Tourism Decline: When the 5-Star Hotel in Al Hoceima Misses the Luxury Turn
HIBAPRESS-RABAT
There are hotels that, once symbols of luxury and refinement, fall into such profound decadence that they become unrecognizable. Such is the tragic case of one of the few five-star establishments in the Al Hoceima region of Morocco. Just last year, this hotel was a resplendent jewel, a beacon for tourism in the region. But in the space of a year, under new and ineffective management, what was once a sanctuary of luxury has been transformed into a theater of dysfunction and disappointment.
A Frosty Reception: The Breaking Point
Arriving at a hotel is supposed to be a moment of transition to rest and comfort. But here, it is quite the opposite. Imagine: after a long journey, you cross the threshold of this hotel, tired, eager to put down your suitcases. But you are immediately confronted with a brutal reality. The absence of air conditioning in the lobby, no refreshing drink to welcome you, and the height of indignity: an interminable wait of more than four hours to check in, despite a prior reservation. Worse still, chaos reigns with crying children, overwhelmed staff, and an invisible manager. A hotel that claims to be luxurious should never allow itself such negligence. This welcome, unworthy of a five-star hotel, marks the beginning of a stay where bitterness mixes with fatigue.
Rooms: A reflection of a failing organization
While the room I was assigned was in order, many other guests were not, and this reveals a systemic problem. Defective air conditioning, overbooking, reservations cancelled without notice: confusion reigns supreme. Some guests, who had paid for their stay, found themselves without a room or worse, discovered strangers in their already occupied room. This flagrant lack of management, in an establishment of this size, is simply unacceptable. This situation betrays chronic disorganization and a blatant lack of professionalism.
Gastronomy that leaves something to be desired: A betrayal of the senses
If gastronomy is often the beating heart of a luxury hotel, here, it is its shadow. The buffet, supposed to be a feast for the taste buds, turns into a logistical nightmare. Guests, instead of rejoicing in the abundance, fight for a piece of bread. Endless lines, low-quality dishes, and recurring shortages are just the tip of the iceberg. The worst is yet to come: several cases of food poisoning have been reported, affecting both residents and staff. Faced with this, the management response has been non-existent, leaving junior staff alone to face a health crisis that could have been avoided.
Facilities that don’t keep up
The hotel’s outdoor facilities, although well maintained, cannot hide the establishment’s inability to satisfy its customers. One example among many: towel management. A hotel of this category should be able to offer impeccable service, but here, customers have to wait up to four hours to get a towel. This situation, much more than a simple inconvenience, highlights the failure of a management incapable of managing the basic needs of its customers.
A price-quality ratio that makes you blush with shame
Perhaps most damning is the gulf between the price paid and the quality received. The standards expected of a five-star hotel are simply not being met. This decline is not only a betrayal to guests, but a threat to tourism in the region and to the image of the entire country, especially in the run-up to the 2030 World Cup, where Morocco is in the running to host matches. A radical change of direction is needed to save this establishment from a free fall.
A Glimmer of Hope: Humanity and Talent Shining in the Shadows
And yet, in the midst of this doldrums, a light persists. A musical group, led by an exceptional singer, manages to offer guests moments of grace, reminding them of what this hotel could be if it were properly managed. These performances, worthy of the greatest establishments, are a breath of fresh air in an environment that sorely lacks it.
But that’s not all. The real treasure of this hotel is its small staff. These men and women, often invisible, carry on a service that could collapse without them. Their dedication, their smile, even in the face of adversity and exasperated customers, is an example of what true service should be. They fight every day to offer a semblance of normality, despite a management that abandons them. Their attitude is a tribute to resilience and professional dignity, and deserves to be recognized.
Conclusion
This hotel, once a flagship of the Al Hoceima region, is now at a crossroads. If it wants to regain its former grandeur, a change of management is imperative. The potential is there, hidden under the rubble of disastrous management, illuminated by the talent of its artists and the courage of its staff. It is now up to the owners to get things back on track before it is too late, so that this hotel can regain its rightful place: that of a true five-star hotel.
