Press release from the Competition Council regarding the economic concentration project concerning the acquisition of exclusive control of the company “Jasmin Morocco Hospitality SAS” by the company “ALH Holding SA”

In accordance with Article 13 of Law No. 104-12 on freedom of prices and competition and Article 10 of Decree No. 2-14-652 issued for its implementation, as amended and supplemented, the Competition Council makes available to the public the “summary of the operation” below, containing the information provided by the parties.

This information was prepared by the notifying parties, who are solely responsible. Any inaccurate or distorted information contained therein does not in any way prejudge the Competition Council’s position on the proposed operation.

The publication of this press release does not attest to the completeness of the file provided for in Article 9 of Decree No. 2-14-652 issued for the implementation of Law No. 104-12 on freedom of prices and competition as amended and supplemented.

Names of the companies and groups involved:

• The acquirer: the company “ALH Holding SA”;
• The target: the company “Jasmin Morocco Hospitality SAS”.

Nature of the operation:

• Acquisition of exclusive control.

Economic sectors concerned:

• Hospitality and tourism sector.

Deadline for interested third parties to submit their observations:

• 10 days from the date of publication of this press release, i.e. September 21, 2026.

NON-CONFIDENTIAL SUMMARY OF THE OPERATION PROVIDED BY THE PARTIES

The Competition Council received notification of an economic concentration project concerning the acquisition of exclusive control of the company “Jasmin Morocco Hospitality SAS” from H Partners by the company “ALH Holding SA” through the acquisition of 100% of its share capital and voting rights.

“ALH Holding SA” is a Moroccan joint-stock company, headquartered at 35 Boulevard Sidi Abderrahmane, CIL District, Casablanca, registered with the Casablanca Trade Register under number 54975. It is the parent company of a Moroccan multi-sector group, active in various sectors such as agriculture, real estate, hospitality, and education. The group operates in Morocco and abroad (Ivory Coast and Senegal).

“Jasmin Morocco Hospitality SAS” is a Moroccan simplified joint-stock company, headquartered at 39 Rue Normandie, Casablanca, registered with the Casablanca Trade Register under number 180837. It specializes in the realization, development, acquisition, and management of assets in the hotel industry in Morocco. Jasmin Morocco Hospitality SAS owns the Be Live Experience hotel located in Marrakech, a 4-star hotel with 167 rooms.

 

Done in Rabat on September 10, 2026