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ALH Hospitality

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A Leadership Duo with Complementary Expertise

ALH Hospitality is led by a management duo with complementary expertise :

Hamza Laghrari, CEO of ALH Holding and Chairman of ALH Hospitality, embodies the Group’s strategic vision.

Aboubakr Lahlou, CEO of ALH Hospitality, brings over 18 years of experience in tourism investment and hotel management within international groups.

Together, they have built a balanced model combining financial rigor, operational mastery, and national development ambition.

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Operational Expertise at the Core of Our Performance

Around this leadership, ALH Hospitality relies on specialized in-house teams covering all key functions. Expert, committed, and responsible profiles who manage and drive asset performance daily.

Team
ALH Hospitality

A Culture of Excellence Driven by Our Teams

Aboubakr Lahlou

Chief Executive Officer

Holder of a Bachelor’s degree in Commerce with a specialization in finance and accounting from the University of Virginia, Aboubakr has developed strong expertise in tourism investment and management. He has held key positions, including board member of a tourism investment fund in Morocco and CEO of the Moroccan subsidiary of one of Spain’s largest tourism groups. Her commitment and leadership have been recognized, enabling her to advance quickly into positions of responsibility. Today, he serves as CEO of ALH Hospitality.

Hicham Bouab

Corporate Food & Beverage Director

A graduate of a renowned hospitality school, Hicham Bouab brings extensive international experience, primarily gained in Asia, within prestigious hotels and resorts. He has successfully led Food & Beverage operations in highly demanding environments, combining operational excellence with meticulous attention to detail. Before joining ALH Hospitality, he managed the F&B services at Amanjena Marrakech, overseeing multiple outlets and creating exceptional culinary experiences for an international clientele. Today, he applies his expertise across both the corporate division and the group’s hotels, with the goal of maintaining the highest standards of quality and culinary innovation.

Zineb Berrada

Head of Communication & Marketing

Former Client Director at leading Casablanca agencies, Zineb brings strong expertise in digital strategy, audiovisual production, influence, PR, and events. She has partnered with leading brands to design and deliver creative, high-impact campaigns that enhanced their visibility and brand equity.

At ALH Hospitality, she drives a strong and distinctive marketing vision for both corporate and hotel brands. Her objective is to build and strengthen a distinctive and impactful identity by tailoring messages and communication levers to the specific targets and challenges of each project.

Houda Lahlou

Design Project Manager

Houda Lahlou is an architect with a strong background in hotel project design and management, built through many years of professional experience in Paris. She holds advanced architectural qualifications and has developed solid expertise in overseeing complex projects from concept to delivery.
At ALH Hospitality, she is responsible for the design vision and project coordination, ensuring that each development meets the standards and identity of the brands. Her goal is to create distinctive spaces that strengthen both brand expression and the guest experience.
As a passionate painter, Houda brings a creative and artistic perspective that naturally informs her design approach.

Ismail Kornifa

Head of Management Control

Head of Management Control

Purchasing Manager

Purchasing Manager

IT Manager

IT Manager

CFO

CFO

HR Director

HR Director

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