Saudi’s Boutique Group appoints new CEO

Christoph Mares will lead the transformation of the country's palaces into ultra-luxury hotels

Christoph Mares has been appointed as the new Chief Executive Officer of Boutique Group, a key player in Saudi Arabia's luxury hospitality sector.

The appointment, effective January 2025, comes as the Public Investment Fund-backed company prepares to unveil its first hotel, The Red Palace, opening in April 2026.

Mares succeeds former CEO Mark De Cocinis, who led the group’s efforts in transforming the kingdom’s historic palaces into ultra-luxury hotels.

Under De Cocinis' leadership, Boutique Group worked closely with the Royal Institute of Traditional Arts and the Fashion Commission, involving international and Saudi designers to ensure each element of the transformations reflects the specific character of the palaces.

Speaking exclusively to Connecting Travel in 2024, De Cocinis said: “Each palace is unique, and each has a story to tell.”

Tasked with leading Boutique Group through its next phase of growth, Mares brings more than 25 years of leadership experience in the luxury hospitality sector.

Joining from Mandarin Oriental Hotel Group, where he spent 16 years in London and Hong Kong, Mares served as COO for the last seven years, leading Mandarin Oriental's strategic expansion in Europe, the Middle East and Africa (EMEA).

As well as overseeing the opening of several high-profile properties, including in Milan, Lisbon and Doha, and the renovation of Mandarin Oriental Hyde Park in London, Mares played a pivotal role in enhancing the brand’s culinary offerings. Under his leadership, Mandarin Oriental landed 28 Michelin stars across 18 restaurants, making it one of the most awarded hotel groups in fine dining.

Among other achievements, Mares was instrumental in implementing the group’s Legendary Quality Experiences programme, with an emphasis on personalised service.

His career also included a stint as COO for Emaar Hospitality Group LLC.

Commenting on the appointment, Mares said: "I am honoured to join Boutique Group, a company that shares my passion for hospitality excellence and cultural preservation. As CEO, I look forward to playing a part in writing the next inspirational chapter in the legacy of Saudi hospitality and sharing it with the world."

Initiated in 2022 by His Royal Highness Prince Mohammed bin Salman bin Abdulaziz Al Saud, the vision of Boutique Group is to preserve Saudi Arabia’s culture and heritage while offering unique, experiential hospitality.

This aligns with Saudi’s Vision 2030 goals and with the broader trend in ultra-luxury travel, where cultural heritage tourism is becoming increasingly important.

The first three palaces are in Riyadh and Jeddah, and include The Red Palace, once the residence of King Saud bin Abdulaziz, which is expected to open to visitors in April 2026.

The palaces will range from 70 to 80 keys and include suites and villas, event spaces, restaurants and wellness facilities.

For more information, visit www.boutiquegroup.com

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