The Lux Collective Accelerates Global Expansion with New Signings and a Growing Worldwide Pipeline

 Award-winning global luxury hotel operator, The Lux Collective presents the next phase of its ambitious international expansion driven by strong momentum, following a highly successful ILTM showcase. With seven new signings secured in 2025 and a dynamic pipeline across Asia, the Indian Ocean, the Middle East and Africa, the Group reinforces its role as a forward-thinking industry leader. As its flagship luxury brand LUX*, sustainability-focused SALT, and newest bold urban brand SOCIO continue to evolve with purpose-led design and culturally resonant experiences, The Lux Collective's strategy remains focused on its vision to become the world's leading hospitality group.

Guiding this trajectory is Olivier Chavy, Chief Executive Officer of The Lux Collective. “Our vision is clear: to redefine the conscious luxury hospitality of tomorrow. As we accelerate our global expansion and enter new markets, we remain committed to creating sustainable design-forward destinations that foster genuine connection. Through our innovative brands, these new signings reflect our ambition to push boundaries, elevate local narratives and craft experiences that truly resonate with today's travellers.”

Discovering Southern Africa's Natural Wonders at LUX* Xinii Victoria Falls, Zimbabwe

Following the announcement of LUX* Xinii Mababe in Botswana last December, The Lux Collective has signed a second hotel management agreement to operate LUX* Xinii Victoria Falls in Zimbabwe.

LUX* Xinii Mababe, Botswana presents an exclusive luxury retreat into the untamed landscape of Mababe, home to abundant wildlife including buffalo, zebras, elephants, giraffes, lions and leopards. Extending the LUX* footprint further into Southern Africa, LUX* Xinii Victoria Falls will immerse guests in the awe-inspiring surroundings of Victoria Falls, one of the world's largest waterfalls.

Located along the banks of the Zambezi River, just 35 kilometres from Victoria Falls, the resort will offer ultra-luxurious safari and wellness experiences immersed in the natural wonders of Zimbabwe. Scheduled to open in 2028, the hotel will feature 12 lodges each designed with a conical roof inspired by African hut traditions and local indigenous culture. These distinctive roofs not only create a striking aesthetic, but also support rainwater harvesting, reflecting traditional wisdom in resource usage. A second phase of opening will see the addition of 14 lodges, along with a second restaurant and an additional pool, further expanding its offerings.

The property's facilities include a signature restaurant, a swimming pool and comprehensive wellness and spa services, including yoga sessions, allowing guests to rejuvenate the body and mind amidst the African wilderness. LUX* Xinii Victoria Falls will provide curated experiences that celebrate the region's wildlife and culture – from gourmet destination dining, traditional game drives and walking safaris to adrenaline-fuelled adventures such as bungee jumping, zip-lining, helicopter flights and white-water rafting on the Zambezi River. Guests can also enjoy idyllic boat cruises and explore local cultural villages and markets, offering a seamless blend of luxury, adventure and cultural discovery. This successful collaboration is facilitated by advisory partner International Tourism Investment Corporation Ltd (ITIC).

A bold new chapter of growth and global reach

Looking ahead, The Lux Collective's global pipeline reflects robust momentum, with a diverse portfolio of 16 openings set to roll out across Asia, the Middle East and Africa. In China, new destinations include SALT of Mount Siguniang, LUX* Guangzhou and LUX* Shaoguan. Southeast Asia will welcome the pioneering LUXNAM* Phu Quoc, Vietnam's and the region's first overwater all-villas resort, along with SALT of Virgin Beach in Bali, the Group's first entry into Indonesia. In the Middle East, the Group expands with the tented luxury desert retreat LUX* Al Bridi, the reimagined beach resort LUX* Khorfakkan overseeing the Gulf of Oman, and the significant Middle East debut of the SOCIO brand – introducing the first-ever hotel and branded residences, SOCIO By The Lux Collective in Sultan Haitham City, Oman. This milestone is complemented by ELIRE Managed by LUX*, the first LUX* branded residences in Business Bay, Dubai.

The pipeline also extends to Africa with LUX* Xinii Mababe in Botswana and the SOCIO Tribeca flagship in Mauritius. Collectively, these developments reinforce the Group's purpose-driven forward momentum and its commitment to shaping the next era of modern luxury hospitality – fortifying its position as a global leader in sustainability stewardship with clarity and intent.

Source: The Lux Collective Accelerates Global Expansion with New Signings and a Growing Worldwide Pipeline (11/12/2025)