How do I get an airport transfer in Marrakech / which option?

Arriving at Marrakech Menara airport, you've essentially got three sensible ways into the city, and which suits you depends on your budget, your luggage, and how much hassle you want after a flight. The smoothest is a pre-booked private transfer: you arrange it before you travel, a driver is waiting in arrivals with your name on a sign, the price is fixed and paid in advance, and he takes you straight to your riad's nearest accessible point. For a first arrival in an unfamiliar city — often in the evening, jet-lagged, with bags — this is what I recommend to almost everyone, because it removes every variable at the moment you most want things to be easy.

The second option is an official airport taxi from the rank outside. These are the legitimate choice, but Marrakech airport taxis are known for quoting high to tourists, so know that there's a posted/agreed rate for the short run into the medina or Gueliz and confirm the fare before you get in rather than after. It's still cheap by international standards, just be ready to be firm and have small notes. A meter is rare here, so agreeing the price up front is the whole game.

The budget option is the number 19 airport bus, a dedicated shuttle that loops between Menara and the central Jemaa el-Fnaa and Gueliz areas for a fraction of a taxi fare. It's perfectly fine if you're travelling light and confident — but bear in mind it drops you at set stops, not your door, and from Jemaa el-Fnaa you'll still need to walk or take a petit taxi into the medina's car-free lanes with your luggage, which can be a maze for newcomers.

The deciding factor people underestimate is that riad in the medina. Many riads sit down pedestrian alleys no car can enter, so even a taxi leaves you a walk away — which is exactly why a good pre-booked transfer or the riad's own pickup is worth it: they'll either meet you with a porter or guide you to the door. So my honest steer: for your very first arrival, pre-book a private transfer to your riad and start the trip relaxed; once you know the lay of the land, the taxi or even the number 19 bus are easy money-savers for later airport runs.