Abdellatif Kabbaj: A Visionary Leader in the Moroccan Hospitality Industry
Ahmed Bin Abdulqader
Abdellatif Kabbaj was born in Marrakech in 1948, and it is in this vibrant city that he would achieve the most remarkable milestones of his professional career. However, shortly after his birth, his family relocated to Rabat, where he spent his early childhood. It was in the capital that he took his first educational steps at the M’sid, where he recalls experiencing the traditional “falaqua” discipline.
After earning a technical baccalaureate from Lycée Les Orangers in 1966, he pursued his studies at Diafa, the renowned hospitality school, from which he graduated in 1968. His professional journey began immediately afterward at Palais Jamaï, where he was hired as a receptionist. He remained there until 1973, when he decided to broaden his expertise in London, working at Les Ambassadeurs Club Hotel.
Upon his return to Morocco, he was offered a position as a controller at Maroc Tourist, a subsidiary of the Caisse de Dépôt et de Gestion (CDG). Over the next two years, he gained invaluable experience in hotel accounting and management. His expertise led to his appointment as the opening director of the Hôtel Ouzoud in Beni-Mellal, a 60-room establishment. Later, he took on a similar role in Ouarzazate, managing Hôtel Zat.
By 1975, having proven his ability to handle complex assignments, he was appointed Inspector General of the hotel chain, overseeing the operations of twenty establishments across the country. Over the years, he served as General Manager for various hotels within the group. However, in 1983, he decided to leave the hospitality industry temporarily to manage a family business in the industrial sector.
Yet, his passion for tourism remained unwavering. Three years later, he returned to the industry, joining Dounia PLM, owned by Abdelhadi Alami, as General Manager. In this role, he played a key part in the construction of the Palais des Congrès in Marrakech and contributed to the expansion of the group through organizational, commercial, and development initiatives. His efforts were instrumental in the creation of new hotel units, including Les Omayades in Agadir, Karam in Ouarzazate, and Mansour Eddahbi in Marrakech.
Abdellatif Kabbaj, now Chairman and CEO of Kenzi Hotels Group, exemplifies a professional who dedicated his talent to wealth creation in the corporate sector before venturing into entrepreneurship. However, he ensured that his transition was backed by years of expertise and insight. Rather than leaving the tourism industry, he decided to focus on its “soft” side—managing underperforming hotels and helping them regain or maintain their market positioning.
He identified a critical market need: “I realized that many investors in the hospitality sector struggled to optimize the performance of their establishments, achieving neither standard occupancy rates nor professional management practices. Of course, I didn’t reinvent the wheel—major international brands already operate in this field, but they primarily target the ultra-luxury segment.” His vision was to provide services tailored to local hotel management needs.
This led to the creation of Kenzi Hotels in 1991, launched with a capital of one million dirhams. Specializing in the management of struggling hotels, its first clients were Sahara Hotel in Agadir and Bélère in Ouarzazate. From there, the company expanded its scope, offering tailored management solutions, including leasing models, operational management contracts, and independent operation agreements. Eventually, Kabbaj acquired two hotels and gradually moved toward the luxury segment.
His success is evident in the opening of Kenzi Tower, a five-star luxury hotel in Casablanca’s Twin Center, and Kenzi Menara Palace, another five-star luxury property. The former boasts 237 rooms and suites, while the latter offers 236 rooms and an 1,800 m² spa.
Today, Kenzi Hotels Group manages around ten hotel properties with a total of nearly 2,100 rooms and employs approximately 2,000 people. The group continues to pursue ambitious expansion plans.
Beyond his corporate achievements, Abdellatif Kabbaj has played a significant role in professional associations. He has served as President of the Moroccan Hotel Industry Association (AIH), President of the Professional Association of Tourism Operators in Marrakech (APOTM)—which later became the Regional Tourism Industry Group (GRIT)—and President of the Regional Tourism Council (CRT) in Marrakech. He also held the prestigious position of President of the National Tourism Confederation (CNT).
With decades of experience, an entrepreneurial mindset, and a commitment to excellence, Abdellatif Kabbaj has established himself as a visionary leader in Moroccan hospitality, continuously shaping the industry’s landscape and setting new standards for hotel management in the region.
