Sleepless in Morocco

By 2037, Royal Air Maroc (RAM) plans to grow its fleet from 50 to 200 aircraft, a key element of a government-backed initiative to develop Morocco’s national carrier. Alongside this, passenger numbers are projected to rise from eight million to 32 million during the same period, while the airline also aims to increase its destination network to 143 destinations (it currently serves around 60).

Addou, who was appointed CEO of the airline in 2016 is confident: “This growth is part of our core development strategy, built on solid market data, not just a vision,” he told Arabian Aerospace at this year’s International Air Transport Association (IATA) World Safety and Operations Conference (WSOC). The event, which was hosted by RAM, was held in Marrakech in October.

With its primary base, Mohammed V International Airport in Casablanca a key regional hub, Addou revealed his plans to capitalise on the airline’s geographical strength linking Europe with Africa.

“We are currently focused on connecting Africa to Europe as well as the Americas and leveraging our ‘open skies’ relationships with both the European Union and the US,” he said. Ultimately, the airline plans to add new long-haul services from Moroccan hubs other than Casablanca, including Marrakech and Rabat.

While Addou highlighted that RAM serves more cities between Africa and Europe than any other airline, he also alluded to plans to grow its presence on the Arabian market. “We are not trying to compete with the likes of Turkish Airlines, Emirates or Qatar in Asia as they already have a strong presence in that market. Our strength lies elsewhere but developing our network in the Middle East is key. We are close culturally, so we can connect seamlessly.”

Highlighting RAM’s relationship with Emirates, Addou referenced how the two airlines strengthened their collaboration in 2022, launching a code share partnership enabling their customers to access a much wider global network via their respective hubs in Casablanca and Dubai. “In addition to our great relationship with Emirates, we also have a strong partnership with Qatar on our Casablanca-Doha route,” he added. These strategic partnerships along with RAM’s membership of the OneWorld alliance – it was the first Africa-based carrier to join the group – are central to the airline’s growth both regionally and globally, enabling it to access a much wider network.

Addressing the impact of the current geopolitical unrest between Iran and Israel, Addou acknowledged "there is a great deal of uncertainty, so primarily we all hope that peace prevails in the region. Tel Aviv was an important route for us, but we had to suspend our daily flights there in October 2023. Likewise, our plans to serve Beirut are on hold due to the ongoing situation. In response, we’ve refocused on other destinations, including Abuja in Nigeria, Manchester in the UK, Naples in Italy, and São Paulo in Brazil. However, we remain agile and ready to adapt as conditions evolve."

In line with its fleet expansion programme, the airline launched a request for proposals (RFP) to OEMs in April 2024. Aircraft choices are expected to be finalised by the end of the year, with plans to invest in both narrowbody and widebody aircraft, but keeping capacity below 330 seats, revealed Addou.

The airline’s current fleet is comprised of Boeing MAX 8s, 737-800s and 787-Dreamliners, as well as Embraer 190s and ATR72-600s. The latter are primarily operated by RAM Express, the airline’s regional subsidiary.

“Our fleet has served us well and we haven’t encountered some of the issues with our Boeing aircraft that other players have reported in terms of maintenance and reliability. However, as we continue to expand, the need for fleet diversification becomes increasingly important.”

To accommodate its passenger and aircraft growth RAM is also collaborating closely with the state-owned Moroccan Airports Authority (ONDA). Having opened a new transit zone dedicated to passengers on international layovers earlier this year, Casablanca as RAM’s primary base, is now set to undergo a major transformation. ONDA has already launched a RFP for a new terminal to increase the airport’s capacity to 30 million passengers with the potential for further expansion to 50 million. According to Addou: “This huge transformation will see RAM move from a traditional connector (operating south-north) to a more dynamic, global connector.”

The airline is also actively collaborating with tourism authorities to expand its network. Addou’s professional background, which includes a stint at the helm of the Moroccan National Tourism Office (ONMT), has ingrained in him the importance of placing the customer at the core of all efforts.

He also emphasised that tourism plays a pivotal role in driving the airline’s growth and development.

“Our expansion plans include a new tourism-focused app, which we hope to introduce in the coming months. The service will involve a dedicated narrowbody fleet providing point-to-point connectivity to major tourist hubs in Europe.” He also noted that while distinct from RAM’s main operations, this initiative will complement the airline’s strategic vision.

Acknowledging the intense competition it faces in Morocco, especially from low-cost carriers (LCCs), Addou emphasised that RAM’s core strength lies in its expansive African network.

“Since the open skies agreement with the EU in 2006, competition has increased significantly, particularly with LCCs including Flynas, flydubai, Ryanair and easyJet,” he noted. “In response, we focused on developing the African market where we now cover three quarters of the continent. Competing with fellow national carriers under similar conditions and with competitive fares has allowed us to strengthen our position and has made us more robust than ever.”

Looking ahead, Addou explained, “Over the next decade, we will maintain this structure, allocating up to 50 per cent of our operations to the African market while most of the remaining routes will focus on long-haul services. A smaller portion will be dedicated to point-to-point connectivity where we continue to face strong competition from LCCs.”

The airline, which has a four-star Skytrax rating, has also been enhancing its passenger experience through key initiatives in recent years, including the introduction of new uniforms, upgrading in-flight catering and refurbishing cabins to provide an authentic Moroccan experience. “We take our responsibility seriously to embody the best of Morocco, while maintaining a customer-centric approach.”

Addou also emphasised the importance of ancillary revenues for RAM, which have jumped from three-four per cent pre-Covid to around 35 per cent today. “Online services like ticket upgrades, seat selection and additional baggage options have been game changers for us.”

The airline has also launched a digital open innovation programme, engaging with start-ups to co-develop and implement pioneering solutions that include innovative retailing strategies and revenue optimisation.

As for what does keep Addou awake at night? “I haven’t slept for nine years now,” he said jokingly. “When you have so many aircraft flying over your head every day, that’s a huge responsibility. Safety and security are always top of my mind, as is passenger satisfaction.” The fluctuating price of oil is also a constant cause for concern. “We don’t produce oil in Morocco, so we are at the mercy of global markets,” he said explaining that balancing these constantly shifting costs isn’t easy.

Despite these challenges, Addou remains excited by the airline’s role in realising Morocco’s broader vision for the future and its contribution to the wider region’s progress. “The airline’s development is in line with the King’s vision to develop the country, for which tourism and transportation play a key role and which includes preparing for the 2030 FIFA World Cup.” Morocco is co-hosting the football tournament alongside Spain and Portugal.

“We have bold plans to develop quickly over the next decade, which will have an impact on our country, our population and the region. By 2030 I hope RAM will have fully taken off. Whether I’m still with the airline or not, I want to be there not just for the World Cup, but to see the results of all this hard work and the opportunities it will create.”