This is the era of Susan Boyle.
Four decades of marketing speech, result in an increasing popularity of that what is not branded, not streamlined, or is not the end product created by marketing departments.
For the tourist industry in Morocco, authenticity has become the new mantra.
Of all the guesthouses in Morocco, and they run into the thousands, few will be those that do not market themselves as being authentic.
It goes without saying: in many cases, that is marketing too.
If you are about to travel to Morocco and are thinking about a stay in a riad guesthouse, and if you are a first timer at that, than you can relax right now.
The overwhelming majority of riad guesthouses are well managed, clean, with friendly staff, and the right details that will make you leave Morocco with fond memories.
Just about any "riad" guesthouse will impress you.
So was I, the first time I ever visited such a guesthouse, now over 10 years ago.
It is only with the years, and more years, and more visits, and more, that you start noticing that there are only a few guesthouses that, as good wine, keep lingering in your thoughts, over all the others.
In all cases that is right because of that one intrinsic quality: the authenticity.
The quality of a great guesthouse lies in just that, it's heart.
How it is preserved, and what has been done with or to it.
It sometimes pains me, to see all the hammering and reconstructions.
The walls that are made thinner, to create just one room more.
With as a result that the guesthouse needs to install air-conditioning.
While a Morrocan house is a piece of excellence right because it does not need such installations.
It was created in such a way to keep the heat out in summer and the cold in winter; nowadays you would call that "intelligent housing".
With climate change and the popularity of sustainable solutions, it will become the future again.
But in the mean time many houses, especially those targeting an up-scale market, continue with demolitions that are not necessary.
It is a competitive market.
The medina of Marrakech alone boasts no less than 800 guesthouses.
The competition is fierce.
Sometimes managers subdue to the demands of travel agents, such as if you install a swimming pool, we will send you clients.
Obviously, installing a swimming pool in a riad means it will no longer be a riad.
Such amenities go right against the heart and value of the age old lady, that is so unique right because of her personality and wrinkles.
Not even to mention those guesthouses that are more Disney world, or "Arabia for tourists" than authentic.
As a tourist you are absolutely in the right to ask for the best.
Fake orientalism however is not the best, not when talking about a Moroccan guesthouse.
In such a case the true qualities to look for are the experience in genuine hospitality, the preservation of the age old mosaics, the play of sunlight and shadow.
A truly genuine guesthouse, is an experience in itself.
It does not need to be wrapped up in shiny paper.
For all that shine will hide just the most magnificent colours.
They may be subtle, they may be faded, but as any lover of good wine will say: a good wine is very difficult to make, but you will never forget its taste.
The riad houses of Morocco are true legacy of the craftsmanship of humanity.
They are far too valuable to disappear because of very temporary tastes, fashions or demands of tourists.