The route you have driven most?

Marrakech to M'hamid, forty-something times. It has changed three times since 2011 — a bridge, a new stretch of tar past Agdz, and one house that stopped taking guests when the father died. The route is only as current as the last time somebody drove it.

Something you talk people out of?

The desert in August, and nine nights compressed into four. Both are technically possible. Both mean you spend the trip in a car looking forward to the end of it, which is not what anybody flew here for.

The best hour on any of your routes?

Coming down off the Tizi n'Tichka in the last hour of light, when the valley on the south side goes the colour of a brick. Nobody photographs it well. Everybody tries.

What would you change about the company?

I would like us to write the notes down faster. We know an enormous amount that lives in five people's heads and not on paper, and every year one small thing gets lost that way.