The driver was nice and friendly, and he made an effort to get us to our destination. He was punctual; however, although we had booked a bus, a larger passenger car arrived instead. Throughout the three-hour drive, he kept the window open the entire time—I’m not sure if he was tired or if it was because there was an odor of exhaust fumes inside the vehicle. We did arrive at our destination on time, and the driver helped us load our luggage, but it was certainly not what we had booked.
There was no possibility to reserve seats, the bus had multiple stops - but when we booked the tickets there was no info about these stops. No air conditioning.
Although I did not click on any insurance coverage when booking the tickets online, I got charged one for both rides to and from Marrakech. That's very costly, annoying and you could call that a scam.
This bus makes sense for a short trip, but it's very impractical for the long ride from Essaouira to Marrakech—the bus stops constantly, and people are getting on and off all the time. That's why the trip took more than 4 hours instead of the advertised 3 + No air conditioning.