The Lux Collective focuses on Middle Eastern expansion

Global hospitality management group The Lux Collective is establishing a regional office in the Middle East and recruiting Christian Pertl as chief commercial officer, based at its new premises.

Pertl will strengthen the group by focusing on awareness-driving strategies for its brands across all channels, as The Lux Collective plans to double its portfolio internationally over the next five years with a unified global emphasis and outlook, in areas such as Asia, the Middle East and Mauritius.

Regional commitment

In line with the group’s robust growth strategy, the new regional office will open in Dubai, where Pertl will be located.

He will spearhead the launch of two local properties opening in 2024 – Lux Al Jabal and Lux Al Bridi, both in Sharjah, UAE, cementing the brand’s commitment and presence in this growing region.

Luxury hospitality experience

Pertl joins The Lux Collective with three decades of experience in the luxury hospitality industry. He is a well-respected branding and marketing expert, who consistently innovates with commercial and operational strategies that focus on total revenue optimisation.

His distinguished career showcases his leadership. A dedicated hotelier at heart, he has a deep passion for cultivating and nurturing teams. His advocacy for talent development underscores his commitment to promoting individual and organisational growth. His approach to change management and innovation has enabled him to transform teams and lead the expansion of renowned international hotel brands.

Former roles

Previously, Pertl was the chief commercial officer at Cinnamon Hotels & Resorts, part of John Keells Holdings, a multi-billion-dollar diversified company listed on the Colombo stock exchange. He has also held senior executive roles at Hyatt International, Jumeirah Hotels & Resorts and IHG Hotels & Resorts.

In addition to a business diploma in tourism and hotel management from Austria’s College for Tourism and Hotel Management, he holds master certificates in hospitality management and hotel real estate investments and asset management from Cornell University.

Proven track record

Paul Jones, CEO of The Lux Collective, said: “Christian has a proven track record in brand development across international hotel chains and success in driving financial growth for luxury lifestyle hotels. We are confident that under his leadership, The Lux Collective will continue to achieve greater heights as a leading world-class hospitality group.”

Pertl himself added: “At The Lux Collective, passion is at the core of everything we do. Our global expansion and the award-winning properties we manage are a testament to the organisation’s success. I look forward to contributing to the group’s vision of doubling the portfolio in five years and working with the team to create extraordinary experiences for all our guests worldwide in fulfilment of the ‘life extraordinary’ brand promise. Exciting times lie ahead, and I am pleased to be a part of this journey.”

African openings

2024 is set to be a busy year for The Lux Collective, firstly with the group launching its first property in east Africa, Lux Marijani in Zanzibar.

Then the group’s Socio brand will head to the east African island of Mauritius, with Socio Tribeca delivering in Q3 next year.