Page 25 - #200 June/July 2025

Putting People First

The Lux Collective is a Mauritian-born global luxury This Page. LUX* Chongzuo,
Guangxi, China
resort operator that manages four brands; LUX*, SALT, 2. LUXNAM* Phu Quoc, Vietnam
TAMASSA and SOCIO and creates experiences that 3. LUX* Grand Baie, Mauritius
4. LUX* Belle Mare, Mauritius
make each moment matter for everyone. Here, RLI 5. LUX* Al Bridi, Sharjah, UAE
catches up with company CEO Olivier Chavy to
better understand the ethos of the business and 2 3
what is at the heart of its purpose.
omprised of distinctive brands which making its debut in Vietnam with the country’s actions for the planet, across all of its brands,
Care all designed to help people make first ultra-luxury overwater resort, LUXNAM* properties and destinations.
each moment matter, The Lux Collective Phu Quoc in Q4 2026. Meanwhile its further Chavy next talks to us about how they keep
is guest-centric, which is a core part of its expansion plans in China include a Q3 2026 loyal customers engaged and attract new ones,
culture, as is staying true to its values of opening of the LUX* Guangzhou which will commenting that in today’s competitive market,
being passionate, responsible and innovative launch in the Huangpu District, Guangzhou City the company fosters loyalty and attract new
in all that it does. that will provide an oasis of calm in the fast- guests by delivering emotionally resonant and
Its flagship luxury brand, LUX*, helps people paced metropolis. personalised experiences that are rooted in
to celebrate life by delivering consistently on No matter where the next hotel pops-up, innovation and excellence.
the promise of a different kind of luxury and each property has in common the same idea, to “Hotels today must deliver emotional, not just
sets the goalposts for the company in terms create a unique and innovative experience that functional value. As such, The Lux Collective
of exceptional service. SALT is a sustainabil- is delightfully elegant whilst at the same time offers differentiated guest journeys through
ity-driven brand that highlights a culture of being fun and playful - a place that is different storytelling design, digital personalisation and
authenticity and exploration and is for lovers from the ordinary. crafted luxury experiences that reflect genuine
of design, food, travel and all things local. As the questions turn towards social media care and attention to detail. These are the hall-
TAMASSA evokes the best of the tam-tam and the increased importance of e-commerce, marks that build trust and repeat business.”
drum and is an all-inclusive hotel on the south- Chavy explains that, with travellers becoming Being the head of The Lux Collective brings
west coast of Mauritius that celebrates good increasingly digital-savvy, it is of paramount with it challenges, with Chavy telling us that
times together and SOCIO is a bold, social and importance to continually evolve and focus retaining and adding talent to the team is one
inclusive urban hotel devoted to helping people on the digital transformation of the business. of the most important as they look to ensure
become the best version of themselves. “We will continue to invest in advanced digi- their future growth with their existing talents,
This global hospitality group currently tal tools and data-driven analytics to inform mentoring, elevating and retaining them whilst
manages a portfolio of 18 operating resorts decision-making and marketing strategies so attracting complementary new talent.
and hotels in Mauritius, the Maldives, Ile de la as to enhance online visibility, better target Aside from this, the CEO comments that the
Reunion, Tanzania and China. In addition, there key source markets and drive higher engage- other key challenges are the aforementioned
are currently 12 more hotels in its development ment through personalised targeting and digital transformation of The Lux Collective and
pipeline in Africa, Asia and the Middle East. dynamic content.” remaining innovative through its growth, always
“As we continue to grow, I am excited Another pillar that is key to the company’s challenging the norm and aiming for the best at
about the fast-evolving Middle East and Africa framework and strategy is that of sustainability. every level, everywhere and at every moment.
regions, followed by the progressive Asia-Pa- With travellers increasingly making decisions “As a luxury global hospitality group, we
cific region and select opportunities in Europe,” based on ethical and environmental values, the remain committed to delivering world-class
highlights Olivier Chavy, CEO of The Lux Collec- Group has long embraced sustainability as part excellence and trend-setting innovation - while
tive. “As we look to gain a foothold in the UAE, of its core DNA. preserving cultural heritage and driving global
we are delighted to partner with Shurooq - the Through their signature Group-wide sustain- growth with a future-forward outlook. For
tourism investment arm of the Government ability project Tread Lightly, The Lux Collective myself, with over 30 years of global hospitality
of Sharjah - and open our first two projects in promises an eco-conscious stay throughout its leadership, I am truly inspired by the industry’s
Sharjah, LUX* Al Bridi and LUX* Khorfakkan, hotels. Launched in 2013 and aligned with UN evolution and look forward to continue shaping
which are scheduled to open in Q2 next year.” goals and international standards, this strategic its future - with purpose and for the greater
Outside of the Middle East, the brand will be environmental project ensures consistency in good,” Chavy concludes.

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INTERVIEW

24 RETAIL & LEISURE INTERNATIONAL JUNE/JULY 2025