Who Owns GLBooking?
GLBooking is a project run by GL Booking GIE Digital, a group entity focused on digitizing car rental across Morocco. A key figure in its public-facing strategy is Akram Es SAMLALI, representing the platform’s leadership and sharing its development plans . While GLBooking is managed from Khemisset in Morocco, and operates under the umbrella of GLCar, no individual owner’s name is officially disclosed beyond Akram’s role.
Main Objectives of GLBooking (GL Booking GIE Digital)
From insights shared in GLCar’s strategic blog posts (as of March 2025), the platform is pursuing several core goals:
- Expand Nationwide Network
Recruit a growing number of local car rental agencies throughout Morocco to provide a comprehensive, national presence—notably in small towns and tourist hubs . - Launch Into International Markets
Build partnerships with global travel platforms and support multiple languages to attract tourists and foreign agency collaborations. - Drive Innovation & Differentiation
Offer proprietary services like GLSecure for advanced GPS and anti-theft fleet protection, and GLSys—an ERP system built for digital reservation, fleet, and customer management . - Boost Visibility via Marketing
Invest in SEO, online ads (e.g. Google Ads), influencer partnerships, and other digital marketing to grow brand awareness . - Professionalize Operations
Introduce a centralized call center, standardized agency procedures, digital booking, and clear pricing to ensure consistent quality across the partner network. - Support Agency Partnerships
Facilitate collaboration between rental agencies by sharing inventory, using shared-lane bookings, and reducing costs while improving fleet usage.
Evolution & Growth Journey
Founded under GLCar’s ecosystem, GLBooking stems from GLCar’s larger ambition to revitalize Morocco’s car rental sector by offering a digital backbone to traditional local agencies.
It emerged as a response to the post‑COVID recovery challenges and the rise of the informal rental market. GLCar introduced GLSecure to secure fleets and GLSys to automate operations, strengthening the value proposition to local operators.
Since early 2025, GLBooking’s leadership (notably Akram Es SAMLALI) has been publishing continuous growth plans and inviting new local agencies to join via GIE Digital — with the clear goal of becoming Morocco’s leading digital car‑rental platform.
