12 March 2025

Interview with Mr. Korchi Mohammed Adil

General Manager of Royal Air Maroc for the Italian market

As General Manager, what are the main responsibilities and areas of expertise that you cover on a daily basis?

"As General Manager of Royal Air Maroc for the Italian market, my responsibilities are vast and cover various strategic, operational and administrative areas.

First of all, I am in charge of developing and implementing the local commercial strategy, in line with the company's global objectives. This includes identifying growth opportunities, managing sales, and overseeing marketing campaigns to strengthen our position in the Italian market.

A fundamental aspect of my role is the management of relationships with strategic partners, tour operators, travel agencies and local authorities, to develop and consolidate Royal Air Maroc's presence in Italy. I am also responsible for the optimization of financial and administrative resources. This involves ensuring rigorous budget management and the implementation of measures to maximise operational and financial efficiency.

From a compliance perspective, I make sure that all of the company's operations strictly comply with local regulations and international safety and quality standards. This includes overseeing airport operations and managing local staff, while maintaining Royal Air Maroc's high standards. Finally, passenger satisfaction remains a key priority. I am constantly working to improve the customer experience, monitoring feedback and adjusting our services accordingly.

In summary, my role is to coordinate all strategic, operational and administrative activities to ensure the success and sustainable growth of Royal Air Maroc in the Italian market".

General Manager di Royal Air Maroc per il mercato italiano Copyright © Royal Air Maroc

What were the main factors that contributed to the company's success in a highly competitive market?

"The main factors that have contributed to Royal Air Maroc's success in the highly competitive Italian market are many. First and foremost, our commitment to service quality is paramount. We strive to provide our passengers with a safe, comfortable travel experience characterized by authentic hospitality.

In addition, we have focused on a targeted strategy of expanding routes. The opening of new routes, such as Naples - Casablanca, and other international destinations has improved connectivity between Italy and Morocco, thus facilitating both leisure and business travel.

Another key element is our Casablanca-based hub strategy, which plays a central role in connecting Europe, Africa and the Americas. This location allows us to offer numerous quick and efficient connections. In addition, our membership of the oneworld alliance offers even more benefits to our passengers, thanks to access to an extensive global network and an enhanced loyalty programme.

Finally, our flexibility and ability to adapt to customer needs have allowed us to respond quickly to market evolution, offering tailor-made solutions for different types of travelers. Strategic collaboration with local and international partners has further strengthened our presence and brand image on the Italian market. We are grateful for the trust and support of our customers and will continue to work to constantly improve".

What is the network of destinations served by Royal Air Maroc and the main countries in which it operates?

"Royal Air Maroc operates through its Casablanca hub, which serves as an air crossroads between Europe, Africa and the Americas.

In Europe: we serve major European cities, with a strong presence in Mediterranean countries (France, Spain, Italy) and coverage in key markets in Northern Europe (Germany, UK, Benelux).
In Africa: We have a dominant position in West Africa with extensive coverage, complemented by a significant network in Central Africa, consolidating our leading role on the continent.
In the Middle East: We operate flights to strategic hubs such as Dubai, Doha and Istanbul, as well as regular connections to Saudi Arabia (Jeddah and Riyadh).
In America: we have direct flights to the main North American metropolises (New York, Washington, Miami, Montréal and Toronto) and we are present in South America with flights to São Paulo.
In Asia: we serve Beijing.

This network configuration, centered around our Casablanca hub, strengthens our position as a global carrier and makes Morocco a natural platform for connecting continents".

Royal Air Maroc Copyright © Royal Air Maroc

Royal Air Maroc celebrates 50 years of presence in Italy. How has the relationship with the Italian market, today the fifth most important for the company, evolved?

"Royal Air Maroc celebrates its 50 years of presence in Italy, a significant event that reflects the solidity of the relationship with the Italian market. Over the years, this relationship has evolved considerably, moving from a simple initial link to increasingly strategic ties between the two countries.

Today, Italy represents the fifth most important market for the company, with a constant increase in flights and frequencies, up to over 40 weekly flights from 6 Italian airports (Milan Malpensa MXP, Rome Fiumicino FCO, Bologna BLQ, Venice VCE, Turin TRN and Naples NAP). Royal Air Maroc has been able to respond to the growing demand by expanding its network and introducing new routes, as well as renewing its fleet. These efforts have allowed the company to strengthen its position in the Italian market, playing a key role as an air bridge between Europe and Africa.

The historical, economic and cultural ties between Italy and Morocco have played a decisive role in this evolution, making Royal Air Maroc a privileged choice for Italian travelers, both for tourism and business. In addition, Royal Air Maroc has invested in improving the on-board experience, introducing new products and modernizing its digital services to offer greater comfort and convenience to Italian passengers.

Thanks to a constant focus on customer needs and a long-term vision, the company is well positioned to further strengthen its presence in Italy in the coming years".

Sustainability and environmental impact are increasingly important issues in the airline sector. What initiatives is Royal Air Maroc taking to reduce the ecological footprint of its fleet?

"Royal Air Maroc is actively committed to reducing its carbon footprint and promoting environmental sustainability in the airline industry.

In 2023, the company became the first African airline to operate a 100% green flight, using sustainable aviation fuel (SAF) and offsetting its CO₂ emissions. This historic flight, which connected Casablanca to Dakar, made it possible to reduce carbon emissions by 40% compared to a traditional flight, demonstrating Royal Air Maroc's commitment to integrating greener solutions into its operations".

What new technologies, digital initiatives or artificial intelligence is Royal Air Maroc introducing to improve the experience of its passengers and optimize operations?

"Royal Air Maroc has implemented several technological and digital initiatives to improve the experience of its passengers and optimize operations. Here are some of these initiatives:

Royal Air Maroc Digital Open Innovation: this strategic program aims to stimulate digital innovation within the company, collaborating with startups and entrepreneurs. Launched in collaboration with the Mohammed VI Polytechnique University of Ben Guerir (UM6P), it allows you to integrate innovative technological solutions to transform internal processes and improve the customer experience.
Digital Innovation Lab (DILAB): in collaboration with UM6P, RAM has created the Digital Innovation Lab (DILAB), a space dedicated to the co-creation and development of innovative projects with high added value. This lab focuses on developing digital and intelligent solutions for the company's products and services.
Digital customer initiatives: Royal Air Maroc has implemented a wide-ranging digital strategy, including services such as Sky RAM, Client Mystère, baggage tracking, MYRAM Transit and an improved online booking platform. These services are designed to put the customer at the center of the company's priorities and make travel more comfortable.

These initiatives demonstrate Royal Air Maroc's commitment to integrating advanced technologies and digital solutions to enhance the passenger experience and optimize operations".

Over the years, how have you improved the onboard experience for your passengers?

"Over the years, Royal Air Maroc has implemented several initiatives to enhance the onboard experience of its passengers, placing a strong emphasis on comfort, innovation and sustainability. Here are some examples:

Fleet modernization and technology investments. As part of its development and modernization strategy, Royal Air Maroc has initiated a fleet renewal plan. The new aircraft are designed to provide greater passenger comfort and improve operational efficiency.
Improvement of in-flight services.

Entertainment and connectivity: Royal Air Maroc has integrated modern in-flight entertainment systems, allowing passengers to enjoy movies, TV series and other multimedia content during the flight.
Dining experience: the company offers high-quality meals with fine dining experiences, tailored to different classes of service. Special options are also available for passengers with specific dietary requirements.
Cabin comfort: the seats have been improved to offer greater comfort, with configurations adapted to the various classes of service. In addition, Royal Air Maroc provides dedicated assistance to passengers with reduced mobility to ensure a smoother travel experience.

Digital initiatives and personalized services. The company has developed digital solutions to simplify travel management, including:

- Mobile applications for online check-in.

- Real-time monitoring of flight information.

- Booking of additional services and duty-free purchases on board.

These initiatives demonstrate Royal Air Maroc's ongoing commitment to improving the in-flight experience, integrating advanced technologies, offering high-quality services and adopting sustainable practices for a more comfortable and personalized journey".

What are the main priorities and objectives for 2025 and beyond?

"Royal Air Maroc's main priorities and objectives for 2025 and beyond are part of an ambitious development plan aimed at further strengthening our position as the world's leading airline. A key element of this plan is the expansion of our fleet: the first new aircraft have already started arriving, helping to improve our operational capacity and passenger comfort.

As for routes, we have recently inaugurated new intercontinental connections to strategic destinations such as Toronto, São Paulo and Beijing. These new routes have expanded travel opportunities for our passengers and strengthened connectivity between Morocco and the rest of the world.

The Italian market, given its strategic importance for Royal Air Maroc, will certainly benefit from this expansion plan. We are actively working to improve our offer and plan to open new routes that will enhance connections between Italy, Morocco and other international destinations.

Our goal is to continue to improve the quality of service, expand our network and offer our passengers an increasingly comfortable, flexible and connected travel experience".

Interview by Angela Trivigno

Avion Tourism Magazine