Marrakech – For Tarik Kerkoudi, luxury hospitality is more than just service, it’s storytelling. As the Cluster Commercial Director for Michlifen Resort & Golf and Marchica Lagoon Resort, Kerkoudi has built a career on weaving experiences that linger long after guests check out.
“What attracted me most was the idea of crafting experiences that go far beyond service,” he told Morocco World News.
“Luxury hospitality is about creating moments that touch people emotionally, where every detail tells a story.”
That belief has guided him since the early days of his career. The turning point, he recalls, came when he saw a guest leave one of his properties with visible emotion.
“It struck me that we don’t just provide accommodation, we create memories people carry with them for a lifetime. That sense of impact… made me realize this was more than a career. It was a calling,” he stated.
Leading with vision and presence
Now at the helm of two distinct luxury destinations, Michlifen and Marchica, Kerkoudi balances synergy with individuality.
“The biggest challenge is ensuring both properties retain their unique DNA while aligning under one coherent vision,” he explained.
He describes his leadership in three words: Excellence, integrity, innovation. For him, that also means being on the ground.
“It means I’m present on the floor, interacting with teams and guests, listening actively, and leading by example. Leadership in luxury hospitality cannot happen from behind a desk. It requires visibility, empathy, and an authentic connection with both employees and clients,” he added.
The heart of growth is beyond numbers
For Kerkoudi, commercial growth isn’t just about revenue. “Numbers matter, but the true measure is when guests return, recommend us, and associate our resorts with unforgettable experiences. Sustainable growth is not only financial; it’s reputational.”
He believes consistency is the foundation of that success. “Guests and teams alike value consistency in vision, tone, and delivery. It builds trust.”
The soul of luxury
When asked about the delicate balance between heritage and innovation, Kerkoudi’s philosophy is clear: “Heritage is the soul of luxury hospitality, and it should always be protected. Innovation should enhance, not erase, tradition.”
That respect for authenticity is what helps both properties stand out in Morocco’s competitive luxury market.
“Michlifen embodies Alpine elegance in the heart of Morocco, while Marchica celebrates coastal sophistication with Mediterranean flair. Both properties emphasize a sense of place. Guests feel rooted in Moroccan culture while enjoying world-class luxury.”
Designing unforgettable journeys
Kerkoudi’s vision for hospitality lies in the details, often the ones guests never consciously notice.
“From the way flowers are refreshed daily to the precision of room fragrance, these subtle details may not always be consciously noticed, but they create a subconscious sense of harmony and care.”
Still, for him, it’s the human touch that turns a good stay into a transformative one.
“It’s the personal touch, anticipating needs before they’re voiced, and surprising guests with thoughtful gestures. When guests feel genuinely seen and valued, their stay transcends the transactional and becomes emotional.”
One memory stands out. Q guest once asked Michlifen’s pastry chef to recreate a dessert from their childhood.
“It wasn’t on the menu, but the team embraced the challenge. Seeing the guest’s face light up with emotion when tasting it reminded me that luxury often lies in the simplest gestures of care and creativity.”
Inspirations and influences
Outside of his own properties, Kerkoudi looks to La Mamounia in Marrakech as a benchmark.
“It’s a timeless icon of Moroccan hospitality, where heritage and modern luxury blend seamlessly. Every corner tells a story… it embodies the kind of authenticity and elegance that continues to inspire me.”
Reading and writing also fuel his creativity. “Books give me new perspectives, while writing, whether notes or published columns, allows me to distill and share ideas. Travel continues to broaden my horizons, and writing helps me translate those experiences into insights that enrich my work.”
Supportive, vision-driven leadership
If asked, Kerkoudi believes his team would call him “supportive,” while he describes himself as “vision-driven.”
Both, he says, work hand in hand. “I set the direction but ensure the team feels empowered and valued along the way.”
Advice for the next gen
His message to those aspiring to follow in his footsteps is to be grounded and pragmatic.
“Master the art of patience and consistency. Learn every aspect of the business, from the ground up,” he said.
“Stay humble, because hospitality is about service, not ego. And never stop innovating, the luxury guest evolves constantly, and so must we.”
