Mauritian-based luxury hospitality powerhouse The Lux Collective has announced an ambitious global expansion strategy to redefine luxury travel experiences worldwide. The award-winning group is preparing to introduce new properties in China, Africa, Southeast Asia, and the Middle East, marking a significant leap in its footprint across burgeoning travel destinations.
The group’s recently appointed CEO, Olivier Chavy, leads this expansion, whose strategic vision is steering The Lux Collective towards establishing its presence in sought-after locations, further solidifying its reputation as an industry disruptor.
SALT Brand Breaks New Ground in China
For the first time, the boutique and purpose-driven SALT brand will expand beyond its Mauritian roots with the opening of SALT of Anji in Q2 2025, followed by SALT of Mount Siguniang in 2027.
- SALT of Anji, nestled in the tranquil Anji County, China, will offer an authentic connection to local heritage through its serene white tea plantations and lush bamboo forests. Renowned South African architect Peter Rich has meticulously crafted the resort’s design, drawing inspiration from Catalan architect Gaudí, ensuring a harmony between modern luxury and natural aesthetics.
- Meanwhile, SALT of Mount Siguniang in Sichuan province will provide an unparalleled gateway to the UNESCO-listed national park, offering immersive experiences in the breathtaking Himalayan landscapes and supporting local Tibetan communities.
Photos (From top left clockwise): LUX* Xinii Mababe in Botswana, LUXNAM* Phu Quoc in Vietnam, LUX* Al Jabal in Sharjah, UAE and LUX* Al Bridi in Sharjah, UAE.
Expansion into Africa with LUX* Xinii Mababe, Botswana
The Lux Collective continues its African expansion by signing a strategic partnership with Diamond Power Pty Ltd, introducing LUX Xinii Mababe* in Botswana. This luxury safari camp will redefine opulent wilderness experiences in the heart of Mababe, an area teeming with buffalo, elephants, lions, and giraffes.
Designed to reflect Botswana’s rich cultural heritage, the resort’s architecture will feature sustainable, minimalistic lodges, each adorned with a symbolic centrepiece inspired by the Indigenous Hambukushu tribes’ fishing baskets. Lyndon Jones, Founder of Diamond Power Pty Ltd, stated: “Our collaboration with The Lux Collective aims to create an unrivalled luxury safari and wellness retreat, with sustainability and cultural authenticity at its core.”
Facilitated by International Tourism Investment Corporation Ltd (ITIC), this project is set to be a game-changer in African luxury travel.
LUX* Ventures into the Middle East
The flagship LUX* brand will make its grand debut in the Middle East with the launch of two exclusive properties in Sharjah, UAE, in Q4 2025:
- LUX Al Jabal*, a boutique resort offering a private beach retreat overlooking the Gulf of Oman, complemented by world-class dining and a rejuvenating spa experience.
- LUX Al Bridi*, an ultra-luxurious tented retreat designed to blend seamlessly into the surrounding Arabian desert landscape, offering experiences ranging from dune surfing to celestial stargazing.
Expanding Horizons in Asia: Vietnam and China
Furthering its expansion in Asia, LUX* will introduce:
- LUXNAM Phu Quoc (Q2 2026):* Vietnam’s first overwater luxury resort, inspired by Maldives-style elegance, offering 99 overwater villas and 17 landed residences within the pristine Kien Giang Biosphere Reserve.
- LUX Guangzhou (Q3 2026):* A stunning urban sanctuary in the heart of Guangzhou City, featuring high-rise luxury living with panoramic skyline views and signature LUX* experiences.
A Sustainable Future for Luxury Hospitality
Under Olivier Chavy’s leadership, The Lux Collective remains committed to a vision of sustainability and responsible tourism, ensuring that each new opening supports local communities and preserves the environment. Chavy commented:
“Luxury and environmental stewardship must coexist. Our mission is to create exceptional experiences with sustainability at the forefront.”
From immersive eco-conscious safaris in Botswana to culturally rich escapes in Vietnam and China, The Lux Collective is set to revolutionize the luxury travel landscape.
Looking Ahead
With these strategic openings in 2025 and beyond, The Lux Collective is poised to captivate modern travellers seeking authentic, sustainable, and luxurious experiences in the world’s most exciting destinations. As the group continues to push boundaries in hospitality, its legacy of excellence and innovation remains steadfast.
Visit their official website for more information on The Lux Collective’s upcoming projects.
Stay tuned for more updates on luxury travel trends and upcoming openings from The Lux Collective.
Written by: Bridget Gomez
