Paul Jones, who’s CEO of the Lux Collective, calls his new SALT brand a “humanistic approach to hospitality.” According to the former President of One & Only Resorts, the new hotels will “create opportunities for guests to shed their worries and open their hearts & minds to new experiences.” Reading the press from SALT, I wonder if a new brand can emerge to differentiate in the midst of a forest of hotels pitching hype? Here’s a very early look at SALT Resorts.
According to the news, SALT will be a sister to the already successful Lux Resorts, under the umbrella of The Lux Collective. Quoting Jones on SALT’s new approach:
“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 travelers 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.”
The Lux Collective boss refers to this emerging “breed” of travelers as “Cultural Purists,” or tourists with a penchant for more sustainable – even altruistic travel. According to Jones, the SALT Resorts will incorporate inspirations from local culture, and guests will be given every tool (guidebooks by locals etc.) in order to get the real experience of destinations. Borrowing from the SALT Resorts media release:
“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.”
From the outside, it appears Jones and his team recognize the vita interconnect in between people, the planet, and the foods that connect it all. The PR from SALT says the new brand is committed towards “Good, Clean and Fair food.” SALT also adheres to Slow Food Travel promoting ecotourism and those culinary journeys we hear marketers talk so much about in this industry. It remains to be seen if Jones’ new brand will truly embrace sustainable, experiential travel as a course heading. The early press says the SALT team is “rewriting the rules” of interconnected hospitality. This writer will be very interested in what Jones & Co. bring forth.
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. In addition, the news on SALT carries the message of individual wellness experiences too. Each 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 sports initiatives plus location-inspired activities. This SALT Mauritius Local Guide stands as a positive sign Lux Collective is on the right path toward authentic local experiences.
In the long view from here in Greece, I hope that Jones and his team will take a look at Crete and other islands in Greece. That is, if SALT will really “prioritise fair trade, organic, non-toxic, and they limit energy use, waste and emissions, and so forth. The note from the press release mentioning “no buffets” and single use plastics will mean a great deal for those of us on Crete concerned over sustainability. But again, only time will tell if SALT is heavy on marketing and PR and light on the end product. Sorry for being skeptical here, but I am a travel PR guru. This has all been said before.
Editor’s note: I will say this about SALT’s effort so far. The Mauritius guide is very good, especially compared to what is available from even the most exclusive hotels. My team has written thousands of local guides and millions of words of text for clients like TIME Magazine’s top travel startup of 2010, Stay.com. That said, SALT has the earmarks of a game-changing new hospitality brand. This is one to watch.