Boutique Group, a hospitality company fully owned by the Public Investment Fund (PIF), develops and operates historic & cultural palaces into ultra-luxury boutique hotels to enrich the luxury hospitality experience in the Kingdom. Boutique Group promotes Saudi Arabian heritage and culture through redefining the Saudi legacy, alluring and unique experiences for the global and local tourists, while preserving its heritage for future generations to come. At its core, Boutique Group delivers a unique ultra-luxury Saudi experience by presenting Saudi heritage in contemporary elegance, contributing to the local economy and enhancing the Kingdom's position as a leading cultural tourism destination.