Connection Is Luxury for Richard Branson in Kasbah Tamadot

At the foothills of Morocco’s Atlas Mountains, Kasbah Tamadot sits like a mirage: part storied fortress, part serene sanctuary. With its archways, terraced gardens, sweeping views of the valleys below and the distant mountain range, the property, part of Richard Branson’s Virgin Limited Edition portfolio, feels venerable and majestic. But while it sits regal and elegant, it is also the result of a decades-long personal mission: one that fuses luxuryLuxuryA lifestyle defined by exceptional quality, craftsmanship, exclusivity, and sophistication, encompassing the finest products, services, and experiences that represent the highest standards of refinement and excellence.Go to Luxury Glossary with social impact, and heritage with contemporary hospitality.

Kasbah Tamadot. *Virgin Limited Edition*

Kasbah Tamadot reopened its doors a year ago, following extensive restoration efforts after the devastating earthquake that struck the region in September 2023. With it came a new chapter: six exquisite riads were added to the property, offering even more privacy, each with its own pool and rooftop terrace. And yet, despite the expansion, the soul of Kasbah Tamadot remains unchanged: this is still a place where meaningful travel takes center stage.

That vision, of course, stems from Sir Richard Branson himself.

Aside from suites and the new riads, the kasbah also has luxurious Berber tents as accommodations. *Virgin Limited Edition*

“Kasbah Tamadot holds a really special place in my heart,” Branson tells Robb Report Philippines. “Back in 1998, my mum and dad were in Morocco helping to set up one of our hot air balloon expeditions. While they were exploring the Atlas Mountains, they stumbled across this stunning kasbah. My mum was instantly captivated and told me I had to buy it.”

Branson followed her advice and acquired the property from an Italian antiques dealer, who had adorned it with centuries’ worth of treasures from across the globe. “It was like stepping into a living museum,” he says. “I knew right away that it had the potential to be something truly magical.”

But what started as a picturesque retreat quickly became something more personal.

“With Mum involved, it was always personal,” Branson reflects. “From the start, her vision was to understand the greatest needs of the area and support the local Amazigh (Berber) people with the skills and resources to thrive. So while we were building a retreat that felt authentic and connected to the land, she was laying the groundwork for something far deeper.”

Branson’s mother, Eve Branson, went on to found the Eve Branson Foundation (EBF), a local NGO dedicated to education, healthcare, and skills training in the region. Through this foundation, Kasbah Tamadot has become a model for regenerative tourism, an approach that goes beyond sustainability to actively improve and enrich the communities in which it operates.

A room at the Kasbah Tamadot. *Virgin Limited Edition*

“When the 2023 earthquake hit,” Branson shares, “those strong, local ties allowed us to respond quickly and keep our team supported. I believe this kind of local investment is not only the right thing to do, but the future of luxury travel—where hospitality helps preserve what makes a place truly special.”

Today, the EBF’s influence can be felt in every corner of the property, from the hand-embroidered textiles in each suite to the woodwork crafted by Berber artisans. Guests can also visit nearby training centers and cooperatives supported by the foundation, engaging directly with the people whose traditions and talents are deeply interwoven with the retreat’s aesthetic. “When guests visit Kasbah Tamadot and connect with the artisans, it adds depth to their experience. Protecting culture makes travel all the more meaningful,” he explains.

A Berber bread baker delivers freshly-made bread. *Virgin Limited Edition*

“Culture gives a place its identity,” Branson explains. “In a globalized world, it’s easy for that uniqueness to fade. Supporting traditional Berber crafts through the Eve Branson Foundation helps keep those skills alive and creates real opportunities.”

The riads, introduced as part of the resort’s post-earthquake rebirth, are perhaps the most significant update to Kasbah Tamadot since its original transformation. Inspired by traditional Moroccan architecture, the six standalone riads combine hand-carved details with contemporary elegance: soft tadelakt finishes, vibrant tilework, and textiles sourced from local cooperatives, all offering a deep sense of place.

Soft tadelakt finishes, vibrant tilework, and textiles sourced from local cooperatives offer a deep sense of place. *Virgin Limited Edition*

Each riad is a world unto itself, complete with a private pool, rooftop terrace, and panoramic mountain views. These details reinforce Branson’s vision of connection rather than separation. “At Virgin, we try to create experiences that spark awe but also make people feel welcome and part of something bigger,” he says. “It’s not about escaping the world but connecting more deeply to it. Feeling moved, grounded, and connected. That, to me, is true luxury.”

While Kasbah Tamadot is undeniably a luxuryLuxuryA lifestyle defined by exceptional quality, craftsmanship, exclusivity, and sophistication, encompassing the finest products, services, and experiences that represent the highest standards of refinement and excellence.Go to Luxury Glossary resort—offering an infinity pool overlooking the mountains, world-class Moroccan cuisine, and hammam spa treatments—it never loses sight of its deeper values. Hospitality here isn’t performative; it’s personal.

“People want to feel seen and cared for, not just catered to,” Branson says. “Innovation is important, of course, but it should enhance human connection, not replace it. The real luxuryLuxuryA lifestyle defined by exceptional quality, craftsmanship, exclusivity, and sophistication, encompassing the finest products, services, and experiences that represent the highest standards of refinement and excellence.Go to Luxury Glossary is when warmth, authenticity, and creativity come together to create something truly personal.”

This philosophy runs through all of Virgin Limited Edition’s properties, from Necker Island in the British Virgin Islands to an African safari lodge. But at Kasbah Tamadot, it’s particularly palpable. Here, guests don’t just check in—they become part of a living story, shaped by the people, traditions, and resilience of the High Atlas.

Asayss Restaurant at Kasbah Tamadot. *Virgin Limited Edition*

Branson’s approach to business has never followed conventional metrics. For him, personal success isn’t measured solely by occupancy rates or accolades (though his many ventures high levels of both). It’s something more intangible—and more lasting.

“For me, success has always been about happiness,” he says. “Life’s too short to waste your time doing things that don’t light your fire. If you’re having fun and making a difference, the rest tends to follow.”