Bold move, bigger footprint: The Lux Collective accelerates its global expansion while expanding its portfolio and regional reach.
The Lux Collective has announced seven hotel signings for 2025 and is widening its development pipeline across Asia, the Indian Ocean, the Middle East, and Africa. The group continues to grow its three flagship brands—LUX* , SALT, and SOCIO—keeping a strong emphasis on thoughtful design and culturally rooted guest experiences.
CEO Olivier Chavy emphasizes a clear mission: to redefine conscious luxury hospitality for tomorrow. He explains that these new signings reflect the brand’s ambition to push boundaries, uplift local storytelling, and create experiences that resonate with today’s travelers.
New properties slated for China and Southern Africa
- LUX* Tea Horse Road Mount Tiantai in Sichuan, joining the Tea Horse Road portfolio in Yunnan. Target opening: Q1 2027. The property will feature 10 rooms in the old town and 90 mountain rooms amid high-altitude tea plantations near Chengdu, with private heated hot spring bathtubs, a riverside dining pier, and Café LUX* in Pingle’s 2,000-year-old town.
- LUX* On The Bund Shanghai, marking the brand’s first foray into China’s commercial capital. Located along the city’s iconic waterfront, the boutique urban resort is planned to open in Q1 2027 with around 100 rooms (starting at 50 square meters). Amenities include a private marina, multiple dining venues, a rooftop bar, and wellness offerings such as LUX* ME Spa and an aqua gym.
- In Southern Africa, LUX* Xinii Victoria Falls in Zimbabwe is signed, complementing LUX* Xinii Mababe in Botswana as the group’s second project in the region. Set along the Zambezi River, the Victoria Falls site is slated to open in 2028 with 12 lodges featuring conical roofs inspired by traditional African hut architecture and designed for rainwater harvesting. A second phase will add 14 more lodges, a restaurant, and a pool.
A stronger global pipeline
The Lux Collective’s upcoming openings total 16 properties across key regions. Notable developments include SALT of Mount Siguniang, LUX* Guangzhou, and LUX* Shaoguan in China; LUXNAM* Phu Quoc in Vietnam; SALT of Virgin Beach in Bali; and several Middle Eastern expansions such as LUX* Al Bridi, LUX* Khorfakkan, and SOCIO By The Lux Collective in Oman. Additional projects include ELIRE Managed by LUX* in Dubai and the SOCIO Tribeca flagship in Mauritius.
If you’re curious about how these new properties might redefine luxury hospitality or want my take on which openings could become crowd favorites, drop your thoughts in the comments. Which region or brand expansion excites you most—and why?"}
