Set within a beautifully restored palace overlooking the city of Tangier, Fairmont Tazi Palace Tangier has established itself as one of Morocco’s most remarkable luxury destinations. Honored by Luxury Lifestyle Awards as the Best Luxury Design Hotel in Morocco, 2026, the property combines authentic Moroccan and Andalusian architecture with contemporary grace, highly personalized service, exceptional dining, and thoughtfully tailored guest experiences.

Leading the hotel’s team is Jaouad Sbihi, General Manager of Fairmont Tazi Palace Tangier. With extensive experience in luxury hotel operations and a multicultural perspective on hospitality, Mr. Sbihi is passionate about creating memorable experiences where every detail is carefully considered. In this exclusive interview, he shares his insights into preserving the palace’s historic character, delivering personalized luxury, and the future of high-end hospitality in Morocco.

Alexander Chetchikov, President of the World Luxury Chamber of Commerce, leads our exclusive interview. Drawing on more than 18 years of experience recognizing the globe’s most distinguished luxury brands through the Luxury Lifestyle Awards, he offers rich expertise and discerning insight into the dynamic landscape of luxury.

Alexander Chetchikov: Fairmont Tazi Palace Tangier occupies a restored palace with an extraordinary history. What responsibilities come with leading a property where every space tells part of Morocco’s cultural story?

Jaouad Sbihi: Leading Fairmont Tazi Palace comes with a real sense of responsibility. We are not simply operating a luxury hotel; we are looking after a place that carries part of Tangier’s history and Morocco’s cultural identity.

Our role is to respect that heritage while creating an experience that feels relevant to today’s traveler. The architecture and craftsmanship provide an extraordinary setting, but ultimately, it is our people and their genuine Moroccan hospitality that bring the palace to life. 

AC: Guests often describe the hotel as feeling both intimate and grand. How have you and your team created an atmosphere that preserves the palace’s character while making every guest feel personally at home?

JS: The palace naturally has a sense of grandeur, but for us, true luxury is about making that grandeur feel personal. We encourage our teams to understand each guest rather than simply follow a sequence of service.

It can be remembering a preference, anticipating a need, or simply knowing when to engage and when to give space. Combined with genuine Moroccan hospitality, these small details are what make guests feel at home and, most importantly, want to return. 

AC: Rather than simply showcasing Moroccan heritage, Fairmont Tazi Palace Tangier immerses guests in it through architecture, cuisine, and curated experiences. Which of these experiences do you believe leaves the strongest impression on first-time visitors, and why?

JS: I believe the strongest impression comes from how naturally all these elements come together. From the moment guests arrive, they experience Moroccan craftsmanship and architecture, but then that story continues through the cuisine, the gardens, the rituals of service, and the warmth of our team.

For many first-time visitors, it is this sense of authenticity that stays with them. They are not simply observing Moroccan culture; they are experiencing it in a very natural and personal way.

AC: Luxury travelers today have no shortage of exceptional hotels to choose from. What do you believe is the defining quality that makes Fairmont Tazi Palace Tangier impossible to replicate elsewhere?

JS: What makes Fairmont Tazi Palace truly unique is its sense of place. You can recreate beautiful design or exceptional service, but you cannot recreate the history of this palace since 1926, the character of Tangier, and the genuine warmth of Moroccan hospitality all in one setting.

Tangier itself has a very special energy, shaped by different cultures over generations. The palace reflects that spirit, and our team brings it to life in a very personal way. That combination is what makes the experience difficult to replicate anywhere else. 

AC: Your team is recognized for anticipating guest needs before they are expressed. Can you share how this service philosophy is cultivated behind the scenes, and what role leadership plays in maintaining such consistently high standards?

JS: It starts with creating a culture where people feel empowered to make a difference. We encourage our colleagues to observe, listen, and understand our guests, rather than simply follow a standard or a checklist.

Leadership plays an important role in setting that tone. We have to be present, lead by example, and give our teams the confidence to make decisions. When colleagues feel trusted and take genuine ownership of the guest experience, anticipating needs becomes natural rather than scripted. 

AC: Tangier has become one of Morocco’s most exciting luxury destinations, merging African, European, and Mediterranean influences. How does the hotel reflect the city’s unique identity while creating an experience that feels unmistakably Fairmont?

JS: Tangier has always been a crossroads of cultures, and that is part of what makes the city so fascinating. At Fairmont Tazi Palace, we embrace this identity through the architecture, cuisine, design, and the experiences we create, while keeping Moroccan hospitality at the heart of everything we do.

Fairmont brings its own heritage of timeless elegance and personalized service, but we allow Tangier to tell the story. For us, the strongest luxury experiences are those that could only exist in the destination where you find them. 

AC: The hotel has already earned several prestigious international awards across hospitality and gastronomy. How do accolades influence your team’s mindset?

JS: Awards are a wonderful recognition of the passion and hard work our team puts in every day, and they create a real sense of pride across the hotel. But we also see them as a responsibility rather than a destination.

They motivate us to keep raising the bar, because expectations naturally become higher with every recognition. Ultimately, the most important measure of our success remains how our guests feel when they leave and whether they choose to return. 

AC: Looking to the future, what legacy would you like Fairmont Tazi Palace Tangier to have within Morocco’s luxury hospitality landscape, and what ambitions are you most excited to pursue to achieve that vision?

JS: Our ambition is for Fairmont Tazi Palace to become one of the reference points for luxury hospitality in Morocco and the Mediterranean, while always remaining deeply connected to Tangier.

The legacy I would like us to build is one based not only on a beautiful palace or international recognition, but on memorable experiences, genuine Moroccan hospitality and a team that takes pride in what we create together. We want to keep evolving, innovating, and giving travelers new reasons to discover Tangier and, importantly, to return.

Our sincere thanks to Mr. Jaouad Sbihi for sharing his valuable insights and giving us a closer look at the philosophy behind Fairmont Tazi Palace Tangier’s remarkable success.

To discover more about Fairmont Tazi Palace Tangier or plan your next unforgettable stay, visit https://www.fairmont.com/en/hotels/tangier/fairmont-tazi-palace-tangier.html.