The Lux Collective aims to double its portfolio and grow sustainably to 5,000 keys by 2030
Mauritius-born hospitality management group The Lux Collective (TLC) has recently opened a regional office in Middle East as part of its worldwide expansion strategy and in commitment to the region; along with the key appointments of Christian Pertl as Global Chief Commercial Officer and Oliviero Cassini as Chief Development Officer – EMEA (Europe, Middle East and Africa) – based in Dubai.
The global luxury resort operator currently manages a portfolio of 18 operating resorts and hotels with a total of close to 1,600 keys in Mauritius, Maldives, Ile de la Reunion, Tanzania and China. There are 13 more hotels in its progressive development pipeline in Asia and the Middle East.
Christian Pertl, Global Chief Commercial Officer, says, “Our Vision 2030 is poised to propel the group into a new era, where we envision doubling our size and expanding our portfolio. It is our ambition to grow with intent to 5,000 keys.”
Through the renewed growth strategy with a regionalised approach, the primary focus for TLC is Middle East and Africa, with an eye on Europe for select opportunities. “Our secondary focus is Asia Pacific,” Pertl tells us.
As a leader in the hospitality industry, we are very proud to partner with Shurooq – the tourism investment arm of the Government of Sharjah – and contribute to its sustainability-based strategy and tourism development
– Christian Pertl
Looking to 2025 and beyond, The Lux Collective has revealed four innovative projects for its luxury flagship brand LUX*.
“We are excited to gain a foothold in the United Arab Emirates and will debut with our first two projects in Sharjah in 2025. Sharjah is a cultural capital inspired by rich traditions and innovation.
“As a leader in the hospitality industry, we are very proud to partner with Shurooq – the tourism investment arm of the Government of Sharjah – and contribute to its sustainability-based strategy and tourism development.”
Travellers seeking rich cultural heritage and scenic settings can explore the desert of Sharjah with a duo of openings, LUX* Al Jabal and LUX* Al Bridi.
Pertl updates our readers: “Work is currently in full swing. Both resorts are scheduled to open soon. LUX* Al Jabal – opening in Q2 2025 – is a luxury beach resort overlooking the Gulf of Oman, offering 45 hillside retreats and private beach access. LUX* Al Bridi – opening in Q4 2025 – is a luxury resort in the wilderness with 35 private tented accommodations overlooking a wildlife sanctuary.”
Further afield, those seeking a new-kind of island life can uncover the jungle-draped coastlines of LUXNAM* Phu Quoc in Vietnam (Q4 2025) – a modernistic overwater resort with 126 villas.
The first overwater villa-only resort in this part of Asia, it will be perched above the waters and coral reefs of the Kien Giang Biosphere Reserve.
Travellers looking to indulge in a luxury urban resort oasis coupled with the beauty of art, LUX* Guangzhou in China will feature nature-inspired travel to enrich the body, mind and soul, exuding charming historic heritage (Q2 2025).
All these 4 new openings are designed and built in harmony with nature and with reinterpreted local traditions, where the group’s sustainability DNA is integrated throughout each resort.
Pertl explains the group philosophy: “At the heart of its purpose, The Lux Collective makes each moment matter and cares about what matters. Putting people first is the core of TLC’s culture as well as staying true to the values of being passionate, responsible and innovative in all that it does. By providing comfort through thoughtful and exquisite designs, TLC creates experiences that make each moment matter for all guests.”