These awards reflect the philosophy at the heart of Pur Life Maroc: creating personally curated travel experiences rather than offering pre-packaged itineraries. Founded in 2023 by Claudia Reichenberger and Said Boumahdi, Pur Life Maroc combines deep-rooted insider knowledge of Morocco with international luxury hospitality expertise, carefully selected partners and an exclusive Private Concierge Service – from the initial planning stages to seamless on-the-ground execution.

With three awards in 2026, following its first distinction in 2025 for Best Private Concierge Service in the Middle East & North Africa, Pur Life Maroc can now proudly celebrate four World Luxury Travel Awards. This is a special achievement for our entire team and the people whose dedication and passion make authentic encounters and unforgettable moments possible for our guests.

The World Luxury Travel Awards recognise outstanding achievements across the international luxury travel industry, honouring tour operators, travel agencies, destination specialists and exceptional travel experiences. The awards are regarded as one of the industry’s most prestigious international distinctions. Winners are determined through a public voting process involving travellers, guests and industry professionals – the very people who experience, recognise and appreciate exceptional service, innovation and unforgettable travel experiences firsthand. In 2026, more than 300,000 votes were cast.

The Travel Awards form part of the World Luxury Awards, established in South Africa in 2006 by former hotelier Brandon Lourens. The World Luxury Awards are among the most prestigious international accolades in the luxury hospitality, gastronomy, spa and travel industries. Alongside the Hotel Awards, the organisation introduced the Spa Awards in 2010, the Restaurant Awards in 2015 and the Travel Awards in 2020.