INTERVIEW - MARK DE COCINIS, CEO, BOUTIQUE GROUP: "WE COMBINE CULTURE, HERITAGE AND HOSPITALITY" (Saudi Arabia)
Under the leadership of the veteran hotelier, real palaces have become ultra-luxury retreats for discerned travellers, showcasing the culture and rich heritage of Saudi Arabia. |
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INTERVIEW - MARK DE COCINIS, CEO, BOUTIQUE GROUP: "WE COMBINE CULTURE, HERITAGE AND HOSPITALITY" (Saudi Arabia)
Under the leadership of the veteran hotelier, real palaces have become ultra-luxury retreats for discerned travellers, showcasing the culture and rich heritage of Saudi Arabia. |
Category: Middle East - Saudi Arabia - Interviews and portraits
- Interviews - Industry leaders
Interview made by Sonia Taourghi on 2024-07-12
 Mark De Cocinis, CEO of Boutique Group, during the Arabian Travel Market 2024 in Dubai
Photo credit © Sonia Taourghi / Journal des Palaces
The brand, approved by His Royal Highness Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince of the Kingdom, currently includes the transformation of royal palaces into ultra-luxury hotels, all of which are undergoing construction and transformation. To lead the group, Mark De Cocinis can lean on over 40 years of hospitality experience, with some of the most renowned groups in the world. He notably left a mark as Regional Vice President Asia Pacific of The Ritz-Carlton Hotel Company - a group where he spent 22 years honing his skills, as Executive Vice President, Global of Shangri-La Group, and as President & COO of One & Only Resorts, Kerzner International. More recently, De Cocinis was the CEO of Urban Resort Concepts, a boutique ultra-luxury hotel company based in Shanghai.
Considering his extensive experience, it seemed fitting to ask for the one success he's the most proud of. "My biggest pride has been the people I helped develop and who went on to become executive chefs, directors, vice presidents, and CEOs of major companies. I believe in people and giving them an opportunity. Even if they leave to go somewhere else, I'm happy for them. The beauty of the industry is seeing people grow and develop."
With such a young hospitality industry, Saudi Arabia benefits from hoteliers such as Mark de Cocinis; eager to mentor and lead teams with experience, but also by integrating the local culture and strengths. Surrounded by senior executives of the group and going from one banter to another, he opened on the vision behind Boutique Group and shared some valuable wisdom for talents and managers.
Journal des Palaces: Tell us the story behind Boutique Group.
Mark De Cocinis: His Royal Highness announced the Boutique Group in 2022 to transform these former royal and cultural palaces into ultra-luxury boutique hotels in Saudi Arabia. The purpose is to restore them to the original design and intent, reflect the culture of Saudi Arabia and its history, and create the finest Saudi hospitality.
Our primary objective is to develop, manage, and operate cultural and historical palaces in the Kingdom and transform them into ultra-luxury boutique hotels. We have three palaces under development and have identified three more.
Tuwaiq is in Riyadh, it's within the diplomatic borders, so it's a palace that emerged as a cultural community, witnessing and hosting official occasion over the decades.
The Red Palace, King Saud's former residence in old Riyadh, holds the distinction of being the city's first concrete building. Its Art Deco design, influenced by European architecture, contrasts sharply with the surrounding traditional mud buildings. The palace grounds feature beautiful gardens with a unique collection of Saudi-grown roses, reflecting King Saud's fondness for Taif Roses.
Al Hamra Palace stands as a testament to Jeddah's rich history, both as a bustling international trade hub and a place of grand hospitality. Originally King Faisal's palace, it was transformed into a welcoming haven for Jeddah's most honored guests. Today, the palace is being meticulously restored to its former glory. Further enhancing its timeless beauty, new villas are being constructed on the grounds. These villas are being brought to life by the renowned interior architect Jacques Garcia, celebrated for his mastery of classic and elegant design.
What's so special about Boutique Group and its vision?
It a beautiful fusion of culture, heritage, and above all, hospitality. More than just static displays, they offer immersive experiences rooted in genuine human connection. Instead of simply viewing artifacts in a museum-like setting, guests are invited to step into captivating stories – tales of kings and their families, the guests they entertained, and the stories within these walls. It's this personal touch, this emphasis on shared human experience, which makes these places so special.
Under the guidance of His Royal Highness, we are committed to restoring these palaces to their former glory, recognising them as the treasures of Saudi Arabia they truly are. Our goal is to create unparalleled experiences for our guests, with a focus on delivering the highest level of service.
While European hospitality is renowned for its refinement and Asian hospitality for its warmth and attention to detail, Saudi hospitality embodies a unique and profound generosity. It's ingrained in the very culture – a deep-rooted tradition of welcoming strangers as family. Our ambition is to establish a new benchmark for hospitality, one that reflects the very best of Saudi hospitality, positioning it as the finest in the world. It's an ambitious goal, but one we believe is well within reach.
How do you maintain the original feel and aesthetics of the palaces?
When we design these palace conversions, we maintain the integrity of the original architecture. We weave in touches of modernity very deliberately, always ensuring they complement the existing aesthetic. You'll see this reflected in everything from the color palettes and the fragrant roses to the carefully curated artwork. Each element is chosen to enhance and reflect the unique story of that particular palace.
We're also committed to working with local artisans and materials whenever possible. The fabrics, the materials – they're all sourced from the surrounding region, supporting local craftspeople and traditions. And we're incredibly proud to collaborate with talented Saudi fashion designers, alongside renowned international names. Even our culinary team is a fusion of the best of Saudi Arabia and the world, with talented Saudi chefs working alongside Michelin-starred chefs.
What attracted you to the brand?
What we’re doing at Boutique Group is creating a leading brand, which is unique. I joined Ritz-Carlton in the 80s when we only had opened the fifth hotel. It was about bringing the history from César Ritz. We did it all and that's hospitality.
I come from a hospitality background, as have some of my team. We take everything we've learned from experience – systems, interactions, sales, marketing – and use it to deliver the absolute best, raising the bar even higher for ourselves. We offer different types of accommodations – rooms, suites, villas – but all guests receive that same royal treatment.
These palaces are national treasures, royal assets, that His Highness has graciously decided to share with the Saudi people and the world. Saudi Arabia is a unique and very safe country. I had visited before, many years ago, and the people were always so kind. This brand, it's the pinnacle of my career. We represent ultra-luxury, with no compromises on the quality of our products, materials, or service.
My challenge is making sure everyone on the team understands this and feels that same motivation to create something truly special, something unforgettable. I can't imagine anything more rewarding than developing and transforming these palaces, telling their stories. We have a lot of work ahead of us, but this brand is a true gem.
What type of clientele are you expecting to attract?
Saudi Arabia, often considered a mystery, possesses diverse geography: beautiful deserts, mountains, lush valleys, and the Red Sea. At Boutique Group, it's all about service; we reflect the palaces' history and cultural importance, their role in shaping Saudi Arabia. We've been intentionally discreet, avoiding commercialism. Our message is the story of Saudi Arabia, its people. We offer a glimpse while maintaining an air of mystery.
Every experience is personalised, and service is intuitive; we anticipate your needs and preferences. This requires individuals with innate talent and passion, whether chefs, concierges, or other team members. It's about loving what you do and sharing that passion. We are a part of Vision 2030, which presents unique offerings for tourism growth, whether it is around the coasts of the Red Sea, Jeddah, or in the capital, Riyadh, with all of the incredible luxury brands represented. Regardless of where you are travelling, Saudi Arabia has plenty of choices, including very exclusive ones.
How do you intend to immerse the guests into the culture and heritage Boutique Group is celebrating?
We want our guests to really experience these palaces, not just walk through them. So, while we're opening up most of the spaces, we've kept some areas as heritage rooms. These spaces have a special feeling, and we've preserved them carefully. Guests can have tea in a beautiful alcove, surrounded by history. It's a way to really connect with the past.
And that's what I love about Boutique Group – that attention to detail, that focus on creating authentic experiences. I'm personally invested in every detail of what our guests will experience – what they see, touch, taste, and feel. It's about creating a journey that connects them with Saudi culture. The administrative side is 10-20% of my time, I work to understand every detail of what our guests will experience – what they touch, what they see, the flavors, the atmosphere. It all matters.
You'll find that we embrace the "boutique" concept on a grander scale here in Saudi Arabia. While charming 10 or 20-room boutique hotels are common in Europe, our sweet spot is between 70 to 90 keys. This allows us to create these incredibly immersive experiences while still delivering the exceptionally personalised service that defines Boutique Group. Because for us, the most important element is that service comes from the heart – it's about genuine warmth, anticipating needs, and building a real connection with our guests.
How do you involve nationals in that celebration of their heritage?
The Saudi people are so proud to be a part of this because it's all about the story of Saudi Arabia and they're the best country ambassadors. Our employees are truly our greatest asset. They are the ones who bring the Boutique Group experience to life for our guests. The people you interact with every day – the chefs, the concierges, the housekeepers – they have the biggest impact on your experience. They are the face of our brand, even more so than a general manager or CEO.
We have to provide development and training programs because hospitality is quite new in Saudi Arabia. Of course, now we have many luxury brands coming to Saudi Arabia, which is incredible. That's why the Ministry of Tourism is investing a lot of funds to support the tourism industry, and I've never seen support at such a high level. We're working with the best local and international hospitality schools.
We're committed to nurturing future talent. Our team visits schools and interviews students, building relationships early on. This way, when they graduate, they're already familiar with Boutique Group and can seamlessly transition into a role. We identify promising individuals and earmark positions for them a year before graduation. It's a long-term investment, and one we believe in strongly.
What are you looking for in future colleagues?
For us, natural talent and genuine motivation are most important. We're not looking for people who simply want a prestigious name on their resume. While we're proud to be Boutique Group, it takes a special kind of dedication. This work is about passion and detail, not just going through the motions.
We need individuals who are self-motivated, who are truly driven to create something exceptional. We can't micromanage every interaction; it's about empowering our team to deliver on a shared vision. We provide the framework – the vision, the ideas, the expectations – and they bring it to life with their own unique talents. That's where the magic happens. Guests remember the small, heartfelt gestures, the moments that come from genuine care.
We look for people who are warm, sincere, and passionate about their craft. People who see this as more than just a job – it's a work of love. And that's why we're so selective in our hiring process.
What advice would you give to people considering, or maybe even never considered, working in Saudi Arabia?
The best way to experience Saudi Arabia is through the people who know and love it. Talk to someone who has lived here, visited, or worked here – they'll share the genuine warmth and positive energy that defines this country. Every first-time visitor I've met has been amazed by the spirit of the Saudi people. There's a contagious excitement here, a genuine enthusiasm for the future, especially Vision 2030. His Royal Highness has inspired incredible national pride, and the people are eager to share their culture and heritage with the world.
Of course, we face challenges, particularly with our ambitious schedule of upcoming events like the World Expo and the Asian World Cup. But that's part of what makes this time so exciting. We're working towards a shared vision, a tangible goal, and that unity of purpose is incredibly powerful.
What would be your key advice to a talent looking at a career in hospitality?
The hospitality industry is an incredible privilege. You meet fascinating people from all walks of life and experience diverse cultures firsthand. I truly believe that understanding and respecting our differences is the key to a better world.
No matter where you go, the desire for growth, development, and a respectful work environment is universal. Everyone wants to feel valued and respected for their contributions, regardless of their position or background. It's a basic human need. While cultural norms may vary, the fundamental desire for respect and the pride that comes from representing a company you believe in are universal.
That's something we strive to cultivate at Boutique Group – a culture of respect, empowerment, and continuous improvement. We give our team the freedom to excel, to own their roles, and to constantly strive for better. Because true excellence is a journey, not a destination.
What would be your advice to a young manager?
Keeping our team motivated and engaged is crucial, and that starts with understanding their aspirations. I make it a point to personally interview everyone, from entry-level positions to senior management. I want to know their goals – do they aspire to be a supervisor, lead a specific department, or even become an executive chef? Once we understand their ambitions, we can provide the support and guidance they need to get there.
People need to see a path forward, and we're here to help them navigate it. That means providing mentorship, recognising their achievements, and offering constructive feedback for areas of improvement. It's about showing genuine care and respect, which includes being honest about areas where they can grow.
When people love what they do, it shows. You can see it in their energy, their interactions, their commitment to excellence. You can tell when people like their jobs in the way they engage with you; it's just incredible. If you're not thinking "This is my job and I'm going to be the best", do something else.
 Tuwaiq Palace in Riyadh, one of the palaces from boutique Group
Photo credit © Boutique Group
 King Saud's Red Palace in Riyadh from Boutique Group
Photo credit © Boutique Group
 Al Hamra Palace in Jeddah from Boutique Group
Photo credit © Boutique Group
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