Virgin Limited Edition, a brand by Virgin Hotels Collection, has announced it will open a new hotel just outside Marrakech with extensive wellness experiences.

It's believed the development will include residences, although details of these have not yet been revealed.

Construction has already begun on the 37-key hotel, which is being developed as part of a long-term agreement between Virgin Limited Edition and Marrakech-based real estate developer Sazanes Immobilier. 

The new hotel will accept bookings from September this year, for stays starting in early 2027. The first 22 rooms will be available in Q1 of 2027 and the final 15 will be delivered in Q1 of 2028.

The design for the property will incorporate traditional Berber craftsmanship and is inspired by  Moroccan and wider African artists.

The addition of this property to the Virgin Limited Edition portfolio will enable the operator to offer a way to explore the city and advertise the experiences at its more remote sister hotel in the Atlas Mountains – Kasba Tamadot – which was rebuilt and upgraded following earthquakes in 2023.

Joe Margison, CEO of Virgin Hotels Collection, said: “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 wellness facilities at the new property will include a traditional Moroccan hammam, a 40 metre swimming pool, yoga, pilates, horse riding and courts for tennis and padel.

The estate will sit within a 40-hectare organic farm, with citrus groves, olive trees, orchards and vegetable gardens that will supply three restaurants.

Immersive cultural programming will be on offer at the property, which Virgin Limited Edition describes as a hallmark of its brand, to enable guests to connect deeply with the destination.

The Chekry family, founders of Sazanes Immobilier, said: “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. We are delighted to be working with Virgin Limited Edition to bring this vision to life and introduce a new luxury retreat just outside Marrakech.”

Virgin Hotels Collection

Virgin Hotels Collection is part of the Virgin Group. 

The collection is the parent brand of hospitality brands Virgin Hotels (the luxury lifestyle offering) and Virgin Limited Edition (for boutique destination retreats). 

Virgin Limited Edition properties include:

• Necker Island and The Branson Beach Estate on Moskito Island in the Caribbean’s British Virgin Islands, 
• Ulusaba Private Game Reserve in South Africa, 
• Kasbah Tamadot in Morocco, 
• The Lodge in Verbier, Mahali Mzuri and Finch Hattons luxury safari camps in Kenya, 
• Mont Rochelle Hotel and Vineyard in South Africa and Son Bunyola Hotel and Villas in Mallorca

Virgin says its hotel brands are elevating their offerings by developing world-class residential communities for those who want the Virgin Hotels Collection experience in their everyday lives.