Morocco's Hip Hoteliers by Jill Starley-Grainger

Morocco is the tourism success story of the noughties, with savvy travellers flocking there for its alluring Arab-meets-Europe vibe. Unfortunately, much of the accommodation is still aimed at the hippy brigade who first ventured there in 1980s. A new wave of young hoteliers is set to change that, including Paul and Aoibheann Hopkins, the owners of Maison MK in Marrakech.

“We’ve renovated an old riad (large home based around a courtyard), bang in the middle of the medina, making it very designer, cool and interesting, but with a Moroccan twist,” says Paul of their newly opened venture.

Having stayed at some of the world’s best hotels as a fashion photographer and international financier, he believes he knows what chic travellers want. “I went to Marrakech for a photoshoot three years ago and fell in love with it. I went back several times and quickly realised there was a gap in the professional end of the market. Many of the city’s hotels and riads are simply versions of Arabian Nights, whereas Maison MK is probably 80 per cent western and 20 per cent Moroccan. But we’ve made it curvy and sensual so it still feels exotic and romantic, like Marrakech itself.”

“We’ve also tried to address everything on a more professional and more stylish level than you currently find,” says Paul. “We had designer teabags before we had walls. The toiletries are from a niche supplier in Paris, the hangers from Marseille and the staff uniforms by a French fashion house.”

What’s more, each of the six rooms comes with its own iPod filled with video clips of the city’s best restaurants, bars and shops, as well as a mobile phone programmed with useful local numbers. “It’s these little touches that our target market will notice – and expect.”

The owners of Riad Tizwa, brothers Daniel and Richard Bee, have their own ideas about what today’s more worldly travellers want. Their Marrakech riad, opened in spring 2006, quickly became home away from home for the stylish set. “The atmosphere here is laid-back luxury, and although the staff offer a high level of service, it’s a comfortable level,” explains Daniel.

It’s been such a hit that, in December 2007, they opened a second riad in Fes, and in February, they’ll open a seaside retreat in Sidi Ifni, two hours south of Agadir. “If you want breakfast in your room at four in the afternoon – perfect. If you want it on the roof terrace at 6am – absolutely fine. Whatever you want, whenever you want it – that’s what we’re about,” says Richard. “We want our riad to feel like a second home, not just another hotel.”

Looking to book one of the country's finest places to stay? Check out our collection of luxury hotels in Morocco.