Boutique Group, a pioneering ultra-luxury hospitality group, showcased its game-changing ultra-luxury concepts steeped in heritage, at the Arabian Travel Market (ATM) 2024 in Dubai.

Fully owned by Saudi Arabia’s Public Investment Fund, the group reiterated its commitment to redefining the luxury hospitality experience by transforming some of Saudi Arabia’s most iconic former royal residences, among other cultural and historic landmarks, into ultra-luxury hotels.

Boutique Group also announced details of a new Memorandum of Understanding signed with Altanfeethi luxury concierge service to exchange knowledge and expertise to develop and enhance guest experience at airports in the Kingdom of Saudi Arabia.

Its portfolio includes the stunning Al Hamra Palace in Jeddah, known for hosting some of the world's most prominent international public figures, the Red Palace in the heart of old Riyadh. It adorned the SAR 100 bank note and served as the home to the Council of Ministers for three decades, and the Aga Khan Award-winning Tuwaiq Palace, an architectural masterpiece inspired by Saudi Arabia’s iconic forts, tents and oasis landscape.

Across its palaces, Boutique Group said it is dedicated to designing bespoke modern luxury offerings rooted in a strong sense of place, backed by strong partnerships and an authentic representation of Saudi’s vast heritage.

“This year’s ATM theme explores gateways. This is particularly poignant for Boutique Group, because our properties are in essence a gateway to a new model of hospitality, and a more sustainable future. Inspired by Saudi Arabi’s rich heritage and powered by its talent, we are creating a gateway to a more resilient and diversified economy,” said Mark De Cocinis, Chief Executive Officer at Boutique Group.

Marco Franck, Chief Hospitality Officer at Boutique Group, who took part in a panel discussion titled ‘Next-level Luxury: How to Stand Out as Truly Premium in an Oversaturated Market’, shed light on the group’s efforts to steep its guests in the culture and heritage of Saudi Arabia, while also maintaining the most opulent standards of luxury service.

He said: “It’s always a pleasure to connect with fellow industry leaders, who are passionate about exploring new ways to raise the bar and elevate industry standards. Boutique Group takes great pride in reflecting the sights, smells, sounds and cultures of the regions our properties call home – from our architecture and interiors to our spa and F&B offerings.”

ATM 2024 that was held at the Dubai World Trade Centre from May 6-9, welcomed more than 46,000 visitors, setting a show record. – TradeArabia News Service