Hilton is actively doubling its hotel portfolio in Morocco by signing agreements for nine hotels across seven global brands. To emphasize its commitment, the portfolio expansion includes the introduction of Waldorf Astoria, LXR Hotels & Resorts, Curio Collection and Hampton by Hilton brands.
Carlos Khneisser, Hilton’s VP for ME, highlighted Morocco’s growing appeal, with the country attracting an additional two million visitors compared to last year.
He added that the expansion plan bolsters Hilton’s strategy to add over 1,300 rooms and employ approximately 1,500 team members across new properties. Furthermore, this initiative reflects Hilton’s dedication to offering diverse guest experiences, underscoring its strong six-decade presence in the region.
Debuting Waldorf Astoria in Rabat
Partnering with O Tower, Hilton will launch the first Waldorf Astoria property in Morocco, setting a high standard for luxury hospitality. Expected to open in 2025, Waldorf Astoria Rabat Salé will become part of the 250-meter Mohammed VI Tower, Morocco’s tallest building. To further enhance the guest experience, the property will feature signature amenities. Strategically located, the tower is pivotal to Rabat’s “City of Light, Moroccan Capital of Culture” development plan.
LXR Hotels & Resorts in Casablanca
Marking another milestone, Hilton is bringing its independent luxury brand, LXR Hotels & Resorts, to Casablanca in 2025. Nestled in the “Triangle d’Or,” the property will be part of a high-end mixed-use development, featuring 148 guest rooms. In terms of design influences, the hotel will honor Casablanca’s heritage, drawing inspiration from the historical Les Arènes de Casablanca amphitheater. Through its unique offerings, it promises unforgettable experiences tailored to modern, sophisticated travelers.
Curio Collection expansion in Rabat and Casablanca
Adding to its portfolio, Hilton will introduce Curio Collection properties in both Rabat and Casablanca, with openings slated for 2026. Each location will boast distinct architectural designs, exceptional dining experiences and proximity to cultural landmarks. In Rabat, the Curio hotel draws inspiration from the Botanical Garden. The properties are designed to immerse guests in Morocco’s rich culture through tailored experiences.
Further brand expansion in Morocco
Hilton plans to establish flagship properties in Rabat and Casablanca under its Hilton Hotels & Resorts and DoubleTree by Hilton brands. The Hilton Rabat, opening in 2026, will feature 162 modern rooms and recreational facilities. Meanwhile, DoubleTree and Hilton Garden Inn will bring upscale comfort and affordability to Casablanca. The DoubleTree property, opening this year, includes 389 rooms, four specialty restaurants and extensive meeting spaces.
Hampton by Hilton’s Moroccan debut
Marking its debut in Morocco, the Hampton by Hilton brand will launch properties in Benguérir and Fes. For instance, Hampton by Hilton Ben Guerir will emphasize sustainability in the Green City, opening in 2025. Additionally, Hampton by Hilton Fes Golf will cater to the city’s cultural and spiritual appeal, offering 161 guest rooms. Scheduled to open in 2027, this property will integrate seamlessly with the Oued Fes Golf Resort.
Hilton’s nine new properties will join its existing portfolio of 10 operating hotels in Morocco, with several others under development. As Hilton continues its growth, these projects reinforce its dedication to delivering world-class hospitality and unmatched guest experiences.
