A note from the owner

Journal  ·  Marrakech

A Home From Home in the Heart of the Medina, a note from the owner of Alena a boutique riad hotel in marrakech

An introduction to Riad Alena Marrakech — why I built it, what makes it special, and why I think it's the best boutique riad in Marrakech.

Louis Devereux

Owner & Manager, Riad Alena  ·  Marrakech, Morocco

Marrakech has been part of my life for as long as I can remember. One of my earliest travel memories is walking through the souks of the Medina as a child — the smell of spices, the sound of hammers on copper, the labyrinthine alleys that somehow always led somewhere extraordinary. It was never just a holiday destination for me. It felt like home.

Growing up, hospitality was the family trade. My mother Vanessa Branson founded El Fenn in 2002 — one of the most celebrated boutique hotels in Marrakech — and my father was chairman of the Soho House group. I spent years learning the art of making people feel genuinely welcome, working at El Fenn managing the bar and restaurant. But I always had a vision of doing something smaller, more personal, and entirely my own.

That vision became Riad Alena.

"I didn't want to build just another hotel. I wanted to create a place that feels like staying with a well-travelled friend who happens to have an extraordinary home."

The Story of Riad Alena

In 2021, I took on a beautiful but tired riad tucked just inside the gate of the Medina at 35 Rue Derb Jdid — a quiet alley moments from the buzz of Jemaa el-Fnaa, yet worlds away in atmosphere. I gave it a full renovation, working with local artisans to restore its bones while layering in contemporary comfort: proper beds with the finest linen, en-suite bathrooms stocked with Botanica products, fast WiFi throughout, air conditioning in every room. The kind of details that make the difference between a nice stay and an unforgettable one.

The name Alena — meaning "light" — felt right from the start. The riad's inner courtyard fills with morning sun, the rooftop terrace catches the Atlas Mountains on the horizon, and the whole place has an openness that I hope every guest feels the moment they walk through the door.

We soft-launched in late 2021 and have been growing ever since, earning a 9.6 out of 10 on Booking.com and ranked in the top hotels in Marrakech on TripAdvisor — not because we set out to chase scores, but because we genuinely care about every single guest who walks through that door.

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The Four Rooms

With only four rooms, Riad Alena is intentionally intimate. Every room is individually designed — no two are alike — and each has its own character.

The Pink Room is our largest — romantic and warm, with camel leather flooring, a two-metre bed, a Venetian mirror and floor-to-ceiling windows that flood the room with morning light. Perfect for couples or a small family.

The Green Room is a long-stay favourite: a proper desk, generous storage, and camel leather floors that make it feel like a stylish apartment.

The Gold Room is intimate and cosy, with a stunning Fred Pollock oil painting above the bed. Camel leather flooring.

And the White Room, on the ground floor, opens onto the courtyard and features a beautiful hand-tiled zellige bathroom.

More Than Just a Room

What truly sets Riad Alena apart — and what I hear from guests again and again — is the food and the team. My head chef Abla produces some of the finest Moroccan home cooking you'll find anywhere in Marrakech. Complimentary breakfast is served every morning from 8:30 to 11am, wherever in the riad you fancy — the rooftop terrace, the courtyard, your room. Abla can also prepare lunch and dinner on request, and our cooking classes are one of the most popular experiences we offer.

Whether you want restaurant recommendations, a guided walk through the historic Medina, a trip to the Atlas Mountains, or tickets to a hammam, we'll sort it — and we'll get you the places that don't appear in any guidebook. Full consierge service offered with a smile and to take you to places the guide book hasnt heard of.

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Rooftop Terrace

Atlas Mountains & Bacha Palace garden views

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Plunge Pool

Outdoor pool in the heart of the Medina

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Fireplace Saloon

A cosy retreat to read, work or unwind

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Complimentary Breakfast

Traditional Moroccan, fresh every morning

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Wellness In-House

Yoga, boxing, massages & personal training

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Concierge

Personalised city experiences & transfers

A Riad With Purpose

Running a hotel in Marrakech comes with a responsibility to give back to the city that has given so much to me. In my free time I run the Skate to Create Foundation — offering free rollerblading lessons and equipment to children in Marrakech, and giving them something I believe changes lives: a passion. Pro skaters from around the world have stayed at Alena and joined our sessions, and any guest who donates equipment receives a 15% discount on their stay.

We also run the Riad Alena Artist Residency (RAAR) — three shows a year connecting Moroccan and international artists with Marrakech's extraordinary creative scene. We were featured in Wallpaper* magazine in January 2026, and I couldn't be prouder of what this programme has become.

"You get such a different experience staying at a riad. By being in the Medina, we attract the curious, well-travelled guest who wants to connect to, rather than take from, Morocco."

Come and Stay

Riad Alena is for travellers who want more than a hotel room. It's for people who want to wake up in the middle of the world's most extraordinary old city, eat a proper Moroccan breakfast on a rooftop terrace, and feel — even if only for a few days — like Marrakech is their home too.

We are just steps from the souks, a short walk from Jemaa el-Fnaa, and five minutes from the airport. But once you're inside our walls, the city outside becomes a choice rather than an obligation. That's exactly how it should be.

If you'd like to book, have questions, or want to talk through a bespoke experience, reach out to us at contact@riadalena.com or book directly at riadalena.com. We only have four rooms, so they do fill up — plan ahead.

I look forward to welcoming you.Louis DevereuxOwner, Riad Alena Marrakech

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