Page 22 - #184 September 2023

Muscat, Oman

Staying True to Their Roots

Nikki Beach began life as the first and original luxury beach club concept and they
have now grown to become a globally renowned hospitality brand. Here, RLI spends
some time with company CEO Lucia Penrod to discuss the inspiration behind the
concept, how it continues to evolve and grow and what the next steps look like.

he Nikki Beach Hotels & Resorts story began back in 1997, Montenegro in 2021. Located on the Bay of Tivat, the stylish boutique
when my husband Jack’s 18-year-old daughter Nicole property is designed to reflect the beauty of the resort’s natural
Ttragically died in a car accident. To celebrate her life, Jack surroundings. The collection of 54 rooms and suites offers modern,
and I transformed the pool area at Penrod’s beach club into a beautiful bright and spacious accommodation where guests can enjoy a relaxing
butterfly garden named Café Nikki in her honour. stay as well as complimentary daily breakfast, use of the Tone Gym, two
The garden drew an affluent new clientele to the property and at the dedicated resort swimming pools and a private waterfront with sunbeds.
request of many guests; we expanded the property onto the beach. In There are currently three new exciting developments to their hotel
1998, the first Nikki Beach site was born and today our 11 beach clubs and resorts division in the pipeline – Nikki Beach Resort & Spa Muscat,
and five resorts around are still inspired by Nicole’s vivacious spirit and Nikki Beach Resort & Spa Antigua and Nikki Beach Resort & Spa Baku.
the philosophy of “Celebrating Life”. The Muscat site is set to open in early 2024, with the Baku and Antigua
“We are proud to be a global lifestyle hospitality company currently sites to follow in 2025. The properties in Antigua and Muscat will include
with 11 beach clubs, five hotels and resorts, leading restaurants, a fashion hotels, residences and beach clubs, while the location in Baku will include
division, a non-profit charity and a special events arm,” explains Lucia a hotel and residences.
Penrod, CEO of Nikki Beach Hotels & Resorts. “We have restaurants “With the upcoming openings in Muscat, Baku and Antigua, we are
and beach clubs in Miami Beach, Saint-Tropez, Saint Barth, Marbella, excited and proud to continue building our presence in the Middle
Koh Samui, Mallorca, Ibiza, Monte Carlo, Montenegro, Dubai and Costa East and the Caribbean, creating locations that reflect our vision of
Smeralda. We also have hotels and resorts in Koh Samui, Porto Heli, “Celebrating Life” while taking inspiration from the rich cultures of
Dubai, Santorini and Montenegro.” the countries they are in,” Penrod highlights. “With our hotel division,
The most recent opening was the Nikki Beach Resort & Spa which we have been expanding rapidly, we really like to look for

Saint Tropez, France Monte Carlo, Monaco