SALT aims to connect guests with the local culture
Paul Jones, CEO of The Lux Collective, describes SALT as a humanistic approach to hospitality targeting the “culturally curious”.
“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,” he said.
“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.”
SALT’s first property will open in Mauritius on November 1 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 the local culture to 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, including a bespoke guidebook written and photographed by locals, illustrated maps, a local SIM card and a choice of transport to explore independently.
SALT has also created a “Skill Swap” platform to offer guests the chance to get out there and exchange their knowledge and talent with the local community.
“It’s all about broadened horizons and deeper understandings, at the same time making long-lasting relationships,” he added.
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.