Experience Morocco
- Company typePrivate
- Founded-
- HeadquartersCasablanca, Morocco
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Experience Morocco does
Experience Morocco is a privately held luxury destination management company (DMC) headquartered in Casablanca, Morocco, with operational support in Marrakech. The company designs and executes customized private tours, themed group trips, destination weddings, and corporate/MICE events across ten Moroccan destinations including the Atlas Mountains, Marrakech, Fes, the Sahara Desert, Essaouira, Chefchaouen, and Casablanca. Services span five interconnected product lines: Tailored Travel (fully customized individual journeys), Affinity Travel (interest-themed small groups), Fixed Departures (monthly 8-night small group trips capped at 10 travelers), Weddings, and MICE (meetings, incentives, conferences, exhibitions). The company does not operate proprietary technology platforms; product delivery relies on dedicated travel specialists, in-country guides, drivers, and a curated local supplier network.
The business is structured as a hybrid B2B/B2C operator. The primary distribution channel is via luxury travel advisor networks where Experience Morocco holds preferred-supplier or verified-partner status with Virtuoso, Zicasso, Fora, SmartFlyer, Direct Travel, Altour, Mobius Journeys, and Free Birds Travels. The company also serves direct customers via website inquiries and a US phone line. Enterprise clients such as Google, Harvard Business School, Estee Lauder, and OCP are served through a dedicated MICE vertical. Pricing is quote-based for custom trips, with no publicly disclosed price points.
The company was co-founded by two Harvard Business School graduates, Hicham Mhammedi Alaoui (Princeton, former Google) and Ghassan Rachid (Mines Paris, former Morgan Stanley and McKinsey, Fulbright scholar), both native Moroccans. The team comprises approximately 20 professionals across sales, operations, finance, HR, and travel advising functions. The company is part of The Travel Collection, a global network of 16 DMCs across six continents founded by the same co-founders. It holds editorial positioning through a Condé Nast Traveler contributor role for the co-founder, Forbes coverage, Wendy Perrin WOW List inclusion, and an ILTM partnership.
Experience Morocco firmographics
Firmographics- Name
- Experience Morocco
- Legal name
- Experience Morocco
- Website
- https://experiencemorocco.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Experience Morocco industry classification
Industry- Product category
- Luxury Destination Management Services
- NAICS
- Tour Operators (561520), Travel Agencies (561510)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)
- akta.pro secondary industries
- Inbound DMCs (Full-Service Ground Handling) (THAKAEAA), Luxury & High-End Incentives (Private Jets, Yachts, Ultra-Luxury Stays) (THAHADAK), Corporate Hospitality & VIP Services (Hosting, Protocol, Concierge) (THAHADAG)
Keywords
Where Experience Morocco is headquartered
LocationHeadquarters
- HQ city
- Casablanca
- HQ country
- Morocco
- HQ region
- Africa
Offices2 records
Markets served
Experience Morocco business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Customized Trip Planning & Execution: The company designs and executes bespoke travel itineraries for individuals, couples, families, and groups visiting Morocco, handling all logistics including accommodations, guides, drivers, activities, and experiences. Revenue is generated through service fees and markups on travel arrangements.
- Group Travel Programs: Fixed departure small group trips (8-night itineraries) departing monthly with up to 10 travelers per group, offered at budget-friendly prices.
- Corporate Events (MICE): Corporate and professional event services including team-building retreats, incentive travel, meetings, and conferences for companies including Google, Harvard Business School, and Estee Lauder.
- Wedding Services: Full-service wedding planning and execution for ceremonies in Morocco, including venue selection, logistics, and execution.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom Tailored Travel - fully customized journeys built around individual preferences |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Experience Morocco product offering
Product offeringCore offering
Experience Morocco is a luxury Destination Management Company (DMC) that designs and executes fully customized private tours, affinity interest-based group trips, fixed-departure small group trips (8-night itineraries, max 10 travelers, monthly departures), destination weddings and vow renewals, and corporate MICE events across Morocco. The company handles all logistics — accommodations, guides, drivers, activities, venues, and 24/7 in-trip support — leveraging a curated network of local hoteliers, guides, artisans, and activity providers.
Product overview
Experience Morocco is a luxury destination management company (DMC) offering curated travel experiences exclusively within Morocco. The company provides five interconnected service offerings: Tailored Travel (fully customized individual journeys), Affinity Travel (group travel for like-minded travelers by interest), Fixed Departures (small group trips with pre-arranged 8-night itineraries), Weddings (ceremony and event planning), and MICE (corporate event services). All services are unified by the company's philosophy of delivering personalized, authentic Moroccan experiences through local expertise, dedicated staff, and strategic partnerships with local hotels, guides, and artisans.
Differentiator
Problem solved
Functional benefit
Products and services
- Tailored Travel
Quantifiable outcome
- 5.0 average rating from 366 reviews on WeTravel platform
- +1 more outcomes
Companies that use Experience Morocco
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles3 records
Experience Morocco technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Experience Morocco partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, flagship and minor.
- Kasbah Tamadot (Virgin Limited Edition)coreRichard Branson's luxury retreat in the Atlas Mountains partnered with Experience Morocco for guest experiences. The property unveiled new Riads in August 2024 and fully reopened in October 2024 after earthquake restorations.
- The Travel CollectionflagshipExperience Morocco is part of The Travel Collection, a global network of luxury destination management companies founded by two Harvard MBAs. The network operates 16 DMCs across six continents with a unique model where new general managers undergo three months of training in Morocco before launching operations in new markets.
- VirtuosocoreExperience Morocco is listed as a Virtuoso supplier, providing access to the network of luxury travel advisors who book high-net-worth clients for Morocco experiences.
- ZicassocoreFeatured travel company partner on Zicasso's luxury travel platform with 4.8 rating from 298 verified reviews.
- Loft Art GalleryminorPartnership with Morocco's leading modern art gallery to offer exclusive VIP tours of contemporary African art experiences for Experience Morocco clients.
- ForaminorTravel partner network that sends luxury travelers to Morocco with Experience Morocco as their preferred DMC.
- SmartFlyerminorCEO Michael Holtz of SmartFlyer personally recommends Experience Morocco for clients traveling to Morocco, praising their ability to handle everything from Riad takeovers to resort events.
- Direct TravelminorLong-term travel partner relationship where Elliot Serfaty has worked with Experience Morocco for years, citing them as the go-to operator in Morocco.
- AltourminorAndres Cortina from Altour highly recommends Experience Morocco as the best DMC in Morocco.
- Mobius JourneysminorJason Lawenda from Mobius Journeys cites Experience Morocco as his favorite DMC, praising their responsiveness, expertise, and exceptional ground team.
- Free Birds TravelsminorMartha Pearlstone from Free Birds Travels has worked with Experience Morocco multiple times, describing them as the best DMC to work with and a true partner.
- Loft Art GalleryminorExclusive partnership offering Experience Morocco clients private VIP tours of Morocco's leading modern art gallery, including curator briefings, rooftop champagne service, and cultural immersion.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Experience Morocco competitors and assessment
Company assessmentDirect peers
- The Travel Collection: The parent network of 16 destination management companies across six continents, founded by the same Harvard MBAs. Directly comparable because Experience Morocco is its flagship/incubator DMC, sharing operational model, branding, and B2B partner relationships.
- Travel Exploration Morocco: US-based Morocco travel specialist offering private guided tours, cultural immersion, and luxury accommodations. Comparable destination focus, customer profile, and luxury positioning.
- Wild Morocco: Morocco-focused luxury travel operator offering curated private journeys, often through advisor networks. Comparable in destination, customer profile, and channel-based distribution.
- Morocco Experts: Morocco-focused luxury tour operator offering bespoke private trips, group tours, and cultural experiences across the country. Directly competes with Experience Morocco in the same destination, similar customer segments (luxury leisure), and similar service model.
- Inside Morocco Travel: Boutique Morocco DMC offering private tours and group trips with strong cultural-immersion emphasis. Comparable in destination specialization, B2B travel-advisor distribution, and bespoke service model.
- Aventura Travel: Morocco-specialist travel agency providing custom private tours and small group departures. Comparable to Experience Morocco in geography, product mix (bespoke + group), and reliance on travel advisor network distribution.
- Luxury Morocco Tours: High-end Morocco tour company providing private driver/guide experiences and luxury riad accommodations. Comparable destination focus and luxury customer profile.
Broad incumbents
- Ker & Downey Africa: Luxury Africa-focused tour operator offering bespoke safaris and cultural journeys, including Morocco extensions. Comparable in luxury bespoke travel, affluent customer base, and DMC-style ground handling model.
- Abercrombie & Kent: Global luxury tour operator with established Morocco itineraries. Comparable at the customer and product level (luxury private trips, MICE), but a much larger incumbent serving many destinations versus EM's single-country specialization.
Others
- Wendy Perrin's Trusted Travel Experts: Curated network of vetted travel specialists that lists Experience Morocco as a Morocco expert. Comparable as a competitive demand-routing platform for the same luxury traveler audience, with potential overlap and partnership dynamics.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Experience Morocco social profiles
Digital presenceExperience Morocco financial estimates
Financial estimateRevenue estimate
Valuation estimate
Experience Morocco leadership team
Management profileNumber of profiles
Profiles6 records
Experience Morocco funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Experience Morocco M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Experience Morocco
What does Experience Morocco do?
Experience Morocco is a luxury Destination Management Company (DMC) that designs and executes fully customized private tours, affinity interest-based group trips, fixed-departure small group trips (8-night itineraries, max 10 travelers, monthly departures), destination weddings and vow renewals, and corporate MICE events across Morocco. The company handles all logistics — accommodations, guides, drivers, activities, venues, and 24/7 in-trip support — leveraging a curated network of local hoteliers, guides, artisans, and activity providers.
Is Experience Morocco a public or private company?
Experience Morocco is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Experience Morocco founded?
Experience Morocco was founded in -1. It employs 11 to 50 people.
Where is Experience Morocco based?
Experience Morocco is headquartered in Casablanca, Morocco, in the Africa region.
How does Experience Morocco make money?
Four revenue lines are on record. Customized Trip Planning & Execution is the primary driver. The others are group Travel Programs, corporate Events (MICE) and wedding Services.
Who are Experience Morocco's main competitors?
Direct peers on record are The Travel Collection, Travel Exploration Morocco, Wild Morocco, Morocco Experts, Inside Morocco Travel, Aventura Travel and Luxury Morocco Tours. Broad incumbents are Ker & Downey Africa and Abercrombie & Kent. Wendy Perrin's Trusted Travel Experts is listed as an others.
Does Experience Morocco have an API?
No public API is recorded for Experience Morocco.
What industry is Experience Morocco in?
Experience Morocco's product category is Luxury Destination Management Services. Its primary akta.pro industry code is THAHADAA, Full-Service Destination Management (Ground Handling & Onsite Operations), with a secondary code of THAKAEAA, Inbound DMCs (Full-Service Ground Handling). Its NAICS code is 561520 and its SIC code is 7900.