Ona Hotels & Apartments, a rapidly growing player in the mid-to-high-end holiday market, has made a significant move by entering Morocco’s hospitality sector.
The company announced a strategic partnership with Be Live Hotels, the hotel arm of Spain’s Globalia Corporación Empresarial, marking its debut in Morocco while also strengthening its footprint in Spain’s Canary Islands.
Under this new agreement, Ona Hotels will operate three prominent properties in Morocco’s top tourist hubs: Marrakech and Saïdia. The hotels involved include Be Live Experience Marrakech Palmeraie (4 stars, 167 rooms), Be Live Collection Marrakech Adults Only (5 stars, 212 rooms), and Be Live Collection Saïdia (5 stars, 488 rooms).
Ona plans to apply its signature focus on customer experience, flexibility, and comfort to these hotels, aiming to attract both European and local tourists seeking high-quality services at competitive prices.
Simultaneously, the group has expanded its presence in Tenerife’s Puerto de la Cruz by taking over three additional hotels: Be Live Experience Orotava (4 stars, 225 rooms), Be Live Adults Only Tenerife (4 stars, 337 rooms), and Be Smart Florida Plaza (3-key aparthotel, 132 units). This strengthens Ona’s position in the Canary Islands, where it now manages 15 establishments across Tenerife, Gran Canaria, and Lanzarote.
The timing of Ona Hotels’ Moroccan entry is particularly opportune. Morocco’s tourism sector hit a record 17.4 million visitors in 2024—a 20% increase from the previous year—surpassing Egypt to become Africa’s leading destination.
This growth is fueled by major infrastructure investments, targeted promotion in European markets, and a diversified tourism offer that includes both cultural hubs like Marrakech and emerging seaside resorts such as Saïdia.
Ona Hotels’ expansion reflects a strategic push towards geographic diversification and regional alignment. Traditionally dominated by local players and a handful of international brands, the Maghreb market is increasingly attracting Spanish and European investors keen to capitalize on its sustained growth.
By acquiring established Be Live properties, Ona benefits from immediate operational capacity and brand recognition, positioning itself for further growth opportunities in North Africa and potentially sub-Saharan Africa in the near future.
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