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New hotel brand promises to be a ‘travel movement’
April Hutchinson A
fledgling hotel brand aimed at delivering a new kind of travel experience is to launch its first
property in Mauritius this November. Called Salt, the new brand will be a sister proposition to Lux Resorts and Tamassa, with all three now sitting under the newly created umbrella of The Lux Collective, overseen by chief executive Paul Jones, who has spearheaded the ethical vision for Salt.
“Salt was born from a demand for something different – 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,” said Jones. “We call them the Cultural Purists.” But Jones believes it goes even deeper than that.
“I’ve come to the belief that people in the world are suffering, and we can offer the antidote. We believe the cure lies in interaction with people, places and experiences that lead you to a happier state,” he said. “There is so much division in the world and we’re exposed 24-7 to harsh politics and rhetoric that I just think people are so wary and weary of now. Bringing people together in acts of kindness and unity and removing all obstacles to communication that can lead to that is the answer. This is just the beginning of something very special indeed.” The first property will be the 59-room Salt of Palmar, which was scheduled to open on the east coast
Paul Jones
Salt’s produce is either from its farm or sourced locally
of Mauritius at the start of November. Jones added there could also be more Salt hotels dotted around Mauritius as time goes on, helping to create a circuit that travellers might take to explore the varying sides of the island.
“When deciding on the location for our very first Salt hotel, it had to be Mauritius. It’s a destination ripe for exploration too, often overlooked by those who think it’s just for lazing on a beach,” said Jones. Rates for the hotel will start from $200 per night. Every guest gets a copy of a guidebook created by locals and a local Sim card, while a
Salt guests get opportunities to meet locals and learn from them
Salt wants clients to engage in Mauritius beyond the beaches 07.11.2018
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fleet of convertible low-emission cars can be hired, or bikes borrowed. Key to the brand philosophy will be the Skill Swap platform, with guests able to meet locals and learn from them, including coaching the local football team or basket weaving. “I have spent my career in the resort world, but this is us now recognising that there is another market – those who do not want to spend all their time in a hotel but are instead culturally curious, underpinned by a spirit of ethical observation,” Jones added. “For them, of course, it’s not about the beach – it’s about seeking more than that.” Upcoming local musicians will play at the hotel, and books in the library will be curated by a team of local authors. In wellness, the Salt Equilibrium spa will have the only salt room in the Indian Ocean, while guests will be encouraged to join sunrise runs with the locals or do yoga at the property’s farm. Salt hotels will all be free of single-use plastics and each will have its own farm, with other produce sourced locally and the aim of reducing imports and food waste. The hotel will run regular beach clean ups, a farming school and ongoing training sessions for the
community, all of which will be open to guest participation. The farm will be run with Island Bio, a local NGO dedicated to empowering people in need via skill-building programmes. “And there will be no buffets at Salt hotels,” said Jones. “We will be focused on trying to make sure all guests learn how to make at least one dish from the location too, such as a chicken curry in Mauritius. We want them to get in the spirit of things. “We’re trying to unlock the genuine desire of Mauritians to share their culture and lives with others – travel should have a higher sense of purpose in this way,” added Jones. Salt of Wolong in Sichuan, China – situated on the edge of the wild panda reserve – has also been confirmed for opening in 2020, and Jones said there will be more hotels in Asia, such as Vietnam, Cambodia, Thailand and Myanmar, with an office being set up in Singapore. Europe, Africa and the Middle East will be potential targets for new Salt hotels and The Lux Collective will also be ramping up its Tamassa brand and launching a further brand before the end of the year, Jones said.
■ Visit Salt and Lux Resorts on the Mauritius stand, AS100
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