Saudi Arabia’s ultra-luxury hospitality in spotlight

Boutique Group, described as the first ultra-luxury hospitality organization of its kind in Saudi Arabia, will showcase its range of luxury hotels at the International Luxury Travel Market Cannes from Dec. 4 to 7.

Owned by the Public Investment Fund, Boutique Group was established to support the efforts of the Ministry of Tourism and the Ministry of Culture to develop and promote the tourist industry in the Kingdom. It does this by developing and operating ultra-luxury boutique hotels within transformed historic and culturally important palaces, which previously served as royal residences or accommodation for VIP guests.

The company said it aims to set new benchmarks in the industry and redefine the luxury hospitality experience in the Kingdom by offering domestic and international travelers an opportunity to immerse themselves in a modern-day Saudi Arabia inspired by tradition.

Boutique Group’s portfolio of properties previously inaccessible to the public include the Red Palace in Riyadh, which was once home to King Saud and later used as the offices of the Council of Ministers for three decades; Al-Hamra Palace in Jeddah, which provided accommodation for many prominent international public figures; and the Aga Khan Award for Architecture-winning Tuwaiq Palace, considered one of Riyadh’s most significant architectural landmarks.

The company said that by completely renovating the three palaces to offer grandiose, all-encompassing hospitality experiences that honor local history and culture, it epitomizes the traditions of Saudi hospitality and generosity, with a focus on providing guest experiences of the highest standards.