Mission objective
Build an experience framework that unifies cultural hospitality, co-working, and accommodation — scalable across Morocco and the North African region.
Context & Background
KAAN Hotels was never meant to be just a place to stay. Conceived as a cultural hospitality concept for a new generation of travelers, KAAN blends accommodation, creative workspaces, art installations, and local community into one fluid experience.
With its first flagship property in development, Atlas Hospitality brought in TCXA to help translate this bold vision into a real, operationally viable guest experience. From digital nomads and backpackers to local artists and neighborhood regulars, KAAN needed a flexible yet unified journey that could speak to multiple segments—without losing coherence.
Our role: design the brand’s end-to-end experience strategy from the ground up—ensuring the brand promise shows up clearly in every touchpoint, across digital, physical, and human layers.
The Challenge
Unlike traditional hotel brands, KAAN’s offering wasn’t just about rooms, it was about creative and community collisions. Guests might book a shared space for the night, co-work with a local designer the next morning, and exhibit their photography the following week. This demanded a radically different approach to customer experience.
The challenge was threefold:
Multiple audience segments: with very different needs (transit guests, remote workers, locals, artists)
A non-linear guest journey :where users might enter through an event, a co-working pass, or a booking platform
And an unlaunched brand, meaning everything—from values to signage—had to be built with flexibility, consistency, and future scalability in mind.
We weren’t optimizing an existing experience. We were shaping the blueprint of a brand that hadn’t opened its doors yet—and needed to launch with purpose.
TCXA's approach
We began with deep alignment sessions with KAAN’s brand and development leads to extract core values and experience ambitions. From there, we moved into a multi-layered CX design process:
Experience Principles & Brand Values : We defined the guiding principles that would inform every design and service decision—centered around openness, discovery, creativity, and local connection.
Unified Macro Journey : We mapped a full, integrated journey across digital and physical entry points—accommodating the brand’s hybrid access model (overnight stay, co-work, community events, artist residencies).
Segment-Specific Journeys : We designed personalized pathways for key user groups.
Touchpoint & Service Layer Design : From pre-arrival emails to in-room signage, co-work interfaces to gallery programming, we outlined what each touchpoint needed to express to reinforce brand identity and operational clarity.
CX Playbook for Scale : We delivered a full experience framework ready for local implementation and regional replication—complete with journey maps, experience principles, service guidelines, and activation tools.
Results
Although KAAN had yet to launch, the project produced measurable internal and strategic outcomes:
Strategic alignment: Brand, marketing, ops, and experience teams gained shared clarity on how KAAN should function across touchpoints and locations
Clear audience pathways: Segmented guest journeys helped anticipate operational needs, from staffing to signage to app UX
Investor confidence: With a scalable experience model, the brand was better equipped to attract partners and plan future openings
Pre-opening readiness: Teams entered go-live with a clear service playbook and guest experience vision aligned to business goals
Today, KAAN Hotels stands ready to redefine the cultural hospitality category in Morocco, backed by a customer experience strategy as bold as its brand idea.
