Boutique Group is a Public Investment Fund owned, newly established luxury hospitality brand in Saudi Arabia. The Group has disclosed plans to add to its current portfolio of 3 luxury properties. 3 additional palaces will be converted into ultra-luxury hotels accroding to the company's CEO.
(Image Source)
GLOBoutique Group is a Public Investment Fund owned, newly established luxury hospitality brand in Saudi Arabia. The Group has disclosed plans to add to its current portfolio of 3 luxury properties. 3 additional palaces will be converted into ultra-luxury hotels accroding to the company’s CEO.
Launched in January 2022 by His Royal Highness Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince, Deputy Prime Minister, Chairman of the Council for Economic and Development Affairs, and Chairman of the Public Investment Fund (PIF), the ‘Boutique Group’s’ strategy is to create a new hospitality brand that will manage and convert a collection of iconic historic and cultural palaces in Saudi Arabia into ultra-luxury boutique hotels. The company is reviving the vibrant heritage and culture of Saudi Arabia to create a new and unique hospitality experience.
Previosuly, speaking to Arab News during the sidelines of the Future Hospitality Summit in Abu Dhabi in 2023, Mark DeCocinis did not disclose the exact locations under consideration but hinted that they could potentially be situated southwest of the Kingdom, possibly in Taif or other destination areas. DeCocinis mentioned, “We have identified three palaces, but I am unable to divulge their names at this moment. However, one of the palaces we are considering boasts picturesque palm date farms, vineyards, and fruit trees, offering a truly spectacular setting.”
Boutique Group’s existing portfolio comprises Al-Hamra Palace in Jeddah, set to offer 77 keys upon completion, including 33 palace suites and 44 luxury villas. Tuwaiq Palace in Riyadh is anticipated to feature 96 keys, encompassing 40 palace suites and 56 luxury villas. Additionally, The Red Palace, also located in Riyadh, will present 71 keys, including 46 luxury suites and 25 guest rooms.
DeCocinis revealed that Al-Hamra Palace is currently “30 to 40 percent” complete and is scheduled to welcome guests by the first quarter of 2025.
While the focus remains on converting palaces into luxurious accommodations, Boutique Group is also exploring opportunities in resort areas. DeCocinis elaborated, “We are keen on establishing a presence in resort areas, such as Taif, which boasts stunning mountainous landscapes. We are thoroughly examining various potential sites.”
Regarding staff development, DeCocinis emphasized the importance of training the hospitality team in collaboration with the Kingdom’s tourism ministry. Approximately 60 staff members are undergoing training to ensure a personalized butler experience for guests, a core service offered by Boutique Group.
Once Al-Hamra Palace opens its doors, guests can expect a truly unique and tailored experience. DeCocinis highlighted the presence of a Saudi restaurant with renowned local chefs, as well as a Michelin-starred restaurant offering international cuisine. Additionally, amenities include three-level, two-bedroom villas with a private top-floor pool, designed to cater to the needs of families.
In conclusion, DeCocinis echoed the sentiment of Saudi Arabia being the success story of the 21st century, emphasizing the opportunities available and inviting others to join in or risk missing out on this remarkable journey.
Source: The Boutique Group
