Mission objective
Define a modern, scalable experience strategy that elevates convenience, empowers teams, and positions MyRelax as the local leader in affordable, innovation-driven hospitality.
Context & Background
MyRelax Hotels is the convenience-focused brand of Atlas Hospitality, with properties strategically located near Morocco’s major airports and train stations. Serving short-stay travelers, business commuters, and transit guests, the brand plays a critical role in delivering high-efficiency, no-friction experiences across the country.
But as the hospitality market in Morocco becomes increasingly competitive—especially in the value and express segment—MyRelax recognized the need to reimagine how it delivers convenience. More than just operational upgrades, the brand sought to define a future-ready experience strategy that could scale across the network and lay the groundwork for international expansion.
TCXA was selected as CX partner to shape that future—working at the intersection of digital, operations, and service experience to define what modern convenience should feel like for today’s time-sensitive traveler.
The Challenge
MyRelax faced a classic but complex challenge: How do you improve consistency, efficiency, and guest satisfaction—across a high-traffic, operationally intense hotel network—without compromising brand simplicity or driving up costs?
The guest profile was evolving. Business travelers wanted autonomy and speed. International guests valued clarity and control. Domestic commuters needed functional, comfortable spaces that worked around the clock. Yet across the hotel network, the experience varied—from outdated check-in flows to uneven service delivery at night.
At the same time, operational teams were under pressure to deliver more with fewer resources, often without a shared understanding of customer expectations or service priorities.
What MyRelax needed was more than just CX advice—it needed a practical, end-to-end journey redesign that considered both guest needs and staff enablement.
TCXA's approach
Working closely with brand leadership and hotel managers, TCXA led a full-scale CX transformation project focused on both guest journeys and employee workflows. Key steps included:
End-to-end customer journey mapping : We mapped the entire guest experience, from booking to check-out, across airport and city locations. This highlighted pain points (especially around arrivals, night service, and access to amenities) and allowed us to define a future-state experience vision built around self-service, flexibility, and peace of mind.
Employee journey activation : We mirrored the guest journey mapping with a focus on frontline teams—defining what support, tools, and processes were needed to deliver a consistent service standard, even with lean teams and rotating shifts.
Digital-first service design : We proposed a digital layer that enables frictionless arrival (e.g. self check-in/check-out), real-time service requests, and intuitive room access—freeing up staff to focus on high-value moments and urgent guest needs.
Segment-based service logic : We introduced a tiered service model that adapts to guest profiles—offering essentials on autopilot for transit guests, and more flexibility for longer stays or business travelers.
CX playbook and roadmap : We created a simple, scalable CX playbook and implementation roadmap that could be rolled out across the network, with hotel-specific adaptations where needed.
Results
Early implementation in key MyRelax properties showed clear improvements: smoother operations, higher guest satisfaction, and a boost in repeat bookings. Hotel teams reported better clarity around service standards and felt more empowered to deliver quality under pressure.
Most importantly, the brand now operates with a clear, future-proof vision for convenience—and a CX strategy that matches its ambition to lead the local value segment and expand across North Africa.
With experience design now embedded into both guest and team routines, MyRelax is not just improving service—it’s reshaping what the convenience category means for the modern traveler.
