Partner programme · B2B
Your trusted hospitality partner in Southern Morocco.
Travel agencies, tour operators, DMCs, MICE planners and event producers — design unforgettable Moroccan journeys with the infrastructure, expertise and warmth of a family group that has shaped the south for more than thirty years.
30+
Years operating
9
Houses across the south
120K+
Guests welcomed each year
1,000+
Largest desert event hosted
About Grup Xaluca
Three decades of Moroccan hospitality, built family by family.
Grup Xaluca is a Moroccan-owned, family-run hospitality group founded in Arfoud. Over thirty years we have grown from a single kasbah at the gate of the Sahara into a regional operator of hotels, riads, mountain refuges, desert camps, restaurants, transportation fleets and large-scale event infrastructure — all owned, all operated by the same family-led teams.
From private moonlit dinners on the dunes to multi-property programmes for thousand-strong incentive groups, we operate the south end-to-end. One contact at the office in Arfoud. One unified team on the ground. One signature warmth woven into every transfer, every welcome, every wake-up.
- Family-owned, Moroccan-led group
- 30+ years of hospitality experience
- 120,000+ travellers hosted each year
- One unified team — Arfoud HQ
Why partner with Grup Xaluca
Eight pillars that protect your bookings and your reputation.
Travel professionals stay with Grup Xaluca for one reason: the south of Morocco runs more quietly when it runs through us. Below is what that means in practice.
Experience
More than 30 years operating across hospitality, destination management and event production in the south of Morocco. We have welcomed every kind of traveller — and learnt from each.
Reliability
Owned fleet, owned camps, owned kitchens. When something needs solving, it's solved by our own team — not by a sub-contractor we've never met.
Local knowledge
Roads, oases, ksour, festivals, market days, military checkpoints — we know the south because we live in it. We share that map with every partner.
Hospitality excellence
Mint tea at every gate, fresh bread at every breakfast, a host who knows the guest's name. Quietly excellent — never theatrical.
Infrastructure
Nine houses · 600+ keys · 80+ vehicles · custom desert camps from 6 to 1,000 guests · a private event ground at Erg Chebbi · two restaurant kitchens trained for plated dinners on dunes.
Flexibility
Tailor-made by default. FITs, families, fashion shoots, board retreats, incentive programmes, expedition logistics — every brief is built from a blank page in conversation with you.
Innovation
Continuous investment in new houses, sustainable energy, water-positive farming, in-house experience design and a private API that lets booking partners hook into live availability.
Long-term partnership
Three of our top-five agency partners have worked with the group for more than 15 years. Transparent commercial terms, allocations that grow with you, and an open door at the office in Arfoud.
Our hospitality network
One destination. One operator. End-to-end.
Every link in the chain — beds, vehicles, kitchens, dunes, events — sits under the same roof. That is rare in Morocco. It is the reason our agency partners sleep at night.
Hotels & kasbahs
9 houses · 600+ keys
From the Atlas to the dunes — kasbahs, riads, an auberge and a mountain refuge, each with its own kitchen and signature.
Desert camps & bivouacs
3 tiers · 6 to 1,000 guests
Auberge tents, luxury suites and bespoke tented villages erected for incentives, weddings and film productions across Erg Chebbi.
Mountain lodges
M'Goun massif · 2,200 m
Trekking, ski-mountaineering, summit ascents and full-board logistics for adventure programmes in the central High Atlas.
Restaurants & private dining
12 outlets · plated dinners on dunes
From the cellar restaurant at Kasbah Arfoud to plated dinners under the Milky Way — kitchens trained in modern Moroccan and international cuisine.
Event venues
Indoor · outdoor · open desert
Conference rooms, courtyards, riad terraces and a private dune ground at Erg Chebbi designed for up to 1,000 guests under a single canvas.
Transportation fleet
80+ vehicles · 4×4 to coaches
Sedans, vans, 4×4 expedition vehicles, mini-coaches and full coaches — drivers trained for guests, schedules and the dunes.
Operations HQ · Arfoud
One number, one team
Reservations, MICE coordination, transport dispatch and 24/7 on-call duty manager — all from a single office at the gate of the desert.
Trilingual service
EN · FR · ES · AR
Every contract, every itinerary, every welcome — delivered in your client's language by native speakers on our team.
Solutions for travel professionals
Four programmes, one signature.
Whether you're booking a single suite for a couple or chartering a 1,000-pax dinner under the stars, our teams shape the offer around your brand — not the other way around.
Travel agencies
Confidential rates, instant availability and one contact who replies in the same hour. We handle accommodation, transfers and on-the-ground concierge — you keep ownership of the client.
- Net rates with seasonal allotments
- Bilingual contracting in 24h
- Per-booking concierge desk
Tour operators & DMCs
Multi-day itineraries from Marrakech to Merzouga, contracted allocations across our nine houses, group-leader rates, and full on-the-ground management of every transfer, lunch stop and welcome.
- Series contracts & block bookings
- Coach-friendly properties
- Single PNR / multi-property file
MICE & events
Corporate seminars, incentives, conferences, product launches and gala nights — staged across kasbahs, riads and the open desert. From AV to camel logistics, we own the full chain.
- Capacity up to 1,000 guests
- In-house F&B, AV, decor, talent
- Dedicated event producer per file
Special projects
Film, fashion and editorial productions, luxury expeditions, scientific missions, brand activations and full takeovers — handled with discretion and a permit-clearance team who knows the Moroccan administration.
- Permitting & location scouting
- Full property privatisations
- Discretion clauses & NDA
Trusted by travel professionals worldwide
Built on conversations that last a decade or more.
30+
Years on the ground
180+
Travel-trade partners worldwide
92%
Agency retention year-on-year
24h
Average proposal turnaround
“We have been bringing groups to Grup Xaluca since 2009. In sixteen years not a single emergency has hit us — because their team has solved every one before we even heard about it.”
Marc Béringer
Senior product manager · Voyageurs du Monde
“A thousand-pax gala under a single tent at Erg Chebbi, served plated, on time, in 38°C. Xaluca made the impossible look routine.”
Sandra Lichtenfeld
Head of MICE · Pacha Events Group
“They run the south. Full stop. Hotels, transfers, food, dunes, paperwork — one phone call and everything moves.”
Liam Hartley
Founder · Atlas & Argan Bespoke Travel
B2B contact
Let's build extraordinary Moroccan experiences together.
Tell us about your clients, your dates and your ambition. Within twenty-four hours we send back a tailored proposal, full availability and a single point of contact who will stay with the file until the last farewell at the gate.