EXCLUSIVE - LUX CONTINUES TO GROW WITH THE ANNOUNCEMENT OF MAJOR PROJECTS IN AFRICA AND BEYOND
Opportunities in the strategic regions of Africa, Asia and the Middle East have convinced the management of The Lux Collective (TLC) to accelerate the group's expansion. . |
|
EXCLUSIVE - LUX CONTINUES TO GROW WITH THE ANNOUNCEMENT OF MAJOR PROJECTS IN AFRICA AND BEYOND
Opportunities in the strategic regions of Africa, Asia and the Middle East have convinced the management of The Lux Collective (TLC) to accelerate the group's expansion. . |
Category: Worldwide - Industry economy
- Hotel projects
Article written by Vanessa Guerrier-Buisine on 2024-12-09
While the ILTM trade show was in full swing in Cannes, luxury groups and brands multiplied their announcements, illustrating the dynamism of the sector. By 2025-2027, The Lux Collective, led by Olivier Chavy for the past seven months, will be expanding into Botswana, UAE, Africa and China. This is what the CEO of The Lux Collective revealed to Journal des Palaces. While spectacular openings are planned in Africa, the Middle East, Asia and Southeast Asia, Olivier Chavy assures us: “Growth remains measured to guarantee respect for our DNA.”
LUX* as a driving force
The Lux Collective is set to make its mark with several major projects, remaining true to its commitment to authentic, sustainable luxury. The group's flagship LUX* brand will expand its presence to unique and promising destinations.
In Africa, Botswana will welcome LUX* Xinii Mababe in 2027, a futuristic safari camp of 26 lodges nestled in the heart of the Mababe wilderness. Inspired by the traditions of the Hambukushu people, the project focuses on minimalist, sustainable design, where every detail pays homage to the region's cultural and natural wealth.
In the Middle East, two resorts will be built in the emirate of Sharjah in the last quarter of 2025. The 45-key LUX* Al Jabal, overlooking the Gulf of Oman, will combine modern elegance with exclusive access to a private beach, while LUX* Al Bridi will offer an immersive desert experience, with its 35 lodges integrated into the dune landscape. Both resorts are set to celebrate the cultural heritage of Sharjah, designated the “Cultural Capital of the Arab World” by UNESCO, and will offer a variety of experiences, from historic sites to desert safaris.
In Asia, LUX* will set up in Phu Quoc in Vietnam in the second quarter of 2026 under the brand name LUXNAM*, with the region's first stilt resort, a luxury haven of 116 villas, inspired by the Maldives and located in the Kien Giang biosphere reserve. Meanwhile, the brand will make its mark in the third quarter of 2026 with an urban resort in Guangzhou, China, combining breathtaking views of the city with absolute calm in the heart of the metropolis.
SALT makes its mark in China
The SALT brand, whose promise is to offer an experience as close as possible to local communities, will be expanding outside Mauritius for the first time, with a presence in China. SALT Anji, designed by architect Peter Rich,which will open its 108 rooms and villas in 2025, will showcase the region's unspoilt landscapes and rich tea culture, while SALT Mount Siguniang, scheduled for 2027, will be set in a Tibetan village at the gateway to a UNESCO World Heritage Park.
For Olivier Chavy, these developments are part of a global vision, creating genuine “TLC” itineraries. By cultivating thoughtful growth, The Lux Collective is proving that it is possible to combine international expansion with respect for its DNA. “At all destinations where our resorts are located, we believe luxury and environmental stewardship must coexist. Our focus is on creating positive impact while delivering luxurious hospitality and meaningful experiences with a sense of place - for the greater good,” asserts Olivier Chavy.
 The futuristic Botswana lodge project, LUX Xinii Mababe, is scheduled to open in 2027
Photo credit © The Lux Collective
|
|
