Mission objective
Create a standardized yet flexible guest experience framework that serves both leisure travelers and B2B guests across A‑Collection’s resort properties.
Context & Background
With a portfolio of resort properties spanning Morocco’s key leisure and business hubs, A‑Collection plays a pivotal role in Atlas Hospitality Group’s regional growth. The brand welcomes two very different audiences—local families seeking vibrant holiday getaways and B2B clients organizing high-scale conventions and business stays.
To thrive in an increasingly competitive hospitality landscape, A‑Collection needed to articulate what its guest experience should look and feel like—and build a system that could scale across all properties, teams, and seasons.
That’s where TCXA came in.
The Challenge
A‑Collection’s hotels faced a unique duality.
During high season, properties transformed into full-service leisure resorts, hosting families, children, and local vacationers with expectations for personalized entertainment, smooth logistics, and culturally resonant service. In the off-season or shoulder periods, these same venues pivoted to serve international and regional B2B events, with guests expecting frictionless service, high-speed digital support, and seamless professional experiences.
This dual mission revealed key CX challenges:
- Inconsistent service delivery across properties and teams
- Guest journeys lacking structure for either segment
- Limited digital personalization, loyalty touchpoints, and post-stay engagement
- Operational silos between front-of-house, back-of-house, and event teams
TCXA's approach
TCXA led a multi-property initiative to define the future guest experience for A‑Collection, structured around three goals: clarity, flexibility, and cultural relevance.
Grounded Guest Insights : We worked with frontline staff, local families, and B2B clients to understand expectations around stay rhythm, communication, service recovery, and engagement. This helped us surface commonalities across user types, as well as the moments that required specific tailoring for leisure or business needs.
Dual-Track Guest JourneysWe developed two complementary guest journey maps—one for resort families, one for MICE/business travelers—anchored in a shared CX architecture. This ensured that all service staff could work from the same : playbook while adapting the tone, pace, and offering to the guest in front of them.
Empowering Teams at Every Level : Beyond the guest-facing design, we equipped management and operational teams with experience guidelines, training modules, and service protocols—bridging gaps between housekeeping, reception, F&B, and MICE departments. This was critical in creating alignment between everyday hospitality and large-scale event operations.
Enabling Digital and Physical Harmony : We defined digital support elements (such as booking logic, app notifications, event check-in flows) and physical experience layers (arrival, restaurant transitions, kids’ programming, event breakout spaces), ensuring each property could flex with ease depending on its guest profile that week.
Results
A‑Collection emerged from this collaboration with a future-ready experience framework that supports both sides of its business.
Clarity for Staff: Teams now operate with clearly mapped journeys and guest profiles, resulting in smoother coordination, more confident service delivery, and greater employee engagement.
Consistency Across Properties: The new CX strategy created a recognizable brand experience, regardless of location, while giving each hotel space to retain its local charm.
Increased Guest Satisfaction: Post-stay feedback reflected more coherent service, better event management, and meaningful personal touches for leisure guests.
Scalable Experience Architecture: A‑Collection can now expand into new destinations and event partnerships with a proven model—one that flexes elegantly between leisure and business, summer and off-season, families and executives.
With TCXA’s support, A‑Collection now stands as a confident, experience-led brand that seamlessly blends Morocco’s hospitality heritage with the operational rigor of modern resort and MICE experiences.
