The Lux Collective Accelerates Its Global Expansion with New Locations and a Growing Worldwide Portfolio

The award-winning luxury hotel operator, The Lux Collective, reveals a key milestone in its ambitious global expansion following a notable participation in ILTM.

With seven new signings planned for 2025 and a dynamic project portfolio spanning Asia, the Indian Ocean, the Middle East, and Africa, the group is reinforcing its position as an innovative leader in the hospitality industry.

Driven by a bold design sensibility and a deep-rooted approach to local cultures, the group’s brands continue to evolve: LUX*, the flagship luxury brand; SALT, focused on sustainable hospitality; and SOCIO, the latest urban and disruptive addition. The Lux Collective's strategy remains true to its vision of becoming the leading hotel group on a global scale.

Leading this momentum is Olivier Chavy, CEO of The Lux Collective: “Our vision is clear: to redefine responsible luxury hospitality for the future. As we accelerate our global expansion and enter new markets, we remain fully committed to creating eco-friendly establishments characterized by bold design and fostering authentic connections. Through our innovative brands, these new signings reflect our intent to push boundaries, celebrate local identities, and craft experiences that resonate with today’s travelers.”

Following the Historic Tea Horse Road with LUX Tea Horse Road Mount Tiantai, Sichuan*

The signing of LUX* Tea Horse Road Mount Tiantai marks a new milestone for the LUX* Tea Horse Road collection, which continues to expand along the legendary trade route between Sichuan and Yunnan. Alongside the eight boutique hotels already established in Yunnan, this new location invites travelers to explore another iconic section of the historic Tea Road, where heritage, nature, and the art of slow travel come to life.

Nestled in the misty mountains near Chengdu, LUX* Tea Horse Road Mount Tiantai will provide a welcome retreat from the summer heat, with temperatures 8 to 10°C cooler than in the city. Set amid vast mountainous tea plantations known for their black tea heritage, this peaceful haven will unveil spectacular sunrises and floating seas of clouds, evoking the magic of this ancient Chinese trade route.

Scheduled to open in the first quarter of 2027, the hotel will feature two distinct sites: 10 charming riverside rooms in the old town and 90 tranquil mountain rooms located a 35-minute drive away.

Close to the ancient city of Pingle, once the first post station along the Southern Silk Road, the establishment will provide privileged access to rich ecological and cultural heritage. Mount Tiantai is recognized as China’s first ecotourism site dedicated to fireflies, housing the largest firefly observation base in Asia, where over 20 species illuminate the night sky from April to October.

The hotel's Deluxe rooms will offer private bathtubs fed by natural hot springs, ideal for rejuvenation after a day of exploration. A private riverside dock will host afternoon teas on bamboo rafts as well as intimate dinners. Finally, the opening of Café LUX* will add a contemporary and friendly touch to the historic town, further enriching the cultural tapestry that makes this extraordinary destination unique.

An Iconic Arrival on the Legendary Asian Waterfront with LUX On The Bund, Shanghai*

Set to open in the first quarter of 2027, LUX* On The Bund Shanghai marks a key milestone for the LUX* brand, marking its debut in China’s cosmopolitan capital. Located along Shanghai's most famous waterfront, with stunning views of the Bund, the Huangpu River, and the city’s iconic skyline, this intimate urban boutique hotel will feature timeless contemporary design, blending historical heritage with modernity. This future establishment will include around 100 elegantly decorated rooms and suites, each with a minimum area of 50 m² (a rare luxury in the heart of downtown Shanghai). Its prime location will be enhanced by a private marina, providing unique and prestigious access to the city’s historic waterfront.

The hotel will offer a diverse culinary experience: in addition to an all-day dining restaurant featuring Chinese and international classics for breakfast, followed by Thai cuisine for lunch and dinner, guests will enjoy a Chinese restaurant, an Italian specialty restaurant, and the signature Maison LUX* café, perfect for enjoying artisanal coffee, fine pastries, and gelato in the afternoon. A panoramic rooftop bar will complete the experience with signature cocktails and shareable plates in an elegant and relaxed setting.

Finally, the establishment will feature a LUX* ME Spa, a fitness center, and an aqua gym, tranquil spaces designed for rejuvenation while enjoying spectacular views of the city.

Exploring the Natural Wonders of Southern Africa with LUX Xinii Victoria Falls, Zimbabwe*

Following last December’s announcement of the upcoming opening of LUX* Xinii Mababe in Botswana, The Lux Collective has signed a second management agreement to operate LUX* Xinii Victoria Falls in Zimbabwe.

LUX* Xinii Mababe, located in Botswana, will offer an exclusive luxury retreat in the heart of Mababe’s wild landscapes, where buffalo, zebras, elephants, giraffes, lions, and leopards abound.

Continuing the LUX* brand’s presence in Southern Africa, LUX* Xinii Victoria Falls will invite travelers to experience an unforgettable immersion in the breathtaking environment of Victoria Falls, among the most spectacular in the world.

Located on the banks of the Zambezi River, just 35 kilometers from Victoria Falls, the establishment will combine an ultra-luxurious safari and wellness experience, perfectly immersed in Zimbabwe’s natural wonders. Slated for 2028, the opening will include 12 lodges, each featuring a conical roof inspired by traditional African huts and local culture. These distinctive roofs will not only provide a strong aesthetic signature but will also incorporate a rainwater harvesting system, reflecting local resource management traditions.

A second phase of opening will see the addition of 14 more lodges, as well as a second restaurant and a new pool, further enriching the establishment's offering. Amenities will include a signature restaurant, a pool, and a complete wellness space with a spa and yoga sessions, designed to rejuvenate both body and mind amidst the African wilderness.

LUX* Xinii Victoria Falls will offer tailored experiences highlighting the region’s wildlife and culture: gourmet dinners in nature, vehicle or walking safaris, and adrenaline-filled adventures such as bungee jumping, zip-lining, helicopter flights, or white-water rafting on the Zambezi.

Guests will also enjoy peaceful river cruises, visits to traditional villages, and exploration of local markets, for a harmonious immersion of luxury, adventure, and cultural discovery.

This promising partnership is supported by the International Tourism Investment Corporation Ltd (ITIC) as a strategic advisor.

A Bold New Chapter Marked by Growth and Global Expansion

The Lux Collective continues its expansion with a strong pipeline of upcoming projects worldwide, illustrating sustained momentum. No less than 16 openings are scheduled in the coming months across Asia, the Middle East, and Africa.

In China, new destinations include SALT of Mount Siguniang, LUX* Guangzhou, and LUX* Shaoguan. In Southeast Asia, the group will unveil LUXNAM* Phu Quoc, the first hotel with overwater villas in Vietnam and the region, as well as SALT of Virgin Beach in Bali, marking the group’s entry into the Indonesian market.

In the Middle East, the group continues to expand with the luxurious tents of LUX* Al Bridi for a desert retreat, the reimagined coastal establishment LUX* Khorfakkan with views of the Gulf of Oman, and the iconic launch of the SOCIO brand in the region: SOCIO by The Lux Collective, which will mark the beginning of the first branded hotel and residences in Sultan Haitham City, Oman.

This significant advancement is complemented by the arrival of ELIRE Managed by LUX*, the first LUX* residences in Business Bay, Dubai.

The hotel portfolio is also expanding in Africa, with LUX* Xinii Mababe in Botswana and the upcoming flagship SOCIO Tribeca in Mauritius.

All these developments reinforce the group's forward momentum: guided by its objectives and commitment to shaping the next era of modern luxury hospitality, The Lux Collective is solidifying its position as a global leader in sustainable responsibility with clarity and conviction.