Marrakech – In Morocco’s luxury hospitality sector, excellence is not merely measured by marble halls, heritage architecture, or Michelin-level gastronomy.
True luxury today lies in emotional intelligence, cultural fluency, and the ability to make every guest feel deeply understood.
At the intersection of these values stands Ikram Ait Si Ahmad, Expert in Client Services and Luxury Hospitality at La Mamounia – a palace that has long embodied Moroccan refinement on the global stage.
Choosing a career with purpose
Morocco has long been celebrated for its rich culture, vibrant traditions, and world-class luxury destinations.
Among them, La Mamounia in Marrakech stands as a global icon of refined hospitality, blending historic elegance with modern luxury.
Behind the seamless service and unforgettable experiences, women like Ikram are loudly shaping the standards of Morocco’s luxury hotel sector.
La Mamounia is a symbol of Moroccan heritage and sophistication. Ikram was drawn to how the property seamlessly combines tradition with innovation and luxury with human connection.
For Ikram, joining the luxury hotel was a commitment to contribute to an institution that represents Moroccan culture on the global stage.
“La Mamounia represents more than just a palace, it’s a symbol of refinement, history, and Moroccan culture. I was drawn to how this legendary hotel blends modernity with tradition, and I’m proud to be part of it, contributing my own touch to the extraordinary experience it offers its guests,” she said in an interview with Morocco World News (MWN).
This blend of heritage and innovation reflects Ikram’s approach to her work: a careful balance of technical precision, cultural insight, and genuine care for each guest.
Overcoming challenges in a high-pressure environment
Working in the front office of a high-end hotel comes with high visibility, significant responsibility, and continuous performance pressure.
As a female professional, Ikram encountered challenges, but she turned them into opportunities to demonstrate leadership through action.
“I focused on consistently delivering exceptional service, cultivating strong relationships with both colleagues and guests, and continually improving my skills. I have always believed that hard work and dedication speak louder than anything else,” she said.
Supportive workplace culture played a critical role in her professional growth.
“Being part of La Mamounia, which values diversity and empowers women in leadership roles, has been crucial in giving me the confidence and support I needed to thrive,” Ikram added.
Women as drivers of guest experience
Ikram emphasizes the unique value women bring to luxury hospitality in Morocco.
“In Morocco, women bring a distinct and invaluable perspective to the hospitality experience. Culturally, Moroccan women are often seen as the heart of the family and the community, and this nurturing, caring spirit naturally translates into our work in the hospitality sector,” she highlighted.
Women in hospitality are particularly adept at creating welcoming and warm atmospheres, understanding guests’ unspoken needs, and fostering memorable experiences, she adds.
Her perspective emphasizes an important strategic point for the industry: emotional intelligence and cultural awareness are critical differentiators in a sector where the definition of luxury has shifted from material excess to personalized and meaningful experiences.
Turning empathy into action
One of the clearest examples of Ikram’s approach to service occurred during an anniversary celebration for a couple staying at La Mamounia. The guests arrived visibly distressed due to a recent personal loss. Rather than focusing solely on operational service, Ikram prioritized creating a safe and supportive space for the couple.
“I knew that this wasn’t just about offering a great service, but also about providing a safe and caring space for them to feel supported,” she remembered.
Ikram adjusted their room arrangements, recommended a calming spa treatment, and organized a private, intimate anniversary dinner. The guests later expressed profound gratitude, noting that her attention and empathy had helped them navigate a difficult moment.
For Ikram, this incident reinforced a key principle: true luxury hospitality extends beyond opulent surroundings to include genuine emotional care.
“It was a touching reminder that hospitality goes beyond providing luxury; it’s about offering a space where guests feel emotionally nurtured and understood,” she said.
Setting new stands in luxury business
Working at La Mamounia provides Ikram with a platform to establish and elevate standards for service and professionalism. She combines meticulous attention to detail with personal engagement, ensuring every guest experience aligns with the hotel’s reputation as a global icon.
“As a female professional, my role at the hotel has allowed me to set new standards for service and professionalism by embracing the values of excellence, attention to detail, and personal connections,” Ikram explained.
Her approach demonstrates how women can leverage their cultural knowledge, intuition, and empathy to create a competitive advantage in luxury hospitality.
“I’ve learned to use my unique perspective as a woman to connect with guests on a more personal level, understanding their needs and preferences in a way that fosters genuine, memorable experiences,” she added.
Ikram’s efforts have been gaining much-due recognition. At the end of last year she won the Morocco Best Hotel Receptionist Award 2025, presented by the Amicale Internationale des Sous Directeurs et Chefs de Réception des Grands Hôtels (AICR) for her high-level of professionalism and welcoming spirit.
Leading through cultural expertise
La Mamounia caters to high-profile, international guests who expect discretion, personalized service, and cultural fluency. Ikram’s training and experience equip her to handle VIPs while maintaining the warmth and authenticity that define Moroccan hospitality.
“La Mamounia empowers us to handle high-profile guests with discretion and respect, always maintaining the highest level of professionalism,” she explained.
Balancing the rigorous expectations of a global luxury brand with the cultural warmth and personal touch for which Moroccan hospitality is known is a central aspect of her work.
“Luxury isn’t just about providing exceptional service and amenities, it’s about creating a connection with guests, making them feel both pampered and personally valued,” Ikram explained.
Empowering women in Morocco’s tourism sector
Ikram sees her role not just as a professional achievement but as a model for younger women pursuing careers in hospitality. She emphasizes perseverance, passion, and professional excellence as critical tools for women entering the field.
“Role modeling isn’t about perfection—it’s about demonstrating perseverance, passion, and the belief that hard work can lead to success,” she notes.
Her advice to aspiring professionals is practical and empowering: “Stay true to your passion for hospitality while being bold and ambitious in your career goals. The luxury hotel sector is a dynamic and rewarding field, and while it can be challenging, it’s also incredibly empowering, especially for women.”
Looking ahead
Looking forward, Ikram envisions Moroccan women playing increasingly influential roles in the country’s tourism and luxury hospitality sector. Their cultural insights, professional expertise, and leadership potential position them to shape the evolution of guest experience and service standards.
“Women in Morocco have a unique opportunity to shape the future of tourism by leveraging both their cultural understanding and professional expertise to create more inclusive, diverse, and elevated guest experiences,” she says.
She anticipates significant growth and transformation over the next decade.
“Over the next 5–10 years, I see the role of women in Morocco’s tourism industry evolving in exciting and transformative ways.”
Personal growth and legacy
For Ikram, La Mamounia is not just a workplace, but a source of personal and professional growth. She credits her experiences with building confidence, resilience, and leadership skills, while allowing her to influence the guest experience in meaningful ways.
“Personally, La Mamounia has helped me develop a deeper sense of confidence. In a high-end luxury environment, where attention to detail and excellence are paramount, I’ve learned how to embrace challenges, adapt to changing circumstances, and maintain composure under pressure,” she said.
Her proudest accomplishments include leading projects that highlight Morocco’s culture while enhancing the guest experience.
“I spearheaded a program that focused on offering guests an authentic Moroccan experience through curated cultural activities, local artisan showcases, and bespoke culinary experiences that celebrated Morocco’s rich heritage,” she explained.
These initiatives demonstrate how strategic leadership by women can advance both brand excellence and cultural storytelling.
