ALH Holding
For over 60 years, ALH Holding has positioned itself as a pioneering and forward-thinking player in the economic development of Morocco and international markets.
The Group is a “purpose-driven” investor, promoting a diversified portfolio of high value-added investments and activities.
5 diversified business and expertise hubs strengthening the Group’s capabilities
Over 1100 committed employees driven by a strong sense of commitment and purpose
Holding
ALH Hospitality
Hospitality
Founded in 2020, ALH Hospitality brings together and develops the Group’s hotel activities as an independent multi-brand operator.
Our ambition is to establish ourselves as a reference player in Morocco’s hospitality sector, combining two complementary areas of expertise: an investor mindset, identifying and enhancing high-potential opportunities and a hotel management expertise, ensuring agile, tailored, and high-performance operations
Our growth strategy relies on a mix of traditional and innovative investment levers, strengthening our long-term market position and shaping the future of hospitality in Morocco.
A Targeted Presence Adapted to Market Evolutions
Our model is based on a clear segmentation between Upscale and Upper Upscale, adapted to diverse customer profiles and territorial dynamics. This allows us to build a relevant and diversified hotel portfolio:
Assets located in city centers, designed for business travelers as well as local urban communities. They combine accessibility, service quality, and a differentiated F&B offering integrated into urban lifestyles.
This multi-format approach enables us to address the most promising market segments while ensuring management flexibility and strong operational performance.
An Ambitious and Structured Development
We deploy a growth strategy combining urban and leisure hospitality, with a strong Food & Beverage component as a driver of differentiation and profitability.
Our 2034 objective: reach a portfolio of 10 hotels with 1,500 keys, located in high-potential cities including Casablanca, Marrakech, Tangier, and Agadir.
