La Sultana Hotel Group

What La Sultana Hotel Group does

La Sultana Hotel Group is a privately held Moroccan luxury boutique hotel operator founded in 2000 under the name Groupe La Sultana. The group operates two five-star properties — La Sultana Marrakech (28 rooms and suites within a Kasbah-medina riad complex, opened 2004) and La Sultana Oualidia (12 rooms and suites on Morocco's Atlantic lagoon, opened 2007) — plus La Sultana Yacht (2015) under independent management, for a total of 40 keys. The underlying product is built on authentic Moroccan craftsmanship, including Tadelakt plastering, Zellige tilework, and riad architecture, supported by sustainability infrastructure such as chemical-free pool ionization/UV systems, on-site water bottling, and continuous Green Key certification since 2016.

The business model combines luxury accommodation (nightly rates starting at MAD 7,000) with multi-venue F&B (La Table de La Sultana fine dining, La Table du Souk, La Table de La Plage, Jan Janz opened May 2025), traditional hammam and Darphin-based spa services, and a curated experiences portfolio (Robinson Crusoe, Ocean Retreat, Flavour of Marrakech, Sea and City Journey, 8-night Ultimate Moroccan Itinerary). Distribution runs through direct booking (website, phone, email), the Virtuoso luxury travel advisor network (both properties accepted 2024-2025), Small Luxury Hotels of the World with Considerate Collection status, and HotelREZ, with PR representation via PC Agency for the UK and France markets.

The group targets affluent leisure travelers — luxury couples, honeymooners, wellness seekers, and experience-oriented tourists — at nightly rates from MAD 7,000 plus à la carte packages of MAD 4,000-5,800 for two. Customer concentration is low; the business is fundamentally a per-stay transactional luxury hospitality model rather than a contracted-account model. Headcount, revenue, and ownership details are not publicly disclosed.

Name

La Sultana Hotel Group

Legal name

La Sultana Hotels

Website

https://lasultanahotels.com

Company type

Private

Founded year

2000

Operating status

Operating

Short description

La Sultana Hotel Group is a privately held Moroccan luxury boutique hotel operator running two five-star properties — a 28-room riad in Marrakech's Kasbah and a 12-room lagoon hotel in Oualidia — plus a yacht, serving affluent leisure travelers through direct booking, Virtuoso, and SLH distribution channels.

Ownership category

akta.pro rank

Product category

Luxury Boutique Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)

SIC

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

akta.pro primary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

akta.pro secondary industries

Luxury Villas & Residences Resorts (THAGACAM), Beachfront & Island Luxury Resorts (THAGACAA)

Keywords

• Luxury boutique hotels
• Moroccan hospitality services
• Spa wellness retreats
• Curated travel experiences
• Fine dining hotels

Headquarters

HQ city

Marrakech

HQ country

Morocco

HQ region

Africa

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Luxury Accommodation: Room and suite bookings across two properties - La Sultana Marrakech (28 rooms and suites) and La Sultana Oualidia (12 rooms and suites). Nightly rates from MAD 7000. Individual rooms feature personal butler service and private terraces with jacuzzis.
2. Food and Beverage: Multiple dining venues including La Table de La Sultana (Moroccan-French fine dining), La Table de La Plage (seafood restaurant), Jan Janz (Asian fusion, opened May 2025), Le Berbere Tent, beach picnics, and in-room private dining. Breakfast service, cocktail bar, and specialized dietary accommodations.
3. Spa and Wellness Services: Full-service spa with traditional Moroccan hammam, massage treatments, and wellness rituals. Products from Darphin skincare line. Indoor heated pool, jacuzzis, and sauna facilities.
4. Experiences and Activities: Curated activities including surf therapy, paddle boarding, kayaking, fat bike tours, fishing excursions, bird watching safaris, horseback riding, cooking classes, yoga sessions, and water sports. Package offerings like Ocean Retreat and Robinson Crusoe experience.
5. Group Events and Private Dining: Private beach dinners, Berber tent experiences, festive season celebrations (Christmas and New Year minimum consumption MAD 1800 per person), and bespoke event hosting.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

La Sultana Hotel Group operates two five-star boutique hotels in Morocco—La Sultana Marrakech (28 rooms and suites in a riad complex in the Kasbah) and La Sultana Oualidia (12 rooms and suites on the Atlantic lagoon)—offering luxury accommodation, multiple on-site restaurants (La Table de La Sultana, La Table du Souk, La Table de La Plage, and Jan Janz), traditional Moroccan spa and hammam services, and a curated portfolio of experiential packages including the Ultimate Moroccan Itinerary, Robinson Crusoe, Sea and the City Journey, Flavour of Marrakech, and Ocean Retreat. The group also runs The Boutique online shop for Moroccan artisanal products.

Product overview

La Sultana Hotel Group is a Moroccan luxury hotel company operating a portfolio of five-star boutique properties. The core offering consists of two primary hotel properties—La Sultana Marrakech (28 rooms/suites in a riad complex in the Kasbah) and La Sultana Oualidia (12 rooms/suites on the Atlantic lagoon)—plus La Sultana Yacht under independent management. Dining experiences span four named venues: La Table de La Sultana (fine Moroccan-French), La Table du Souk (street food), La Table de La Plage (seafood), and Jan Janz (Far East fusion, launched May 2025). The portfolio also includes spa and wellness facilities, a curated experiences program featuring water sports, cultural tours, and adventure activities, and The Boutique online shop. The group offers modular packages combining accommodations with specific experiences such as the Robinson Crusoe package, Sea and City Journey, Flavour of Marrakech culinary program, and multi-property Ultimate Moroccan Itinerary.

Differentiator

Problem solved

Functional benefit

Brands

• Jan Janz: Fusion cuisine restaurant at La Sultana Oualidia opened in May 2025, combining Atlantic seafood with Far East flavors under a traditional Jong roof hut overlooking the lagoon.

Products and services

• La Sultana Marrakech A five-star luxury boutique hotel in the Kasbah neighbourhood of Marrakech's historic Medina, comprising five riads with 28 individually designed bedrooms and suites, heated swimming pool, spa with traditional hammams, rooftop terrace with Atlas Mountain views, and multiple dining venues; targets luxury leisure travelers, couples, and honeymooners.
• La Sultana Oualidia A five-star luxury boutique hotel on the lagoon of Oualidia on Morocco's Atlantic coast, featuring 12 individually designed rooms and suites with private terraces and jacuzzis, multiple dining venues, a spa with indoor heated pool, and direct lagoon and ocean access; targets luxury leisure, wellness, and experience-seeking travelers.
• La Sultana Yacht A yacht charter experience branded under La Sultana and operated under independent management; part of the group's portfolio of luxury Moroccan experiences.
• La Table de La Sultana Fine dining restaurant offering contemporary Moroccan and French-inspired cuisine, featuring seasonal menus with locally sourced ingredients and an extensive wine selection; serves guests of both properties.
• La Table du Souk Street-food style restaurant at La Sultana Marrakech offering an authentic Moroccan culinary experience in a casual setting within the hotel's riad complex.
• La Table de La Plage Beachside restaurant at La Sultana Oualidia serving fresh seafood, local catch, oysters, and grilled meats sourced in part from the hotel's organic garden.
• Jan Janz Fusion cuisine restaurant opened May 2025 at La Sultana Oualidia, combining Far East flavors (lobster wok, sushi, dumplings, Pad Thai) with Moroccan influences and signature Moroccan-spice cocktails; seats 25 guests with lagoon views.
• O Bar Bar at La Sultana Oualidia offering cocktails and specialties such as oysters and sea urchins, with views of the lagoon.
• Spa & Wellness Spa facilities at both properties featuring traditional Moroccan hammams, massage treatments, a heated indoor pool at Oualidia, an outdoor pool at Marrakech, and treatments using natural cosmetics and Darphin skincare products.
• Robinson Crusoe Package A 3-night experience package at La Sultana Oualidia including fat bike beach excursions or fishing, 50-minute garden massage, ocean cove picnic, lobster BBQ on the beach, and marshmallow bonfire; available from MAD 5,800 for 2 persons plus accommodation.
• Sea and the City Journey A 6-night combined stay package between La Sultana Marrakech and La Sultana Oualidia including daily Moroccan breakfast and private car transfers; requires a minimum 2-night stay at each property.
• Flavour of Marrakech A 4-night culinary experience at La Sultana Marrakech including Moroccan breakfast, cooking class, 3-hour Souk dining tour, street-food lunch, and Moroccan terroir dinner; available from MAD 5,400 for 2 persons plus accommodation.
• Ultimate Moroccan Itinerary An 8-night curated journey combining La Sultana Marrakech and La Sultana Oualidia with daily experiences including Medina tours, vintage sidecar rides, Atlas Mountains excursions, desert safaris, lagoon boat trips, bird watching safaris, and ocean activities.
• Ocean Retreat A 3-night wellness package at La Sultana Oualidia including Moroccan breakfast, daily yoga or personal training, fat bike exploration, surfing lessons, padel tennis sessions, Royal Hammam ritual with massage, and sunset mocktails; available from MAD 4,000 for two persons plus accommodation.
• The Boutique Online boutique offering Moroccan artisanal products and seasonal items for guests and online customers.

Quantifiable outcome

• Green Key certification achieved every year since 2016
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Virtuoso (La Sultana Oualidia)coreChannel Partner/ Reseller/ Distributor · 1 June 2025La Sultana Oualidia accepted into Virtuoso's exclusive portfolio comprising 2,300 preferred suppliers in 100 countries. Opens new sales and marketing opportunities to network's luxury travel advisors and their clientele. Virtuoso agencies generate $35 billion in annual sales.
• Virtuoso (La Sultana Marrakech)coreChannel Partner/ Reseller/ Distributor · 1 October 2024La Sultana Marrakech accepted into Virtuoso's exclusive portfolio of luxury travel partners comprising over 2,200 preferred suppliers in 100 countries. Provides access to network's 20,000+ luxury travel advisors and their high-value clientele. Virtuoso agencies generate $25-30 billion in annual sales.
• Serandipians / Traveller Made - Pristine MoodminorStrategic or Co-development Partner · 11 December 2023Both properties joined Pristine Mood sustainability initiative launched by Traveller Made in summer 2022. Both have been Serandipians members since 2013. Serandipians Members & Partners span 16 countries and 5 continents united in shared sustainability goals.
• Small Luxury Hotels of the World (SLH)coreChannel Partner/ Reseller/ Distributor · 4 October 2021SLH membership provides global distribution channel for La Sultana properties. La Sultana Marrakech was named one of 26 pioneering founding hotels in SLH's new Considerate Collection, recognizing actively sustainable luxury aligned with GSTC criteria. The Considerate Collection requires certification by GSTC Accredited Certification Body or passing SLH Sustainability Advisory Panel assessment.
• Global Sustainable Tourism Council (GSTC)minorOthers · 4 October 2021SLH collaborated with GSTC (international independent body established by UNEP and UNWTO) to create the Considerate Collection framework. Criteria align with GSTC's global criteria across Community Minded, Cultural Custodians, and Environmentally Conscious pillars.
• GreenviewminorOthers · 4 October 2021Sustainability platform partner for SLH Considerate Collection. Greenview's platform is the only GSTC-recognized sustainable tourism management tool.
• PC AgencyminorGTM or Marketing PartnerPR representation agency handling media inquiries for La Sultana Hotels in UK and France markets. Contact: [email protected].
• Kilimandjaro ENVIRONNEMENTminorImplementation/ SI/ Consulting PartnerProfessional waste management company that collects and recycles used cooking oils from both La Sultana properties as part of environmental waste management practices.

Scale indicators5 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Amanjena: Aman-branded luxury resort on the outskirts of Marrakech with intimate-scale accommodations, comparable wellness/spa offerings, and similar target clientele of ultra-high-net-worth travelers seeking privacy.
• Royal Mansour Marrakech: Ultra-luxury Moroccan-owned hotel in Marrakech with riad-style accommodations, Michelin dining, and similar authentic-Moroccan craftsmanship positioning. Most direct luxury competitor operating at the same peak luxury tier in the same city.
• El Fenn: Boutique riad-style hotel in the Marrakech Medina offering comparable intimate scale, Moroccan architectural authenticity, art-focused design, and similar luxury leisure customer segment. Closest small-scale boutique competitor in the Medina.
• La Mamounia: Historic 5-star palace hotel in Marrakech operating since 1923, with comparable riad-garden architecture, multiple fine-dining venues, and a similar luxury leisure traveler target customer base. Long-standing benchmark in Marrakech luxury.
• Selman Marrakech: Moroccan luxury hotel with similar riad-inspired architecture, multiple fine-dining venues, spa, and equestrian facilities. Directly comparable boutique-luxury positioning in the Marrakech market.
• Beldi Country Club: Boutique luxury hotel on the outskirts of Marrakech offering similar authentic-Moroccan aesthetic, gardens, spa, and multiple dining concepts. Comparable mid-sized independent boutique-luxury operator in the same Moroccan market.

Broad incumbents

• Four Seasons Resort Marrakech: Global luxury brand's Marrakech property with comparable luxury amenities, multiple restaurants, spa, and pool offerings. Targets the same luxury leisure segment but with significantly larger key count and brand-loyalty infrastructure.
• Mandarin Oriental, Marrakech: Global luxury hotel brand's Marrakech property offering similar 5-star villa-style accommodations, spa, and multiple dining venues — competes for the same luxury leisure traveler but with the backing of a global loyalty program and distribution network.
• Oberoi Marrakech: Indian luxury hospitality group's Marrakech property offering comparable villa-style accommodations, fine dining, spa, and similar luxury leisure positioning — international brand with global distribution competing in Marrakech's luxury tier.

Emerging players

• Six Senses Southern Dunes, Morocco (and Six Senses brand): Six Senses' Morocco desert property and the wider Six Senses brand — competitor in the experiential luxury segment with comparable wellness positioning, sustainability credentials, and curated-experience philosophy, though operating in a different sub-region (desert vs. city/lagoon).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/la-sultana-hotel-group
• Pinterestpinterest.com/lasultanahotels

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 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 La Sultana Hotel Group