There are many luxury hotels in Marrakech, but Jnane Tamsna is unique with its warm, soulful and storied take on luxury.
I had the pleasure of speaking to the owner, Meryanne Loum-Martin, who is the force of nature behind the hotel. She had the vision to create something special that is much more than a hotel, it’s a state of being. I spent around an hour at the hotel and felt a sense of peace amongst the fascinating objects around me.
The hotel is full of objects with history and soul. Meryanne has the vision to take a multitude of objects that she has collected from her travels. The colours are warm, the upholstery sumptuous. Each room in the hotel is designed individually, a process that Merryanne takes me through below.
How the hotel began.
Have you always had a love for hospitality and design?
Meryanne: I used to be a lawyer, but I loved architecture. Hospitality was a consequence of building Jnane Tamsna but it was not the goal.
Were there any aspects of hospitality that you thought were lacking? What were you trying to do differently with your own property?
Meryanne: I love travelling, architecture and cultural heritage. I’ve travelled to many countries, and some of those journeys inspired my vision of hospitality. We’re fortunate to have wonderful guests, 95% of hospitality is engaging socially with guests.
What attracted you to settle in Morocco and open your hotel here?
Meryanne: It’s a three-hour flight from my hometown Paris and on the African continent. It’s an easy place to live because it’s very international, at the same time, if you want to go to West Africa, it’s only a three-hour flight.
What was the response to you being the first black woman to open a hotel in Morocco?
Meryanne: I have always been in the minority as a black woman, however my journey with Jnane Tasman began in 1989. My approach was unique, offering the entire property as luxurious accommodation, but it wasn’t a conventional villa rental, nor was it a hotel or a guesthouse either.
Our version of luxury was all about style, experience, and access.
What set us apart was the privacy we offered. Guests loved that they could enjoy their stay without being disturbed. We didn’t compete with the traditional five-star hotel, we carved our niche by providing stylish spaces with excellent service and food. We then gained recognition, receiving the Harpers and Queen Award for the world’s best private villa rental.
Was it important to imbue a sense of West Africa into this North African hotel?
Meryanne: I’m a very eclectic person, people always say that my spaces have a lot of personality, they never look like an interior designer put them together. Everything I do is very customised. I like places that have a soul.
I often have pieces that have followed me for the last 40 years. I had them when I lived in New York, I took them with me back to Paris and now here. I often design objects, for example, I created a lamp that integrates bracelets from Senegal.
Developing the look and feel.
Each of the 24 rooms has its own individual style, was that instinctive as well?
Meryanne: I wanted each of the 24 rooms to be different. I love India, this influenced the design of some rooms, the colours, old photography, and prints. One house is named Musafir “traveller” in Arabic. This word is significant as the hotel layout flowed from east to west. I decided to create a thematic journey through countries with Islamic influence.
The first room features Malian and Senegalese objects. From there, it transitions to Casablanca in the 1940s, then to a room inspired by calligraphy with a remarkable old coat from Afghanistan on one of the walls. The journey continues with a room that draws inspiration from Turkey and Iran, particularly the turquoise stone. Northern India is the inspiration for one room named “Jaipur.”
Each room is unique. One boasts a headboard inspired by a painting of a historic warrior wielding a sizable spear. Another is immersed in shades of blue, adorned with prints representing animals. A green room incorporates elements of Ikat fabric, each room tells its own distinctive story.
Was it important that your hotel is a place of calm? I imagine guests feel as though they have the place to themselves.
Meryanne: I need to be in nature, I didn’t want to be in town. The idea was to have a garden and to be outside of the city. When the guests arrive and we give them WhatsApp numbers, if they need something, they send a message. Service is not intrusive but it arrives fast.
Did you ever consider buying a Riad in the Medina?
Meryanne: I had a concept store in the Medina that did extremely well, from 1999 to 2004. In 1999 Riad hotels were not everywhere in the medina yet.
I had the idea to create a very nice private home where everything was unique and available for purchase. We had china designed in France that people could order. Guests could also rent the home as a private venue. I designed all of the furniture, the sitting room looked like an art gallery. This did extremely well when it opened.
Are there any memories that stand out as you look back at your time as a hotel owner?
Meryanne: A very nice French family who had stayed at my old property wanted to book my new place (Jnane Tamsna) for New Year’s Eve 2001. They had heard I bought land and said, “Here’s a deposit; we’ll be your first clients.”
I was sure I could build a house in 18 months but everytime very time I visited Paris, I kept bumping into the French family, they would ask me, “How is the house coming along?” We hadn’t started digging!
It was winter January 6th 2001 then we started, the hotel was ready for 27th December 2001. The family were wonderful and the most important thing was hosting their family reunion at my hotel.
What do you look for when travelling to hotels around the world?
Meryanne: I try to travel practically and stay in stylish places. Small places where the receptionist can give me tips on where to go in the neighbourhood. I wish I had more time to travel because I love travelling.
The idyllic Jnane Tamsna is located in La Palmeraie, just outside of Marrakech. The hotel has 24 rooms and private villas available, experiences include riding a camel through the date palms, tennis, cruising the medina in a sidecar…or simply enjoying a quiet lunch around the pool.
All photography is ©We Are Nomads