This article examines how industrial marketing partnership strategies contribute to improving the financial performance of companies in the hotel sector in Morocco. Adopting a qualitative approach, this study plans to analyze, through semi-structured interviews with hotel company executives and their industrial partners, the impact of strategic alliances on the profitability, cost reduction, and operational efficiency of companies in this sector. The study will explore the dynamics of these partnerships, focusing on their role in optimizing internal processes and improving financial outcomes. For the moment, we have successfully conducted 3 semi-structured interviews with hotel managers. In the interim, we have formulated many hypotheses to be tested later. The expected conclusions will offer practical recommendations for strengthening the economic competitiveness of hotel companies through effective partnerships in the Moroccan industrial sector.