El Fenn Marrakech acquired by Benabbés-Taarji family

Landmark Marrakech hotel El Fenn may be under new Moroccan ownership, with the Benabbés-Taarji family having picked up the reins at the end of 2025, but Vanessa Branson’s 20-year relationship with the hotel is set to continue. As of January 2026, Branson will take on the role of Founder and Brand Ambassador at Large ensuring the continuity of the hotel’s creative spirit. What’s more, the boutique hotel is opening up its little black book and launching a range of independent, Curated Stays.

Photo credits: El Fenn

El Fenn now joins AKAN, a collection of standout Moroccan addresses, which also includes La Villa des Orangers, a Relais & Châteaux member +1 Michelin Guide key, by the gates of the medina, and Les Deux Tours, located in the Palmeraie. AKAN is the hotel collection founded by Dar Taarji – a third-generation Moroccan family-owned holding company based in Marrakesh – to structure and grow its portfolio of luxury boutique hotels.

Vanessa Branson’s new role

As El Fenn enters a new chapter under Moroccan ownership, Vanessa Branson will step into the role of Founder and Brand Ambassador at Large, to guide the hotel’s artistic identity and cultural influence. Drawing on her international reputation as a hotelier, art collector, and cultural tastemaker, Branson will represent El Fenn across global art and cultural spheres, from major international art fairs to intimate salon events in London and Marrakech. She will also advise on the hotel’s artistic direction, supporting the development of its contemporary art collection, and nurturing relationships with Moroccan and wider Arab world cultural institutions to expand El Fenn’s cultural footprint. Expect to find her at the hotel guiding art tours and leading art retreats too. 

Branson commented: “Playing a part in El Fenn’s evolution, from its humble beginnings to the landmark hotel that it is today, has been both a privilege and the biggest adventure of my life. The Benabbés-Taarji family understands the magic ingredients that drive El Fenn. With their years of hospitality expertise and their cultural sensitivity, it is a joy to know that this remarkable story is embarking on yet another great chapter. I’m thrilled to have been given the opportunity to continue to be a part of El Fenn’s story in my new role.”

The original art hotel and a renewed commitment to art 

El Fenn guests may still find themselves: sleeping beside artworks by David Shrigley; passing by Leila Alaoui’s Moroccan Series; enjoying a cocktail next to Hassan Hajjaj’s kaleidoscopic installation featuring recycled food tins in a variety of pastel tones and a wall of glass bottles; or working in the rainbow striped meeting room which will host temporary exhibitions by emerging talents. 

New artworks by Moroccan artist Rita Alaoui have been commissioned for the walls of El Fenn.  Alaoui’s work explores the dreamlike, sacred, and healing aspects of nature. Her garden series, inspired by the lush gardens of her childhood in Morocco, is hanging on the emblematic red entrance walls – now a playful fresco completed last month.  Additionally, Sophia Kacimi, a French Moroccan behind the fashion brand Zoubida, will be adding her textiles to the aesthetics of the courtyards and boutique with a decorative chess piece and fabric totem pole from Feb 2026.  

Independent Curated Stays

Following hot on the heels of a number of small group Retreats hosted by big name guests including Sophie Robinson, Astrid Zeegen-Holt and Noz Nozawa, El Fenn will now be opening up its little black book to offer a collection of carefully Curated Stays for individuals from this spring. These independent breaks will offer more flexibility for guests to design their visit around their own interests and schedules but will major on fashion, interiors, art, culture and cuisine. The Stays will go behind the curtains of some of Marrakech’s most fabulous addresses – those of designers, artisans, makers, architects and artists.

Sample three-night Curated Stay: El Fenn is a dream for lovers of colour and beautiful interiors but beyond its walls, there’s a city packed with creatives doing fascinating things. This three-night, partly guided, trip will focus on art and design in Marrakech with guests visiting the city’s top addresses.  Tap into the city’s most exciting modern makers, and the rich artisanal traditions of Morocco re-imagined within the new design quarter of the city.

Think everything from vintage furniture to ceramics, hand woven textiles to rug makers and lighting.

Guests can choose from a list of Marrakech’s most inspiring and culturally rich museums and landmarks within the medina. Following an introductory briefing, the personally curated itinerary – which includes two half-day guided visits (one to Sidi Ghanem by private car, another to the medina), an art tour, and a personalised shopping experience for the fashion lovers – will ensure guests leave inspired to re-create the iconic El Fenn look back home focussing on maximalist design and a vibrant colour palette.

These Curated Stays are available year-round. For those who would prefer to major on one theme, such as fashion or interiors, the tour can be tailor-made to suit the guests’ interests.

Prices: The Curated Stay is available as an add-on to any stay at El Fenn of three nights or more, from €600 (or €300pp based on 2 sharing) and includes a bespoke three-day itinerary with 1 dinner at El Fenn, an introductory briefing, x2 half-day guided tours – to Sidi Ghanem (with chauffeur) and the Medina,  a personal tour of El Fenn’s art, a bespoke shopping experience, best restaurant curation and airport transfers. 

A room at El Fenn, including breakfast and afternoon tea, costs from €350 per night.  A 3-night Curated Stay including accommodation at El Fenn would cost from €825pp based on 2 sharing.