Riad Al Massarah

What Riad Al Massarah does

Riad Al Massarah is a single-asset boutique riad hotel operating in Marrakech's UNESCO-listed Medina at 26 Derb Djedid, Bab Doukkala. The property was purchased in 2005 and renovated as a 6-room riad; in May 2025 it expanded to 11 rooms via the addition of the Bahja Wing, reuniting an adjacent historic property. The company sells accommodation across three tiers (Standard rooms €135-€160, Superior rooms €175-€210, Junior Suites €200-€300) plus exclusive per-wing buyouts at €1,050-€1,200 per night. Ancillary revenue streams include a 3-course welcome dinner (€30/pp), cooking classes with market visits (€50/pp), hammam and massage services exclusively for in-house guests (€65/pp), airport transfers (€25 per car), and marked-up excursions to Ourika Valley, Imlil, Essaouira, Agafay Desert, Ouzoud Waterfalls, and Casablanca.

The operation is built on traditional Moroccan architecture with minimalist contemporary interiors, augmented by modest sustainability features — solar hot water, energy-efficient lighting, water-conserving fixtures, and modern air conditioning in the new wing. Distribution is hybrid: direct booking via direct-book.com on its own website, complemented by Booking.com and TripAdvisor, with earned-media top-of-funnel coverage from The Telegraph, The Times, Forbes, Lonely Planet, and Travel + Leisure's Top 100 Hotels (2023).

Commercial positioning targets four primary segments: individual travelers and couples seeking cultural immersion, family and friend groups up to 15 guests, corporate/yoga retreat groups using the exclusive rental product, and creative professionals participating in a complimentary 2-4 week art residency program that has hosted over 100 artists. Community-engagement initiatives include weekly free English classes for local children (launched after the September 2023 earthquake) and a partnership with AlNour Association supporting women with disabilities, who handcraft the robes placed in rooms. The riad is privately held with 1-10 employees and has no disclosed outside investors or funding rounds.

Name

Riad Al Massarah

Legal name

Riad Al Massarah

Website

https://riadalmassarah.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Riad Al Massarah is a privately-held, single-property boutique riad in Marrakech's UNESCO-listed Medina, offering 11 rooms across three tiers plus exclusive buyouts, hammam/spa, dining, cooking classes, transfers, and curated excursions to international leisure travelers, groups, and art residents.

Ownership category

akta.pro rank

Product category

Boutique Hospitality

NAICS

Traveler Accommodation (7211), Accommodation (721)

SIC

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

akta.pro primary industry

Luxury Villas & Residences Resorts (THAGACAM)

akta.pro secondary industries

Large Group & Event-Friendly Homes (THAMAAAM), Family & Group-Friendly Rentals (Large Homes, Multi-Unit Compounds) (THAGANAI)

Keywords

• Boutique riad accommodation
• Moroccan hospitality services
• Traditional hammam spa
• Guided excursions marrakech
• Cultural travel 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, Supply Chain, Technology or R&D

Revenue model

1. Accommodation: Room rentals across three categories: Standard rooms (135-160€), Superior rooms (175-210€), and Junior suites (200-300€), all including breakfast. Also offers exclusive full-riad rental for events and private stays at 1050-1200€/wing.
2. Food & Beverage: On-site dining services including a 3-course traditional Moroccan dinner at €30/person and hands-on cooking classes at €50/person.
3. Spa & Wellness: Hammam and massage services exclusively for guests staying at the riad. Hammam with traditional black olive oil treatment plus 60-minute massage at €65.
4. Airport Transfer: Private airport transfer services from Marrakesh Menara Airport at €25 per car for up to 4 people.
5. Excursions & Tours: Curated day trips and excursions to surrounding regions including Ourika Valley (€200), Imlil hiking (€350 for 2 people), Essaouira (€150), Agafay Desert (€60-125), and Casablanca, with transport and guide services arranged through local partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Riad Al Massarah operates a boutique riad in Marrakech's UNESCO-listed Medina offering accommodation across 11 rooms in three categories (Standard, Superior, Junior Suites), supported by an on-site hammam and spa, traditional Moroccan dining, cooking classes, private airport transfers, and curated day excursions. The property also provides exclusive full-wing rentals for private events and a complimentary Art Residency Program for visiting creative professionals.

Product overview

Riad Al Massarah is a boutique riad hotel in Marrakech's Medina offering accommodation across two wings. The Al Massarah Wing (original) provides 6 rooms across Standard and Superior categories, while the newly opened Bahja Wing (May 2025) adds 5 rooms including Junior Suites. Beyond rooms, the property offers a Hammam & Spa, Moroccan Welcome Dinner, Cooking Classes, Airport Transfers, and Exclusive Riad Rental options for private events. An Art Residency Program provides complimentary stays for creators. The riad also arranges curated Excursions to destinations across Morocco. Total capacity expands from 6 to 11 rooms with the expansion.

Differentiator

Problem solved

Functional benefit

Products and services

• Standard Rooms Entry-level guest rooms (13-15 sqm) featuring minimalist design, queen size or twin beds, air conditioning, shared balcony access, private bathroom with shower, bathrobes, toiletries, and hairdryer. Prices range €135-160 per night including breakfast, targeting solo travelers and budget-conscious guests.
• Superior Rooms Mid-tier rooms (20-27 sqm) with king size or twin beds, private balconies, seating areas, fireplaces (some with inset wood stoves), air conditioning, adjustable lighting, walk-in showers, bathrobes, and premium toiletries. Prices range €175-210 per night including breakfast, suited to couples and longer stays.
• Junior Suites Spacious suites (29-31 sqm) accommodating 2-4 guests with sofa beds, featuring comfortable seating areas, air conditioning, personal safe, walk-in shower, bathrobes, hairdryer, and premium shampoo and shower gel. Prices range €200-300 per night including breakfast, targeting families and small groups.
• Exclusive Riad Rental (Al Massarah Wing) Full buyout of the original Al Massarah Wing (3 Standard + 3 Superior Rooms, 6 total) for private events, intimate weddings, family gatherings, corporate retreats, or yoga retreats. Pricing is €1,050/night in low season and €1,200/night in high season.
• Exclusive Riad Rental (Bahja Wing) Full buyout of the Bahja Wing (3 Superior Rooms + 2 Junior Suites, 5 total) for exclusive private stays and events, featuring solar-powered hot water and advanced air conditioning. Pricing is €1,050/night in low season and €1,200/night in high season.
• Hammam & Spa Traditional Moroccan hammam experience with black olive oil treatment plus a 60-minute massage at €65 per person. Services are exclusively available to guests staying at the riad, offering in-house wellness and relaxation.
• Welcome Dinner Fixed 3-course traditional Moroccan dinner served indoors or on the terrace, featuring soup, a choice of tagine (lamb, chicken, fish, or vegetarian), and Moroccan sweets. Priced at €30 per person, available to staying guests.
• Cooking Class Hands-on Moroccan cooking classes led by skilled local chefs, including a visit to the vibrant local market to select ingredients, followed by a 3-4 hour cooking session. Priced at €50 per person, aimed at culinary enthusiasts.
• Airport Transfer Private airport transfer from/to Marrakech Menara Airport in a spacious, comfortable car with professional drivers, accommodating up to 4 people. Priced at €25 per car, available to guests arriving or departing.
• Curated Excursions Curated day trips and excursions including Ourika Valley (€200), Imlil hiking (€350 for 2), Essaouira coastal town (€150), Ouzoud Waterfalls, Agafay Desert experiences (quad, camel, glamping from €60-125), and Casablanca city tours. Transport and guides arranged through local partner operators.
• Art Residency Program

Quantifiable outcome

• Consistently positive guest reviews across Booking.com, TripAdvisor, and Google platforms, with guests specifically praising staff hospitality, food quality, and authentic Moroccan atmosphere
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• AlNour AssociationcoreStrategic or Co-development PartnerPartnership supporting women with disabilities in Marrakech. The beautiful AlNour robes found in the riad rooms are handcrafted by these talented women. The association demonstrates that women with disabilities can work, gain financial independence, and improve their socio-economic position.
• Marrakech Yoga Studio (Stéphanie's Studio)minorGTM or Marketing PartnerRecommended yoga studio for guests seeking rejuvenating yoga sessions. Led by a passionate French instructor in a serene setting, offering tailored classes blending mindfulness and movement for all levels.
• Marrakech Insiders (Sidecars)minorGTM or Marketing PartnerAdventure tour operator offering sidecar tours of Marrakech, allowing guests to discover areas far off the beaten path and experience the true soul of the region.
• Pikala BikesminorGTM or Marketing PartnerBicycle tour operator offering wonderful tours developed with local Moroccan youth. Bike guides are young locals providing authentic bicycle experiences while supporting social goals.
• Ciel d'Afrique (Hot Air Balloon)minorGTM or Marketing PartnerHot air balloon ride operator offering unique aerial experiences above Marrakech and surrounding landscapes with breathtaking views.
• Gauder Art Residency ProgramcoreStrategic or Co-development PartnerCollaborative art residency program hosting writers, visual artists, and musicians for 2-4 week creative retreats. Past participants include Hungarian writers and artists. The riad provides complimentary stays for artists in need of peaceful creative environments.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Royal Mansour Marrakech: Royal Mansour is a flagship ultra-luxury hotel in Marrakech operated by the Moroccan royal family, offering private riads, multiple restaurants, a spa, and event facilities. It is a broader incumbent in the same Marrakech luxury lodging market, competing for high-end group buyouts and VIP travelers.
• Amanjena: Amanjena is a luxury resort on the outskirts of Marrakech offering pavilions, a spa, dining, and event programming. It competes for the same high-end leisure and group retreat travelers as Riad Al Massarah but at a much larger scale and broader luxury portfolio.
• La Mamounia: La Mamounia is an iconic luxury palace hotel in Marrakech with multiple restaurants, a renowned spa, and extensive event space. It competes in the same destination and group-buyout segment as Riad Al Massarah but at a significantly larger scale and broader luxury positioning.

Direct peers

• Riad Yasmine: Riad Yasmine is a small boutique riad in Marrakech's Medina with a pool, rooftop terrace, and curated rooms targeting style-driven international travelers. It overlaps with Riad Al Massarah on size (under 15 rooms), price positioning, and direct-to-consumer/OTA distribution.
• Dar Anika: Dar Anika is a boutique riad in Marrakech offering rooms, a hammam, and event packages for groups and retreats. It is directly comparable to Riad Al Massarah's mix of accommodation plus spa and group/event bookings in the same medina catchment.
• Riad Kniza: Riad Kniza is a traditional boutique riad in Marrakech's Medina emphasizing Moroccan craft, antiques, and personalized hospitality. Comparable to Riad Al Massarah in product structure, room count, and authentic-cultural positioning targeting culturally curious travelers.
• Riad 72: Riad 72 is a small design-led boutique riad in Marrakech with a rooftop, plunge pool, and curated interiors. It serves the same design-conscious, mid-upper price leisure traveler as Riad Al Massarah and competes for the same Booking.com/TripAdvisor demand.
• El Fenn: El Fenn is a boutique riad-hotel in Marrakech's Medina offering individually designed rooms, a hammam, restaurant, and event buyouts. It is directly comparable to Riad Al Massarah in scale, product mix, target customer (design-conscious leisure and groups), and medina location.
• La Villa des Orangers: La Villa des Orangers is a luxury Relais & Châteaux riad in Marrakech offering rooms, suites, a hammam, and exclusive buyouts. It targets the same high-end leisure, group buyout, and event segments as Riad Al Massarah but at a higher price tier, making it a direct upscale peer.

Regional players

• Peacock Pavilions: Peacock Pavilions is a small design-led boutique hotel near Marrakech (outside the medina) offering rooms, cooking classes, and art-focused experiences. Comparable to Riad Al Massarah on experiential, art-integrated positioning and price tier, but located just outside the city.

Market position

Strengths4 records

Weaknesses3 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/riadalmassarah
• Instagraminstagram.com/riadalmassarah
• Xx.com/riadalmassarah
• LinkedInlinkedin.com/company/riad-al-massarah

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Al Massarah