The Lux Collective to open hotel and...

Development will form part of the sultanate’s first smart and sustainable city

Mauritius-based global hospitality group The Lux Collective is set to open a hotel and branded residences in Oman, following the launch of its urban lifestyle brand SOCIO.

SOCIO By The Lux Collective will bring 389 units including 170 hotel keys to Sultan Haitham City, Oman’s first smart and sustainable city. On track to open the first phase by 2030, the city will eventually include 20,000 homes, as well as hotels, restaurants, green spaces, retail, cultural centres, souqs and wellness offerings across 19 neighbourhoods.

The development will blend world-class hospitality services with luxury design, wellness-focused amenities and experiences rooted in Omani heritage and culture.

“As part of our Group’s strategic global expansion and strong commitment to the Middle East region, we are proud to announce the signing of our new urban lifestyle brand Socio in Oman – Socio By The Lux Collective,” said Olivier Chavy, CEO at The Lux Collective.

The Lux Collective is doubling down on hotels and branded residents in the Middle East, with its flagship luxury brand LUX* making its debut in the Middle East later this year with the opening of two resorts in UAE’s Unesco-listed emirate Sharjah in the fourth quarter of 2025.

LUX* Collective has two openings this year, including LUX* Al Bridi Resort, which will have 35 luxury safari-style tented retreats located in the 800-hectare Al Bridi Reserve, the largest wildlife reserve in the region, and will offer dining in the wild dune surfing and four-wheel drive excursions to stargazing sites. LUX* Al Jabal will offer exclusive access to a private beach, world-class dining options, a restorative LUX* ME Spa and opportunities for cultural immersion.

SOCIO By The Lux Collective in Oman is a partnership between The Lux Collective and Adanté Realty (pictured).

For more information, visit www.theluxcollective.com

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