Sophia Mounib, founder of pioneering recruitment agency Talent Advisor, explores the challenges and potential of Morocco’s fast-evolving luxury hospitality sector, highlighting some of the key strategies that could help the country stand out and further elevate its legendary sense of hospitality on the global stage.

A Glion Bachelor graduate and holder of a Master’s degree in Luxury Brand Management from INSEEC Paris, Sophia Mounib began her career with some of the world’s most prestigious hotel groups, including the President Wilson, Four Seasons, Ritz-Carlton, and Hyatt Hotels.

In 2019, the entrepreneurial spark lit a fire inside her, and she founded Talent Advisor, the first recruitment agency in Morocco exclusively dedicated to the experiential luxury sector. Her impetus was clear: whether in hospitality, fine dining, luxury real estate, high jewelry, events, or automotive, the luxury industry struggles to fully showcase its appeal.

As our conversation unfolds, Sophia shares the holistic vision behind her recruitment agency: agile, transparent, and aligned with the aspirations of both talents and companies in experiential luxury.

The Insider (TI): Talent Advisor is a recruitment and matchmaking agency specialized in experiential luxury. What sets it apart from other agencies in the market?
Sophia Mounib (SM): Thank you for the question. From the very beginning, we made a conscious choice to specialize and build deep expertise in the experiential luxury sector. It was essential for us to address the unique challenges of this industry, especially when it comes to the specific human qualities it seeks in talent. Another major issue is the sector’s struggle to attract new skills and fresh talent. Cumbersome recruitment processes, the impact of the Covid pandemic, and a saturated communication landscape have only made things more difficult for many players in experiential luxury.

That’s why we knew we had to design a comprehensive solution, one that tackles all these issues while supporting our clients throughout the entire recruitment journey. To meet this need, the Talent Advisor platform offers access to a pool of pre-qualified candidates, helping businesses save valuable time on lengthy sourcing tasks.

We also support our clients in enhancing their employer brand through a strategic network dedicated to experiential luxury, notably via our Talent Talks section. It’s worth noting that a recent study found 91% of candidates say the online image of a company’s work environment influences their perception and career choices.

For us, a successful recruitment starts with intention and that success depends on the strength of the employer brand that’s projected.

TI: So, would you say that, among other things, you created Talent Advisor to help showcase Morocco’s legendary hospitality the way it truly deserves?
SM: Thank you so much for that question. Because yes hospitality is a value deeply rooted in our culture! Morocco has long been known for its legendary sense of hospitality, and I believe that reputation is entirely deserved. It reflects both our heritage and centuries-old know-how. Through Talent Advisor, we wanted to contribute in our own way to the continued rise of Moroccan hospitality. Creating this company was also our way of showing that a 100% Moroccan recruitment agency can absolutely meet the expectations and high standards of international luxury brands.

TI: You studied at Glion in Switzerland and worked with some of the biggest names in international hospitality. In your opinion, what are the strengths of Moroccan hospitality and what areas still need improvement?
SM: The strengths of Moroccan hospitality are deeply rooted in our DNA. The men and women behind ‘Made in Morocco’ hospitality truly make the difference through their innate generosity, their natural sense of welcome, and their ability to bring our traditions to life. They are true creators of experiences and emotion. Given the momentum the sector is experiencing, we’re naturally being called to elevate the guest experience by focusing on training, innovation, and operational excellence. By investing in personalized service, showcasing Moroccan talent, and integrating the right technologies, we have a real opportunity to further enhance the appeal of Moroccan hospitality.

In my view, there’s a major challenge when it comes to making experiential luxury careers more attractive and valued. In Morocco, we don’t often dream of becoming hoteliers, restaurateurs, or guest experience managers and yet these are roles that shape our daily lives. Their work reflects our hospitality heritage and know-how and offers real opportunities for ambitious careers.

I often draw a comparison that may sound bold, but I like to think of these professions as the serotonin of society. They carry a certain vision of well-being, daydreaming, and the image we choose to project to the world.

“I often draw a comparison that may sound bold, but I like to think of these professions as the serotonin of society. They carry a certain vision of well-being, daydreaming, and the image we choose to project to the world”

TI: Are there international standards in hospitality? Defined norms that govern the industry and that you were taught at Glion?
SM: Absolutely! One concept that struck me very early on at Glion has stayed with me throughout my journey. I was introduced right away to the true definition of luxury as the ability to create experiences that leave a lasting emotional imprint. It’s a definition that might sound abstract, even poetic or philosophical, but in reality, it demands a deep mastery of hospitality codes and standards. The art of hosting, of delivering an exceptional experience, doesn’t happen by chance it’s the result of clearly defined protocols, standards, and a wide-ranging knowledge base.

To put it more pragmatically, take the example of a restaurant owner: in order to deliver meaningful experiences and evoke emotions, they need to be an excellent manager, inspire their teams to continually grow, and stay in tune with the latest trends and innovations.

Glion also gave me the opportunity to become familiar with the standards of different international hotel chains and to truly understand the nuances behind each one. The strength of established hospitality brands lies in these very standards and protocols. They’re the backbone of the brand promise and of the service delivered by every team member. And they create a real sense of belonging. Let’s ask ourselves: why does a guest choose Hilton or Four Seasons? Often, it’s for the consistency of standards even if they’re not consciously aware of it.

Another key takeaway from Glion was the importance of cultivating cultural awareness. Throughout your career in hospitality, you must constantly broaden your understanding of the industry ecosystem. Whether you specialize in cuisine, guest relations, or accommodation, it’s essential to maintain a global vision and stay up to date with new innovations. A guest relations manager who takes an interest in the world of cuisine or housekeeping, for example, will have a more informed, well-rounded approach.

Today, I know that this cultural perspective which Glion taught me and which I continue to nurture every day is a real differentiator. That ability to take a step back, to look at things from a different angle, is a true added value for our clients.

TI: When people think of Glion Institute of Higher Education, they often think of the school’s strong emphasis on soft skills. Would you agree?
SM: We need to be careful here. The term soft skills has been used so much that people have spoken endlessly about rigor and attention to detail that these words have become somewhat overused. Some might even feel they’ve lost their relevance. But in truth, they’re more relevant than ever. What matters is the distinction between understanding them in theory and being able to apply them consistently in real life. Of course, no candidate will ever tell you they lack soft skills, that they’re never on time, or that they don’t hold themselves to high standards. But this is, in my opinion, where Glion truly stands out: the school allows you to internalize for life what rigor and attention to detail really mean.

“I remember during my time at Glion, if you didn’t pay proper attention to grooming, you could be barred from taking an exam. It wasn’t about being harsh it was about respect”

I remember during my time at Glion, if you didn’t pay proper attention to grooming, you could be barred from taking an exam. It wasn’t about being harsh it was about respect. That kind of teaching left a deep impression on me, and it continues to guide me to this day.

TI: In your opinion, is training alone enough to restore the full prestige of hospitality careers in Morocco? And is there a need to bring a fresh perspective to these professions in order to elevate them further?
SM: At the moment, there’s no formal degree or Master’s program in Experiential Luxury. That said, we do have excellent hospitality schools. So the tools are there but I’d like to emphasize one key point. In my view, this isn’t just a matter of education it’s first and foremost a matter of attractiveness. How many young people are actually enrolling in these programs? How many are choosing to pursue careers in this field? These professions need to be elevated through a collective shift in perception. How do we do that? By highlighting success stories and dismantling the idea that these jobs are poorly paid. It’s true that early in their careers, salaries can seem modest relative to the number of hours worked. But that early effort pays off because after just a few years, the salary brackets are highly competitive and align with those in other industries.

That said, I fully agree that the quality of education plays a critical role in making these careers more attractive. And right now, we’re seeing a very promising energy and momentum building in Morocco for the years to come.

TI: Looking ahead to 2030 with the FIFA World Cup on the horizon and with the Africa Cup of Nations happening this year, what areas should Morocco’s tourism sector focus on improving? And how can Talent Advisor support this momentum?
SM: The sector is already undergoing a transformation, driven by the many exciting openings on the horizon, including new hotels, restaurants, luxury real estate developments, and major investments in the luxury space overall. But the success of these projects will, of course, depend on having qualified talent in place. I believe these upcoming milestones will only accelerate awareness of how vital these professions truly are. As for how Talent Advisor can support Morocco through this transition the answer lies in our expertise and know-how. By 2030, we’ll be celebrating our tenth anniversary. That’s ten years of experience and foresight. We’ve always built our approach around a long-term vision and so we’re ready.

What will make us a key player in this market’s growth is the perspective we’ve gained, the cross-functional approach we offer, and the community we’ve built one that continues to grow, fueled by the trust we’ve been able to earn over the years.

TI: How can Morocco’s experiential luxury sector stand out on the international stage while staying true to its cultural authenticity?
SM: It’s precisely Morocco’s cultural authenticity and heritage that set it apart on the international stage. We’re not trying to imitate others or stray from our roots. Moroccan gastronomy, for instance, is a true form of soft power and a powerful showcase of our hospitality. Above all, it’s important to recognize that the soul of our hospitality lies in the know-how, values, and commitment of Moroccan men and women.

I truly believe that by continuing to take pride in our heritage while refining our operational excellence we can firmly establish our own vision of experiential luxury, proudly Made in Morocco.

• Our thanks to Marc-Antoine Gamelin for this translation of his original interview in French

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Swimming image: Artur Debat/Getty