Saudi Crown Prince unveils ultra-luxury hospitality brand, Boutique Group

HH Muhammad bin Salman Al-Saud, the Crown Prince of Saudi Arabia, First Deputy Prime Minister, and Chairman of the Public Investment Fund (PIF) has launched the ‘Boutique Group’, an ultra-luxury hospitality brand that will convert some of the historic and cultural places in the Kingdom into boutique hotels.

Boutique Group is expected to offer a unique experience clubbed with the vibrant heritage and culture of Saudi Arabia. The company will also offer many high-end experiences from dining to wellness to exclusive services for each guest.

The first phase of the project will start with the cooperation of the private sector, which includes Al Hamra Palace with 33 luxury palace suites and 44 luxury villas in Jeddah, Tuwaiq Palace with 40 luxury palace suites and 56 luxury villas, and Red Palace with 46 luxury suites and 25 luxury guest rooms. Both Tuwaiq and Red palace are located in Riyadh.

The Boutique Group will provide exclusive service to its guests with the blend of the Kingdom’s culture and heritage with modern amenities. The new project will also contribute to the local economy.

“His Royal Highness the Crown Prince’s launch of the Boutique Group underlines PIF’s mandate to unlock the capabilities of promising sectors in Saudi Arabia that can help drive the diversification of the economy and contribute to non-oil GDP growth.”

“The group will enhance the Kingdom’s already unique tourism offerings, strengthening Saudi Arabia’s position as a leading regional and international tourism and cultural destination and contributing to Saudi Vision 2030,” the PIF Governor further added.

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