What inspired you to get involved in the hotel industry in the first place?
From a very young age, I was curious about, and attracted to, the family adventure in hospitality. I spent the first four years of my life living in the vicinity of a hotel, which naturally drew me into this world. For my grandfather, entering the sector was a logical extension of his travel agency and ground transport businesses. My father followed a similar path, albeit in stages, ultimately embracing the familial calling. Being part of a third-generation Moroccan family deeply rooted in hospitality has only strengthened this passion. It is a privilege to continue building on this legacy while bringing a contemporary vision to discreet, authentic luxury.

What is the single best/defining thing about AKAN Collection?
What truly defines AKAN is its ability to offer multiple perspectives on Morocco through a singular collection. Drawing from the Amazigh word meaning “body” or “structure”, AKAN acts as the unifying body that connects three unique boutique hotels, each with its own vibrant soul and individuality. Each of the properties provides a distinct vision of Marrakech: the hushed cosmopolitan elegance of La Villa des Orangers, the serene Eden-like retreat of Les Deux Tours in the Palmeraie (palm grove), and the iconic, artistic and internationally infused energy of El Fenn.

What are you most proud about with AKAN Collection?
I am immensely proud not only of the exceptional properties we have brought together, but also of the enthusiasm this project has generated among our teams, both within the individual hotels and across the AKAN collection. It has given deeper meaning to our profession, fostering a shared sense of purpose rooted in preserving Moroccan heritage while delivering excellence. Seeing this family-driven vision resonate so strongly, creating emotional connections and a true sense of belonging, is profoundly rewarding.

AKAN Collection is a family-owned hotel collection. What are the benefits and challenges of that?
As the management arm of Dar Taarji, a third-generation family-owned holding specialized in tourism and hospitality, AKAN benefits from a unique dual perspective: we are both owners and operators. This allows for long-term vision, genuine emotional investment in each property, and a deep commitment to authenticity. The benefits include agility in decision-making, a personal touch in preserving each house’s soul, and the ability to foster sincere, lasting relationships with guests and teams. A team of strong and well-seasoned - both international and local - professionals is key. Challenges lie in balancing tradition with innovation across generations, yet this familial structure ultimately strengthens our resolve to create enduring, heartfelt hospitality.

What are your future plans for AKAN Collection?
AKAN is poised for thoughtful growth, always aligned with our core values of elegance, discreet luxury, authenticity and cultural rootedness. In the medium term, we aim to expand to other emblematic regions of Morocco, through acquisitions and/or management agreements. We believe we can offer other owners a robust platform: demanding operational expertise in authentic luxury, enhanced visibility, and cost efficiencies. Longer term, our dream is to evolve into a curated high-end discovery circuit, almost like a bespoke travel agency, showcasing Morocco’s multifaceted beauty: creating immersive memorable journeys from coast to mountains, desert to imperial cities.

AKAN Collection recently took over the ownership of the iconic El Fenn. What can guests expect from the landmark boutique hotel under the new ownership?
We hold immense respect for what the previous owners, Vanessa Branson and her associates, achieved at El Fenn, infusing it with a unique soul over two decades. Our approach is one of preservation and subtle enhancement: guests can expect the same vibrant essence, with no radical changes. Initial improvements focus on back of house, unseen yet essential aspects. We will continue to nurture El Fenn’s contemporary art collection and cultural engagements, notably with Vanessa maintaining her involvement in curated art experiences, ensuring El Fenn remains a heartfelt transmission of Marrakech’s spirit under Moroccan stewardship.

What makes El Fenn such a special property?
El Fenn is strongly anchored in its Moroccan environment yet boldly open to the world through art. It houses work from Moroccan, African and international artists, creating an open-air gallery where colours, materials, and hospitality converge with intensity. Thanks to Vanessa’s background as an art collector it has developed a unique artistic dimension that blends heritage with a contemporary gaze, one we are committed to sustain. Its bold, eclectic interior design (vibrant jewel tones, mid-century furnishings, and exquisite craftsmanship) has earned it a place among Africa’s top hotels, repeatedly featured in Conde Nast Traveler’s Readers’ Choice Awards and Gold List. It embodies Marrakech’s contrasts: intimate yet cosmopolitan, traditional yet innovative.

What is your own personal litmus test for whether a hotel is worthy of the ‘luxury’ tag?
For me, true luxury lies in finding profound comfort in the most unexpected settings. Imagine being deep in Marrakech’s bustling Medina, within a century-old riad surrounded by intricate zellige tiles, tadelakt walls, and carved cedar ceilings, yet enjoying modern refinements like a serene rooftop pool or flawless, discreet service. Luxury is not ostentation: it is the seamless fusion of authenticity sensory immersion, and effortless elegance that creates moments outside time.

The Benabbés-Taarji family’s connection to Marrakech spans five generations. Why should luxury travellers make this destination a priority in 2026?
Marrakech offers the perfect balance for discerning travellers: the comfort of refined luxury alongside genuinely immersive, authentic experiences. With deep ties to its history, traditions, and Amazigh roots, the city – and Morocco in general – excels in experiential hospitality that fosters emotional connections. Its rich cultural offer spans world-class heritage sites, contemporary art scenes, and vibrant events, with animation from dawn to dusk. Enhanced accessibility, with expanding direct flights from Europe and the United States (from Atlanta and Newark), as well as growing connections from the Middle East and Africa, makes Marrakech even more inviting in 2026. As cultural events and heritage celebrations flourish at this crossroads of Amazigh, Arab-Andalusian, and Saharan influences, it continues to deliver nostalgic yet contemporary journeys that linger long after departure.

What is at the top of your 'where to next' wish list?
Essaouira, for its windswept Atlantic coast, historic port, UNESCO-listed Medina, and surrounding natural beauty of beach and argan forests; Fes, Morocco’s oldest imperial city and spiritual heart, with its vast medieval Medina and timeless artisan traditions; and Tangier, the cosmopolitan crossroads overlooking the Strait of Gibraltar, with its rich layered cultural heritage of Portuguese, Spanish, British and international influences echoed in its architecture and spirit. These three destinations perfectly embody AKAN’s vision of extending across Morocco’s diverse and authentic landscapes. 
What three things do you personally never travel without?
A good book - travel allows rare moments for reading, balancing cultural discovery and adventure with quiet relaxation. My laptop, essential for staying connected: true ownership in hospitality means never fully switching off. And a trusted travel guide, because I am passionate about discovery: local histories, hidden addresses, and authentic experiences.

Who would you most like to sit next to on a long-haul flight? Why?
Someone deeply passionate about their field, as I am endlessly curious. It could be Neil deGrasse Tyson for his infectious enthusiasm in astrophysics and communicating the wonders of the universe; or Yuval Noah Harari, whose profound insights into human history (from ancient civilisations to the future of humanity) spark thoughtful reflections on how societies evolve and connect across time.

What is the most important thing (travel-wise) that money CAN buy?
Comfort. It allows one to arrive refreshed and hence fully open to the experiences ahead.

What is the most important thing it can't?
Peace of mind. This only comes from genuine connections and unhurried moments that no amount of money can guarantee.