Lux Collective boss Jones launches SALT brand

UK: Paul Jones has launched SALT, described as a progressive new hotel brand connecting modern explorers with meaningful travel experiences.

Jones, the CEO of The Lux Collective, describes SALT 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. It will reveal to guests the beating heart of destinations and their communities and get them out there exploring it – the SALT way”.

SALT’s first property will open in Mauritius on November 1 2018 and will “lay the foundation for future development across the Indian Ocean, Asia, Africa and the Middle East”

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,” says the company.

Jones said: “SALT was born from a demand for a more humanistic approach to hospitality – 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. 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.”

SALT is a separate company from US-based Salt Hotels.

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