Mission objective
Build guest-centric, future-ready experience that preserves local heritage and elevates service consistency across The View’s luxury hotel portfolio.
Context & Background
In Morocco’s most competitive hospitality markets, The View Hotels stands as a symbol of local pride. Positioned in key urban centers, the brand serves a dual audience: international travelers expecting five-star standards, and local guests seeking authentic, high-quality service that reflects their culture.
But with global chains expanding into Morocco’s premium city segments, The View’s leadership recognized a clear imperative—preserve what makes the brand uniquely Moroccan, while elevating the customer experience to meet international expectations.
TCXA was engaged as a strategic CX partner to support both the revamp of existing hotels and the development of new openings, ensuring that every stay at The View delivers a sense of care, clarity, and cultural depth.
The Challenge
Luxury guests — whether business traveler's, lifestyle tourists, or local VIPs — don’t just expect quality; they expect experiences to feel meaningful, intentional, and personalized.
For The View, the challenge was multifaceted. The brand needed to meet, and excee, the expectations set by international luxury standards, while staying deeply rooted in Moroccan cultural identity. At the same time, it had to deliver a consistent high-touch experience across all guest-facing teams and service moments. Finally, the guest journey had to be scalable, ready to support the operational realities of existing hotels and guide the experience design of new openings in the years ahead.
The brand needed a unified guest journey that could support every moment—from digital discovery to physical immersion—while respecting the rhythm, warmth, and hospitality traditions of Morocco.
TCXA's approach
TCXA led a full-cycle engagement to redefine The View’s customer experience—bridging strategy, guest journey design, and operational enablement.
Audience Insights & Expectation Mapping : Through interviews and co-creation sessions, we captured expectations from local luxury guests and international bleisure travelers—informing a CX vision rooted in cultural authenticity and global standards.
Segmented Guest Journeys : We designed future journeys for three core segments: business travelers seeking efficiency and personalization, wellness-focused guests expecting immersive, local experiences, and lifestyle-driven locals engaging with the brand daily.
Digital-Physical Experience Integration : We defined how the experience unfolds across digital (booking, in-room tech, loyalty touchpoints) and physical (arrival, spa, dining, staff rituals), ensuring a consistent, high-touch brand presence.
CX Guidelines & Playbook : To scale execution, we delivered a playbook covering guest flows, service rituals, personalization triggers, and staff training—built to support both current revamps and new openings.
Results
Our collaboration helped The View define a guest experience vision that blends world-class service with unmistakably Moroccan hospitality.
Clear CX differentiation : The View no longer competes by mimicking global luxury standards. Instead, it stands apart by delivering something more grounded, more local, and more emotionally resonant.
Operational readiness : Staff across properties gained clarity on their role in delivering premium service—supported by practical experience guidelines and targeted training inputs.
Strategic alignment : Leadership, marketing, and operations now share a common language and structured framework to guide future openings and experience upgrades.
Elevated guest satisfaction : Post-implementation feedback highlighted smoother arrivals, more relevant personalization, and richer service moments that left a lasting impression.
With CX embedded at the heart of its strategy, The View now leads as Morocco’s most distinctive premium city-stay experience.
