Price per night in Marrakech: how to set the right rate without undervaluing your property
Updated on 26 October 2026 · By Mathieu, founder of The Keys Concierge · Reading: 5 minutes
The right price per night is neither the lowest nor the highest: it is the one that maximises the annual income of your property. A rate that is too low fills the calendar but attracts a less careful clientele and wears out the property. A rate that is too high leaves empty nights that are never recovered.
In Marrakech, tourist demand is increasing, but the supply of rentals is also rising. Setting your price randomly, or by copying the neighbouring listing, amounts to leaving money on the table. Here is the method we apply, backed by figures.
The market in numbers: demand is rising, prices are stagnating
Le bon prix par nuit n'est pas le plus bas ni le plus haut : c'est celui qui maximise le revenu annuel de votre bien. Un tarif trop bas remplit le calendrier mais attire une clientèle moins soigneuse et use le bien. Un tarif trop haut laisse des nuits vides que l'on ne récupère jamais.
In Marrakech, tourist demand is increasing, but the supply of rentals is also rising. Setting your price randomly, or by copying the neighbouring listing, amounts to leaving money on the table. Here is the method we apply, backed by figures.
The method in 5 steps
One does not set a price once and for all: it is managed. Here are the five steps we apply to each property.
Calculate your minimum nightly rate. Add up your annual fixed costs (mortgage, taxes, insurance, maintenance, subscriptions) and your per-stay costs (cleaning, laundry, guest check-in). Divide the total by a realistic number of booked nights. Below this rate, every booking costs you money.
Identify 5 to 10 truly comparable properties. Same neighborhood, same capacity, similar amenities, and similar ratings. Track their prices across multiple dates, not just for next weekend.
Position yourself strategically. Price above, in line with, or below your comparable properties, with a clear reason for your choice. A heated pool can justify a higher rate; a listing with no reviews cannot..
Adjust rates based on the calendar. Seasonality, day of the week, local events, and lead time before arrival all matter. The same property can legitimately have different rates from one week to the next.
Track the right performance metric. Occupancy rates may look impressive, but Revenue per Available Room (RevPAR) drives profitability. A fully booked calendar at heavily discounted rates often generates less revenue than a 70% occupancy rate with well-optimised pricing.
A simple rule: if your property is booked several months in advance on all dates, your price is too low.
Seasonality: an active market all year round
Marrakech receives a seasonality score of 97 out of 100 from AirDNA: the gap between the best and worst months is small. This is a rare asset. There is no "dead season" where discounting would be inevitable, only periods where the clientele changes.
- End of year holidays and European school holidays. The majority of the clientele is French, Spanish, and Belgian, travelling on their own holiday calendars. These are your highest value dates: to be booked early, and at a high price.
- Summer. The heat does not empty the city: in August 2025, most hotels reported occupancy rates close to 90%, also boosted by domestic tourism and the diaspora (The Morning). A pool and good air conditioning then become crucial.
- Major events. Conferences, sports competitions, festivals: demand concentrates over a few days. A standard rate on these dates is a direct loss of earnings.
The classic mistake: applying the same price all year round. The property is then too expensive on low-demand dates and discounted on high-demand dates.
The 5 mistakes that lead to discounting a property
- Copying the neighbour's price. He may have bad reviews, no pool, or he may be mistaken as well.
- Lowering at the first dip in bookings. An empty calendar three months out is not a warning signal: travellers book later than one might think. Lowering too early amounts to offering a discount to customers who would have paid the normal price.
- Opening the calendar too far out at a fixed rate. The best dates are priced at last year's rates, before demand becomes visible.
- Forget the fees in the calculation. Cleaning, laundry, platform commissions, consumption: an attractively displayed price can mask a zero margin.
- Compensate for a weakness with price. Poor photos or a poorly written ad can be corrected. A price drop, however, becomes a habit that is difficult to break.
In summary: a price is managed, it is not guessed.
La demande est là : Marrakech reste la première destination du Maroc, avec une clientèle européenne fidèle et un marché actif toute l'année. La différence entre un bien moyen et un bien rentable se joue sur le prix, ajusté semaine après semaine, à partir de données et non d'intuitions.
C'est précisément ce que nous faisons chez The Keys Conciergerie : analyse des biens comparables, ajustement continu du calendrier, suivi du revenu réel et non du seul taux d'occupation. Vous gardez une visibilité totale sur vos résultats, sans avoir à y penser au quotidien.
Is your property priced correctly? We conduct a free audit of your pricing and revenue potential.
This article is informative and does not constitute legal advice. The texts cited are those published by Le Matin, AirDNA and Hesspress. For your personal situation, consult a legal professional.
