The Quality Series

The Riad Jaune Safran, The Best Accommodations in Marrakech

A beautiful boutique guesthouse in Morocco’s quintessential city

© 2016 D.Vega / JavZam

In the ancient lands of Morocco, a vast and tangible history, uniquely vibrant culture, and incredibly varied wealth of natural beauty combine to make the country one of the most sought-after destinations for travelers all over the world. As one of only three countries in the world to have both Atlantic and Mediterranean coastlines (the others are France and Spain), the country’s coastal resorts proved to be an early draw for a developing tourism industry in the 1970’s and 80’s. Now, word has gotten out about the country’s vast wealth of attractions, and people from all over the world are coming in unprecedented numbers. In 2013, more than 10 million international tourists came to Morocco, a number that continues to climb seemingly unabated year after year.

It really is no wonder why people want to come to Morocco. The savagely beauty of the Atlas Mountains, the otherworldly sand dunes, the incongruous snowy highlands of Ifrane (that would seem more at home in Switzerland than North Africa), and of course, the beaches, coastlines, and the iconic cities scattered throughout the country provide a virtual lifetime of places to explore and experience. But, when it comes to amazing places to visit in Morocco, it is hard to imagine a more perfect starting place than Marrakech.

Marrakech is extremely popular with tourists for one simple reason: it is quintessential Morocco. While Casablanca may have been the subject of a classic film, and bustling Tangiers provides an easy link to Europe, no city quite exemplifies Moroccan culture like Marrakech.

Riad Jaune Safran is a boutique home & breakfast located in the picturesque Bab Taghzout neighborhood, one of Marrakech's best-kept secrets. While off the well trodden tourist path, the riad is within walking to major tourist attractions such as the Jemaa el-Fnaa square marketplace, the busiest square in Africa that is often considered the most iconic point of destination in all of Morocco, and the legendary Majorelle Garden, the 12 acre botanical and artist gardens acquired in 1980 by Yves Saint Laurent and Pierre Bergé, known for the namesake otherworldly blue of the buildings and the masterfully curated landscape.

© 2016 D.Vega / JavZam

The story of Riad Jaune Safran speaks to why it is such a special place to stay. The owners, visiting Marrakech on a sunny day in March, 2013, came upon a beautiful 19th century home in Bab Taghzout. Struck by sudden inspiration, they bought the home and, with a few subtle modifications, converted it into a guesthouse. The riad itself is decorated in a typical (and excellent) Moroccan style, featuring four post beds flanked by flowing white curtains, mosaics, ornate chandeliers, and plenty of art. Its rooftop terrace, a typical feature of the Marrakech way of life, is an amazing place to take in the ambience of the city. Though small in stature, Riad Jaune Safran has multitudes in charm, authenticity, and luxurious comfort.

In addition to the guestrooms, the Riad Jaune Safran offers a suite of comprehensive set of services that make a trip to Marrakech simple and carefree for the first time visitor. They can arrange private car service to and from the airport, set up tours around the city with guides in multiple languages, and even plan an excursion into the wild countryside outside of the city walls, including visits to Berber villages, the nearby Atlas Mountains, and the iconic sand dunes. They also offer special arrangements for big events in the lives of its visitors, including anniversaries, birthdays, parties, and more.

For its unique position as a boutique, privately owned riad in the beautiful neighborhood of Bab Taghzout, its role in the growing tourism industry of Marrakech, and the unforgettable experience that it provides to guests, Riad Jaune Safran is being presented with the 2016 BID Quality Award.


BID is a private and independent organization founded in 1984, whose primary activity is business communication orientated towards quality, excellence and innovation in management. A leader in the broadcasting of Quality Culture, BID recognizes those companies and organizations which lead the most important activities in the business world, and is considered the founding organization in the broadcasting of the Culture of Quality, Excellence and Innovation in 179 countries. The trophy symbolizes a pledge to the principles of Quality Culture. The QC100 Total Quality Management Model, together with the Quality Mix program, media coverage of the convention and its impact on the community and business sector, create an unmatched platform for continuous improvement within the organization and awareness of the achievements of the company at an international level. Awards are given only to those who are committed to improving their Quality Culture based on the principles of the QC100 Total Quality Management Model. Candidates are proposed by the leaders of previously awarded companies who they consider worthy of the award. Especially meritorious candidates may also be nominated. The International BID Quality Award Selection Committee then chooses the winning companies who will receive the award in New York, Paris, Geneva, Frankfurt, Madrid and London.

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