This summer, my wife and I used Imzi Tours for parts of 4 days while we were in Marrakesh. I chose Imzi after looking at prices and reviews of other agencies. I feel like Imzi is a very good value. I started e-mailing Moncief about a trip to Aït Benhaddou and Essaouira. Moncief was always quick to reply, which put me at ease. His prices for the day trips were quite a bit lower than his competitors and the day trip to Aït Benhaddou included a complimentary lunch, while the other people in our group had to pay for their lunch, and from talking with them, they paid as much or more for their tour with a different agency.
Here are a few things to consider from my experiences on 2 day trips with Imzi:
1) They seem to "outsource" the guides from a group of independent contractors. It seems a lot of the tour companies in Marrakesh do this. We had a small problem with the tour guide that took us to Aït Benhaddou (his van's A/C wasn't working...which made the mid-day desert trip pretty hot in June. He also complained about having to drop us off at our hotel which was 15 minutes outside the city center in the Targal area). I mentioned this to Moncief via e-mail, and he made sure that we had a different tour guide a few days later to Essaouira.
Each tour can take a little while to start in the morning from the main square, as it seems the drivers are learning of their "assignments" for the day. Our first day, it took about 50 minutes to being shifted to 4 different vans before we headed out. This can explain why the tours are quite a bit cheaper than hiring a private driver. For a little inconvenience, we saved a significant bit of money. Morocco is the 50th country that I've visited, so I'm a pretty patient traveler, if you aren't....you might want to hire a private coach.
2) Imzi offered us free airport pick-up (which was very nice) if we booked through them online. Once we booked another tour, Moncief offered us free airport drop-off as well.
3) Imzi responds very well to e-mail communication, which proved to be helpful even when we were in Morocco. They do have an office in Marakesh, but we never had to go inside.
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