The parent company of upmarket hotel brand LUX*, The Lux Collective, has revealed the development of a new sister brand that aspires to “connect modern explorers with meaningful travel experiences”. Dubbed SALT, the new brand will be positioned on par with LUX* and will be a “boutique luxury offering” ideally suited for the Australian market, The Lux Collective CEO Paul Jones told LATTE this week.
SALT’s ethos has been described as “a humanistic approach to hospitality targeting the culturally curious. Devoted to the wonder of all things local and sustainable, SALT will take guests to people – not just places”.
The maiden property will open in Mauritius in November, laying the path for future SALT hotels across the Indian Ocean, Asia, Africa and the Middle East, with “urban, rural, iconic and obscure” locations promised.
SALT of Palmar: Mauritius is a 59-room beachfront property, and provides guests the chance to learn Sega dance, how to prepare fish vindaye and chicken curry or chill out and read some of the best Mauritius-related literature about food, music, culture, craft and nature. Alternatively, jump in one of SALT of Palmar’s four convertibles and explore parts of the island destination.
“While every hotel will encompass shared values and commitments to its guests, each will be one-off and true to its location,” The Lux Collective said.
SALT hotels are, first and foremost, a launch pad for guests to discover their surroundings in the most authentic way, but also a stylish and simple base to relax, escape and recharge in. The design of each hotel will take inspiration from local colour, shape and motif to infuse the vitality of local culture into the interiors and give guests a true sense of place. Outside the hotel, every guest will be equipped with the tools to get off the beaten path and behind the scenes: a bespoke guidebook written and photographed by locals, illustrated maps, a local SIM card and a choice of transport to explore independently – bicycles or cool convertibles.
Among projects being pioneered is SALT’s “Skill Swap”, where guests have the opportunity to exchange their knowledge and talent with local communities.
Every SALT hotel will have a wellness philosophy that brings guests together for swim and run clubs, yoga on the SALT Farm, trekking and other slow sport initiatives, plus location-inspired activities. At SALT EQUILIBRIUM, guests can re-energise in the signature Salt Room and indulge in salt-based remedies and spa treatments.
Hotels will also have their own farm and guests will be treated to delicious menus designed around what’s in season and nothing more, while the pantries will be stocked exclusively with homemade products. SALT makes a commitment from the start to always think deeply about how to challenge traditional ways of hosting guests at their hotels.
SALT’s visionary and CEO of The Lux Collective, Paul Jones, said SALT has been designed to 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.”
“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. The possibilities for contribution and collaboration are endless, and I think this is just the beginning of something very special indeed,” Jones said.
Jones told LATTE the brand would be “perfectly suited for both the Australian and New Zealand market”.
“The brand is very laid-back and wants to create an environment where everyone gets around the fire and enjoys a ‘sharing is caring’ atmosphere and way of living. Australian and New Zealanders also love the great outdoors and are very adventurous travellers, which is at the heart of the SALT experience.”
Questioned to pinpoint an area in the Oceania region where the SALT brand would be best suited, Jones said: “If SALT were to come to Australia or New Zealand, we’d suggest beautiful, wild natural settings such as Kangaroo Island or Tasmania would be ideal.”
Lead image – SALT of Palmar: Mauritius – Pool Plus room