Pierre Jochem: Staying Ahead of the Curve

Pierre Jochem, Director General of the La Mamounia in Marrakech, in an exclusive conversation with Today’s Traveller, reflects on his deep commitment to the hotel’s historic soul and explains why staying ahead of the curve calls for both innovative strategy and an understanding of luxury in a global context.

In the world of global hospitality, few names carry the gravitas of La Mamounia, the prestigious luxury property in Marrakech. As it moves into its second century, the Grande Dame of Marrakech stands at a fascinating crossroads: preserving its rich heritage while evolving to meet the expectations of a new, hyper-mobile generation of luxury travellers. 

Pierre Jochem, Director General of Marrakech’s most storied luxury address, discusses his strategic vision for the hotel, the untapped potential of the Indian travel market and the sobering realities of global over-tourism

TT Bureau: La Mamounia celebrated its centenary in 2023. How do you balance the weight of such a storied history with the expectations of a modern luxury traveller?

Pierre Jochem: Our most recent renovation is the best example of that balance. We worked with Patrick Jouin and Sanjit Manku to introduce modernity into La Mamounia’s heritage without overshadowing it. The aim was simple: although the hotel is more than 100 years old, it must still feel contemporary and aligned with global luxury trends.

TT Bureau: What most sets La Mamounia apart in the luxury segment?

Pierre Jochem: At more than a century old, La Mamounia has something rare in luxury hospitality: a soul. It is a piece of history that has been carefully preserved. One of our signatures is a custom scent of dates and orange blossom created exclusively for the hotel. Guests will not find it anywhere else. Add to that our immaculate gardens, Marrakech’s climate, attentive service and world-class cuisine, and guests feel the value matches the price.

TT Bureau: Indian guests currently make up about 2 per cent of your clientele. What will move this from a niche market to one of your top 10?

Pierre Jochem: Today, our largest market is the United States at 27 per cent, followed by France at 21 per cent. India, at 2 per cent, is still niche, but we believe it can become a top-10 market. We only began focusing on India around two years ago, and market development takes time.

I also have a personal connection with India. I worked at The Oberoi in New Delhi in the late 1990s and later spent six years at The Imperial. With 1.4 billion people, the potential is enormous. Once travellers have explored the United States, South America and the Middle East, many begin looking towards Africa, and Morocco is a natural gateway.

The real breakthrough will be direct flights. At present, the journey via Dubai to Marrakech takes seven to eight hours. There are ongoing discussions with Moroccan and Indian airlines about non-stop flights between Casablanca and Mumbai, and that would make a major difference. Usually, it takes about three years of consistent presence and repeat visits before a real shift happens.

TT Bureau: Multi-generational travel is growing. How do you stay relevant for a 25-year-old while preserving the peace your 70-year-old regulars expect?

Pierre Jochem: La Mamounia is uniquely able to offer both energy and escapism. The property sits on 20 acres, including thousand-year-old gardens with centuries-old olive trees, palms and thousands of roses. It offers genuine serenity even though it sits in the heart of Marrakech.

At the same time, we have active spaces such as tennis and padel courts, a state-of-the-art health club and a games room for guests aged seven to 70. Beyond the hotel, we curate experiences across the spectrum, from museums to hot-air balloon rides. Whether a guest wants peace in the gardens or adventure in Marrakech, the environment accommodates both.

TT Bureau: You have a deep history with the Indian market. What was the most important lesson you brought from Asia to Marrakech?

Pierre Jochem: The biggest lesson was service and guest experience. Indians are service-oriented and want to please you. We have worked hard to build that same culture in Marrakech.

TT Bureau: With Morocco co-hosting the 2030 FIFA World Cup, how is La Mamounia preparing?

Pierre Jochem: We are already preparing, much like the rest of Marrakech, after the recent CAF Africa Cup of Nations. To keep the hotel in peak condition, we are planning a major renovation of our guest rooms next year, which will require a four-month closure.

In this business, staying ahead of the curve is essential. Our team travels constantly, and we have seen how quickly standards and attention to detail can slip elsewhere. We are determined to avoid that and ensure La Mamounia remains a trendsetter before 2030.

TT Bureau: From your experience, what are affluent travellers looking for today?

Pierre Jochem: They are looking for attention to detail, value for money and unique, curated moments that go beyond traditional hospitality. That means staying ahead, thinking creatively, anticipating needs and introducing new ideas before guests even ask.

TT Bureau: What is the future of travel? What shifts do you see ahead?

Pierre Jochem: People will travel more than ever, but that growth is a double-edged sword. The industry is expanding rapidly, yet over-tourism is becoming a serious challenge. I saw this in Da Nang, where there were once only two hotels, and now the coastline is lined with more than 100.

Many iconic destinations are reaching the saturation point. In the Maldives, some diving spots are so crowded that guests are given tickets and ten-minute slots because there are already too many people underwater. Italy in summer has also become extremely difficult to navigate. With the populations of India and China increasingly eager to travel, demand is enormous. There is huge growth and profit potential ahead, but the real question is whether that trajectory is sustainable.

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(This interview has been conducted on behalf of Today’s Traveller by Independent lifestyle and travel journalist Nivedita Jayaram Pawar)