Saudi Crown Prince unveils new hospitality brand to revive kingdom’s heritage

Saudi Crown Prince unveils new hospitality brand to revive kingdom’s heritage

Boutique Group, a new hospitality brand, that will manage and convert several historic and cultural palaces in Saudi Arabia into ultra-luxury boutique hotels, was launched today. Saudi Crown Prince, Deputy Prime Minister and Chairman of the Public Investment Fund (PIF), Mohammed bin Salman bin Abdulaziz Al Saud, announced the launch of the company that will reinvigorate the kingdom’s heritage and culture to create a unique hospitality experience. The first phase of the project will focus on the development of three historic palaces in cooperation with the private sector. These include the Al Hamra Palace, that will offer 77 keys, including 33 luxury palace suites and 44 luxury villas in Jeddah; Tuwaiq Palace – which will provide 96 keys including 40 luxury palace suites and 56 luxury villas; and the Red Palace, which will offer 71 keys, including 46 luxury suites, and 25 luxury guest rooms. Both Tuwaiq and Red palace are located in Riyadh. Boutique Group will conflate the kingdom’s culture and heritage with modern amenities to provide an exclusive hospitality experience to its guests. The announcement is in lockstep with the PIF’s strategy to focus on promising sectors – such as tourism and hospitality – to support the kingdom’s