Virgin Limited Edition, part of the Virgin Hotels Collection hospitality group, has announced the development of a brand-new hotel near Marrakech, due to open in 2027.
Set within a 10-hectare private agricultural estate, the development marks a long-term agreement between Virgin Limited Edition and Marrakech-based luxury real estate developer Sazanes Immobilier. Construction is already underway to create the 37-suite small luxury hotel, inspired by Moroccan craftsmanship and Berber traditions, with an exclusive residential project also in the pipeline.
Located a 25-minute drive from central Marrakech, the estate offers an exceptional base to explore the city’s culture, cuisine and craftsmanship, while providing a peaceful retreat beyond the buzz of the Medina. Positioned one hour from Virgin Limited Edition’s Kasbah Tamadot, in the foothills of the Atlas Mountains, the new Marrakech estate also creates the ideal opportunity for guests to twin-centre two distinct experiences within the same portfolio – an escape within easy reach of the vibrant city paired with an inspiring mountain retreat.
Plans for the new estate, nestled within an organic farm of citrus orchards, olive groves and vegetable gardens, include three restaurants, a Chef’s Table and a speakeasy bar, supplied with home-grown, seasonal produce. A comprehensive wellness offering, including a traditional Moroccan wellness facility with a hammam and 40m signature swimming pool, as well as a range of sports and recreation activities, such as tennis, padel and horse riding are also set to be incorporated in the offering. A curated programme of immersive and cultural experiences, a staple for all Virgin Limited Edition properties, are central to the guest experience.
Authentic agricultural heritage
Sustainability and local culture are at the heart of the project, with buildings on the estate discreetly nestled among the farmland to reflect the authentic agricultural heritage of the region. Their design showcases local materials such as stone and wood and artworks by Moroccan and African artists are celebrated throughout the interiors. A uniquely positioned and versatile events space will lend itself to a pop-up exhibition space, giving local artists a platform to showcase their works.
“Morocco has an incredible heritage of hospitality, and we are excited to bring our approach of offering exceptional experiences and service with soul to a second Moroccan setting,” Virgin Hotels Collection CEO Joe Margison said.
“We are delighted to be partnering with Sazanes Immobilier, who share our long-term vision and commitment to creating extraordinary escapes with people at their heart. We are thankful to them for entrusting us to bring our unmistakable Virgin Limited Edition ethos to this project and together create a retreat that is unique, memorable, and deeply rooted in its destination.”
“Our vision for this estate is to create a destination that feels intimately connected to its surroundings, shaped by the land and traditions of Moroccan design,” Sazanes Immobilier founder the Chreky family said. “We are delighted to be working with Virgin Limited Edition to bring this vision to life and introduce a new luxury retreat just outside Marrakech.”
Bookings for the new hotel are opening in September 2026, in anticipation of the launch of the first 22 hotel keys in Q1 2027, with the final 15 keys due to follow in Q1 2028. Further details on the estate’s residential project will follow in due course.
