The boutique collection was launched by Crown Prince Mohammed bin Salman on January 20, 2022.
In a step that threatens to strengthen Saudi Arabia’s presence in the luxury tourism market and redefine the concept of luxury hospitality in the Kingdom, a group has embarked on…Boutique In a project to transform some of the Kingdom’s historical palaces into luxury boutique hotels.
The boutique group was launched by Crown Prince Mohammed bin Salman on January 20, 2022, and its mission is to offer guests an exceptional luxury experience that reflects the values of both heritage and modern Saudi Arabia.
Restoring history through historic palaces
The CEO said For boutique collection Marc De Cochinis in an interview with Arabian Business: “Our goal is to restore these historic palaces, which were once the residences of kings, and transform them with great care into luxury hotels. We carry out the design and development process with great care, to ensure that the historical palaces restore their architectural authenticity while introducing modern elements for the comfort of guests.”
The first three palaces scheduled to be converted are Al-Hamra Palace in Jeddah, Al-Ahmar Palace in Riyadh, and Tuwaiq Palace also in Riyadh. Each palace carries a unique story of the royal families and personalities that once hosted it, and the Boutique Group is committed to protecting this rich heritage in both the physical structures and the authentic Saudi experiences they will provide to guests.
Al Hamra Palace, one of the most prominent hospitality palaces in the Kingdom, will be transformed into a luxury boutique hotel in central Jeddah. The hotel will feature 91 keys with butler services, 47 luxurious palace suites, 44 luxury villas, 6 spa suites, a royal suite, and 6 gourmet food and beverage outlets, among other luxury offerings.
Likewise, Al Ahmar Palace, which dates back to time, will be transformed into a luxury boutique hotel in the heart of Riyadh. The proposed hotel will offer more than 70 keys with private butler services, 25 luxurious guest rooms, a royal suite, 26 deluxe rooms, 44 luxury suites within the palace, spa suites, and upscale F&B outlets.
Al-Tuwaiq Palace, an architectural landmark in Riyadh, will also be transformed into a luxury boutique hotel, offering more than 96 keys, 56 luxury villas, spa suites, 40 luxurious palace suites, 7 different high-end food and beverage outlets, and spaces for public events.
Marco Frank, Chief Hospitality Officer, Boutique Group, emphasized the company’s commitment to infusing the rich history and Saudi traditions into every aspect of the guest experience. “Our dedicated Culture and Heritage team ensures that every aspect of the guest experience is infused with rich Saudi history and traditions.
While we celebrate the palace’s glorious past, we also embrace innovation and progress. “Whether hosting fashion shows in our Heritage Rooms or carefully curating culinary demonstrations with recipes approved by a culinary committee, we strive to deliver an authentic luxury experience rooted in tradition and excellence.”
As part of the Public Investment Fund (PIF) and wider major projects, Boutique Group recognizes its role in shaping the future of tourism in Saudi Arabia. The Crown Prince has entrusted the company with the management and ownership of these historic properties, allowing them to maintain full control of the guest experience, from design to service.
While maintaining the highest standards of quality and luxury, Boutique Group understands that it is personal service and attention to detail that will leave a lasting impression on their guests. The company’s approach to the guests’ journey begins long before arrival, with an emphasis on personal service and attention to detail. From the moment guests begin the booking process, they are treated to a luxurious experience that extends seamlessly from their home to the hotel gates.
Boutique Group’s primary focus is to provide an unparalleled experience to guests within the Kingdom, with more than 80% of guests expected to come from local residents. However, the company also aims to become an integral part of local communities, hosting weddings, social events and cultural gatherings.
The influx of luxury brands into Saudi Arabia underscores the need for Boutique Group to differentiate itself through exceptional service and a deep appreciation for Saudi culture. While their minimalist approach ensures that each palace retains its unique character, their commitment to excellence extends to every aspect of the guest experience, from dining to service.
The Boutique Group’s approach to food and beverage reflects their commitment to authenticity and innovation. While all restaurants and cuisines are local experiences created within the group, they draw their inspiration from Saudi heritage and global food industry trends. From traditional Saudi coffee lounges to Michelin-level dining experiences, the company seeks to cater to the diverse tastes of its guests while providing a platform for emerging Saudi talent in the culinary arts.
When selecting historic mansions for conversion, The Boutique Group takes into account several factors, including location, historical significance and suitability for renovation. Each palace must have the capacity to accommodate the necessary facilities while maintaining its architectural integrity. The company conducts comprehensive assessments to ensure the renovation respects the palace’s heritage while meeting the needs of modern hospitality.
Looking to the future, Boutique Group sees international expansion as an exciting opportunity, and envisions a future in which Saudi hospitality is celebrated around the world. While international brands are increasingly drawn to Saudi Arabia, the company believes there is tremendous value in showcasing the unique heritage and Saudi hospitality abroad.
The first palace, the Red Palace, is scheduled to open in late 2025, with subsequent openings planned for the following year. As Saudi Arabia continues to invest heavily in the tourism sector, Boutique Group stands ready to redefine luxury hospitality by blending Saudi culture and heritage with modern amenities, contributing to the growth of the ultra-luxury hospitality sector and the development of the local economy. Through its unwavering commitment to preserving the Kingdom’s rich cultural heritage and showcasing the best of Saudi hospitality to the world.
