Hicham Hassouni is the Chief Strategy & Business Development Officer at Boutique Group, a hospitality company fully owned by Saudi Arabia’s Public Investment Fund.

In his current role, Hassouni is dedicated to elevating standards with strategic insights and an innovative approach to drive growth and contribute to the Boutique Group’s continued success. With a sharp understanding of market trends and a customer-focused mindset, he integrates analytical thinking with an unwavering commitment for the hospitality industry.

Hassouni has more than two decades of experience in the ultra-luxury hospitality and real estate sectors across Europe, the Middle East and Africa. He previously held leadership positions and advisory roles at top-tier companies, including MEA and Indian Ocean Vice-President at Rosewood Hotel Group and Vice-President of MEA for luxury brands at AccorHotels. Hassouni also served in key roles at Jones Lang LaSalle as the Vice President of Hotels, and Senior Manager and Member of the Executive Committee at Colliers International.

Hassouni holds a master’s degree in management from NEOMA Business School, an AMBA-accredited institution in France.