Lux Resorts to branch out with new brand
Called Salt, the new brand will be a sister proposition to Lux Resorts and Tamassa, with all three now siting under the newly created umbrella of The Lux Collective, overseen by chief executive Paul Jones, who has spearheaded the vision for Salt.
"Salt was born from a demand for something different - creating hotels that cater to an ever-growing audience of modern explorers and mindful travellers who travel to satisfy their curiosity and challenge their perception of the world," said Jones. "They want to connect with people - not just places - and they genuinely want to give something back. We call them 'cultural purists'. And in creating Salt, I believe we can help facilitate these connections and create meaningful experiences for our guests and the communities in which we operate."
