The best of Morocco, without the performance
Luxury here is not marble and a butler queue. It is the right riad, the right hour to arrive, a door that opens because the owner knows your guide, and nobody else in the room.
We design and guide a small number of private journeys each year. Jaouad — Amazigh, born in the High Atlas, licensed by Morocco’s Ministry of Tourism — plans your route himself and travels with you. That is the part money usually cannot buy: an owner’s attention rather than a dispatcher’s.
Guests at this level tend to want three things: houses with character and privacy, access that is genuinely arranged rather than sold, and a schedule that bends the moment they want it to. All three are the point of travelling privately.
Typical journeys run from ten days to three weeks, for two to fourteen people, often across a family holiday, an anniversary or a milestone birthday.
Houses worth planning a route around
We book the room, not the category — the corner suite with the terrace, not whatever the system allocates.
Palace riads
Restored courtyard houses in the medinas of Marrakech and Fes, some with five suites and a private chef, several of which take one booking at a time.
Kasbah and mountain lodges
Old fortified houses in the Atlas and the valleys, with hammams, fireplaces and views that make a driving day worth it.
Five-star desert camps
Erg Chebbi camps with proper beds, en-suite bathrooms, hot water, a chef, and silence. Helicopter or private transfer where the schedule is tight.
Coastal villas
Essaouira and Oualidia houses with staff, for the slow end of a journey — oysters, wind, long tables.
Exclusive use
Where a property will take a single booking for your party, we arrange it. It is the simplest upgrade there is and the one guests mention afterwards.
Private aviation and transfers
Domestic flights, private charters and chauffeured transfers between cities when the drive is not the pleasure.
The things that are hard to buy
Not a list of extras sold in the car — arrangements made in advance, by someone whose name opens them.
Private after-hours visits
Monuments and museums outside public hours where the institution permits it, arranged well in advance.
Artisans and studios
Time with zellige masters, weavers, leather workers and silversmiths in their own workshops, not in shops that pay commission.
Chefs and private tables
Dinner cooked in your riad by a Moroccan chef, a vineyard lunch in the Middle Atlas, a rooftop table nobody else is using.
Amazigh hospitality
Lunch in a family home in the High Atlas — Jaouad’s valley — which no agency can arrange by email.
Hot air balloons and desert flights
Dawn over the palm groves, or a flight over the dunes with breakfast when you land.
Discretion
No logos on the vehicle, no group photos, no sharing your plans. If you would rather nobody knew you were here, nobody will.
Honest numbers for a private journey
Our journeys start from around $990 to $5,750 per person, and the elevated versions run well beyond that — because what you choose changes everything.
The floor prices on our tour pages assume characterful riads and a comfortable private 4×4. The Journey, Elevated replaces those with five-star riads, palace hotels and luxury camps, adds a larger vehicle, and includes the arrangements above.
From there it is genuinely open: exclusive-use houses, private aviation, a second guide, a nanny, a photographer. We quote in writing, itemised, so you can see exactly where the money goes and take out whatever does not matter to you.
What never changes: Jaouad guides the journey himself, the vehicle is yours, and nothing is shared with another party.
Luxury Morocco travel — your questions
What guests planning this kind of journey ask us first.
Tell us your dates, we'll do the rest.
Jaouad reads every enquiry himself and replies within 24 hours — with a first outline, honest advice, and no obligation.