Translated by Bethszabee Garner

The Oberoi in Marrakech is the asteroid that collided with the two legendary palaces of the pearl of the desert, owned by the king or the kingdom, the Mamounia and the Royal Mansour. With 84 units, including 78 sublime villas with swimming pools and six terrace suites with views of the Atlas Mountains, this 11-hectare complex, located 25 minutes from the medina, is an oasis of greenery and calm where hyper-luxury coexists in perfect harmony with a form of simplicity that is both restful and comforting.

The staff move with practiced ease, the bells do not necessarily ring to signal the arrival of the wonderfully garnished dishes in the resort's restaurants, and the smiles of the team members are genuine. As you stroll through the alleys, you will come across gardeners or baggage handlers in golf carts anticipating your every need. Lost among the olive trees that populate the estate? Someone will immediately offer to drive you to your destination. A problem in your room? Your contact person will do everything possible to resolve it as quickly as possible.

This is the Oberoi culture, a group that ranks service among the cardinal virtues of hospitality, alongside the comfort of the facilities and the haute cuisine that is essential to an establishment of this caliber. So much so that today, two years after its grand opening in October 2020, the palace is already showered with awards and occupies top spots in all the world rankings.

Indo-Moroccan union

But what a long and difficult birth this earthly paradise had! To understand why it took the operators a decade to achieve such an impressive result, we need to go back to the beginning. In 2009, Mr. P.R.S. Oberoi, son of the founder of Oberoi, a family-owned group based mainly in Asia, set his sights on Marrakech. Knowing he was far from home, he quickly found a local partner: the El-Alami family, synonymous with wealth and power in Morocco, whose success in industry and hospitality is widely admired and who share his values and ambition. In addition, they had the advantage of owning a huge farm on the outskirts of the red city, which offered obvious construction possibilities.

The El-Alamis were invited to New Delhi, India, to experience the Oberoi. This was better than any speech. Won over by several palaces in the country where luxury rivals elegance, they agreed to enter into negotiations with the Indian group. From then on, discussions between Africa and Asia progressed rapidly, some of them organized by a certain Rohan Ogale, then director of catering at the Oberoi in Mumbai, who would be appointed ten years later in Marrakech...

The similarities between the parties were striking: they were all committed to hospitality, customer satisfaction, a vision of architecture influenced by their shared religion, warm colors, and, of course, a family spirit. This small world generally comes together around spicy feasts where, once again, everyone can see that when it comes to food, their tastes are very similar. The friendliness that develops between the two families does not detract from their mutual respect, quite the contrary.

These ongoing discussions, supported by Excel spreadsheets and other financing plans, led to an agreement in principle for a partnership in which the Moroccans would hold a 75% majority stake, which could be reduced to 51% over time, with 49% for Oberoi, as Moroccan law requires the Moroccan shareholder to remain the majority shareholder.

In 2010, construction work began, with high standards of quality required for both materials and labor. “Both parties agreed on an Islamic-inspired architecture,” explains Rohan Ogale, current director of the Oberoi Marrakech. "It is characterized by impressive volumes, high ceilings, natural light and symmetrical decorative elements symbolizing harmony and balance.” Neither the architect nor the owners have any desire to attract a religious clientele, but simply to follow in the great tradition of 14th-century Moroccan palaces. That is why all the decorations are handmade.

Islamic architecture and signature gardens

The opening, originally scheduled for 2016, will therefore be postponed for several years. Precious materials have been sourced from India, such as wood and leather, as well as decorative objects such as carpets and chandeliers. Some details border on absolute perfectionism. For example, the project managers have decided to keep all the olive trees and century-old trees from the original farm, both to protect the environment and to preserve the memory of the place.

This means uprooting thousands of trees, preserving them in their current state, and replanting them once construction is complete. Cox Madison, the gardener of the famous Majorelle Garden that belonged to Yves Saint-Laurent and Pierre Bergé, believes that the gardens of the Oberoi, which he is responsible for creating, should be nothing less than those of a royal residence!

This kind of acrobatics, which is not without consequences for the delivery deadlines of the construction site, whose temporary closure had allowed for the possibility of a partial opening of the palace, brings us to 2018. Throughout Marrakech, the opening of the Oberoi has become something of a myth. No one dares to say when the long-awaited event will finally take place, or even if it will take place at all... However, in the utmost secrecy, a showroom is being finalized before final approval so that craftsmen can finally turn their attention to the finishing touches.

An exceptional restaurant

In early 2019, the newly appointed management team set about recruiting staff with one ironclad rule: all 250 members must be young and inexperienced, so that they can immerse themselves in the Oberoi culture with the help of an efficient task force made up of one manager per department with at least five years' seniority at Oberoi. At that time, Rohan Ogale was Director of Operations alongside Fabien Gastimel, CEO, both of whom had already worked together at the Oberoi Dubai. This calm and suave hotelier recalls: “The recruitment and training of the teams had to be carried out in just a few months, in accordance with the very strict framework defined by Oberoi. It was a real feat!”

The same can be said of the rapid introduction of an original restaurant offering a blend of European cuisine and Indian specialities, with that special Oberoi touch. An excellent Moroccan restaurant has also been created, where local musicians accompany exceptionally refined meals in an unostentatious oriental setting. How could we not mention the chicken pastilla, a famous dish that captures the soul of the country? The restaurant management is also committed to creating delicious breakfasts where guests can help themselves to the buffet and order more sophisticated dishes at the table, while admiring the pool that divides the lush gardens in two, enjoying a voluptuous experience of morning serenity that leaves an unforgettable impression.

The palace opened its doors for a soft opening for the first time in winter 2019 for what was, in reality, a trial run. Because Covid got in the way. Strict lockdowns in Morocco followed one after another, preventing the hotel from really taking off. During these periods of closure, the hotel, like many establishments of this caliber, worked hard to prevent the departure of its carefully selected and highly trained staff, and continued work to prepare for a proper inauguration... which would never take place!

The Oberoi Marrakech finally opened in October 2020, in a discreet manner that ultimately suits the group's image quite well. “Initially, we will rely on local customers,” says Rohan Ogale. "Then, gradually, with the full reopening of the borders, foreigners will come. We are currently at 60% occupancy. " Is that enough to ensure the economic stability of such a flagship establishment? Yes, according to our sources, who explain that a unit in a palace like this costs around €500,000 to €600,000, and that the average price here has been comfortably exceeded. This suggests that it may take several years for the Oberoi Marrakech to pay for itself.

Article written by Yves Derai to be found in issue n°2 of OniriQ Magazine.