Riad 11 Zitoune Group

What Riad 11 Zitoune Group does

Riad 11 Zitoune Group is a privately-held Moroccan boutique hospitality operator, legally Riad 11 Zitoune SARL, founded in 2014 and domiciled in Marrakech. The company operates a restored historic riad in the Zitoune district of Marrakech's Medina, three minutes' walk from Djemaa el Fna square, offering five themed rooms and suites (Lavender Room, Olive Room, Green Tea Studio, Ginger Suite, and Junior Suite Saffron/Pistachio) themed around the building's heritage as a former spice trader's house. In 2024 the company expanded with a neighboring annexe property, Riad 10, adding additional rooms and suites and one of the highest rooftops in the old town.

The business generates revenue across five streams: nightly room accommodations (€80-€140), food and beverage (breakfast included plus on-site Moroccan dining), spa and wellness services (Hammam and Argan oil massage via a partner spa at €60, plus private yoga classes), organized tours and excursions (city tours from €30, 3-day desert tours to Merzouga at €445 per person, 7-day insider tours at €950 per person), and exclusive full-riad private rentals for events. Pricing models span pay-per-stay, multi-night wellness packages, and event-based rental. The underlying technology stack is minimal, with no proprietary systems disclosed; the core offering is physical hospitality infrastructure (Tadelakt bathrooms, rooftop terrace, library, spa, courtyard with fountain) combined with curated local experiences.

The company sells direct-to-consumer through its own multi-language website (riad11.com in English, German, Spanish), email ([email protected]), WhatsApp, Instagram, and Facebook, with no OTA intermediary distribution. Marketing emphasizes authentic Moroccan experience, wellness, and the spice heritage narrative; direct bookings of 3+ nights receive complimentary airport pickup and dinner. The customer base spans wellness travelers, cultural and adventure tourists, culinary enthusiasts, digital nomads (new December coworking package), and private event bookers. The business is owner-operated by two co-founders, Alexandra (German, Bavaria) and Ahmed (raised in London, former IT consultant), with 7 total employees and no institutional investors.

Name

Riad 11 Zitoune Group

Legal name

Riad 11 Zitoune SARL

Website

https://riad11.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Riad 11 Zitoune Group operates a boutique Moroccan riad and adjacent annexe (Riad 10) in Marrakech's Medina, offering themed accommodation, spa, dining, and curated tours to international wellness and cultural tourists. Owner-operated since 2014, it sells direct-to-consumer via website and WhatsApp with no OTA distribution.

Ownership category

akta.pro rank

Product category

Boutique Hospitality

NAICS

Other Traveler Accommodation (72119), Tour Operators (561520)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Destination Spa Resorts (THAGAMAA)

akta.pro secondary industries

Luxury Wellness & Spa Resorts (THAGACAG), Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

Keywords

• Boutique hospitality services
• Wellness retreat packages
• Guided cultural tours
• Traditional hammam spa
• Authentic moroccan dining

Headquarters

HQ city

Marrakech

HQ country

Morocco

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Room Accommodations: The primary revenue stream comes from overnight accommodations in five room types: Lavender Room, Olive Room, Green Tea Studio, Ginger Suite, and Junior Suite Saffron/Pistacio. Rooms are priced per night with rates ranging from €80-€140 depending on room type and season. Breakfast is included in the room rate.
2. Food and Beverage: Revenue from on-site dining including breakfast (included), lunch, dinner, and snacks. All meals are freshly prepared with local ingredients by the house cook. Evening dinners can be enjoyed on the rooftop terrace, patio, or in guest rooms.
3. Spa and Wellness Services: Revenue from spa services including hammam treatments, massage therapy using Argan oil, and yoga classes. The riad partners with a nearby spa for hammam services and offers massage packages starting at €60.
4. Tours and Excursions: Revenue from organized tours and day trips including desert tours to Merzouga (€445 per person), city tours with guides, Atlas mountain trekking, cooking classes, and bike tours. Packages range from €30 per person (bike tours) to €950 per person (week-long insider tour).
5. Private Event Rentals: The riad can be rented exclusively for private parties and events, including corporate events and family celebrations. This includes provision of private chef and service staff.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Riad 11 Zitoune operates a five-room boutique Moroccan riad in the heart of Marrakech's Medina offering themed overnight accommodation (Lavender Room, Olive Room, Green Tea Studio, Ginger Suite, Junior Suite Saffron/Pistacio), traditional hammam and Argan oil massage, rooftop yoga and meditation, on-site Moroccan dining, and curated multi-day tourism packages including desert tours, Atlas Mountain trekking, city tours, and wellness retreats.

Product overview

Riad 11 Zitoune is a traditional Moroccan riad offering accommodation and wellness services. The core product consists of five distinct rooms/suites (Lavender Room, Olive Room, Green Tea Studio, Ginger Suite, and Junior Suite Saffron/Pistacio), each themed around Moroccan spice trade heritage. These are complemented by wellness services including Hammam/Massage treatments and Yoga/Meditation classes. The riad also offers packaged tourism experiences including the Oriental Fit multi-day wellness packages, Yoga retreats, Desert Tours to Merzouga, City Tours, and the One Week Marrakech Insider Tour. Additional services include on-site dining, airport transfers (free for 3+ night bookings), and exclusive full-riad rental for private events. The company operates in partnership with nearby Riad 10 for overflow accommodation and larger events.

Differentiator

Problem solved

Functional benefit

Products and services

• Lavender Room A double room inspired by light and color, featuring either a French double bed or two single beds, themed around Moroccan spice trade heritage. Priced from €80 per night including breakfast.
• Olive Room A room featuring Berber art combined with modern light effects, with handcrafted furniture and a luxurious Tadelakt bathroom. Priced from €80 per night including breakfast.
• Green Tea Studio A studio offering maximum privacy with its own separate entrance and private balcony, themed around green tea. Priced from €110 per night including breakfast.
• Ginger Suite A spacious suite with a Pure White theme, private generous terrace, and Arabic bathroom; accommodates 2 persons with a French double bed. Priced from €140 per night including breakfast.
• Junior Suite Saffron/Pistacio Two newly built junior suites on the second floor offering a single and double bed accommodating up to 3 persons, each with a private open terrace for star gazing. Priced from €140 per night including breakfast for up to 3 people.
• Spa Services (Hammam & Massage) Traditional Moroccan Hammam treatments combined with Argan oil massage, delivered in partnership with a nearby spa. The Hammam + 45-minute massage package is priced at €60 and includes transport to the partner spa, a refreshing drink, and a choice of scented massage oils.
• Yoga & Meditation Classes Private 90-minute yoga and meditation classes offered on the rooftop terrace with views over Marrakech, available in German, English, or French, with mats and equipment provided.
• Oriental Fit Package A flexible 4 or 7-day wellness package including accommodation with breakfast, Hammam with massage, guided city tour with herbal shop visit, trekking in the Atlas Mountains, and an organic cooking class. Prices from €565–€1,420 per person depending on duration and occupancy.
• Yoga Nights Package A 3, 4, or 5-night yoga package including half board, Hammam with massage, private yoga lessons, a guided city tour, spa access, and airport transfers. Starting from €320 per person for 3 nights.
• Time for You Relaxation Package A 4-day relaxation package designed for solo travelers including 3 nights in the Ginger Suite, half board, Hammam with massage, two private yoga sessions, daily afternoon tea, and airport transfer. Total €595 per person in a single room.
• Pre-Christmas Yoga Retreat A 4-day/3-night yoga retreat (e.g., 16.12–19.12) held across Riad 11 and Riad 10 Mandarin with rooftop terrace, including daily yoga, meditation, half board, and a city tour. From €295 per person (double occupancy) to €395 (single).
• One Week Marrakech Insider Tour A 7-night package including half board accommodation, Hammam massage, German-speaking city guide tour, airport transfers, Atlas Mountains hiking with a private chauffeur, and a Moroccan cooking class. Priced at €950 per person in a double room.
• 3-Day Desert Tour to Merzouga A 3-day tour to the Sahara desert including visits to Ait Benhaddou UNESCO site, Ouarzazate, Dades Gorges, Erg Chebbi camel trek, and a luxury desert camp. Departure 7:00 AM, return 8:00 PM. Priced at €445 per person (minimum 2 persons).
• City Bike Tour A 2.5–3 hour guided bike tour through Gueliz, Hivernage, Medina, Kasbah, and the Jewish quarter. Departs at 10:00 and 15:00 daily. Priced at €30 per person.
• Marrakech 3-Hour Expert Guide Tour A half-day walking tour of Marrakech's Medina with an expert guide covering markets and monuments including Koutoubia Mosque, Bahia Palace, Badii Palace, and Saadian Tombs. Priced at €65 for 2 persons, €25 per additional person.
• Food and Dining On-site restaurant serving Moroccan cuisine including fresh baked bread, couscous, tagines, oriental salads, and almond pastries, with breakfast (fresh orange juice, eggs, pancakes, mint tea, and coffee). Lunch and dinner are available on request, freshly prepared by the house cook using local ingredients, and can be served on the rooftop terrace, patio, or in guest rooms.
• Airport Transfer Service Free airport pickup and transfer service for direct bookings of 3+ nights, accompanied by one complimentary dinner per guest.
• Full Riad Rental Option to rent the entire riad with a private chef and service staff for celebrations, holidays, corporate events, or family events, including exclusive use of all facilities.

Quantifiable outcome

• Guests consistently rate the riad highly for comfort, cleanliness, and hospitality based on testimonials displayed on the website.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Peacock Pavilions Hotels: Boutique hotel in the Marrakech Palmeraie offering design-led accommodations, cooking classes, and curated cultural experiences. Comparable in scale, direct-to-consumer focus, and experiential programming for the European design-conscious traveler.

Direct peers

• Riad Kniza: Long-established boutique riad in the Bab Doukkala area of Marrakech's Medina with comparable heritage property positioning, traditional Moroccan design, and curated cultural experience offering for high-end European travelers.
• Riad Yasmine: Boutique riad in Marrakech's Medina with similar room count, courtyard-with-pool product, and direct-to-consumer booking model. Operates in the same competitive set for the European wellness and design-conscious tourist.
• El Fenn: Boutique riad/hotel in Marrakech's Medina offering curated rooms, spa services, and cultural experiences. Directly comparable to Riad 11 Zitoune in terms of location, scale, target customer (design-conscious European travelers), and wellness/artistic positioning.
• La Villa des Orangers: Boutique Relais & Châteaux property in Marrakech's Medina offering traditional Moroccan architecture, hammam, and personalized service. Direct competitor for the high-end European traveler seeking an intimate heritage property experience.

Broad incumbents

• Amanjena: Luxury resort on the outskirts of Marrakech offering wellness programming, hammam, and curated local experiences. Sets a benchmark for the wellness-tourism positioning Riad 11 pursues, particularly for high-AOV guests.
• Royal Mansour Marrakech: Ultra-luxury hotel with riad-style accommodations in Marrakech. Competes for the top tier of Marrakech's European tourist and event spend, establishing the ceiling on premium pricing in the destination.
• La Mamounia: Iconic luxury palace hotel in Marrakech competing for the same high-end European wellness and cultural tourist. While broader in scale and category (5-star grand hotel vs. boutique riad), it competes directly for premium Marrakech visitor wallet share and sets the upper bound on luxury expectations.

Regional players

• Le Jardin des Douars: Boutique wellness-focused hotel in Essaouira, Morocco — a different coastal city but similar boutique heritage property with hammam, yoga, and curated local experiences. Comparable in product concept and target customer (wellness-oriented European tourist).
• Dar Ahlam: Ultra-boutique luxury property near Ouarzazate offering immersive curated experiences, dining, and desert excursions. Comparable as a high-touch, experience-led Moroccan property targeting design-conscious European travelers seeking the Sahara-desert experience Riad 11 packages.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/riad11zitoune
• Instagraminstagram.com/riad_11_zitoune
• LinkedInlinkedin.com/company/riad-11-zitoune

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Riad 11 Zitoune Group