The Lux Collective accelerates global expansion with new signings
LUX
The Lux Collective’s global pipeline reflects robust momentum, with a diverse portfolio of 16 openings set to roll out across Asia, the Middle East and Africa.
The Lux Collective presents the next phase of its ambitious international expansion driven by strong momentum, following a highly successful ILTM showcase. With seven new signings secured in 2025 and a dynamic pipeline across Asia, the Indian Ocean, the Middle East and Africa. As its flagship luxury brand LUX*, sustainability-focused SALT, and newest bold urban brand SOCIO continue to evolve with purpose-led design and culturally resonant experiences, The Lux Collective’s strategy focusses on its vision to become the world’s leading hospitality group.
Guiding this trajectory is Olivier Chavy, Chief Executive Officer of The Lux Collective. “Our vision is clear: to redefine the conscious luxury hospitality of tomorrow. As we accelerate our global expansion and enter new markets, we remain committed to creating sustainable design-forward destinations that foster genuine connection. Through our innovative brands, these new signings reflect our ambition to push boundaries, elevate local narratives and craft experiences that truly resonate with today’s travellers.”
The hotel's deluxe rooms will feature private heated hot spring bathtubs, offering restorative calm after a day of exploration. An exclusive riverside pier sets the scene for bamboo-raft afternoon teas and intimate dinners, while the opening of Cafe LUX* will bring contemporary vibrancy and a welcoming social hub to the ancient town - enriching the cultural tapestry that defines this extraordinary destination.
LUX* On the Bund Shanghai symbolises a significant milestone for the LUX* flagship luxury brand as it makes its debut in China’s cosmopolitan capital. It will feature approximately 100 elegantly appointed rooms, all starting from a generous 50 sqm – a remarkable luxury in the heart of tier-1 Shanghai. The hotel’s privileged position is further enhanced by a private marina, providing a rare and distinguished connection to the city’s historic waterfront. It is scheduled to open in Q1 2027.
Following the announcement of LUX* Xinii Mababe in Botswana last December, The Lux Collective has signed a second hotel management agreement to operate LUX* Xinii Victoria Falls in Zimbabwe. The resort will offer safari and wellness experiences, scheduled to open in 2028, the hotel will feature 12 lodges each designed with a conical roof inspired by African hut traditions and local indigenous culture. A second phase of opening will see the addition of 14 lodges, along with a second restaurant and an additional pool, further expanding its offerings.
Looking ahead, The Lux Collective’s global pipeline reflects robust momentum, with a diverse portfolio of 16 openings set to roll out across Asia, the Middle East and Africa. In China, new destinations include SALT of Mount Siguniang, LUX* Guangzhou and LUX* Shaoguan. Southeast Asia will welcome the pioneering LUXNAM* Phu Quoc, Vietnam’s and the region’s first overwater all-villas resort, along with SALT of Virgin Beach in Bali, the Group’s first entry into Indonesia. In the Middle East, the Group expands with the tented luxury desert retreat LUX* Al Bridi, the reimagined beach resort LUX* Khorfakkan overseeing the Gulf of Oman, and the significant Middle East debut of the SOCIO brand – introducing the first-ever hotel and branded residences, SOCIO By The Lux Collective in Sultan Haitham City, Oman. This milestone is complemented by ELIRE Managed by LUX*, the first LUX* branded residences in Business Bay, Dubai.
The pipeline also extends to Africa with LUX* Xinii Mababe in Botswana and the SOCIO Tribeca flagship in Mauritius. Collectively, these developments reinforce the Group’s purpose-driven forward momentum and its commitment to shaping the next era of modern luxury hospitality – fortifying its position as a global leader in sustainability stewardship with clarity and intent.
