Air Transport World

RAM: Morocco's ambassador; dictating a "nothing but the best" policy, King Hassan II is most responsible for Royal Air Moroc's excellence.

Casablanca--Royal Air Maroc, as its name implies, enjoys the full support of Morocco's royal family. King Hassan II personally appoints the company's chairman and has a large voice in matters of policy. The monarch regards RAM as his nation's international ambassador and has been behind the opening of certain routes that the airline's management considered to have very limited commercial prospects. It was, infact, at royal instigation that RAM started operations to North and South America as well as to certain African countries, such as Guinea, with virtually no traffic potential.

Regardless of whether some of its routes were opened for political rather than commercial considerations, King Hassan was probably right in using RAM as Morocco's ambassador. The airline is regarded a leader in Africa in in-flight service, having won the coveted Miss AFRAA (African Airlines Association) cabin service award three times consecutively. RAM's excelence can be in part attributed to Air France. AF was a one-time major shareholder in RAM and helped the carrier with "Moroccanization." Af still has a small interest in RAM and Iberia has a token holding.

But it is probably King Hassan who is most responsible for RAM's excellence by dictating a "nothing but the best" policy for the airline. In the equipment field this translated into an all-Boeing fleet since the retirement of the Carvelles in the 1970s. At present the fleet comprises one 747, two 707s, eight 727s and six 737s. In line with the "nothing but the best" policy the airline opted for very complete flight decks and cabin interiors. For instance the 737s are fitted with facilities for audio in-flight entertainment--a feature rarely specified by other purchasers of the smallest Boeing jet. …

Log in to your account to read this article – and millions more.