Located on an organic farm outside the city, the new Virgin Limited Edition hotel will herald local craftsmanship, homegrown produce and Moroccan wellness. Jenny Southan reports

Virgin Limited Edition has announced plans to open a new Marrakech hotel in 2027, marking its second property in Morocco and expanding its presence in North Africa.

The property will be located on a ten-hectare agricultural estate around 25 minutes from the city centre and will be delivered in partnership with local real estate company Sazanes Immobilier, with construction already underway. The project will include 37 suites, with the first 22 expected to open in early 2027 and the remaining 15 scheduled for completion in early 2028.

Set among citrus orchards, olive groves and vegetable gardens, the hotel has been designed to offer a quieter alternative to staying within the city’s busy Medina. At the same time, its proximity allows guests to explore Marrakech’s food, craft and cultural scene before returning to a more rural setting.

The property will complement Virgin Limited Edition’s existing Moroccan retreat, Kasbah Tamadot, which sits in the Atlas Mountains about an hour away. Together, the two locations will enable travellers to combine time in the city and mountains within the same brand portfolio.

Plans for the Marrakech hotel include three restaurants, a chef’s table and a speakeasy-style bar. Much of the food offering will be supplied by produce grown on-site, reflecting a wider move in hospitality towards local sourcing and seasonal menus. Alongside dining, the hotel will feature a traditional Moroccan hammam, a 40-metre swimming pool and a range of leisure activities including tennis, padel and horse riding.

A key part of the concept is a programme of cultural experiences, which Virgin Limited Edition describes as central to its guest offering. These are expected to focus on Moroccan traditions, crafts and everyday life, giving visitors a structured way to engage with the destination.

The architecture and interiors of the Marrakech hotel will draw on local building techniques and materials. Stone and wood will be used throughout, while artworks by Moroccan and African artists will be displayed across the property. An events space is also planned, which will be used for exhibitions and provide a platform for local creatives.

Joe Margison, CEO of Virgin Hotels Collection, says: “Morocco has an incredible heritage of hospitality, and we are excited to bring our approach of offering exceptional experiences and service with soul to a second Moroccan setting."

The Chreky family, founders of Sazanes Immobilier, says: “Our vision for this estate is to create a destination that feels intimately connected to its surroundings, shaped by the land and traditions of Moroccan design.”

Sustainability is positioned as a core part of the project, with buildings designed to sit within the landscape rather than dominate it. The use of farmland as the setting for the Marrakech hotel reflects a broader trend in luxury travel, where rural and agricultural environments are being integrated into hospitality developments.

The project will also include a residential component, although further details about this have not yet been released. This signals a growing interest among hotel brands in expanding into branded residences, allowing guests to extend their relationship with a brand beyond short stays.

Bookings for the Marrakech hotel are expected to open in September 2026, ahead of the phased launch beginning in 2027.

Virgin Limited Edition is part of Virgin Hotels Collection, which was formed in January 2023 as the parent company of Virgin Hotels and Virgin Limited Edition. The group operates a portfolio of properties across locations including the British Virgin Islands, South Africa, Kenya, Switzerland and Spain.

This latest announcement reflects continued investment in Morocco as a destination for high-end tourism, particularly in areas just outside major cities where space allows for larger, experience-led developments.