The Lux Collective Accelerates Global Expansion with New Signings and a Growing Worldwide Pipeline

09 December 2025

Award-winning global luxury hotel operator, 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, the Group reinforces its role as a forward-thinking industry leader. 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 remains focused 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.”

Tracing New Paths along the Ancient Tea Horse Road with LUX* Tea Horse Road Mount Tiantai Sichuan

The new signing of LUX* Tea Horse Road Mount Tiantai heralds an exciting addition to the LUX* Tea Horse Road collection, connecting more of the historic trade route across Sichuan and Yunnan. Complementing the existing eight boutique properties in Yunnan, the hotel invites travellers to explore another evocative stretch of the ancient Tea Horse Road – one that celebrates heritage, nature and the art of purposeful slow travel.

Set in the mist-laden highlands near Chengdu, LUX* Tea Horse Road Mount Tiantai will offer a serene escape from the summer heat, with temperatures that sit 8-10°C cooler than the city. Surrounded by sweeping high mountain tea plantations famed for the Dark Tea heritage, the retreat’s elevated setting reveals radiant sunrise vistas and drifting seas of clouds that capture the spirit of China’s historic trade route. Slated to open in Q1 2027, the hotel will feature two distinct settings – 10 charming rooms in the old town along the river, and 90 tranquil mountain rooms a 35-minute drive away.

Situated near the 2,000-year-old town of Pingle, once the first post station of the Southern Silk Road, the property provides effortless access to rich ecological and cultural attractions. Tiantai Mountain is acclaimed as
China’s first firefly-themed ecological tourism site and Asia’s largest firefly observation base, where more than 20 species illuminate the night sky from April to October.

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.

A Landmark Debut on Asia’s Iconic Waterfront at LUX* On The Bund Shanghai

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. Set along Shanghai’s most iconic waterfront commanding captivating views of the Bund, Huangpu River and the renowned city skyline, this intimate boutique urban resort will exude a timeless contemporary design which converges the beauty of history and modernity. 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.

The hotel will present a diverse selection of culinary experiences, with an all-day restaurant offering Chinese and international classics for breakfast and Thai cuisine for lunch and dinner. Additional venues include a dedicated Chinese restaurant, an Italian speciality restaurant and Maison LUX* - the brand’s signature cafe concept serving artisanal coffee, pastries and afternoon gelato. A panoramic rooftop bar will complete the experience with elevated cocktails and tapas-style plates. For relaxation and wellbeing, the property will feature a LUX* ME Spa, fitness centre and aqua gym - serene spaces designed for guests to recharge and reset while taking in the city views.

Discovering Southern Africa’s Natural Wonders at LUX* Xinii Victoria Falls, Zimbabwe

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.

LUX* Xinii Mababe, Botswana presents an exclusive luxury retreat into the untamed landscape of Mababe, home to abundant wildlife including buffalo, zebras, elephants, giraffes, lions and leopards. Extending the LUX* footprint further into Southern Africa, LUX* Xinii Victoria Falls will immerse guests in the awe-inspiring surroundings of Victoria Falls, one of the world’s largest waterfalls.

Located along the banks of the Zambezi River, just 35 kilometres from Victoria Falls, the resort will offer ultra-luxurious safari and wellness experiences immersed in the natural wonders of Zimbabwe. 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. These distinctive roofs not only create a striking aesthetic, but also support rainwater harvesting, reflecting traditional wisdom in resource usage. 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.

The property’s facilities include a signature restaurant, a swimming pool and comprehensive wellness and spa services, including yoga sessions, allowing guests to rejuvenate the body and mind amidst the African wilderness. LUX* Xinii Victoria Falls will provide curated experiences that celebrate the region’s wildlife and culture – from gourmet destination dining, traditional game drives and walking safaris to adrenaline-fuelled adventures such as bungee jumping, zip-lining, helicopter flights and white-water rafting on the Zambezi River. Guests can also enjoy idyllic boat cruises and explore local cultural villages and markets, offering a seamless blend of luxury, adventure and cultural discovery. This successful collaboration is facilitated by advisory partner International Tourism Investment Corporation Ltd (ITIC).

A bold new chapter of growth and global reach

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.