Saudi Arabia launches new ultra-luxury hospitality brand as part of tourism push – ArabianBusiness

Saudi Arabia launches new ultra-luxury hospitality brand as part of tourism push – ArabianBusiness

Saudi Crown Prince Mohammed bin Salman bin Abdulaziz Al Saud on Thursday announced the launch of Boutique Group, a new hospitality brand.

The new company will manage and convert a collection of iconic historic and cultural palaces in Saudi Arabia into ultra-luxury boutique hotels.

It will revive the vibrant heritage and culture of Saudi Arabia to create a new and unique hospitality experience, said the Crown Prince, also Deputy Prime Minister, chairman of the Council for Economic and Development Affairs and chairman of the Public Investment Fund (PIF), .