As Indian travellers grow weary of the familiar destinations in Southeast Asia—places like Thailand, Singapore, and Malaysia—they're increasingly seeking something fresh and culturally immersive. Morocco, with its vibrant souks, ancient cities, and breathtaking landscapes, is becoming the go-to destination for those in search of deeper, more diverse travel experiences. The country offers a captivating blend of history, luxury, and adventure, making it an attractive alternative for Indian tourists seeking something beyond the well-trodden paths of Southeast Asia.

Morocco has seen a significant uptick in Indian visitors, with a 41% year-on-year increase in Indian tourist arrivals in the first half of 2024. This surge reflects the growing interest in Morocco as a destination that offers both cultural richness and modern hospitality. The Moroccan National Tourism Office (MNTO) has been instrumental in driving this growth through strategic partnerships with Indian tour operators and high-profile engagements in key Indian cities like Delhi and Mumbai. Their goal is to welcome 100,000 Indian tourists by 2026, and they're well on their way to achieving that. Jamal Kilito, Country Manager for MNTO-India, highlighted the appeal of Morocco to Indian travellers, saying, "Morocco is a promising destination for Indian tourists. It’s encouraging to see Indian travellers, whether with family or solo, exploring the destination."

Among Morocco’s many attractions, La Mamounia stands out as a legendary destination in its own right. For more than a century, this Marrakesh hotel has been a favourite among celebrities, royals, and even statesmen like Winston Churchill, who was such a regular visitor that the hotel now has a bar named after him. La Mamounia’s grandeur and Moroccan charm have made it a symbol of luxury travel, but it's not just about opulence—the hotel embodies a sense of history and cultural richness that resonates with Indian tourists seeking more than just luxury.

It's this sensibility that one Pierre Jochem seems uniquely equipped to understand. Born to an airline pilot in what is now the Republic of Congo, the seasoned Frenchman spent many of his childhood years flitting across the world in hotels, where he picked up the unique nuances of tourism, travel, and hospitality. After studying the latter in Strasbourg, Jochem went on to helm the teams of several of the most sought-after hotels in the world, even overseeing a seven-year project to reinvent and renovate New Delhi's legendary Imperial Hotel—the first five-star hotel established in the Indian capital.

Nearly two decades later, we find Jochem—now GM of La Mamounia—enjoying a pristine sunset view of the Arabian Sea from The Chambers at Mumbai's Taj Lands End, accompanied by colleague Denys Courtier, who serves as La Mamounia's Marketing and Sales Director. Both men indulged me in a fascinating chat on the hotel's recent revamps, the art and science of luxury hotels, and their thoughts on the future of Indian travellers. Excerpts:

Sharan Sanil: What's it like to come back [to India]? When was the last time you were here, actually?

Pierre Jochem: For business, but in and out. But Bombay, it's been 20 years.

Sharan Sanil: Time flies. So we're talking 30, 35... maybe more years of experience in the industry at this point.

Pierre Jochem: In hotels, yeah. A bit longer. I started my career in the early eighties.

Sharan Sanil: Where did you begin?

Pierre Jochem: I was born and grew up in Africa. I travelled the world at a fairly young age, which is part of the reason I decided to go into the hotel trade. I’m French, so I did part of my schooling in France, then hotel school in France as well. I gained the experience I needed in Europe, and from there, I moved to Asia. Before that, I worked in the UK, then Thailand, Hong Kong, Beijing, Singapore, India for nine years, and now Marrakesh. There was also a stint in New York for two and a half years.

Sharan Sanil: Pretty much everywhere except South America, right?

Pierre Jochem: Yeah, because I don’t speak Spanish or Portuguese. I feel sorry at times because I think I would have done a stint there.

Sharan Sanil: Could you tell me your initial impressions of Marrakesh? What are your earliest memories of the city?

Pierre Jochem: One of my first personal trips to Morocco was almost 20 years ago. It was a family holiday with my two kids and wife, and we travelled about 4,000 or 5,000 kilometres through the country in three weeks. It was eye-opening. Of course, we started and finished in Marrakesh, but I never thought at that time I’d end up working there and staying this long.

Sharan Sanil: Last year was the centennial of the property, and it’s also been 10 years for you at the helm, right? Looking back, what changes happened once you took over?

Pierre Jochem: Logically, when someone like me arrives in a new working environment, you take your time to understand the players, the challenges, and what needs to be changed. For me, it was a bit easier because the ownership gave me a couple of clear objectives. One was to rebuild bridges with our partners—travel agents, destination management companies, etc.—as there had been a bit of friction. The second objective was to loosen up the systems and procedures, as the hotel had become a bit rigid. The third was to ensure the hotel continued evolving as a true palace, not just a five-star property. And finally, the financial objective—after a renovation in 2013, the hotel was losing money. The ownership wanted the hotel to be self-sufficient by 2014.

Sharan Sanil: This isn’t just any property. It has a hundred years of history, even a bar called Churchill! Was it intimidating for you?

Pierre Jochem: Not really. I think you have to show respect for what was there—its history and the team. Then, gradually, you form your own opinion, develop your strategy, and move step by step. Throughout my career, including my time in India, three main components were key: product, service, and business. You need the best product quality, from the restaurant seats to every detail of the property. Then, there's service—people. You delegate, empower, and train them. Once you get these two right, business usually follows.

Sharan Sanil: Let’s talk about India. I’ve noticed Indian travellers are also starting to take North Africa seriously. What are your thoughts on this change?

Pierre Jochem: I always thought it would happen eventually—once people had travelled the world, they’d look for new destinations. Morocco is culturally rich, like India. Both countries share a love for good food, music, and dancing. Morocco’s tourism strategy since 2010 aimed to make it one of the top 20 destinations in the world by 2020, so the infrastructure has greatly improved—roads, trains, everything. This works well for Indian travellers, who have high expectations for service, and Morocco can deliver on that.

Sharan Sanil: Morocco, and particularly your property, has a strong emphasis on food and art. What are your thoughts on curating this kind of experience?

Denys Courtier: The palace is a showcase of Moroccan craftsmanship. You’ll find intricate tatawi, zellige, stucco, and tadlak everywhere. Moroccan houses, no matter how basic, always have something beautiful. La Mamounia wanted to showcase that, and it’s become a strong brand. Today, high-end travellers want cultural and artistic experiences. We partnered with Pierre Hermé and Jean-Georges Vongerichten, as well as contemporary art fairs like 1-54, to offer something unique. For these travellers, art and gastronomy are part of their lifestyle, part of the emotions they experience when they visit us. We’ve even developed a unique scent made from dates and cedar, so when you return to La Mamounia or smell it elsewhere, it takes you back to that feeling. It’s all about creating a lasting memory.

Sharan Sanil: Speaking of experiences, let’s say I’m planning to stay for two weeks. What are the top five things I should do?

Pierre Jochem: First, try a sidecar excursion through the medina. It’s a fun way to see parts of Marrakesh that cars can’t reach. Second, take a hot air balloon ride—it’s quiet, peaceful, and the sunrise views are breathtaking. Third, visit a hammam. The scrub and massages are an iconic experience. Fourth, explore the Medina market. It’s colourful, noisy, and you can lose yourself in the spices and stalls. And finally, don’t miss out on the gastronomy. Morocco’s cuisine is rich and full of flavour, with spices, tagines, and communal dining that’s truly special.

Sharan Sanil: You've travelled the world and worked in numerous hotels. What's the secret to running a successful property?

Pierre Jochem: Surround yourself with the right people, empower them, and be consistent with your vision. It's about creating a common strategy, having the right product, and offering great service. Once you have those in place, success follows.

Sharan Sanil: And what’s next for your team?

Pierre Jochem: We’re looking towards 2030. Morocco is co-hosting the World Cup with Spain and Portugal, so we’re preparing for that with new ideas. We’re planning a cooking school, growing our own vegetables, and making sure we’re ready for the future. There’s a lot of work ahead, but it’s exciting.