The Lux Collective, the award-winning global luxury hospitality operator, has announced the appointment of leading travel and lifestyle communications agency Mason Rose to represent the group in the UK and US markets. The partnership marks an exciting new chapter for the Mauritian-born hospitality brand as it continues to expand its presence in the world's most inspiring destinations.
Known for its people-first philosophy and innovative approach to hospitality, Lux Collective operates three distinctive brands: LUX*, SALT and SOCIO. The group, headquartered in Mauritius, has built a reputation for creating soulful experiences that celebrate the culture, heritage and natural beauty of each hotel. From magical moments such as rafting down the Minshi River on a bamboo raft in China (past tropical jungle, karst rock formations and rice paddies) and swimming alongside whale sharks - gentle giants of the ocean - with a marine biologist in the Maldives, to watching movies in the open air at the Cinema Paradiso in Mauritius, each hotel offers guests around the world "extraordinary living." Today, the group operates 18 hotels and resorts (six in Mauritius, one in the Maldives, one in Reunion Island, one in Zanzibar and nine in China), with 14 more hotels planned to open in 2026, spanning the Indian Ocean, Middle East, Africa and Asia.
Sustainable development at the heart
At the heart of The Lux Collective is an unwavering commitment to sustainable development through the group-wide programs Tread Lightly and Circle of Care.
Each facility is designed and operated with a focus on reducing environmental impact while enriching local communities. From the introduction of solar energy and zero-waste production strategies to specific initiatives such as coral reef restoration in the Maldives, employment and sourcing of local resources in Mauritius and around the world, The Lux Collective is redefining responsible luxury.
Through its Circle of Care program, The Lux Collective goes beyond environmental stewardship to embrace social responsibility - protecting ecosystems, using ethical procurement, and empowering children, women, and communities to build a more inclusive and sustainable future.
In addition, guests are invited to join the Tread Lightly environmental initiative, which ensures that every stay at the hotel has a positive impact on people and the planet by voluntarily contributing 1 euro per night.
"At The Lux Collective, we believe that the most meaningful journeys are those that give something back," says Paul Mulcahy, Chief Commercial Officer of The Lux Collective. "Through our Tread Lightly and Cire of Care programs, each guest becomes part of a larger story. From protecting nature for future generations to supporting local communities, our guests' contributions help create lasting positive change. Guests can walk away not only with memories of extraordinary moments, but also with the confidence that they have helped make a difference in the world."
What's next
Looking ahead, The Lux Collective is preparing an exciting portfolio of discoveries in the Middle East, Africa and Asia. From the breathtaking SALT Mountain Reserve on the UNESCO World Heritage Site of Mount Xigongyang, to LUX* Shaoguan, located in a 2,100-year-old ancient city in northern Guangdong Province, China, and LUX* Xinii Mababe, a futuristic luxury safari lodge in Botswana, to LUXNAM* Phu Quoc, the first overwater resort in Vietnam and the first in the Southeast Asian region, as well as LUX* Khorfakkan, a stylish beach resort overlooking the Gulf of Oman, and LUX* Al Bridi, a desert resort, both in Sharjah. Each new property will reflect the Group's promise to deliver meaningful travel-inspired experiences.
Further openings, including hotels and branded residences, will follow with ELIRE Managed By LUX* in Dubai, SOCIO Tribeca in Mauritius, SOCIO By The Lux Collective in Oman and the upcoming SALT of Virgin Beach in Bali. More exciting details will be released soon as The Lux Collective continues to expand to some of the world's most inspiring and forward-thinking travel destinations.
Mason Rose joins the journey
With extensive experience in representing luxury travel and lifestyle brands, Mason Rose has been appointed Head of Public Relations for The Lux Collective in both the UK and the US. Through this collaboration, Mason Rose will help the group tell its story to luxury aficionados, raising awareness of its unique properties and cementing The Lux Collective's position as a leading hospitality group in the global luxury hospitality sector.
