What Selman Marrakech does

Selman Marrakech is a privately-held, family-owned 5-star luxury palace hotel located at Km 5, Route d'Amizmiz at the foot of the Atlas Mountains in Marrakech, Morocco. Founded in 2005-2006 by siblings Abdeslam and Saïda Bennani Smires and operated by Elite Hospitality Management, the property is the only Arab-Moorish palace in Morocco designed by renowned French architect Jacques Garcia. It comprises 60 keys across rooms, junior suites, suites, and private villas (the flagship Villa Selman spans 700 sqm), supported by an 80-meter pool (longest in Africa), a Kids Club, and event infrastructure capable of accommodating up to 1,000 guests.

The core product rests on three differentiated platforms: (1) the Chenot Spa — one of only six worldwide — offering the proprietary Chenot Method wellness protocols across a 1,200 sqm facility with seven treatment rooms, hydrotherapy, hammams, and multi-day cure programs (3, 5, or 10 days); (2) a culinary portfolio of six dining venues anchored by the 2024 partnership with two-Michelin-star chef Jean-François Piège (SABO, La Terrasse); and (3) the Selman Stables, a private Arabian thoroughbred stud farm offering dressage, liberty horse work, and signature stable dinners. Property amenities and technology stack include TravelClick-powered booking, SevenRooms restaurant reservations, Matterport virtual tours, and Google Analytics tracking.

Revenue is generated through six streams: accommodation (the primary driver), food and beverage across six venues, Chenot spa treatments and cure programs, event hosting (weddings, corporate events, full-property privatization), golf escape packages (3- and 5-night), and curated signature experiences. The hotel distributes through direct channels (website, phone, email) plus luxury travel advisor networks Virtuoso and Serandipians/Travellermade, targeting affluent global travelers, wellness seekers, families, event clients, and Moroccan residents via a dedicated domestic discount. Recognition includes Travel + Leisure World's Best Awards 2024 (#5 Best Hotel in the World, #2 Best City Hotel in North Africa and Middle East) and a Michelin Key.

Name

Selman Marrakech

Legal name

Elite Hospitality Management – Hotel Selman Marrakech

Website

https://selman-marrakech.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

Selman Marrakech is a family-owned 5-star luxury palace hotel in Marrakech, Morocco, offering 60 keys, six dining venues, one of six worldwide Chenot spas, Arabian horse stables, and event hosting for up to 1,000 guests, primarily serving affluent global luxury travelers.

Ownership category

akta.pro rank

Product category

Luxury Hotels

NAICS

Full-Service Restaurants (722511), Caterers (722320)

SIC

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

akta.pro primary industry

Luxury Villa Resorts & Branded Villa Communities (THAMAEAI)

akta.pro secondary industries

Hotel & Resort Restaurants (THAFACAH), Hotel & Resort Banqueting (In-House Catering) (THAHAKAC), Wedding & Reception Catering (HSACAGAD)

Keywords

• Luxury hotel hospitality
• Spa wellness services
• Fine dining restaurants
• Event hosting venue
• Equestrian experiences

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, Others

Revenue model

1. Accommodation: Revenue from room nights across multiple accommodation categories: Superior Rooms, Deluxe Rooms, Deluxe Premier Rooms, Junior Suites, Junior Premier Suites, Suites, Suite Premier, One Bedroom Villas (580 sqm), and Villa Selman (700 sqm). The hotel features 30 rooms, 20 Junior Suites, 5 Luxury Suites, and 5 Private Villas.
2. Food & Beverage: Revenue from six dining venues: SABO by Jean-François Piège (main restaurant), La Terrasse by Jean-François Piège (Mediterranean terrace), Assyl Restaurant (Moroccan cuisine), Le Pavillon Restaurant (brunch), Le Pool Bar (light poolside cuisine), and Le Bar Selman (cocktails and cigars).
3. Spa & Wellness Services: Revenue from Chenot Spa treatments, hammam experiences, and cure programs. Treatment prices range from 1,200 MAD to 2,000 MAD. Multi-day cure programs available in 3, 5, or 10-day formats.
4. Event & Wedding Hosting: Revenue from hosting corporate events, weddings, gala dinners, and celebrations. The property can accommodate up to 1,000 guests for exclusive privatization events.
5. Golf Packages: 3-night and 5-night golf escape packages including accommodation, green fees at partner golf courses, airport transfers, and spa treatments.
6. Signature Experiences: Revenue from exclusive experiences including Signature Breakfast/Lunch, Signature Dinner in the Stables, Dressage Lessons, and Liberty Horse Work sessions.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels10 records

Core offering

Selman Marrakech is a 5-star luxury palace hotel offering 60 accommodations (rooms, suites, and private villas), six dining venues including restaurants by two-starred Chef Jean-François Piège, an exclusive Chenot Spa, equestrian experiences at the Selman Arabians stables, and event hosting capabilities for up to 1,000 guests. The property combines Arab-Moorish architecture with ultra-luxury hospitality services in Marrakech, Morocco.

Product overview

Selman Marrakech is a 5-star luxury palace hotel featuring a unified hospitality offering centered on Arab-Moorish architecture by Jacques Garcia. The portfolio includes 30 rooms, 20 Junior Suites, 5 Suites, and 5 private villas across accommodation tiers. Dining comprises 6 venues including SABO and La Terrasse by Chef Jean-François Piège, Assyl Moroccan restaurant, Le Pavillon, Pool Bar, and Bar Selman. The Chenot Spa (one of only 6 worldwide) provides wellness through the Chenot Method with cure programs and hammam treatments. Signature experiences feature Arabian horse interactions, equestrian activities, and golf packages. Family services include a Kids Club, while event capabilities extend to 1,000 guests with full property privatization.

Differentiator

Problem solved

Functional benefit

Brands

• SABO by Jean-François Piège: Fine dining restaurant featuring French-Moroccan cuisine in a Belle Époque atmosphere designed by Jacques Garcia, with a retractable roof patio.
• La Terrasse by Jean-François Piège
• Assyl Restaurant
• Le Pavillon Restaurant
• Le Pool Bar
• Le Bar Selman
• Chenot Spa
• Selman Stables

Products and services

• Superior Rooms

Quantifiable outcome

• 80-meter pool - longest in Africa
• +4 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Jean-François PiègecoreStrategic or Co-development Partner · 1 January 2024Multi-starred French chef (two Michelin stars) directing culinary operations at Selman Marrakech's restaurants starting in 2024. Chef Piège brings his expertise to SABO, La Terrasse, and pool bar dining concepts, combining French gastronomic excellence with Moroccan products and traditions. This is his first collaboration in Morocco.
• ChenotcoreStrategic or Co-development PartnerChenot Spa represents a strategic licensing and partnership arrangement. Selman Marrakech hosts one of only six Chenot spas worldwide. The partnership provides exclusive access to Chenot Method wellness protocols, treatments, and programs developed over 50 years, combining traditional Chinese medicine with advanced diagnostic technologies.
• VirtuosocoreChannel Partner/ Reseller/ DistributorVirtuoso is a network of elite travel advisors connecting affluent travelers with luxury properties worldwide. Selman Marrakech's membership provides access to high-net-worth clientele through Virtuoso's exclusive travel advisor network.
• Serandipians (Travellermade)minorChannel Partner/ Reseller/ DistributorExclusive travel network connecting affluent travelers with luxury boutique properties. Partnership provides referral bookings from their network of discerning travelers.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Amanjena: Aman-branded luxury resort on the outskirts of Marrakech offering comparable villa-style luxury, wellness amenities, and equestrian/golf programming. Targets the same ultra-affluent clientele with a similarly low-density, experiential product.
• La Mamounia Marrakech: Historic 5-star palace hotel in Marrakech with comparable scale, multiple restaurants, a renowned spa, and garden estate. Competes for the same global luxury travelers and has overlapping event hosting and F&B positioning.
• Royal Mansour Marrakech: Ultra-luxury palace hotel in Marrakech owned by the Moroccan royal family. Direct competitor in the same city targeting the same ultra-high-net-worth leisure, wedding, and wellness segments with comparable riad-style luxury and Michelin-level gastronomy.
• The Oberoi, Marrakech: Luxury Oberoi property in Marrakech with villa-based accommodation and high-end spa and dining offerings. Targets overlapping affluent leisure and event clientele in the same Marrakech luxury tier.
• Royal Palm Marrakech (Beachcomber): Luxury resort in Marrakech with villa suites, spa, multiple restaurants, and meeting/event facilities. Competes for similar luxury leisure, family, and corporate retreat demand in the same Marrakech luxury corridor.
• Four Seasons Resort Marrakech: Five-star resort in Marrakech with comparable room/villa inventory, spa, and F&B venues. Directly competes for luxury leisure, MICE, and family travel demand with the global Four Seasons brand and loyalty ecosystem behind it.
• Mandarin Oriental, Marrakech: Luxury 5-star resort in Marrakech with extensive spa facilities, multiple restaurants, and event spaces. Competes directly for weddings, corporate retreats, and luxury leisure guests in the same catchment.
• Palais Namaskar: Boutique luxury palace resort in the Marrakech area offering comparable villa-based accommodation, spa, and event capabilities. Competes for upscale private events and exclusive leisure stays.

Emerging players

• Chenot Palace Weggis: Flagship Chenot property on Lake Lucerne and the originating Chenot brand location. Comparable as the gold-standard Chenot spa destination and a direct wellness-program competitor, particularly for the multi-day Chenot Cure guests.

Regional players

• Al Maha, a Luxury Collection Desert Resort & Spa: Ultra-luxury desert resort and spa in Dubai offering similar private-villa luxury, signature dining, and curated experiences. Targets overlapping Middle East/North Africa luxury clientele, particularly for wellness and equestrian-adjacent experiences.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/SelmanMarrakech
• Facebookfacebook.com/SelmanMarrakech
• Instagraminstagram.com/selmanmarrakech
• LinkedInlinkedin.com/company/selmanmarrakech

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Selman Marrakech