Hilton Accelerates Multi‑Brand Expansion in Morocco

Hilton is fast-tracking its plans to significantly expand its presence in Morocco by signing agreements for nine new hotels across seven of its global brands. This expansion will mark the introduction of the Waldorf Astoria Hotels & Resorts brand in the capital city of Rabat. Additionally, the luxury LXR Hotels & Resorts, the lifestyle Curio Collection by Hilton, and the value-oriented Hampton by Hilton brands will also be launched in the country.

Carlos Khneisser, Vice President of Development, Middle East and Africa, Hilton, said, “With 13.1 million tourists visiting Morocco in the first nine months of this year, an increase of around two million compared to the same period last year, the country is experiencing significant momentum as a sought-after tourist destination. These nine new signings will add more than 1,300 rooms and around 1,500 team members to Hilton’s growing portfolio in Morocco, where we plan to expand our footprint to over 20 hotels in the coming years. Introducing new brands and expanding existing ones demonstrates our commitment to catering to the different needs of guests visiting the country where we’ve enjoyed a strong legacy dating back almost six decades. We look forward to working closely with our valued owners to deliver Hilton’s globally recognised hospitality to guests at these outstanding hotels.”

Hilton Bolsters Luxury & Lifestyle Presence in Morocco

Hilton has collaborated with O Tower to introduce Rabat's first Waldorf Astoria property to the capital city. Additionally, they are partnering with Yamed Group to launch the first LXR Hotels & Resorts and Curio Collection by Hilton properties in the country.

Waldorf Astoria Rabat Salé

The Waldorf Astoria Rabat Salé is scheduled to open in 2025 as part of a mixed-use development that will be the tallest building in Morocco, reaching 250 meters across 55 floors. This development will incorporate office spaces, residences, and an observatory. The hotel itself will feature 55 guest rooms and suites, two speciality restaurants, Waldorf Astoria’s signature Peacock Alley, personal concierge services, a poolside restaurant, meeting and boardroom facilities, a spa, an outdoor infinity pool, and a fitness studio.

The Mohammed VI Tower will be a central feature of the new development phase in the Bouregreg Valley, which is a key element of the government’s “Rabat City of Light, Moroccan Capital of Culture” initiative. Surrounding developments will include the Grand Theatre of Rabat, designed by the renowned architectural firm Zaha Hadid Architects, as well as various iconic projects such as museums, a marina, and a shopping mall.

LXR Hotels & Resorts – Casablanca

LXR Hotels & Resorts is set to debut in Morocco with an exciting new property opening in 2025. This highly anticipated hotel will be situated in Casablanca's prestigious Triangle d’Or area as part of the Metropolitan development. This high-end mixed-use project will include residential, retail, office spaces, and hotels.

As the focal point of this new development, the LXR hotel will feature 148 guest rooms and suites, three signature restaurants, a rooftop venue, a wellness spa, an outdoor pool, and versatile meeting and multifunctional spaces. 

Designed for sophisticated global travellers who enjoy discovering new destinations, the hotel will offer unique experiences that reflect the local culture. Drawing inspiration from the legacy of Les Arènes de Casablanca, the former iconic bullring and amphitheatre that operated on the site from 1921 to 1972, the hotel will celebrate the city’s rich cultural heritage. It will combine this heritage with intriguing modern design and the personalized service the LXR brand is known for.

Curio Collection by Hilton – Rabat

The Curio Collection by Hilton Rabat, in partnership with Yamed Group, is set to open in 2026. The hotel will feature 94 guest rooms and three dining options: a brasserie, a signature restaurant, and a rooftop restaurant adjacent to the swimming pool. Inspired by the Botanical Garden of Rabat, the hotel offers excellent connectivity to the city's central areas. It is just five minutes from the Royal Palace of Rabat and a half-hour drive from Rabat-Salé Airport.

Hilton’s expanding portfolio in Morocco now includes nine new properties, bringing the total to 10 operational hotels. This portfolio features notable locations such as the Conrad Rabat Arzana and the Hilton Taghazout Bay Beach Resort and Spa. Additionally, four more properties are under development, including the highly anticipated debut of the iconic Waldorf Astoria and the lifestyle-focused Canopy by Hilton in Tangier.