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