cas de marrakech€¦ · top 1 destinations in africa 1.9 voyageurs tripadvisor 1.7 1.6 1.35 0.95...
TRANSCRIPT
La saisonnalité Cas de Marrakech
Marrakesh, life culture
Behind its 12 kms of red ochre walls, Marrakech has a thousand-year-old history.
Its mosques, fountains, palaces and legendary Jamaâ el-Fna square make it an
exclusive cultural destination, offering a wide range of luxury boutique hotels, riads
and palaces…
3 conventions centers (PGP, Congress Palace and Ryad Mogador)
6 golf courses of more than 18 holes
More than 30 spa centers
10 Luxury hotels
45 000 beds in classified hotels
Reinforced by :
A new airport connecting Marrakech with all major Europeans cities and Casablanca’s hub
A new freeway linking Marrakesh to Casablanca or Agadir within 2 hours
New road to Essaouira offering a beach access in less than 2 hours (2010)
A whole range of famous restaurants including famous chefs from around the world
Different strategies had allowed marrakesh to overcome seasonality bit by bit: Diversify and develop touristic offers.
Segmenting and targeting customers. Intesify Marrakesh’s promotion.
L’ADN
Avant l’an 2000
2010
► 01 Centre de congrès
► 01 centre commercial
► 02 Golfs de 18 trous
► 00 centre de SPA
► 01 hôtel de luxe
► 03 Centres de congrès
► 04 centres commerciaux
► 05 Golfs de +18 trous
► +20 centres de SPA
► +7 hôtels de luxe
2015
► 06 Centres de congrès
► 06 centres commerciaux
► 12 Golfs de +18 trous
► +40 centres de SPA
► +16 hôtels de luxe
Mono Product to Multi Product
Marrakesh, hospitality investment
Marrakesh, DNA
L’ADN
C o
n t
r a
s t
History & cultural heritage Trendy & Chic
All budget Destination Luxury Collection
Mountains & snow Palm Grove & camels
Proximity Europe Dépaysement
Overcoming seasonality at Marrakesh is also: Adding value to the touristic offer in low season (Marrakesh, a family destination. E.G: Free for children in summer.) Change the perception and attitude of the tourist regarding the low season. Support the touristic offer by an almost permanent animation
Marrakesh, many destinations
Nature & Adventure
MICE
Family
Golf
Wellness
Luxe
Art & Events
Culture
Seniors
Marchés stratégiques Marchés traditionnels Marchés émergents Marchés prioritaires
2 millions
6 millions
40% 82%
Tourists
Overnights
Part of Marrakesh in Moroccan tourism
International visitors
Duration of stay 4 days
Figures keys
85%
14%
1%
65%
25%
10%
Mix Market 2012 Mix Market 2020
Marrakesh, 2020 challenge
MARRAKECH: les distinctions
6ème DESTINATION AU MONDE, Trvaellers choice Tripadvisor. 2012
African destination of the year. 2011
2nd The most beautiful city squares of the world. Jamaa Lafna. 2013
2nd The best airport in Africa. Marrakech Ménara 2012
The most popular place for city trip, by holiday check. 2013
Best family destination of the year 2013
Oukeimden parmi le TOP100 BEST ski station in the world by CNN. 2014
Marrakech honeymoon destination of the year. 2014
Marrakesh success story Marrakesh: An example of a “success story” coming from the south
Top 1 destinations in Africa
1.9
1.7
1.6
1.35
0.95
0.92
Marrakech
Cape Town
Sharm Cheikh
Cairo
Djerba
Zanzibar
Top 1 destinations in Morocco
1.9
0.77
0.75
0.42
Marrakech
Agadir
Casablanca
Tanger
Marrakech Awards
1ère destination chez les voyageurs Tripadvisor 2015
Best Honeymoon destination par Lonely Planet 2013
Best family destination par CIAO Bambino 2013
African destination of the year 2011
The most popular place for city trip 2013 HolidayCheck
Top 41 destinations 2014 in the World
Marrakech
Évolution de l’activité
ANNEE 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Capacité hôtelière en chambres
14 200 16 500 17 900 20.000 25.150 25.750 27.750 28.000 30.000 30.500
Capacité hôtelière en lits
30.648 33.5558 35.932 40.980 44.412 49.000 52.000 53.151 59.728 61.000
Nuitées réalisées 5.333.831 5.684.532 5.950.317 5.573.529 5.533.834 6.357.891 5.754.482 5.046.675 5.730.226 6.088 000
Arrivées réalisées 1.442.919 1.537.550 1.599.813 1.567.270 1.590.312 1.780.240 1.586.637 1.547.760 1.785.104 1.890 000
Taux d’occupation 68 % 68 % 66 % 55 % 47 % 50 % 46 % 46% 52 % 53%
Evolution des flux touristiques 2005/2014
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
20052006
20072008
20092010
20112012
20132014
NuitéesArrivées
68%
68% 66% 55%
47%
46%
50%
46%
53%
52%
La saisonnalité
0,00
10,00
20,00
30,00
40,00
50,00
60,00
70,00
JANVIE
R
FEVRIE
R
MARS
AVR
IL
MAI
JUIN
JUILLET
AO
UT
SEPTEM
BRE
OCTO
BRE
NO
VEMBRE
DEC
EM
BRE
La saisonnalité: Taux d'occupation par mois / 2014
Haute saison
Moyenne saison
Basse saison
44%
51%
67%
57% 60%
50%
36%
65%
53% 55%
48% 43%
A capacity of more than 35.000 m² of space reserved for business tourism (Incentives, seminaries & congresses) within hotels and specialized conferences’ centers ( Palais des Congrès; Palmeraire Golf Palace, Riad Mogador; Essaadi)
Marrakesh became a privileged international destination in MICE 10 years ago (Large scale
operation with more than 5000 pax each had been realised successfully) DMC’s specialized known for their know how and professionalism. Soon to be open the Morrocan Convention Bureau (MCB) which will have for main objective
promoting the MICE on different markets.
MICE: meeting, Incentive, Congress, Events
DMC: Destination Management Company
Marrakesh: MICE Destination
La segmentation & la saisonnalité
La segmentation pour désaisonnaliser
Palais des congrès en 1990, et développement
du MICE
La construction des golfs 2004-2011
Le lancement du projet: 2 méga festivals / mois
Incentives septembre / octobre / novembre Congrès en juin
Délocalisation des club européen en hiver Décembre / janvier / février
Lutter contre la micro saisonnalité: Midweek vs weekend
Seasonality is not a fatality. But
it is a restorable situation.
THANK YOU FOR
YOUR ATTENTION.