Saudi women are the real champions of luxury hospitality – the world should take notes

As a leader in the tourism and hospitality sector, I firmly believe that innovation and sustainability are not just buzzwords, but powerful forces that can transform our businesses and, more importantly, the lives of the people who sustain them – our communities and future generations. Hospitality has always been about crafting memorable experiences.

Today, however, the challenge lies in creating experiences that are not only luxurious and unforgettable but also responsible, ethical, and sustainable. Sustainability is no longer a choice; it’s a necessity and a vital contribution to the health of our planet and its ecosystems, and it’s something travellers are increasingly seeking out.

I am particularly inspired by the growing role women are playing in driving innovative solutions for sustainable hospitality. Across the globe, and especially here in Saudi Arabia, women are developing and implementing efficient solutions that are transforming the sector. These solutions range from smart energy and resource management to sustainable food waste practices, digitisation for green hospitality, and, crucially, employment and community engagement.

Here in Saudi Arabia, we are helping to shape the nation’s trajectory, contributing to a future as ambitious and inspiring as projects like Boutique Group – the first luxury hospitality group of its kind in the Kingdom, which is transforming historic and culturally significant palaces into unique luxury hospitality experiences.

As a Saudi woman, I am grateful for the opportunities I have enjoyed over my career to make an impact and contribute towards this new legacy. In my current role as Acting Chief of Strategy & Business Development at Boutique Group, I am helping to shape the group’s approach towards ‘responsible luxury’. This is a philosophy that ensures everything we do is informed by a commitment towards social, environmental and cultural sustainability.

Employment and job creation are key pillars of a sustainable hospitality industry. One of the main objectives of the National Tourism Strategy in Saudi Arabia is to create more than 1.6 million jobs in the sector by 2030. This growth in employment will have a significant impact on our economic development, as the hospitality industry will provide stable jobs, career growth, and training programs that uplift communities. This empowerment, driven in part by the increasing participation of Saudi women, will have a profound impact on local communities and will fuel investments in education and social initiatives.

As a PIF-owned entity, Boutique Group is equally committed to creating opportunities through economic growth and employment. Today Saudis make up 85 per cent of Boutique Group’s staff, more than half of whom are women. We firmly believe that Saudis are the finest ambassadors of our hospitality, and we are dedicated to employing and training young local talent to the highest standards with partners such as Sommet Education, ensuring our team receives world-class training in hospitality management. Thanks to these efforts, Boutique Group is emerging as one of Saudi Arabia’s most exciting employers, and was recently recognised as one of the region’s Best Workplaces.

Empowering communities through sustainability

Boutique Group also takes to heart the importance of engaging with the local communities in which it operates, ensuring that business growth translates into meaningful benefits for the people who call these places home. Supporting local businesses, suppliers, and artisans is crucial for maintaining a sustainable business ecosystem. By prioritising locally sourced ingredients, handmade crafts, and authentic cultural experiences, we create more enriching guest experiences while ensuring that economic benefits remain within the community. Meanwhile, working with multi-generational artisans, helps us to preserve and celebrate our heritage in contemporary ways, while introducing it to new audiences.

Of course, environmental sustainability is also critical. Integrating renewable energy sources and water conservation initiatives, such as solar panels, carbon footprint reduction strategies, water cycling, and smart leak detection, is a commitment and a responsibility for leaders in our industry. In addition to these crucial environmental initiatives, leaders are also championing sustainable solutions for zero waste and sustainable food systems. At Boutique Group we’re going beyond “farm-to-table” practices, not just sourcing the finest goods from top local farmers and suppliers, but working with them to elevate their offerings and capabilities to the next level.

After all, sustainability is not just about the environment; it’s about people and communities. Prioritising smart energy and resource management, sustainable food waste management, digitisation for green hospitality, and employment and community engagement is a responsibility we all share. This International Women’s Day, I urge all leaders in the hospitality sector to embrace responsible luxury, to empower women, and to invest in a sustainable future for Saudi Arabia and the world. Let us work together to build a new legacy, one where luxury and sustainability go hand in hand, creating a brighter future for generations to come.