Boutique Group, a pivotal player in Saudi Arabia’s luxury hospitality landscape, has announced a leadership transition that promises to further its commitment to delivering world-class experiences in the Kingdom. Christoph Mares, a seasoned leader in the global luxury hotel sector, has been appointed Chief Executive Officer, succeeding Mark De Cocinis.
Mares, who joins Boutique Group in January 2025, brings over 25 years of experience in the luxury hospitality industry, having held prominent roles such as Chief Operating Officer at both the Mandarin Oriental Hotel Group and Emaar Hospitality Group. Recognised for his strategic acumen and commitment to excellence, Mares is poised to drive Boutique Group’s mission of elevating Saudi hospitality to new heights.
In an inaugural statement, Mares expressed his excitement about this new opportunity: “I am honoured to join Boutique Group, a company whose vision of hospitality excellence and cultural preservation aligns so closely with my own. The transformation of Saudi Arabia has been extraordinary, and I look forward to playing a role in showcasing the Kingdom’s unique heritage and redefining the luxury travel experience for a global audience.”
Redefining ultra-luxury hospitality in Saudi Arabia
Boutique Group is at the forefront of Saudi Arabia’s luxury tourism ambitions, transforming historic palaces into bespoke boutique hotels that marry cultural authenticity with unmatched sophistication. The group, fully owned by the Public Investment Fund (PIF), is a key player in supporting the Kingdom’s Vision 2030 initiative, which seeks to diversify the economy and position Saudi Arabia as a global destination for high-end tourism.
The group’s first flagship project, The Red Palace, is set to open in April 2026. The property will embody the Kingdom’s heritage while offering guests an experience defined by luxury and exclusivity. The Red Palace will cater to elite travellers seeking culturally immersive stays, ensuring that every aspect of their journey reflects the rich tapestry of Saudi Arabia’s history.
A legacy of leadership
Christoph Mares’ appointment underscores Boutique Group’s commitment to drawing on world-class expertise to realise its ambitious vision. Mares’ tenure at Mandarin Oriental Hotel Group, where he was instrumental in shaping the brand’s global reputation for luxury, positions him well to elevate Boutique Group’s properties to the highest echelons of the industry.
Sabah Barakat, a member of the Board of Directors at Boutique Group, welcomed the new CEO, stating: “Christoph’s extensive leadership experience in the luxury hotel sector will be invaluable as we continue to establish Saudi Arabia as a premier destination for discerning travellers. This is a transformative period for the Kingdom’s hospitality sector, and we are excited to have Christoph lead us into a new era of growth and innovation.”
A unique opportunity for high-end travel advisors
Boutique Group’s properties represent a distinctive offering for high-end travel advisors catering to clients seeking exclusive experiences. Each hotel is designed to immerse guests in the Kingdom’s cultural heritage while delivering the highest standards of service and amenities. With a pipeline of meticulously curated projects, including further palace transformations, the group is redefining what luxury means in the context of Saudi Arabia’s hospitality sector.
Boutique Group is a wholly owned subsidiary of Saudi Arabia’s Public Investment Fund (PIF). It specialises in the development, management, and operation of historical and cultural palaces, transforming them into ultra-luxury boutique hotels. These properties preserve the Kingdom’s vibrant heritage while offering guests a unique insight into its traditions and culture.
Aligned with the Vision 2030 strategy, Boutique Group is committed to fostering the growth of Saudi Arabia’s tourism sector and contributing to its economic diversification. Through its unparalleled hospitality offerings, the group invites travellers to discover the soul of Saudi Arabia in settings of extraordinary elegance.
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