The award-winning global luxury hospitality operator, The Lux Collective, has announced the appointment of leading travel and lifestyle communications agency Mason Rose to represent the group in the UK and US markets. This partnership signals an exciting new chapter for the Mauritian-born hospitality
brand as it continues to expand its footprint across the world’s most inspiring destinations.
Photos from left to right: LUX* Grand Baie, Mauritius (left), LUX* South Ari Atoll, Maldives (middle) and SALT of Palmar, Mauritius (right)
About The Lux Collective
Renowned for its people-first philosophy and innovative approach to hospitality, The Lux Collective is the operator behind three distinctive brands: LUX*, SALT, and SOCIO. Headquartered in Mauritius, the group has built a reputation for crafting soulful experiences that celebrate the culture, heritage, and natural beauty of every property’s location. From magical moments like floating down the Mingshi River on a bamboo raft in China—passing tropical jungle, Karst rock formations and rice paddies—to swimming alongside whale sharks with a marine biologist in the Maldives, and watching open-air films at Cinema Paradiso in Mauritius, each property brings “Life Extraordinary” to guests across the globe.
Today, the group manages 18 hotels and resorts, including six in Mauritius, one in the Maldives, one in Reunion Island, one in Zanzibar, and nine in China. An additional 14 openings are planned from 2026 onwards across the Indian Ocean, Middle East, Africa, and Asia.
Sustainability at the Core
At the heart of The Lux Collective lies a steadfast commitment to sustainability through its groupwide Tread Lightly and Circle of Care programmes. Each property is designed and operated with a focus on reducing environmental impact while enriching local communities. Initiatives include solar energy adoption, zero-waste strategies, coral reef restoration in the Maldives, and local employment and sourcing in Mauritius and worldwide.
Through its Circle of Care programme, The Lux Collective embraces social responsibility—protecting ecosystems, sourcing ethically, and empowering children, women, and communities to build a more inclusive, sustainable future. Guests are also invited to participate in the Tread Lightly environmental conservation journey, contributing 1 Euro per night to support positive impact initiatives.
“At The Lux Collective, we believe the most meaningful journeys are those that give back,” says Paul Mulcahy, Chief Commercial Officer of The Lux Collective. “Through our Tread Lightly and Circle of Care programmes, every guest becomes part of a bigger story. From protecting nature for future generations to supporting local communities, our guests’ contributions help create lasting, positive change. Guests can leave not only with memories of extraordinary moments, but with the reassurance they have helped make a difference.”
Photos from left to right: LUX* Marijani Zanzibar, Tanzania; LUX* Saint Gilles, Reunion Island; LUX* Chongzuo Guangxi, China.
What’s Next
Looking ahead, The Lux Collective has an exciting pipeline of openings across the Middle East, Africa, and Asia. These include SALT of Mount Siguniang, a mountain sanctuary at the UNESCO site in Sichuan; LUX* Shaoguan, located in a 2,100-year-old city in Northern Guangdong, China; and LUX* Xinii Mababe, a futuristic luxury safari lodge in Botswana. Additional highlights include LUXNAM* Phu Quoc, Vietnam’s first overwater resort and the first in Southeast Asia; LUX* Khorfakkan, a beach resort overlooking the Gulf of Oman; and LUX* Al Bridi, a desert retreat in Sharjah.
Further developments include ELIRE Managed By LUX* in Dubai, SOCIO Tribeca in Mauritius, SOCIO By The Lux Collective in Oman, and SALT of Virgin Beach in Bali. More exciting details will be shared soon as The Lux Collective continues its expansion into the world’s most inspiring and emerging travel destinations.
Mason Rose Joins the Journey
With a strong legacy of representing luxury travel and lifestyle brands, Mason Rose has been appointed to manage The Lux Collective’s public relations strategy in both the UK and US. Through this collaboration, Mason Rose will support the group in telling its story to luxury seekers, amplifying awareness of its unique properties, and cementing The Lux Collective’s position as a leader in global luxury hospitality.