Project scope

Horwath HTL was engaged to conduct market research, financial feasibility analysis, and concept development for two preventive wellness resorts in Ifrane, a picturesque city in Morocco’s Middle Atlas Mountains. The project was designed to offer tailored wellness programming underpinned by advanced diagnostic techniques and integrative wellness modalities, delivering ultra-personalized solutions aimed at optimizing performance and promoting longevity.

The engagement commenced with a detailed analysis of the wellness tourism market, assessing global and regional trends in preventive health and complementary alternative medicine. The research highlighted increasing demand for bespoke wellness experiences and holistic approaches to health, particularly among affluent travellers seeking luxury combined with cutting-edge medical expertise.

A competitive benchmarking exercise was conducted to evaluate similar wellness destinations, identifying market gaps and opportunities for differentiation. Special attention was given to positioning the resorts as unique offerings that blended the serenity of Ifrane’s natural environment with state-of-the-art wellness programming and therapies.

The concept development phase focused on designing wellness programs that integrated diagnostics, personalized care plans, and alternative medicine modalities such as naturopathy, acupuncture, and stress management therapies. This approach catered to high-net-worth individuals seeking transformative wellness experiences. Additionally, the project included a sports medicine clinic concept adjacent to the resorts, designed to serve professional and amateur athletes. The clinic was tailored to domestic outreach while establishing international appeal through strategic partnerships with sports clubs and federations.

The financial feasibility study provided revenue projections, cost estimates, and profitability analysis for both resorts and the clinic. This included operational models aligned with the distinct wellness and sports focus of the developments.

Horwath HTL’s work ensured the resorts and clinic were positioned to meet rising demand for personalized wellness and sports medicine services, leveraging Ifrane’s natural appeal to attract both domestic and international clientele. The comprehensive strategy delivered a roadmap for creating world-class facilities that promote longevity, optimize performance, and set a benchmark for preventive wellness in the region.

Ubicación del proyecto

Ifrane, Morocco