LUX* debuts in the Middle East  

LUX* debuts in the Middle East  

January 28,2025 0 Rita Ghantous
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The flagship luxury brand LUX* is set to debut in the Middle East in Q4 2025 with two exceptional resorts.

Visitors can explore Sharjah’s diverse attractions, including museums, mosques and cultural landmarks like the desert-surrounded Al Madam ghost town.

LUX* Al Jabal 

Overlooking the Gulf of Oman, LUX* Al Jabal will feature 45 boutique-style rooms. Offering a modern retreat with luxurious amenities, the resort provides access to a private beach, world-class dining, a LUX* ME Spa and cultural immersion opportunities.

LUX* Al Bridi

The  35-key safari-style tented retreat  resembles the natural sand dunes and is set to open soon. Nestled in pristine wilderness, unique experiences will include dining in the wild, dune surfing and thrilling four-wheel-drive excursions. Furthermore, guests can enjoy stargazing under the captivating Arabian night sky, adding a magical touch to their stay.

Olivier Chavy, CEO of The Lux Collective, said: “I am delighted to lead the group on another exciting phase of global expansion and strategic growth. The Lux Collective is a dynamic and pioneering home-grown Mauritian brand which puts people, exceptional service and extraordinary experiences first.”

The group’s upcoming projects include LUX* properties in emerging destinations, offering authentic gateways to explore each region’s unique identity.

Moreover, The Lux Collective remains committed to blending luxury with environmental stewardship, ensuring every resort creates a positive impact while delivering meaningful, place-inspired experiences. Furthermore, the group’s global openings in 2025 and beyond mark an exciting new chapter for the brand, catering to modern travelers who seek extraordinary journeys.

 

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About author

Rita Ghantous

Publication Executive

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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