A tete-a-tete with Pierre Jochem, General Manager, La Mamounia, now represented by Indiva Marketing in India.
La Mamounia, the legendary luxury resort in Marrakech, Morocco, is making significant strides to capture the attention of the Indian market which currently makes for about 0.5% of resort’s guests. But as per Pierre Jochem, General Manager, La Mamounia, the resort aims to grow this to a significant percentage in the coming years.
Speaking about the USPs, Jochem said that La Mamounia’s allure lies in its rich cultural heritage, stunning architecture, and exceptional service, which resonate well with Indian travellers. The General Manager noted that approximately 98% of guests at La Mamounia visit for leisure, either as independent travellers or in groups. “Currently, the Indian market accounts for about 0.5% of the resort’s clientele, but there are ambitious plans to increase this figure to some per cent in the coming years,” he said, adding the resort serves as an oasis for travellers looking to immerse themselves in Moroccan culture.
He highlighted that La Mamounia specifically attracts high-end leisure travellers, with its largest markets including France (around 20-21%), North America, and the UK. However, emerging markets like India, Mexico, Brazil, and Japan are gradually gaining traction. Jochem highlights that Moroccan destinations are increasingly seen as exotic and romantic, making them appealing to Indians. “We’ve hosted Indian families, groups of friends, and even weddings.”
“Currently, the focus is on nurturing the Indian market, which is relatively new territory for us. While it’s not entirely new, we see it growing steadily each year, particularly through the increase in Foreign Independent Travelers (FITs). As travel patterns shift, La Mamounia is keen on developing its presence in India, leveraging good connectivity through major hubs like Doha, Paris, and London. Also, we welcome a healthy mix of guests, including leisure travellers, FITs, social events, and MICE, ensuring we aren’t dependent on just one market.”
Elaborating on La Mamounia’s key revenue-generating markets, Jochem shared that the US, France, and Europe. South America, particularly Brazil, is also significant, accounting for about 13% of the resort’s revenue. With an eye on the future, La Mamounia will actively explore the Indian market, aiming to position itself among the top ten markets for the resort in the coming years, confirmed Jochem. Notably, La Mamounia is now exclusively represented by Indiva Marketing in India.
For a better visibility in key markets, La Mamounia is affiliated with leading networks like the Leading Hotels of the World and Virtuoso, which target high[1]end travel agencies. Additionally, it is also a key partner in Pure Life, a high-end experiential fair held each September and has direct outreach to travel agents and wedding planners.
Jochem said that La Mamounia is not just a luxury destination; it actively contributes to the local community as well. The resort collaborates with the 154 contemporary art fairs, showcasing African art and attracting global visitors and galleries. This partnership underscores La Mamounia’s commitment to art and culture, providing a platform for local talents.
Speaking about the exciting developments ahead, the GM shared that the resort is in the process of renovating and repositioning its public spaces, with plans for a significant room renovation leading up to 2030, when Morocco will co-host the World Cup alongside Portugal and Spain. “We’re currently developing a master plan for this renovation, which we will present to our owners shortly. Our goal is to innovate in 2028 or 2029 and ensure we’re ready for the World Cup.” Given his years of experience in the luxury hospitality sector, Jochem, when asked, offered valuable advice to young professionals aspiring to enter the field.
The key, he suggests, is to cultivate a genuine passion for hospitality and gain diverse experiences, regardless of the role. Success in this demanding industry relies heavily on hard work and commitment, but those who approach their roles with enthusiasm and dedication will undoubtedly find success, he asserts.
(Inputs by Ishaan Nahar)
