The Lux Collective announces major global expansion signings

The​‍​‌‍​‍‌​‍​‌‍​‍‌ Lux Collective announced the next stage of its worldwide expansion with seven new signings in 2025 across Asia, the Indian Ocean, the Middle East and Africa. The strategic development underlines the group's presence through the three luxury brands LUX, the environmentally-friendly SALT and the new urban lifestyle brand SOCIO.

The Group's emphasis is on the infusion of international markets with high potential and the simultaneous development of design-led properties that are reflective of the local culture and community.

Key Highlights

• Seven new signings expand The Lux Collective globally.
• Properties in Sichuan, Shanghai, and Victoria Falls added.
• Pipeline grows to 16 openings with sustainable, design-led focus.

Olivier Chavy, CEO, Lux Collective, said that this expansion is in line with the company's vision for the long run. He pointed out that The Lux Collective is set to reinvent luxury hospitality that is conscious of the environment by creating sustainable, experience-driven destinations.

Chavy said that the new agreements serve as evidence of the Group's resolve to enriching local narratives, establishing genuine relationships and influencing the hospitality industry to cater to the needs of modern travel.

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Among the new additions, there is LUX Tea Horse Road Mount Tiantai in Sichuan, which will broaden the existing Tea Horse Road collection. The hotel will be ready for guests in the first quarter of 2027 and will feature ten rooms in the old town and 90 rooms in a separate mountain location near Pingle’s 2,000-year-old heritage trail.

The Group is also behind the signing of LUX Xinii Victoria Falls in Zimbabwe, which will be its second property in Southern Africa. Opening in stages from 2028, the Zambesi River project will offer lodge-style accommodations with safari, wellness and adventure experiences.