The Lux Collective Strengthens Global Presence with New Signings and Expanding Pipeline
With seven new signings secured in 2025 and a growing pipeline across Asia, the Indian Ocean, the Middle East, and Africa, The Lux Collective has outlined the next phase of its international expansion.
The group’s portfolio includes its flagship luxury brand, LUX; the sustainability-led SALT brand; and the urban-focused SOCIO brand. Together, these brands continue to evolve through design-led development and experiences rooted in local culture, aligned with the group’s long-term vision for responsible growth in hospitality.
Guiding this expansion is Olivier Chavy, Chief Executive Officer of The Lux Collective, who stated that the group remains focused on developing destinations that integrate sustainability, design, and local context as it enters new markets.
LUX Tea Horse Road Mount Tiantai, Sichuan
The signing of LUX Tea Horse Road Mount Tiantai adds to the LUX Tea Horse Road collection, extending the group’s presence along the historic Tea Horse Road across Sichuan and Yunnan. Complementing eight existing boutique properties in Yunnan, the new hotel is positioned near Chengdu in the Mount Tiantai highlands and is scheduled to open in Q1 2027.
The property will include two settings: 10 rooms located in the old town along the river and 90 rooms in the surrounding mountains, approximately 35 minutes away. Located near the historic city of Pingle, the hotel offers access to ecological and cultural sites, including Tiantai Mountain, known for its firefly habitats. Facilities will include hot spring bathtubs in select rooms, a riverside pier for curated dining experiences, and Cafe LUX*, serving as a social and cultural gathering space.
LUX On The Bund Shanghai
LUX On The Bund Shanghai marks the LUX brand’s entry into Shanghai. Set along the Bund, the hotel will feature approximately 100 rooms, each starting from 50 square metres, and is expected to open in Q1 2027. The property will also include a private marina, providing direct access to the Huangpu River.
Dining venues will include an all-day restaurant, Chinese and Italian speciality restaurants, and Maison LUX*. Additional facilities will comprise a rooftop bar, spa, fitness centre, and aqua gym, catering to both leisure and business travellers.
LUX Xinii Victoria Falls, Zimbabwe
Following the signing of LUX Xinii Mababe, The Lux Collective has entered a second agreement in Southern Africa with LUX Xinii Victoria Falls. Located along the Zambezi River, approximately 35 kilometres from Victoria Falls, the resort is scheduled to open in 2028.
The first phase will include 12 lodges inspired by local architectural traditions, with a second phase adding 14 additional lodges, expanded dining options, and an additional pool. Facilities will focus on wellness, nature-based experiences, and curated activities connected to the region’s wildlife and culture. The project is supported by advisory partner International Tourism Investment Corporation Ltd (ITIC).
Global Pipeline Outlook
Looking ahead, The Lux Collective’s pipeline includes 16 upcoming openings across Asia, the Middle East, and Africa. In China, planned developments include SALT of Mount Siguniang, LUX* Guangzhou, and LUX* Shaoguan. Southeast Asia will see the launch of LUXNAM* Phu Quoc in Vietnam and SALT of Virgin Beach in Bali, marking the group’s entry into Indonesia.
In the Middle East, upcoming projects include LUX Al Bridi, LUX Khorfakkan overlooking the Gulf of Oman, SOCIO By The Lux Collective in Sultan Haitham City, Oman, and ELIRE Managed by LUX in Dubai. In Africa, the pipeline includes LUX Xinii Mababe in Botswana and SOCIO Tribeca in Mauritius.
Collectively, these developments reflect The Lux Collective’s continued focus on measured growth, sustainability-led development, and regionally grounded hospitality offerings across its global portfolio.
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