Innovating to transform the hospitality industry in Africa

The HEC United team takes us to Morocco to meet Ataa Khayati, an alumna of the HEC Paris Master in Management program (2010). Ataa has been working at Onomo Hotels for the past eight years as the General Manager of Development and Financing, leading the Moroccan market. What brought her to Casablanca? How is she contributing to transforming the African hospitality industry? Ataa shares her intrapreneurial journey from her education at HEC Paris to her impactful career in the real estate and hospitality sector in Africa.

Meet the gap in the African Hospitality Market

Transforming the hospitality industry requires dedication and strategic oversight. Onomo Hotels, established in 2009, identified a critical gap in the African market. "The idea was to address a market need in Africa," explains Ataa.

The hospitality sector in Morocco was polarized between aging five-star institutions and independent facilities that did not meet global standards. "Existing hotels often did not meet global standards, pretty aging (...) with not necessarily efficient management" shares Ataa.

Onomo Hotels aimed to bridge this gap by offering efficient, mid-range hotels designed primarily for business travelers in major African capitals.

"There was a real need to offer a simple, efficient hospitality service that focused on the essentials, but with a mid-range price positioning."

Driving Innovation in Hospitality Management

In the hospitality industry, innovation is essential for maintaining a competitive edge. As guest preferences and expectations evolve, hotels must consistently innovate to keep pace. "Our daily operations necessitate constant innovation because we invest in various countries, each with unique market dynamics," says Ataa.

Initially, Onomo Hotels aimed to provide business travelers with efficient and affordable accommodations. Over time, the hotel's concept evolved into a lifestyle offering, driven by strategic revisions and market trends, and accelerated by the COVID-19 pandemic.

"Transitioning to a lifestyle brand required strategic thinking and was influenced by evolving market demands and conditions," shares Ataa.

"In terms of future challenges, we must look ahead and consider what the hotel of tomorrow will look like. This requires strategic foresight, particularly regarding the digitalization of the customer experience."

To find out more about what it is like to innovate in the hospitality business sector in Morrocco, listen to the full interview.

For more inspiring stories and insights from HEC Alumni, check out the HEC United Youtube playlist.

About HEC United

HEC United is an ongoing student-led project that creates a connection between current HEC students and thousands of alumni spread across the world. A team of two students travels to various countries each year to interview alumni about their experiences during and after their time at HEC.