize the treatments, making it
easier for them to make informed choices.

Furthermore, the focus group participants expressed enthusiasm for a packaging concept that
combines the hammam and massage experiences. This suggests a potential opportunity for
Almaha Marrakech to introduce a package deal that offers guests the option to enjoy both
treatments during their visit, providing a comprehensive and holistic spa experience.

Another key suggestion that emerged from the focus group was the inclusion of a day pass.
Participants showed interest in a package that not only included access to the SPA facilities
but also provided access to the swimming pool, lunch, and the rooftop of the hotel. This
integrated offering would cater to guests seeking a complete relaxation and leisure
experience, allowing them to fully enjoy the hotel's amenities and breathtaking views from
the rooftop.

56
Overall, the statistics gathered from the focus group scenario highlight the importance of
customization, cultural authenticity, and the desire for a comprehensive wellness experience.
Almaha Marrakech can leverage these insights to tailor its SPA services, create enticing
packages, and provide guests with an unforgettable and rejuvenating stay at the hotel.

57
 9. Survey: Insights and Expectations: Unveiling the Anticipations for the New
Rooftop Bar in Marrakech
The survey titled "New Rooftop Bar in Marrakech is Coming" was conducted from March 15th
to March 30th, with a total of 70 respondents. The sampling approach adopted for this survey
was a targeted orientation, aiming to gather insights from a specific audience. The survey
consisted of 25 questions, encompassing closed, open, and funnel questions, ensuring a
comprehensive understanding of respondents' opinions and preferences.

To collect responses, a face-to-face approach was adopted, targeting both the internal clients
of the hotel and tourists in the bustling Medina of Marrakech. This diverse range of
participants allowed for a well-rounded perspective, capturing the thoughts and expectations
of both those familiar with the hotel and newcomers to the area.

The survey was designed to assess the potential reception and expectations regarding the new
rooftop bar in Marrakech. By utilizing a mix of question types, the survey aimed to gather
specific insights on preferences, suggestions, and feedback from the respondents. Closed
questions provided structured options for participants to choose from, ensuring easy data
analysis. Open-ended questions allowed respondents to express their thoughts and ideas in
their own words, providing valuable qualitative feedback. Funnel questions were strategically
placed to guide participants through a thought process, enabling a deeper understanding of
their preferences and motivations.

The chosen survey period and targeted sample size of 70 respondents ensured a sufficient and
representative sample, allowing for reliable analysis and insights. The face-to-face approach
enhanced the quality of responses by facilitating immediate clarification and follow-up
questions, fostering a more engaging and informative survey experience.

Overall, the survey aimed to capture the expectations and opinions of both internal clients
and tourists in Marrakech regarding the upcoming rooftop bar. The data collected from this
survey will serve as a valuable resource for the hotel to understand customer preferences,
tailor their offerings, and ensure a memorable and satisfying experience for their guests.

58
 • Methodology for the Survey: "New Rooftop Bar in Marrakech is Coming"

Objectives:
• To assess the potential reception and expectations regarding the new rooftop bar in
Marrakech.
• To gather insights on preferences, suggestions, and feedback from internal clients and
tourists.
• To understand customer preferences and expectations to tailor the rooftop bar
offerings.
Sample Selection:
• Targeted Orientation: Select participants who are likely to have an interest in rooftop
bars and are potential customers.
• Internal Clients: Include existing clients of the hotel who have experience with its
services.
• Tourists in the Medina of Marrakech: Engage with tourists who are exploring the area
and may have an interest in visiting a rooftop bar.
• Determine the appropriate sample size based on the resources available and desired
level of confidence in the results.
Survey Design:
• Title: Clearly state the purpose of the survey as "New Rooftop Bar in Marrakech is
Coming."
• Questionnaire Length: Develop a questionnaire with a suitable number of questions,
ensuring it is not too long or too short.
• Question Types: Utilize a mix of closed questions (multiple-choice), open-ended
questions, and funnel questions to capture different aspects of respondents' opinions.
• Structured Questions: Include closed questions to gather specific information, such as
preferences for types of beverages, preferred ambiance, or desired entertainment
options.
• Open-Ended Questions: Allow respondents to provide detailed feedback, suggestions,
or any additional comments they may have.
• Funnel Questions: Incorporate funnel questions to guide respondents through a
thought process, exploring their motivations, expectations, and factors influencing
their choices.
• Pre-Test: Conduct a pre-test of the questionnaire with a small sample group to ensure
clarity, relevance, and effectiveness of the questions.
Data Collection:
• Face-to-Face Approach: Administer the survey in person to ensure a higher response
rate and immediate clarification of questions if needed.
• Survey Period: Choose a suitable time frame for data collection, such as March 15th to
March 30th, allowing sufficient time to gather responses from both internal clients and
tourists.
• Data Entry: Collect responses manually enter them into a database for analysis.
Analysis:
• Quantitative Analysis: Analyze closed questions using statistical tools to determine
frequencies, percentages, and trends.

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 • Qualitative Analysis: Thoroughly review and categorize the responses to open-ended
questions, identifying common themes, suggestions, and valuable insights.
• Interpretation: Analyze the data to identify patterns, preferences, and areas for
improvement.
• Reporting: Summarize the findings, highlighting key insights, trends, and actionable
recommendations.
Ethical Considerations:
• Ensure participant confidentiality and anonymity.
• Obtain informed consent from participants before collecting their responses.
• Adhere to ethical guidelines and protect participant rights throughout the survey
process.
By following this methodology, the survey will provide valuable insights into customer
preferences, expectations, and suggestions regarding the new rooftop bar in Marrakech.
These insights will inform decision-making processes, helping the hotel tailor their offerings
to meet customer needs and create an exceptional rooftop bar experience.

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 10. Analysis of survey results

Results of Market Study on Prospects for Launching a Rooftop Bar at Almaha Marrakech:

The market study aimed to understand the preferences and needs of potential customers for
the upcoming rooftop bar at Almaha Marrakech. The survey collected responses from 70
participants, categorized by age range and gender, as well as their residency status in
Marrakech or as tourists visiting the city. Here are the key findings:

1-What is your age range?

18-24
13% 1% 14%
25-34
35-44
22%
27% 45-54
55-64
23% 65 years ol d or more

Figure 34 : Graph age range results

Age Range: The participants' age distribution showed that the majority were in the 25-34 and
35-44 age groups, accounting for 27% and 23% of respondents, respectively.

2-What is your gender?

44% female
56% Male

Figure 35 : Graph gender results

Gender: The survey included a balanced representation of both female (56%) and male (44%)
participants.

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 3-Are you a resident of Marrakech or
a tourist visi ng the city?

20%
resident
Tourist

80%

Figure 36 : Graph resident or tourist results

Residency: The survey had a significant majority of tourist participants (80%) compared to
Marrakech residents (20%).

4-How o en do you visit roo op bars

in Marrakech?

11% 17% Less than 1

From 1 to 2
29%
From 2 to 3
43% More than 3

Figure 37 : Graph how often you visit rooftop bars in marrakech results

Frequency of Visiting Rooftop Bars: The responses indicated that 43% of participants visited
rooftop bars in Marrakech between 1 to 2 times, followed by 29% who visited between 2 to 3
times.

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 5-What factors influ
e nc e your
decision to visit a roo op bar?

aesthetic and ambi ance

17%
Panoramic vieW of the city
37%
18%
uni que or themed rooftoP
exPerience
28% Positive revieWs and
recommendations

Figure 38 : Graph factors that influence the decision to visit a rooftop bar results

Factors Influencing Decision to Visit: The survey explored the factors that influenced
participants' decisions to visit rooftop bars. The top factors included panoramic views of the
city (57%), positive reviews and recommendations (43%), and unique or themed rooftop
experiences (43%).

6-How important is the overall

branding and atmos phere of a
roo op bar to you?

extremely imPortant
6%4%
16% very imPor tant
28%
moderately imPortant
slightly imPortant
46%
not imPortant at all

Figure 39 : Graph The importance of branding of a rooftop bar results

Importance of Branding and Atmosphere: The majority of participants (46%) considered the
overall branding and atmosphere of a rooftop bar to be moderately important, followed by
29% who considered it slightly important.

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 7-Which branding elements attract
your attention when considering a
rooftop bar?
ambiance and atmosPhere

10% 13%
scenic vieWs
20% 17%
signature cocktails and drinks
19% 21%
live music or entertainment

Figure 40 : Graph brand elemnts that attract attention results

Attractive Branding Elements: The survey revealed that participants were most drawn to the
food menu and culinary options (20%), followed by scenic views (19%) and signature cocktails
and drinks (17%).

8. How likely are you to choose a

rooftop bar with a strong and
recognizable brand?

very likely
4%
3%
14% likely
43%
neutral
unlikely
36%
very unlikely

Figure 41 : Graph how likely to choose a rooftop bar with a strong brand results

Influence of a Strong Brand: Participants were asked about their likelihood of choosing a
rooftop bar with a strong and recognizable brand. The results showed that 43% were very
likely to choose such a bar, while only 3% were unlikely to do so.

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 9-Do you believe that a well-
established brand enhances the
overall experience of a rooftop bar?

36% Yes

64% no

Figure 42 : Graph established brand enhances the overall experience of a rooftop bar results

Impact of Well-Established Brand: A significant majority (64%) believed that a well-established

brand enhances the overall experience of a rooftop bar.

10-Have you heard about the

upcoming launch of the new rooftop
bar at Almaha Marrakech?

0%
Yes
no

100%

Figure 43 : Graph have you heard about the upcoming launch of the new rooftop bar at Almaha Marrakech results

Awareness of the New Rooftop Bar at Almaha Marrakech: All participants who took part in
the survey were not familiar with the upcoming launch of the new rooftop bar at Almaha
Marrakech.

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 11-Are you familiar with the Almaha
brand?

4%

Yes
No

96%

Figure 44 : Graph are you familiar with Almaha brand results

Perception of Almaha Brand: The survey revealed that 96% of participants were already
familiar with the Almaha brand.

12-How likely are you to visit the new

rooftop bar at Almaha Marrakech
based on its brand reputation?

29%
Yes
No
71%

Figure 45 : Graph how likely are you to visit the new rooftop bar at Almaha results

Likelihood of Visiting Almaha's Rooftop Bar: Based on the brand reputation of Almaha, 71% of
participants expressed a high likelihood of visiting the new rooftop bar.

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 13-Does the brand image of Almaha
Marrakech influence your perception
of the rooftop bar?

36% Yes

64% No

Figure 46 : Graph the brand image of Almaha influence your perception of the rooftop bar results

Influence of Almaha's Brand Image: A significant majority (64%) indicated that the brand
image of Almaha Marrakech influenced their perception of the rooftop bar.

15-Would you be more inclined to

visit a rooftop bar with a local or
international brand presence?

29%
local
International
71%

Figure 47 : Would you be more inclined to visit a rooftop bar with a local or inter brand presence results

Preference for Local or International Brand Presence: The majority of participants (71%) were
more inclined to visit a rooftop bar with a local brand presence.

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 16-How important is it for the rooftop
bar to reflect the local culture and
heritage of Marrakech?

extremely imPortant
20% 16%
very imPortant
moderately imPortant
14% 29%
slightly imPortant
21%
not imPortant at all

Figure 48 : Graph How important is it for the rooftop bar to reflect the local culture and heritage if marrakech results

Importance of Reflecting Local Culture and Heritage: When asked about the importance of a
rooftop bar reflecting the local culture and heritage of Marrakech, 29% considered it very
important.

17-Do you consider rooftop bars as a

major tourist attraction in Marrakech?

43% Yes
57% No

Figure 49 : Graph do you consider rooftop bars as a major tourist attraction in marrakech results

Perception of Rooftop Bars as a Tourist Attraction: The survey indicated that 57% of
participants considered rooftop bars as a major tourist attraction in Marrakech.

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 18-Would you recommend a rooftop
bar to friends or family visiting
Marrakech, and why?

21%
Yes
No
79%

Figure 50 : Graph would you recommend a rooftop to friends or family visiting marrakech results

Likelihood of Recommending a Rooftop Bar: The survey found that

19-Does social media presence and

online reviews of a rooftop bar impact
your decision to visit?

14%
Yes
No
86%

Figure 51 : Graph Does social media presnece and online reviews of a rooftop bar imoact your decision to visit results

Regarding recommendations, 79% of respondents would recommend a rooftop bar to friends

or family visiting Marrakech. Moreover, 86% reported that social media presence and online
reviews of a rooftop bar influenced their decision to visit.

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 21-How much would you be willing to
spend on average during a visit to a
rooftop bar?

2%10% less than 100

betWeen 100 and 200
57% 31% betWeen 200 and 300
more than 300

Figure 52 : Graph how much would you be willing to spend on avergae during a visit to a rooftop bar results

The preferred drink options varied among respondents. The majority (57%) were willing to
spend more than 300 MAD on average during a visit to a rooftop bar. When it comes to
frequency, 44% would visit a rooftop bar at least once during their stay in Marrakech.

22-How frequently would you visit a

rooftop bar during your stay in
Marrakech?

3% 1 time
14%
39% betWeen 1 à 3
betWeen 3 à 5
44% more than 5 times

Figure 53 : Graph how freauently would you visit a rooftop bar during your stay in marrakech results

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 23-Are you more likely to visit a
rooftop bar for a daytime experience
or evening entertainment?

13%
daytime exPerience
evening entertainment

87%

Figure 54 : Graph are you more likely to visit a rooftop bar for a daytime experience or evening results

The survey showed that 87% of respondents were more likely to visit a rooftop bar for evening
entertainment, while 13% preferred a daytime experience.

24-Do you value live music or DJ

performances at rooftop bars?

Yes
47%
53% No

Figure 55 : Graph do you value live music or Dj performances at rooftop bars results

Live music or DJ performances were valued by 53% of respondents, highlighting the

importance of entertainment options in enhancing the rooftop bar experience.

These survey results provide valuable insights into the preferences and expectations of
potential customers for the new rooftop bar at Almaha Marrakech. The findings suggest that
a strong and recognizable brand, positive reviews, unique experiences, and ambiance play
significant roles in attracting customers. Additionally, reflecting the local culture and heritage,
as well as social media presence, are important factors to consider when planning and
marketing the rooftop bar.

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 11. Study summary
In conclusion, the market study conducted on the prospects for launching a rooftop bar at
Almaha Marrakech provided valuable insights into the preferences and needs of potential
customers. The survey encompassed a diverse group of participants, including both residents
of Marrakech and tourists from various countries.

The results indicated that the target audience for the rooftop bar mainly fell within the age
range of 25-44, with a balanced representation of both genders. While a majority of
participants were tourists visiting Marrakech, a significant portion of locals also expressed
interest.

Key factors influencing participants' decisions to visit rooftop bars included panoramic views
of the city, positive reviews and recommendations, and unique or themed rooftop
experiences. The overall branding and atmosphere of the rooftop bar were considered
moderately important, with participants emphasizing the importance of culinary options,
scenic views, and signature cocktails.

The study highlighted the strong brand recognition and reputation of Almaha among
participants, with a high likelihood of them visiting the new rooftop bar based on the brand's
influence. Participants perceived the brand image of Almaha Marrakech as having a positive
impact on their perception of the rooftop bar.

Furthermore, the survey revealed that participants recognized rooftop bars as a major tourist
attraction in Marrakech, and a significant majority expressed a willingness to recommend a
rooftop bar to friends and family visiting the city.

These findings provide valuable guidance for the development of the rooftop bar at Almaha
Marrakech. The results emphasize the importance of creating a captivating atmosphere and
branding strategy that reflects the local culture and heritage. Additionally, the insights gained
regarding participants' preferences and expectations will assist in designing a menu and
offering a range of experiences that align with their desires.

Overall, the statistics obtained from this survey are instrumental in understanding the target
market, shaping the concept and offerings of the rooftop bar, and ensuring its success in
meeting the needs and desires of prospective customers.

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Chapter 3: Project implementation
1. Creating of a SPA Card to increase brand awareness and increase sells.
The SPA at Almaha has been a crucial aspect of the hotel's offerings, providing relaxation and
rejuvenation to guests. However, it has come to our attention that the current SPA card may
not be meeting the expectations and preferences of our clientele. The lack of variety and
appeal in the SPA card has resulted in fewer clients opting for spa treatments, which is evident
in the lower number of bookings.

In terms of financial performance, the sales revenue for the first trimester of 2022, specifically
from January until May 31, amounted to 33,681.81 MAD. This figure highlights the impact of
the suboptimal SPA card on the overall revenue generated by the SPA department.

To address this issue and enhance the attractiveness of the SPA, it is imperative to revamp the
SPA card with new and enticing treatments that align with the preferences of our target
market. By introducing a diverse range of treatments and therapies, we aim to cater to the
individual needs and preferences of our guests, ultimately increasing their interest and
engagement with the SPA facilities.

Furthermore, it is crucial to conduct market research and gather feedback from our existing
and potential customers to better understand their preferences and expectations. This data
will allow us to make informed decisions regarding the new offerings and ensure that they
align with the market demand.

In conclusion, the current state of the SPA card at Almaha has resulted in a decline in customer
engagement and financial performance. However, by strategically redesigning the SPA card,
incorporating diverse treatments, and considering customer feedback, we can revitalize the
SPA department and improve its revenue generation. This undertaking reflects our
commitment to delivering exceptional experiences and meeting the evolving needs of our
valued guests.

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 Figure 56 : Graph sales revenu of SPA last year 01/03/2022 to 31/05/2022

• The old SPA Card

Figure 57 Graph of the old SPA card of Almaha marrakech and SPA

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The previous SPA card at Almaha left much to be desired, as it lacked visual appeal and failed
to capture the attention of potential clients. The absence of images and an eye-catching design
significantly contributed to the low sales revenue in the year 2022, despite the hotel's high
occupancy rate during that period.

The importance of visual representation in marketing cannot be understated, particularly in

the spa industry where the ambiance and aesthetic appeal play a significant role in attracting
customers. Unfortunately, the lack of compelling visuals on the old SPA card failed to
effectively communicate the luxurious and relaxing experiences that Almaha's SPA had to
offer.

As a result, potential clients may have overlooked the SPA services, choosing alternative
options that presented a more visually enticing and immersive experience. This lack of interest
translated into a substantial decrease in sales revenue, despite the hotel's overall high
occupancy rate throughout the year.

To rectify this situation, it is crucial to invest in a redesigned SPA card that incorporates
captivating images and an attractive layout. By leveraging visual elements that accurately
portray the serene atmosphere and exceptional services provided by the SPA, we can better
engage potential clients and entice them to explore the rejuvenating experiences available at
Almaha.

Moreover, it is essential to align the new SPA card with the overall branding and atmosphere
of the hotel, ensuring consistency and reinforcing the luxurious image associated with
Almaha. By doing so, we can create a cohesive and visually appealing experience that
resonates with our target audience, ultimately leading to increased sales and revenue
generation for the SPA department.

In summary, the previous SPA card's lack of images and visual appeal significantly impacted
the sales revenue in 2022, despite the hotel's high occupancy rate. Recognizing the
importance of visual representation, it is imperative to design a new SPA card that effectively
communicates the luxurious experiences and entices potential clients to indulge in the
exceptional services offered at Almaha's SPA. By enhancing the visual presentation, we can
revitalize the SPA department and maximize its revenue potential.

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 • Benchmarking
Benchmarking involves comparing and analyzing the performance and practices of similar
businesses in order to identify areas for improvement and learn from successful strategies. In
the case of Almaha Marrakech's SPA, it is essential to conduct a benchmarking analysis with
other renowned spas in the Medina, such as Les Bains de Marrakech and Les Bains de Kasbah,
which are at a similar level of prestige and service quality.

Both Les Bains de Marrakech and Les Bains de Kasbah, like Almaha Marrakech, offer a range
of packages that combine the traditional Moroccan hammam experience with rejuvenating
massages. These packages are designed to provide a holistic and immersive spa experience
for their guests. By bundling the hammam and massage services, these spas aim to offer a
comprehensive relaxation and wellness journey, ensuring that guests can fully benefit from
both treatments in a single visit.

The purpose of offering these packages that gather the hammam and massage experiences is
multi-fold. Firstly, it provides convenience and time-saving for guests who wish to indulge in
both treatments without having to book separate appointments. This streamlined approach
enhances the overall customer experience and satisfaction.

Secondly, combining the hammam and massage allows for a synergistic effect on the body and
mind. The hammam cleanses and prepares the body, opening the pores and promoting
relaxation, while the subsequent massage further soothes muscles, relieves tension, and
promotes overall well-being. The combination of these treatments can enhance the
therapeutic benefits and leave guests feeling deeply rejuvenated.

Moreover, offering packages that include both the hammam and massage allows spas like Les
Bains de Marrakech and Les Bains de Kasbah to differentiate themselves in the market. By
providing a unique and comprehensive experience, they cater to guests seeking a complete
spa journey that embodies the essence of Moroccan wellness traditions.

Through benchmarking, Almaha Marrakech's SPA can gain valuable insights into the package
offerings, pricing strategies, marketing approaches, and customer feedback of Les Bains de
Marrakech and Les Bains de Kasbah. This analysis will enable Almaha Marrakech to identify
best practices, areas for improvement, and potential opportunities to enhance its own
package offerings and better meet the expectations and needs of its discerning clientele. By
leveraging the successful strategies employed by these respected spas, Almaha Marrakech
can further strengthen its position as a premier destination for indulgent and rejuvenating spa
experiences.

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Figure 58 : SPA card of a competitor of Almaha marrakech "les bains de marrakech"

Figure 59 : SPA card of a competitor of Almaha marrakech "Les bains d'orient"

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 Figure 60 : SPA card of a competitor of Almaha marrakech "Les bains d'orient"

• Creating new SPA card

Following the benchmarking analysis with renowned spas such as Les Bains de Marrakech and
Les Bains de Kasbah, Almaha Marrakech's SPA recognizes the need for strategic actions to
enhance its offerings and meet the evolving expectations of its discerning clientele. As a result,
the SPA is committed to implementing a series of initiatives, with a primary focus on creating
a new and improved SPA card that proposes enticing packages.

The new SPA card will be meticulously designed to showcase a variety of thoughtfully curated
packages that combine the exquisite rituals of the hammam with rejuvenating and holistic
massage experiences. These packages will be carefully tailored to cater to the diverse needs
and preferences of guests, ensuring a truly personalized and unforgettable spa journey.

The objective of creating this new SPA card with innovative and enticing packages is multi-
fold. Firstly, it aims to elevate the overall guest experience by providing a seamless and
comprehensive approach to wellness. The combination of the hammam and massage
treatments in these packages will offer guests a harmonious fusion of cleansing, relaxation,
and therapeutic benefits, leaving them feeling deeply rejuvenated and restored.

Additionally, the introduction of these new packages aligns with market trends and customer
demands for unique and immersive spa experiences. By leveraging the insights gained from
benchmarking, Almaha Marrakech's SPA can integrate elements of success observed in other
reputable spas, while infusing its own signature touch to create truly exceptional offerings.

The development of the new SPA card will involve meticulous attention to detail, ensuring that
each package is enticing, well-priced, and offers a blend of indulgence and therapeutic
benefits. Furthermore, efforts will be made to enhance the visual appeal of the card,

78
incorporating eye-catching imagery and descriptions that evoke a sense of tranquility and
luxury.

To complement the launch of the new SPA card, Almaha Marrakech's SPA will also implement
targeted marketing strategies. This includes showcasing the enticing packages through various
channels, such as the hotel's website, social media platforms, and collaborations with travel
agencies. By effectively communicating the unique value proposition of the new SPA offerings,
Almaha Marrakech aims to attract both existing and new clientele seeking unforgettable and
rejuvenating spa experiences.

Through the implementation of these actions, Almaha Marrakech's SPA aspires to position
itself as a leader in the realm of wellness and relaxation. By capitalizing on the insights gained
from benchmarking, the SPA is confident in its ability to create a new SPA card that will not
only meet but exceed the expectations of its valued guests, ensuring an unparalleled spa
journey that embraces the essence of Moroccan hospitality and rejuvenation.

Figure 61 : Mockup of the new Almaha marrakech SPA card

The new SPA card at Almaha Marrakech has been meticulously designed to capture the
essence and aesthetic of Moroccan zellige. We have incorporated the same colors found in
the SPA, ensuring a cohesive and visually pleasing experience for our guests. The logo itself
reflects the intricate patterns of zellige, further enhancing the connection to Moroccan
heritage.

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 Figure 62 : Logo of les bains Almaha

In the design of the brochure, we have chosen to showcase the beauty of the spa as well as
the riad, providing guests with a glimpse into the luxurious atmosphere they can expect. The
color palette revolves around the HEX color C86993, which perfectly complements the
overall theme and ambiance. Accompanying the visuals is the slogan "Luxe, calme, volupté,"
evoking a sense of luxury, tranquility, and indulgence.

Figure 63 : The HEX code of the logo' color

Furthermore, Fuchsia is a color that exudes femininity and elegance, appealing to our target
audience, which includes both female guests seeking relaxation and pampering as well as
individuals who appreciate sophisticated and visually appealing aesthetics. The choice of
Fuchsia Kiss adds a touch of sophistication and modernity to the brand, aligning with the
overall atmosphere and ambiance we strive to create.

Overall, the selection of Fuchsia Kiss as the primary color for the SPA logo was driven by its
ability to captivate attention, evoke passion and excitement, appeal to our target audience,
and harmonize with the Moroccan aesthetic. It adds a touch of vibrancy and elegance to the
brand, reinforcing our commitment to providing a luxurious and unforgettable experience
for our valued guests.

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 Figure 64 : Almaha marrakech and SPA new SPA card

In addition to maintaining the beloved traditional hammam and massage treatments, we have
introduced a new section in our spa that focuses on packaging options, each carefully named
to reflect the unique experiences they offer. The names Raha, Aman, and Nahar were chosen
for their meaningful associations and their ability to convey the essence of the treatments.

The Raha session, meaning "comfort" in Arabic, combines 30 minutes in the hammam with a
soothing 30-minute relaxing massage. This package is designed to provide guests with a sense
of tranquility and rejuvenation, offering a comforting escape from the demands of everyday
life.

Next, the Aman session, derived from the Arabic word for "safety," provides guests with a
comprehensive spa experience. It includes 70 minutes in the hammam, allowing ample time
for thorough cleansing and detoxification, followed by a 50-minute choice between a relaxing
or tonic massage. This session emphasizes the importance of creating a safe and nurturing
environment for guests to unwind and revitalize.

Our signature treatment, the Almaha session, represents the epitome of luxury and
exclusivity. Designed to provide an unforgettable experience, it combines the finest elements
of our spa offerings, tailored to meet the unique needs and preferences of each guest. The
Almaha session is a testament to our commitment to delivering exceptional service and
indulgence.

Lastly, the Nahar session, meaning "daytime" in Arabic, offers guests a complete day of
relaxation and pampering. In addition to the Almaha treatment, this package includes a
delectable lunch and exclusive access to our pool and rooftop. It is an all-encompassing

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experience, allowing guests to immerse themselves in the ultimate oasis of serenity and enjoy
the luxurious amenities of our spa and facilities.

Figure 65 : Almaha marrakech and SPA new SPA card

By selecting these evocative names for our spa packages, we aim to enhance the overall
experience for our guests. These names not only reflect the essence of each treatment but
also add a touch of cultural richness and authenticity. They invite guests to embark on a
transformative journey of well-being, tailored to their desires and designed to exceed their
expectations.

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 Figure 66 : Almaha marrakech and SPA new SPA card

To enhance interactivity and streamline the reservation process, we have included a QR code
on the last page of the brochure. This serves as a call to action, directing guests to our
WhatsApp where they can conveniently make reservations and inquire about our services.

Figure 67 : Almaha marrakech and SPA new SPA card

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 2. Creating of a graphic chart for the rooftop bar and launch it for external client.
The Rooftop Bidaya Sunset Bar offers a truly mesmerizing experience with its panoramic
view overlooking the enchanting Medina of Marrakech, the majestic Kasbah, and the
magnificent minarets of Moulay Yazid and Koutoubia mosques. On the other side, guests can
delight in a breathtaking vista of the majestic Atlas Mountains.

Figure 68: Picture of Bidaya sunset bar

With a capacity of 20 settings, this rooftop oasis provides an intimate and tranquil setting to
unwind, savor delightful refreshments, and immerse oneself in the awe-inspiring beauty of
Marrakech's skyline.

Figure 69: Picture of Bidaya sunset bar

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The branding and logo creation process for Bidaya Sunset Bar was meticulously designed to
capture the essence of the experience it offers. The name "Bidaya" holds great significance as
it translates to "the beginning" in Arabic, symbolizing the start of a memorable evening for
guests who desire to enjoy an aperitif with a breathtaking sunset view over the Medina of
Marrakech. The concept behind the bar is to cater to clients who wish to complement their
evenings at renowned restaurants in the neighborhood, such as Mamounia or Royal Mansour,
with a visit to this exceptional rooftop destination.

The logo for Bidaya Sunset Bar was carefully crafted to strike a balance between Arabic and
English fonts, representing a fusion of our rich cultural heritage and an international brand
image. The combination of these elements ensures that the logo appeals to both local patrons
who value their Moroccan roots and international guests seeking a unique and immersive
experience.

Figure 70 : The new logo of the rooftop bar

To maintain brand consistency and a cohesive visual identity, we made the strategic decision
to align the colors of the Bidaya Sunset Bar logo with the existing Almaha logo Rogan Josh HEX
C873512. By utilizing the same color palette, we ensure a seamless integration between the
two entities, reinforcing the connection and synergy between Almaha Marrakech and Bidaya
Sunset Bar.

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 Figure 71 : Color used for Bidaya sunset bar' logo

Keeping the colors consistent not only creates a unified brand image but also strengthens the
recognition and recall of the Almaha brand. Familiarity with the colors associated with Almaha
helps establish trust and loyalty among existing customers who are already acquainted with
the brand. Additionally, it facilitates brand recognition for potential customers who may have
already encountered the Almaha logo during their research or interactions with the hotel.

Figure 72 : Mockup of the new logo of the rooftop bar

Moreover, maintaining the same colors allows for easier cross-promotion and marketing
efforts between Almaha Marrakech and Bidaya Sunset Bar. When customers see the similar
colors used across both brands, it reinforces the association between the two establishments,
encouraging them to explore and engage with both offerings.

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Consistency in colors also contributes to a sense of cohesiveness and professionalism. It
demonstrates a meticulous attention to detail and a commitment to delivering a high-quality
experience throughout all aspects of the brand. By utilizing the existing Almaha color palette,
we leverage the positive associations and brand equity already established, reinforcing the
brand's reputation and creating a sense of familiarity and trust among our target audience.

Figure 73 : Mockup of the new logo of the rooftop bar

Overall, the decision to stay with the same colors as the Almaha logo is a strategic choice that
enhances brand recognition, strengthens brand association, and maintains a cohesive visual
identity between Almaha Marrakech and Bidaya Sunset Bar.

The survey conducted prior to the bar's development revealed that the majority of
respondents expressed a strong interest in a rooftop bar with a local brand presence. This
finding confirmed the importance of embracing our Moroccan identity and celebrating the
country's heritage within the establishment. The survey results also indicated that
respondents were nearly unanimous in considering it crucial for the bar to reflect the
Moroccan heritage in its design and ambiance.

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 Figure 74 : Mockup of the new logo of the rooftop bar

With these insights, the branding and logo of Bidaya Sunset Bar were strategically designed to
resonate with our target audience. The logo serves as a visual representation of the bar's
concept, capturing the fusion of local and international elements. By incorporating Moroccan
design elements, cultural motifs, and a touch of modernity, the logo conveys the bar's
commitment to delivering an authentic yet contemporary experience.

Figure 75 : Mockup of the new logo of the rooftop bar

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The branding and logo of Bidaya Sunset Bar aim to evoke a sense of anticipation and
excitement, inviting guests to embark on an extraordinary journey that embraces both the
local culture and international flair. It serves as a symbol of the bar's commitment to creating
a harmonious space where patrons can enjoy a truly immersive and memorable rooftop
experience while savoring the magical ambiance of Marrakech's vibrant Medina.

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 3. Digital communication for Bidaya sunset bar.
Digital communication plays a crucial role in promoting and establishing the presence of
Bidaya Sunset Bar. To effectively reach our target audience and create a strong online
presence, we have strategically utilized platforms such as Google, TripAdvisor, and Instagram.

TripAdvisor and Google are renowned platforms in the tourism sector, offering a wealth of
information and reviews that potential customers rely on when making decisions. By
establishing a presence on these platforms, we can leverage their credibility and reach a wider
audience. These platforms provide a trusted source for potential customers to explore and
discover Bidaya Sunset Bar, read reviews from previous visitors, and make informed decisions
about their visit. Having a positive presence on TripAdvisor and Google helps build trust and
confidence in our brand and encourages potential customers to choose Bidaya Sunset Bar as
their preferred rooftop bar in Marrakech.

Figure 76 : the main page of Almaha Marrakech rooftop on google maps

Subscribing to TripAdvisor offers a range of benefits and advantages for businesses like Bidaya
Sunset Bar. The subscription package on TripAdvisor, known as TripAdvisor Business
Advantage, provides enhanced features and increased visibility for our establishment. While
specific prices may vary, the benefits make it a valuable investment.

By subscribing to TripAdvisor Business Advantage, Bidaya Sunset Bar gains access to a set of
premium features. These features include the ability to display our logo and website link on
our TripAdvisor listing, giving potential customers direct access to our official website for more
information and bookings. The subscription also allows us to showcase our special offers and

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promotions prominently on our TripAdvisor page, attracting more attention and enticing
visitors to choose Bidaya Sunset Bar for their rooftop bar experience.

Another significant benefit of the TripAdvisor subscription is the removal of competitor

advertisements from our listing. This exclusive feature ensures that visitors browsing our page
remain focused on Bidaya Sunset Bar, reducing the chances of potential customers being
drawn away by competitor advertisements. This enhanced visibility can greatly impact our
business, increasing the likelihood of attracting more customers and generating higher
revenue.

Moreover, the subscription offers access to advanced analytics and performance insights.
TripAdvisor provides detailed data and metrics on customer engagement, such as the number
of views, clicks, and interactions on our listing. This data enables us to assess the effectiveness
of our marketing strategies and make informed decisions to optimize our performance on the
platform.

Overall, the subscription to TripAdvisor Business Advantage empowers Bidaya Sunset Bar to
stand out from the competition and reach a broader audience. It provides increased visibility,
removes competitor advertisements, and offers valuable analytics and insights. Investing in
this subscription demonstrates our commitment to delivering exceptional experiences and
capturing the attention of potential customers on TripAdvisor, ultimately driving more traffic
and boosting our business.

Figure 77 : The main page of Almaha marrakech new rooftop bar on Tripadvisor

In addition to TripAdvisor and Google, we have utilized Instagram, a popular social media
platform, to showcase the unique experiences and breathtaking views offered at Bidaya
Sunset Bar. Instagram's visual nature makes it an ideal platform to captivate and engage our
target audience. We have created reels on Instagram, short and dynamic videos, to highlight

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the stunning sunset views, the vibrant ambiance, and the enticing offerings of the bar. Reels
allow us to showcase the atmosphere, the delectable drinks, and the overall experience of
Bidaya Sunset Bar in an engaging and interactive format. By leveraging the power of Instagram
and reels, we can generate excitement, increase brand awareness, and attract potential
customers to visit Bidaya Sunset Bar.

The combination of TripAdvisor, Google, and Instagram allows us to establish a comprehensive

digital communication strategy for Bidaya Sunset Bar. We can leverage the credibility and
reach of TripAdvisor and Google to build trust and attract customers, while utilizing Instagram
and reels to create visually appealing content that engages and entices our target audience.
By strategically utilizing these platforms, we can effectively communicate the unique offerings
and experiences of Bidaya Sunset Bar, ultimately driving footfall, increasing customer
engagement, and establishing Bidaya Sunset Bar as a must-visit destination for those seeking
an unforgettable rooftop bar experience in Marrakech.

Figure 78 : Post about the rooftop bar in the instagram of almaha Marrakech

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 4. Strategic Celebrity Collaboration: Elevating Brand Awareness and Captivating
the Italian Market

The decision to collaborate with an Italian celebrity holds significant value for Almaha
Marrakech, especially considering the latest figures reported by the tourism sector. With a
total of 351,916 tourists visiting our region, the Italian market represents a substantial portion,
accounting for more than 2% of the overall tourism share. Despite this sizable market
presence, Italian clients were not among our top four clienteles.

Nb of tourist in 2019

2% 11% Italy
5% France
3%
2%
2% Spain
UK
75% Belgique
US
Rest

Figure 79 : Graph that shows nationality of tourist arrivals in 2019

By strategically choosing an Italian celebrity for collaboration, we aimed to tap into this
untapped market segment and increase our brand awareness among Italian tourists. The
endorsement and exposure provided by the celebrity's association with our hotel would serve
as a powerful tool to attract Italian travelers who may not have been familiar with our offerings
previously. The collaboration offers a unique opportunity to position ourselves as a desirable
destination and create a buzz within the Italian tourism market.

I leveraged my network connections to establish contact with the renowned Italian celebrity,
Ilary Blasi, and seize the opportunity to invite her to Almaha Marrakech. Given her influential
status with 2.2 million Instagram followers and an average of 100,000 likes per
post,collaborating with her could potentially yield significant exposure. Typically, Ilary
requires a minimum of 10,000 euros for collaborations in Italy due to her extensive reach and
influence.

93
 Figure 80: Instagram of the italian celebrity Ilary BLASI

We carefully planned her visit, strategically choosing the night of her birthday for an exclusive
dinner in the enchanting ambiance of our patio. During her time at the hotel, I made efforts
to establish a rapport and create a comfortable environment for her. To our delight, she
expressed genuine admiration for the beautifully arranged dinner table, capturing the
moment through her Instagram stories, which quickly went viral.

94
 Figure 81 : the Italian celebrity in Almaha Marrakech

During her visit, Ilary Blasy shared pictures and videos on her Instagram account, providing a
glimpse into her unforgettable experience at Almaha Marrakech. The impact of her posts was
significant, with numerous Italian newspapers and media outlets covering the story and
highlighting the exclusive dinner and our hotel. This widespread coverage generated a
substantial increase in brand awareness, drawing attention not only from Ilary Blasy's
followers but also from a broader audience interested in luxury travel and experiences.

The collaboration with Ilary Blasi brought substantial publicity to our brand in the Italian
market, a key target for our business. The impact was particularly significant considering that
we did not incur any direct costs for this collaboration. By leveraging the power of influencer
marketing and effectively utilizing our network, we were able to generate valuable exposure
and establish a strong presence in a market of great interest to us.

95
 Figure 82 : The italian celebrity in Almaha Marrakech

Following the exclusive dinner and spa experience offered to Ilary Blasy at Almaha Marrakech,
the impact of her visit resonated even further as prominent Italian newspapers, La Repubblica
and Il Fatto Quotidiano, took notice and featured articles highlighting the event. These
reputable publications recognized the significance of the private dinner and spared no effort
in mentioning the name of Almaha, further solidifying our hotel's reputation.

Figure 83 : Ilary Blasi in The SPA of Almaha Marrakech

96
La Repubblica and Il Fatto Quotidiano, known for their extensive readership and influence,
showcased the unique and lavish experience provided to Ilary Blasy at our hotel. Their articles
captured the essence of the dinner, emphasizing the exclusivity and sophistication that
Almaha Marrakech represents. With engaging storytelling and captivating visuals, they
showcased the picturesque setting, the delectable cuisine, and the exceptional service that
left a lasting impression on Ilary Blasy.

Figure 84 : The article in la repubblica about the visit of Ilary Blasi to Almaha marrakech

Figure 85 : The article in la repubblica about the visit of Ilary Blasi to Almaha marrakech

The coverage in these esteemed newspapers not only highlighted the remarkable evening but
also positioned Almaha as a destination of choice for luxury travelers seeking unparalleled

97
experiences. The exposure in La Repubblica and Il Fatto Quotidiano served as a testament to
the impeccable standards and attention to detail that our hotel embodies.

Figure 86 : The article in il Fatto Quotidiano about the visit of Ilary Blasi to Almaha marrakech

Figure 87 : The article in il Fatto Quotidiano about the visit of Ilary Blasi to Almaha marrakech

The mention of Almaha Marrakech in these influential publications generated significant

interest and intrigue among their readership. As a result, we witnessed a surge in inquiries
and bookings from Italy, as travelers were drawn to the allure of our hotel, inspired by the
exceptional experience enjoyed by Ilary Blasy.

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The positive coverage in La Repubblica and Il Fatto Quotidiano not only reinforced our brand's
reputation but also broadened our reach to a wider audience of discerning travelers who seek
sophistication, luxury, and exceptional service. Almaha Marrakech's name featured
prominently in these articles, further establishing our hotel as an exquisite destination, and
ensuring that our commitment to providing extraordinary experiences is recognized and
appreciated by renowned publications.

The exposure garnered from Ilary Blasy's visit proved to be immensely beneficial, particularly
in tapping into the Italian market. The attention generated from her posts and the subsequent
media coverage attracted new clients from Italy, who were intrigued by the lavish experience
and sought to explore Almaha Marrakech themselves.

Overall, hosting Ilary Blasy for a private dinner was a strategic move that successfully elevated
the visibility of Almaha Marrakech and helped us gain traction in the Italian market. The
combination of her influential status, the captivating visuals shared on Instagram, and the
media coverage propelled our brand to new heights, solidifying our reputation as a luxurious
destination for discerning travelers.

99
 5. Embracing Zero Waste: Crafting Sustainable Cocktails and Tapas at Bidaya
Sunset Bar
To cater to the growing demand for a Zero Waste concept, Bidaya Sunset Bar at Almaha
Marrakech has taken the initiative to develop a remarkable cocktail menu that minimizes
waste and promotes sustainability. Understanding the importance of preserving the
environment while providing a memorable experience, our expert mixologists have crafted a
range of unique and tantalizing cocktails that captivate guests, while also adhering to the
principles of Zero Waste.

In our extensive survey conducted among our diverse customer base, which prominently
includes millennials representing 47% of our population, we discovered a significant concern
that directly impacted the perception of cocktails. To delve deeper into this issue, we refer to
a recent survey conducted by Stoli Vodka, which sheds light on the hesitation experienced
by millennial men when it comes to ordering flavored cocktails. According to the survey, a
staggering 63% of millennial men expressed fear of scrutiny from their peers, even though
74% of them enjoy and desire flavored cocktails.

Figure 88 : Stoli VODKA the company that conducted the survey in the USA

Considering these findings, we recognized the importance of addressing this concern and
creating an inclusive environment that appeals to all guests. As a result, we have
implemented an innovative solution that aims to enhance the cocktail experience and
alleviate any reservations surrounding perceived gender associations. Taking inspiration
from studies that emphasize the visual aspect's impact, we have incorporated sketches of
glassware shapes alongside our cocktail descriptions. This visual representation serves to
engage both men and women, eliminating any hesitations and fostering a more inclusive
atmosphere.

This approach not only addresses the concerns expressed in the survey but also adds an
aesthetic element to our menu. By showcasing the diverse glassware shapes, we elevate the
overall presentation and allure of our cocktails. This intentional focus on aesthetics enhances
the overall experience for our guests, allowing them to fully appreciate and enjoy the flavors
and craftsmanship behind each drink.

By understanding and adapting to these preferences, we aim to create an atmosphere

where every guest feels comfortable and confident in their drink selections, free from any
external judgments.

100
In conclusion, our incorporation of visual representations of glassware shapes alongside our
cocktail descriptions demonstrates our commitment to providing an inclusive and engaging
experience for all guests. By addressing the concerns highlighted in the survey and catering to
the preferences of our millennial clientele, we strive to create a welcoming environment
where everyone can freely indulge in their preferred cocktails and enjoy an exceptional
experience at our establishment.

Figure 89 : Mockup of the new beverages card of Bidaya Sunset Bar

The cocktail menu at Bidaya Sunset Bar reflects a harmonious blend of international influences
and Moroccan flavors, embracing the concept of Zero Waste. Each cocktail is meticulously
crafted using high-quality, locally sourced ingredients, showcasing the artistry and expertise
of our mixologists. Our commitment to reducing waste is reflected in our careful selection of
ingredients and the innovative techniques employed to utilize every part of the ingredient,
minimizing leftovers, and promoting sustainability. Whether it's a fusion of exotic spices with
a hint of local herbs or a playful twist on a classic cocktail with a Moroccan influence, our
offerings cater to a diverse range of tastes and preferences while minimizing waste in the
process.

By introducing these enticing and environmentally conscious cocktails, Bidaya Sunset Bar aims
to provide an unforgettable Zero Waste experience that exceeds expectations. Our
commitment to delivering exceptional service, paired with the artistry and creativity
showcased in our cocktail menu, will undoubtedly leave a lasting impression on our guests.
We are confident that these distinctive creations will not only satisfy the desires of our patrons
but also contribute to the reputation of Bidaya Sunset Bar as a premier destination for
indulgence and relaxation with a strong focus on Zero Waste practices.

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Due to our dedication to the Zero Waste concept, the development of the tapas menu is
currently underway in collaboration with the talented kitchen team at Almaha. Understanding
the significance of offering a unique culinary experience that aligns with our Zero Waste
philosophy, our goal is to create a tapas menu that captures the essence of Moroccan cuisine
while minimizing food waste and incorporating sustainable practices.

Tips and practices that can be implemented to minimize waste and foster an eco-friendlier
approach:

1. Embracing Local and Seasonal Ingredients: To support sustainability efforts, it is

crucial to prioritize the use of local and seasonal ingredients in cocktail creation. By
sourcing ingredients from nearby suppliers and utilizing seasonal produce as
Lavender, Safran, we can minimize carbon footprints associated with transportation
and promote local economies.

Figure 90 : Cocktails with lavander

2. Implementing Batched Cocktails: To address rising energy costs and conserve water,
alternative approaches to chilling drinks are essential. Batched cocktails offer a
practical solution by being stored in freezers or refrigerators, ensuring they are
consistently served chilled without the need for excessive ice. Not only do batched
cocktails streamline service and maintain consistency, but they also contribute to
energy and water conservation.

102
 Figure 91 : Batched cocktails

3. Reducing Single-Use Plastic: Plastic waste, including straws and stirrers, poses a
significant environmental concern. By actively seeking eco-friendly alternatives made
from recyclable materials or metal, we can reduce the reliance on single-use plastic
in our bar. Innovative alternatives, such as edible straws or papaya leaf stem straws,
not only mitigate environmental impacts but also add a unique touch that customers
will appreciate.

4. Maximizing Fruit Rinds: Rather than discarding fruit rinds, we can utilize them to
their full potential. By peeling the rinds of citrus fruits like oranges, lemons, and
limes, we can create zesty syrups, appealing garnishes, Oleo Saccharum (Cocktail), or
even homemade limoncello. So, before tossing used fruit in the bin, we consider
saving it for garnishing our next cocktail. Furthermore, watermelon rinds, which may
not be pleasant to eat, can be transformed into a flavorful watermelon syrup.
Similarly, leftover celery from Bloody Mary cocktails can be repurposed to make
celery juice and salt.

5. Utilizing Dehydrated Fruit: Dehydrated fruit serves as an excellent cocktail garnish

while extending the shelf life of fresh produce. By reusing and preserving ingredients
through dehydration, we significantly reduce food waste and save costs in the long
run. However, it is important to use energy-efficient equipment during the
dehydration process to minimize the impact on energy consumption and expenses.

By embracing these strategies and implementing sustainable practices, Bidaya Sunset Bar
can actively contribute to the zero-waste movement while offering customers a delightful
and eco-conscious cocktail experience.

We are working closely with the kitchen team to curate a selection of tapas that not only
showcase the rich culinary heritage of Morocco but also utilize ingredients efficiently to
minimize waste. By thoughtfully incorporating traditional Moroccan flavors and techniques
into each tapa, we aim to provide guests with an authentic culinary experience in a tapas
format. Through careful planning and creative execution, we will present dishes that combine
the traditional ingredients and cooking methods of Moroccan cuisine with contemporary

103
presentation, creating a harmonious blend of tradition and innovation, while ensuring
minimal waste in the process.

Throughout this collaborative process, we are taking into consideration the preferences and
feedback of our target audience, incorporating elements that appeal to both local and
international guests. The tapas menu will feature a diverse range of dishes, highlighting the
vibrant and diverse flavors of Moroccan cuisine. From savory bites bursting with spices to
delicate treats showcasing the finesse of Moroccan culinary artistry, each tapa will be a
testament to our commitment to Zero Waste and sustainable culinary practices.

Although the timeline for the completion of the tapas menu extends beyond my internship
period, I am confident that the collaboration between the kitchen team and myself will yield
an exceptional menu that upholds the high standards of Almaha Marrakech. The dedication,
creativity, and expertise of the culinary team, combined with my understanding of guest
preferences and market trends, will ensure the creation of a tapas menu that not only
minimizes waste but also provides an enticing and unforgettable culinary experience in line
with our Zero Waste principles.

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 6. Budget
In the realm of hotel riad concepts, it is not typical to allocate a specific marketing budget.
However, after conducting an in-depth market study, we were able to present a compelling
case to the owner of Almaha Hotel Riad. We successfully convinced them to invest a budget
of 11,525 MAD which is 0.14 of the 2022 sales revenue (8,263,731.17 MAD) in launching a
new cocktails card and spa menu. This expenditure was aimed at boosting revenue and
expanding the strategic domains of Almaha, with a specific focus on attracting external clients.

Budget compared with 2022' sales

revenue

0.1395%

Budget
Sales revenue
99.8605%

Figure 92 : Graph comparing marketing budget with the 2022' sales revenue

The decision to allocate this marketing budget was driven by several key factors. Firstly,
through our market research, we identified a significant opportunity to enhance the guest
experience by introducing a new range of cocktails and upgrading the spa menu. These
additions not only catered to the preferences of our existing clientele but also positioned
Almaha as an attractive destination for external guests seeking a unique and indulgent
experience.

Furthermore, by investing in marketing initiatives, we aimed to raise awareness of Almaha's

offerings among a wider audience. we sought to increase the number of external clients
visiting the riad. This expansion of the customer base was vital to ensure sustainable growth
and long-term success for Almaha.

Initiatives Expenditure
New SPA Card design and Printing 17,00 dhs *50 pieces = 850dhs
New Cocktails card design and printing 50 dhs * 30 pieces = 1500dhs
Research and Development of New 3500 dhs for month ongoing
Cocktails
Invitation and Accommodation for Ilary 3675 dhs
Blasi (Aperitif, SPA and Diner)
TripAdvisor premium subscription 2000 dhs per year
Total 11525 DHS
Table 4: Marketing budget

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 Expenditure

8%
17% New SPA Card design and Printing
13% *50
New Cocktails card design and
printing *30
Research and Development of New
Cocktails
Invitation and Accommodation for
Ilary Blasi (Aperitif, SPA and Diner)
32%
30% TripAdvisor premium subscription

Table 5 Graph that show the partition of the marketing budget

In conclusion, the marketing budget of 11,525 DHS has been carefully allocated to various
initiatives aimed at enhancing brand visibility, attracting customers, and driving business
growth. The budget allows for the design and printing of new SPA and Cocktails cards, ensuring
visually appealing and informative materials for our guests. Additionally, ongoing research and
development of new cocktails will continuously refresh our offerings and meet the evolving
preferences of our customers. The budget also accommodates the invitation and
accommodation expenses for the esteemed Italian celebrity Ilary Blasi, creating a buzz and
generating media coverage. Investing in a TripAdvisor premium subscription further
strengthens our online presence and enables us to leverage the platform's influential reach.
By effectively managing this budget, we are confident in our ability to effectively promote our
brand, engage with customers, and deliver exceptional experiences.

106
 7. Results
• The evolution of revenue after the creation of the new SPA card.
the new SPA card represents a significant improvement in terms of efficiency and
effectiveness. With the inclusion of detailed descriptions and enticing visuals of the luxurious
hammam and massage rooms, it offers potential customers a captivating glimpse into the
tranquil and rejuvenating experience they can expect. The addition of a call-to-action button
in the form of a QR code further enhances the card's efficiency by providing a seamless
booking process for external clients. By simply scanning the QR code, customers are instantly
directed to a WhatsApp number where they can easily make reservations. This streamlined
approach eliminates unnecessary steps and offers a convenient and direct communication
channel, increasing the likelihood of converting interest into bookings. The new SPA card's
enhanced features and user-friendly design position it as a powerful marketing tool,
effectively capturing the attention and interest of potential customers and ultimately driving
higher conversion rates and revenue for the SPA.

Liste des ventes / Familles

Point de Vente : SPA / Service : Service
01/03/2022 00:00:00 31/05/2022
00:00:00

Designation Montant
Foot Reflexology Massage 30 MN 2 600,00
MASSAGE 20 MIN BACK 2 400,00
MASSAGE
MASSAGE 20 MIN SKULL 1 200,00
MASSAGE 30 MIN RELAXANT 4 1.200,00
MASSAGE 30 MIN TONIC 4 1.400,00
MASSAGE 50 MIN TONIC 9 4.500,00
MASSAGE 50MINRELAXANT 17 7.850,00

MASSAGE
HAMMAM BELDI 6 2.400,00
HAMMAM ORIENTAL 4 2.600,00
HAMMAM RELAXATION 9 2.700,00
HAMMAM TRADITIONNEL 24 13.200,00

HAMMAM

Total des ventes : 37.050,00

Total TVA : 3.368,18
Total HT : 33.681,82
Total Ticket : 41
Ticket moyen : 903,66
Table 6 : Sales list of the SPA treatments from 1/3/2022 to 31/5/2022

107
 Liste des ventes / Familles
Point de Vente : SPA / Service : Service

01/03/2023 00:00:00 31/05/2023

00:00:00

Designation Montant
Foot Reflexology Massage 30 MN 10 3.000,00
MASSAGE 30 MIN BACK 16 3.200,00
MASSAGE
MASSAGE 30 MIN RELAXANT 16 4.800,00
MASSAGE 30 MIN SKULL 3 600,00
MASSAGE 30 MIN TONIC 3 1.050,00
MASSAGE 45 MIN RELAXANT 17 7.140,00
MASSAGE 45 MIN TONIC 14 6.720,00
MASSAGE 60 MIN RELAXANT 34 18.700,00
MASSAGE 60 MIN TONIC 9 5.850,00

MASSAGE
ALMAHA Session 13 12.350,00
AMAN Session 21 16.800,00
DUO Almaha Session 7 11.970,00
DUO AMAN Session 17 24.480,00
Duo RAHA Session 15 14.850,00
HAMMAM BELDI 17 6.800,00
HAMMAM ORIENTAL 16 10.400,00
HAMMAM RELAXATION 10 3.000,00
HAMMAM TRADITIONNEL 24 13.200,00
NAHAR Session 5 6.750,00
RAHA Session 33 18.150,00

HAMMAM
Manicure 2 300,00
Pedicure 4 720,00
Pose vernis 1 80,00
Soin de visage 1 h 2 1.100,00
Soins pieds 1 100,00

Soins

Total des ventes : 192.110,00

Total TVA : 17.464,55
Total HT : 174.645,45
Total Ticket : 175
Ticket moyen : 1.097,77
Table 7 :Sales list of SPA treatments from 1/3/2023 to 31/5/2023

The creation of the new SPA card proved to be nothing short of revolutionary, as it sparked a
remarkable evolution in revenue for the SPA. The implementation of the revamped card, with
its enticing descriptions, captivating visuals of the hammam and massage rooms, and the
convenient call-to-action QR code, had a profound impact on the business. The revenue
generated after the launch of the new SPA card experienced an extraordinary growth rate of

108
 SPA Revenue Growth after the changing of the Card
MAD200,000.00
MAD180,000.00
MAD160,000.00
MAD140,000.00

MAD120,000.00
Axis Title

MAD100,000.00
MAD80,000.00

MAD60,000.00
MAD40,000.00
MAD20,000.00
MAD-
Revenue 2022(01/03/2022 to Revenue 2023(01/03/2023 to
31/05/2022) 31/05/2023)
Series1 MAD33,681.82 MAD174,645.45

Figure 93 :SPA Revenue Growth after the changing of the Card

419%. This significant increase in revenue is a testament to the effectiveness and appeal of
the card, as it successfully captured the attention and interest of a larger customer base. The
innovative features and user-friendly design of the card played a pivotal role in attracting more
customers and converting their interest into actual bookings. The substantial revenue growth
not only demonstrates the success of the new SPA card but also highlights the increased
demand and satisfaction among customers. The revolutionary nature of the new SPA card
propelled the business forward, establishing it as a key player in the industry and solidifying
its position as a go-to destination for unparalleled relaxation and rejuvenation experiences.

109
 • The increase of the number of external clients for the restaurant and SPA after inviting
the Ilary BLASI
The visit of Ilary Blasi, a renowned Italian celebrity, to Almaha Marrakech had a profound
impact on the influx of external clients, leading to remarkable changes in revenue. By delving
into the details and comparing the figures, we can gain a deeper understanding of the
magnitude of this impact.

The increase in revenue highlights the tremendous influence that a celebrity visit can have on
attracting external clients to Almaha Marrakech. The allure and prestige associated with Ilary
Blasi, combined with the inherent charm and appeal of the location, created an irresistible
draw for visitors, leading to a substantial boost in revenue during the specified period.(check
annexe for sales tables)

This significant surge in revenue not only demonstrates the power of celebrity endorsements
in the hospitality industry but also solidifies Almaha Marrakech's position as a desirable
destination for both local and international clientele. It serves as a testament to the strong
reputation and brand recognition that the establishment has cultivated, setting it apart from
competitors and establishing its status as a premier choice for luxury accommodations in
Marrakech.

Prior to Ilary Blasi's visit, the revenue generated over a span of 20 days amounted to 11,968.63
MAD. It is important to note that this period encompassed 20 days leading up to the visit (from
April 7th to April 27th), which typically falls within the high tourist season in Marrakech.
Despite the abundance of tourists during this time, the revenue remained relatively stagnant.
Restauration Revenue evolution after the 27th April
MAD5,000.00

MAD4,500.00

MAD4,000.00

MAD3,500.00

MAD3,000.00

MAD2,500.00

MAD2,000.00

MAD1,500.00

MAD1,000.00

MAD500.00

MAD-
4/7/23
4/9/23

5/1/23
5/3/23
5/5/23
5/7/23
5/9/23
4/11/23
4/13/23
4/15/23
4/17/23
4/19/23
4/21/23
4/23/23
4/25/23
4/27/23
4/29/23

5/11/23
5/13/23
5/15/23
5/17/23

Figure 94:Restauration Revenue evolution after the 27th April

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However, the scenario shifted dramatically after Ilary Blasi's visit. In the subsequent 20-day
period (from April 28th to May 18th), the revenue skyrocketed to an impressive 34,722.37
MAD. This remarkable surge indicates a staggering growth of 190% compared to the pre-visit
period. It is worth mentioning that these figures were achieved despite the already bustling
nature of the high season, underscoring the exceptional impact of Ilary Blasi's presence.

Restauration Revenue evolution after the 27th

April
MAD40,000.00
MAD35,000.00
MAD30,000.00
MAD25,000.00
MAD20,000.00
MAD15,000.00
MAD10,000.00
MAD5,000.00
MAD-
from April 7th to April 27th from April 28th to May 18th

Figure 95:Restauration Revenue evolution after the 27th April

The presence of Ilary Blasi at our hotel and her subsequent endorsement on social media
attracted a considerable amount of attention and publicity. Her visit created a buzz among her
substantial following, comprising more than 2 million Instagram followers, and this resulted
in a surge of interest in Almaha Marrakech from the Italian market.

The increase in revenue can be attributed to several factors. First and foremost, Ilary Blasi's
influence as a prominent figure in Italy helped to raise brand awareness and visibility. The
extensive media coverage and her Instagram stories featuring our hotel created a sense of
intrigue and curiosity among her followers, who were eager to experience the same exquisite
atmosphere and hospitality.

Moreover, the positive media coverage by prominent Italian newspapers such as La

Repubblica and Il Fatto Quotidiano further amplified the reach and impact of Ilary Blasi's visit.
These publications highlighted the exceptional dinner she enjoyed at Almaha Marrakech,
emphasizing the uniqueness and quality of our services. As a result, the exposure generated
through these media channels played a crucial role in attracting new clients from the Italian
market.

The remarkable increase in revenue during the same period this year, despite the high
occupancy rate being comparable to the previous year, demonstrates the profound impact of
Ilary Blasi's visit. Her endorsement not only brought immediate attention and bookings from
her followers but also fostered a positive perception of Almaha Marrakech among potential
guests who were previously unaware of our hotel.

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 8. KPIs
• Brand Awareness:
Brand awareness plays a pivotal role in driving the success of any business, as it directly
impacts customer engagement and sales. In the case of Bidaya rooftop bar at Almaha
Marrakech, the hot survey results have revealed a fascinating trend that highlights the positive
impact of recent developments.

Initially, prior to the official launch of the bar, it was evident from the hot survey that all
respondents already possessed knowledge about the existence of the rooftop bar. This
intriguing finding indicates that there was already a certain level of brand awareness or buzz
surrounding the bar even before its doors were officially opened.

To further assess the extent of brand awareness, a subsequent hot survey was conducted
among 10 clients who visited Almaha Marrakech specifically for catering purposes.
Remarkably, out of these 10 individuals, an impressive 7 confirmed their awareness of the
Bidaya rooftop bar. This finding suggests that a significant majority of the target audience, who
sought out Almaha Marrakech for catering services, have become aware of the presence of
the rooftop bar.

Brand Awareness

30%
Clients that they did not recognize
Bidaya sunset bar
Clinet that they did recognize
Bidaya sunset bar

70%

Figure 96 : Graph that shows rate of clients that recognize the brand of Bidaya sunset bar

The high level of brand recognition among Almaha Marrakech's catering clients serves as a
positive indicator for the Bidaya rooftop bar. It signifies that word has spread organically, and
the bar has garnered attention within its intended market. This heightened awareness can be
attributed to various factors, including effective marketing efforts, positive word-of-mouth
recommendations, and the bar's unique offerings and inviting ambiance.

These initial survey results lay a solid foundation for building brand awareness and indicate a
promising start for the Bidaya rooftop bar. Furthermore, the subsequent developments, such
as the visit of Ilary Blasi, the creation of a new spa menu, and the launch of the rooftop bar,
have undoubtedly contributed to a significant increase in sales revenue.

112
The combination of Ilary Blasi's visit, which attracted external clients and heightened brand
exposure, along with the introduction of the new spa menu and the buzz surrounding the
rooftop bar, has created a surge in customer engagement and sales revenue. This positive
momentum showcases the power of strategic initiatives in driving brand recognition and sales
growth.

Moving forward, it is essential to leverage this existing brand awareness and continuously
deliver exceptional experiences to capitalize on the increased interest in the Bidaya rooftop
bar. As more customers visit Almaha Marrakech for catering and experience the unique
offerings of the rooftop bar, it is expected that the brand awareness and popularity will
continue to expand. The Bidaya rooftop bar has the potential to become a highly sought-after
destination among both Almaha Marrakech's clientele and the broader target audience,
solidifying its position as a premier hotspot in the hospitality industry.

113
 • Brand Loyalty:
Brand loyalty is a crucial aspect of a successful business, reflecting the level of commitment
and repeat patronage from customers. Almaha Marrakech, through extensive customer
retention analysis, has discovered an encouraging trend in brand loyalty. Previously, the churn
rate was relatively high, as the majority of Almaha Marrakech's catering clients consisted of
interns who visited only once during their stay in Marrakech. However, since the introduction
of the Bidaya rooftop bar, the scenario has changed.

By conducting a detailed analysis, it was found that out of 10 individuals who visited Almaha
Marrakech for catering services, three of them chose to return to Almaha specifically for the
rooftop bar during their stay in Marrakech, even though they were not staying at Almaha. This
indicates a significant shift in customer behavior and highlights a growing preference for the
brand beyond its core services.

Brand Loyalty

30%

70%

clients that they did return to almaha clients that they didn't return to almaha

Figure 97:Graph the shows the rate of client that did decide to return to almaha marrakech for a culinary experience

This shift in brand loyalty demonstrates the impact of the Bidaya rooftop bar on Almaha
Marrakech's overall customer experience. The fact that individuals are returning to the bar,
even when they are staying outside of Almaha, indicates a strong level of satisfaction with the
previous experiences and a recognition of the value provided by the brand.

By successfully expanding its offerings to include the rooftop bar, Almaha Marrakech has
effectively increased its brand loyalty and customer retention. This new wave of loyal
customers showcases their preference for the brand and their willingness to engage with it
beyond the initial catering services.

This increase in brand loyalty is a positive indication for Almaha Marrakech's long-term
success. It suggests that the addition of the Bidaya rooftop bar has successfully transformed
transient customers into returning patrons. With continued efforts to provide exceptional
experiences and exceed customer expectations, Almaha Marrakech has the potential to
further strengthen its brand loyalty and solidify its position as a destination of choice in
Marrakech.

114
 Conclusion

In conclusion, my internship at Almaha Marrakech provided valuable insights into the impact
of branding on consumer purchasing decisions across three strategic domains:
accommodation, catering, and spa. Throughout the internship, we focused on identifying
areas where branding strategies could be enhanced to drive customer engagement and
increase sales.

In terms of accommodation, it became evident that the hotel's primary focus was on
maintaining strong partnerships with well-known travel agencies that catered to clients from
various countries, including the USA, UK, and Australia. As a result, investing in additional
marketing and branding efforts to attract direct bookings was not a priority. This highlights
the hotel's reliance on established channels to reach its target audience.

For the spa, our findings from benchmarking and conducting focus groups with internal
clients who utilized our spa services revealed a need for improvement. The existing spa
menu lacked visual appeal and failed to offer combined packages, which many clients
desired. To address this, we created a new spa menu that not only presented an
aesthetically pleasing design but also included enticing package options. This strategic
revision aimed to enhance the overall spa experience and meet the expectations of our
clientele.

In the realm of catering, we recognized the growing trend of rooftop bars in Marrakech and
seized the opportunity to meet our clients' expectations. By launching a rooftop bar, we
aimed to provide a unique and enjoyable dining experience while aligning with the current
market trends. Additionally, we incorporated the concept of embracing zero waste by
offering cocktails that utilized sustainable practices. To further enhance brand awareness
and attract attention, we organized a visit from the renowned Italian celebrity, Ilary Blasi.
The resulting media coverage in various Italian newspapers contributed to a significant
increase in brand visibility and recognition.

Overall, my internship experience at Almaha Marrakech underscored the importance of

branding in influencing consumer purchasing decisions. By identifying areas for
improvement and implementing strategic initiatives, such as enhancing the spa menu and
launching the rooftop bar, we aimed to capture the attention and loyalty of our target
audience. The success of these endeavors highlights the significance of aligning brand
strategies with evolving market trends and client expectations. By continuously adapting and
enhancing branding efforts, Almaha Marrakech is poised to strengthen its position as a
preferred destination for luxury accommodations, dining experiences, and spa services.

115
List of figures
Figure 1 : Picture of the main patio of Almaha Marrakech and SPA ........................................ 12
Figure 2 : Picture of the deluxe room' bathroom .................................................................... 13
Figure 3 : Picture of the private patio of the junior suite ........................................................ 13
Figure 4 : Picture of Junior suite with private Patio ................................................................. 14
Figure 5 : Picture of deluxe room in Almaha Marrakech and SPA ........................................... 14
Figure 6 : Picture of the Spa of Almaha Marrakech and SPA ................................................... 15
Figure 7 : Picture of the Hammam in Almaha Marrakech and SPA ......................................... 15
Figure 8 : Picture of la bibliothèque restaurant in Almaha Marrakech and SPA...................... 16
Figure 9 : Picture that shows the details of la bibliothèque restaurant .................................. 17
Figure 10 : Picture of the pixel lounge and bar in Almaha marrakech and SPA ....................... 17
Figure 11: Almaha Marrakech and SPA chart ........................................................................... 19
Figure 12 : Charles KAISIN the designer of Almaha Marrakech and SPA ................................. 19
Figure 13: Designs of Charles KAISIN ....................................................................................... 20
Figure 14 : Graph to summarize the positionning of Almaha marrakech ............................... 22
Figure 15 : Logo of little hotelier "hotel management application" ........................................ 37
Figure 16 : Occupancy rate of Almaha Marrakech and SPA from 1/03 to 31/5 2021 .............. 38
Figure 17 : Occupancy rate of Almaha Marrakech and SPA from 1/06 to 31/8 2021 .............. 38
Figure 18 : Occupancy rate of Almaha Marrakech and SPA from 1/09 to 31/12 2021 ............ 39
Figure 19 : Occupancy rate of Almaha Marrakech and SPA from 1/01 to 31/03 2022 ............ 39
Figure 20 : Occupancy rate of Almaha Marrakech and SPA from 1/03 to 31/5 2022 .............. 40
Figure 21 :Occupancy rate of Almaha Marrakech and SPA from 1/06 to 31/08 2022............. 40
Figure 22 :Occupancy rate of Almaha Marrakech and SPA from 1/09 to 31/12 2022............. 41
Figure 23 : Occupancy rate of Almaha Marrakech and SPA from 1/01 to 31/3 2023 .............. 41
Figure 24 :Occupancy rate of Almaha Marrakech and SPA from 1/03 to 17/5 2023............... 42
Figure 25: Graph that shows the evolution of Almaha revenue from 2018 until 18th of May
.................................................................................................................................................. 44
Figure 26 : Graph that shows Client Distribution at Almaha Marrakech and SPA ................... 45
Figure 27 :Graph that shows review count per guest rating on BOOKING.COM ..................... 47
Figure 28 : Almaha Marrakech and SPA rate on TripAdvisor ................................................... 48
Figure 29 : Almaha Marrakech and SPA rate on Google Maps ................................................ 48
Figure 30 :Landing page of Almaha Marrakech and SPA website ............................................ 50
Figure 31 :CMS Wix that Almaha Marrakech and SPA using for the website .......................... 50
Figure 32 :Pop-up ads that Almaha using for inbound marketing ........................................... 52
Figure 33 : Graph that shows the preferences pf the clients regarding SPA treatments ......... 56
Figure 34 : Graph age range results ......................................................................................... 61
Figure 35 : Graph gender results .............................................................................................. 61
Figure 36 : Graph resident or tourist results ............................................................................ 62
Figure 37 : Graph how often you visit rooftop bars in marrakech results ............................... 62
Figure 38 : Graph factors that influence the decision to visit a rooftop bar results ................ 63
Figure 39 : Graph The importance of branding of a rooftop bar results ................................. 63
Figure 40 : Graph brand elemnts that attract attention results ............................................... 64
Figure 41 : Graph how likely to choose a rooftop bar with a strong brand results ................. 64
Figure 42 : Graph established brand enhances the overall experience of a rooftop bar results
.................................................................................................................................................. 65
Figure 43 : Graph have you heard about the upcoming launch of the new rooftop bar at
Almaha Marrakech results ....................................................................................................... 65

116
Figure 44 : Graph are you familiar with Almaha brand results ................................................ 66
Figure 45 : Graph how likely are you to visit the new rooftop bar at Almaha results ............. 66
Figure 46 : Graph the brand image of Almaha influence your perception of the rooftop bar
results ....................................................................................................................................... 67
Figure 47 : Would you be more inclined to visit a rooftop bar with a local or inter brand
presence results ....................................................................................................................... 67
Figure 48 : Graph How important is it for the rooftop bar to reflect the local culture and
heritage if marrakech results ................................................................................................... 68
Figure 49 : Graph do you consider rooftop bars as a major tourist attraction in marrakech
results ....................................................................................................................................... 68
Figure 50 : Graph would you recommend a rooftop to friends or family visiting marrakech
results ....................................................................................................................................... 69
Figure 51 : Graph Does social media presnece and online reviews of a rooftop bar imoact
your decision to visit results .................................................................................................... 69
Figure 52 : Graph how much would you be willing to spend on avergae during a visit to a
rooftop bar results ................................................................................................................... 70
Figure 53 : Graph how freauently would you visit a rooftop bar during your stay in marrakech
results ....................................................................................................................................... 70
Figure 54 : Graph are you more likely to visit a rooftop bar for a daytime experience or
evening results ......................................................................................................................... 71
Figure 55 : Graph do you value live music or Dj performances at rooftop bars results .......... 71
Figure 56 : Graph sales revenu of SPA last year 01/03/2022 to 31/05/2022 .......................... 74
Figure 57 Graph of the old SPA card of Almaha marrakech and SPA ....................................... 74
Figure 58 : SPA card of a competitor of Almaha marrakech "les bains de marrakech" ........... 77
Figure 59 : SPA card of a competitor of Almaha marrakech "Les bains d'orient" .................... 77
Figure 60 : SPA card of a competitor of Almaha marrakech "Les bains d'orient" .................... 78
Figure 61 : Mockup of the new Almaha marrakech SPA card .................................................. 79
Figure 62 : Logo of les bains Almaha ....................................................................................... 80
Figure 63 : The HEX code of the logo' color ............................................................................. 80
Figure 64 : Almaha marrakech and SPA new SPA card ............................................................. 81
Figure 65 : Almaha marrakech and SPA new SPA card ............................................................ 82
Figure 66 : Almaha marrakech and SPA new SPA card ............................................................. 83
Figure 67 : Almaha marrakech and SPA new SPA card ............................................................ 83
Figure 68: Picture of Bidaya sunset bar ................................................................................... 84
Figure 69: Picture of Bidaya sunset bar ................................................................................... 84
Figure 70 : The new logo of the rooftop bar ............................................................................ 85
Figure 71 : Color used for Bidaya sunset bar' logo................................................................... 86
Figure 72 : Mockup of the new logo of the rooftop bar .......................................................... 86
Figure 73 : Mockup of the new logo of the rooftop bar .......................................................... 87
Figure 74 : Mockup of the new logo of the rooftop bar .......................................................... 88
Figure 75 : Mockup of the new logo of the rooftop bar .......................................................... 88
Figure 76 : the main page of Almaha Marrakech rooftop on google maps ............................. 90
Figure 77 : The main page of Almaha marrakech new rooftop bar on Tripadvisor ................. 91
Figure 78 : Post about the rooftop bar in the instagram of almaha Marrakech ...................... 92
Figure 79 : Graph that shows nationality of tourist arrivals in 2019....................................... 93
Figure 80: Instagram of the italian celebrity Ilary BLASI .......................................................... 94
Figure 81 : the Italian celebrity in Almaha Marrakech ............................................................. 95

117
Figure 82 : The italian celebrity in Almaha Marrakech ............................................................ 96
Figure 83 : Ilary Blasi in The SPA of Almaha Marrakech ........................................................... 96
Figure 84 : The article in la repubblica about the visit of Ilary Blasi to Almaha marrakech .... 97
Figure 85 : The article in la repubblica about the visit of Ilary Blasi to Almaha marrakech .... 97
Figure 86 : The article in il Fatto Quotidiano about the visit of Ilary Blasi to Almaha
marrakech ................................................................................................................................ 98
Figure 87 : The article in il Fatto Quotidiano about the visit of Ilary Blasi to Almaha
marrakech ................................................................................................................................ 98
Figure 88 : Stoli VODKA the company that conducted the survey in the USA....................... 100
Figure 89 : Mockup of the new beverages card of Bidaya Sunset Bar ................................... 101
Figure 90 : Cocktails with lavander ........................................................................................ 102
Figure 91 : Batched cocktails .................................................................................................. 103
Figure 92 : Graph comparing marketing budget with the 2022' sales revenue .................... 105
Figure 93 :SPA Revenue Growth after the changing of the Card ........................................... 109
Figure 94:Restauration Revenue evolution after the 27th April ............................................ 110
Figure 95:Restauration Revenue evolution after the 27th April ............................................ 111
Figure 96 : Graph that shows rate of clients that recognize the brand of Bidaya sunset bar 112
Figure 97:Graph the shows the rate of client that did decide to return to almaha marrakech
for a culinary experience........................................................................................................ 114

118
List of tables
Table 1 : Data Sheet of Almaha Marrakech and SPA ................................................................ 18
Table 2: Table analysing different features in the website....................................................... 51
Table 3: Date sheet of almaha Marrakech website.................................................................. 53
Table 4: Marketing budget ..................................................................................................... 105
Table 5 Graph that show the partition of the marketing budget .......................................... 106
Table 6 : Sales list of the SPA treatments from 1/3/2022 to 31/5/2022................................ 107
Table 7 :Sales list of SPA treatments from 1/3/2023 to 31/5/2023 ....................................... 108
Table 8: Table calculating the ROI .......................................................................................... 114
Table 9 : External clients sales table for the 20 days before the visit of Ilary BLASI .............. 123
Table 10 :External clients sales table for the 20 days after the visit of ilary blasi.................. 125

119
Bibliography
Book title Author name Publishing house Publication date
Branding in the Chekitan S. Dev and Wiley 2016
Hospitality Industry: Chekitan Dev
Strategies,
Techniques, and
Case Studies
The Power of Helena Zhang and Ya Routledge 2019
Branding in the Li
Hospitality and
Tourism Industry
Branding and Kevin Lane Keller Routledge 2014
Sustainable
Competitive
Advantage in
Hospitality
Brand Intimacy: A Mario A. Vargas and CRC Press 2015
New Paradigm in Robert Carter
Hospitality
Marketing

120
Annexe

121
122
N° Facture Date Nom Mode HT
Paiement
2275 7/4/2023 Client externe SPA Carte Crédit 1.454,55
2288 8/4/2023 CLIENT EXTERNE Espece 536,36
2300 10/4/2023 Client externe Carte Crédit 1.040,91
2312 11/4/2023 client exterbe Carte Crédit 109,09
2320 12/4/2023 Clients Externes Espece 781,82
2356 17/4/2023 Client externe Bar Espece 200
2356 17/4/2023 Client externe Bar Carte Crédit 431,82
2357 17/4/2023 Client externe Carte Crédit 677,27
2365 19/4/2023 Client externe SPA Espece 1.036,36
2390 22/4/2023 Externe 22/04/2023 Espece 263,64
2391 22/4/2023 Externe 22/04/2023 diner Espece 322,73
2393 23/4/2023 Externe 22/04/2023 Gratuité 0,45
2392 22/4/2023 Externe 22/04/2023 Espece 190,91
2398 23/4/2023 client externe Espece 354,55
2400 23/4/2023 Client externe Carte Crédit 50
2399 23/4/2023 Client externe Carte Crédit 645,45
2399 23/4/2023 Client externe Carte Crédit 1.327,27
2404 24/4/2023 CLIENTS EXTERNES M Carte Crédit 218,18
2414 24/4/2023 client externe Espece 86,36
2413 24/4/2023 Client externe Spa Espece 772,73
2415 25/4/2023 Client externe Bar Carte Crédit 127,27
2419 25/4/2023 Clients Externes Carte Crédit 536,36
2433 27/4/2023 Externe Walk in Espece 181,82
2435 27/4/2023 MissGodwins Externe Carte Crédit 622,73
Total TTC :
Total HT : 11.968,63
Table 8 : External clients sales table for the 20 days before the visit of Ilary BLASI

123
 N° Facture Date Nom Mode Paiement HT
2444 28/04/2023 Externe 28/04/2023 Espece 245,45
2450 28/04/2023 Diner externe le 28/04/2023 Carte Crédit 529,55
2451 28/04/2023 Diner externe Carte Crédit 1.204,55
2449 28/04/2023 Apero externe Carte Crédit 240,91
2467 29/04/2023 Client externe 3 Espece 1.168,18
2464 29/04/2023 Client externe 2 Carte Crédit 254,55
2465 29/04/2023 client externe 6 Carte Crédit 218,18
2466 29/04/2023 client externe Espece 118,18
2475 30/04/2023 Externe Dejeuner 4 Carte Crédit 895,45
2479 30/04/2023 Externe Carte Crédit 363,64
2482 30/04/2023 Externe Carte Crédit 363,64
2485 30/04/2023 Externe Carte Crédit 109,09
2492 01/05/2023 Clients externes Carte Crédit 1.027,27
2494 01/05/2023 Clients Externes Roof Carte Crédit 495,45
2493 01/05/2023 Clients externes Biblio Carte Crédit 318,18
2504 02/05/2023 Externe diner le 02/05 Carte Crédit 1.063,64
2505 02/05/2023 Externe le 02/05 Robertson Carte Crédit 613,64
2506 02/05/2023 Externe 3 Carte Crédit 427,27
2513 03/05/2023 Externe apero Espece 236,36
2513 03/05/2023 Externe apero Carte Crédit 290,91
2511 03/05/2023 Externe 2 Espece 877,27
2512 03/05/2023 Externe 3 Espece 1.113,64
2514 03/05/2023 Externe Carte Crédit 1.113,64
2528 04/05/2023 Client externe Espece 1.222,73
2530 04/05/2023 client externe Espece 945,45
2531 04/05/2023 client externe Espece 1.290,91
2542 05/05/2023 Apero 8 pax Espece 1559,09
2543 05/05/2023 Externe Diner Espece 936,36
2545 05/05/2023 Externe apero 2 pax Carte Crédit 1.263,64
2544 05/05/2023 Externe 3pax Carte Crédit 972,73
2553 06/05/2023 Client externe #8 Gratuité 754,55
2554 06/05/2023 Clients externes Rooftop Espece 886,36
2555 06/05/2023 Clients Externes Rooftop Carte Crédit 754,55
2562 07/05/2023 Client externe SPA Espece 1.000,00
2564 07/05/2023 Client Externe Carte Crédit 254,55
2567 08/05/2023 Clients externes SPA Carte Crédit 1.309,09
2569 08/05/2023 client externe Carte Crédit 763,64
2570 08/05/2023 Client externe 6 Espece 190,91
2572 08/05/2023 Client externe 5 Espece 1.527,27
2573 08/05/2023 client externe spa Carte Crédit 1.554,55
2574 08/05/2023 Client externe Espece 1.559,09
2575 08/05/2023 Client externe Espece 1.286,36
2587 10/05/2023 Clients externes Carte Crédit 518,18
2590 10/05/2023 Rita Externe Carte Crédit 2.072,73
2604 12/05/2023 Clients externe Carte Crédit 1.050,00
2603 12/05/2023 Client externe Carte Crédit 268,18
2615 13/05/2023 Clients externe Dejeuner Espece 795,45

124
2618 13/05/2023 CLIENT EXTERNE Carte Crédit 663,64
2619 13/05/2023 Client externe Carte Crédit 1.390,91
2624 14/05/2023 Clients Externes Rooftop Espece 763,64
2625 14/05/2023 Marina Externe SPA Espece 1.000,00
2627 14/05/2023 Client externe Carte Crédit 1.263,45
2628 14/05/2023 Client externe Espece 1.731,73
2636 15/05/2023 Externe SPA Carte Crédit 2.995,64
2638 15/05/2023 Asim Externe Espece 1.254,55
2639 15/05/2023 Externe Rooftop Carte Crédit 2.690,91
2649 16/05/2023 Externe Carte Crédit 2.590,91
2650 16/05/2023 Externe rooftop Espece 3.318,73
2653 16/05/2023 Externe Espece 1.850,27
2654 16/05/2023 Externe Dinner Carte Crédit 2.781,82
2655 16/05/2023 clients externes Carte Crédit 1.659,09
2663 17/05/2023 Externe Rooftop Carte Crédit 2.000,00
2666 17/05/2023 Externe Carte Crédit 1.010,72
2669 18/05/2023 Externe Carte Crédit 3.300,91

Total HT : 34.711,37
Table 9 :External clients sales table for the 20 days after the visit of ilary blasi

125