Today, I had the pleasure to meet with Caroline Gaud, who is Vice-President Marketing of the LUX* Collective Group.
Can you start by telling us more about you?
First, I should begin by saying that I’m the mother of 2 little boys, which is already a hard job (laughs). I’m also the VP of Marketing at LUX* Collective, managing a portfolio of 4 brands. The first one is luxe resorts and hotels, targeting the luxury market, with a differentiated and more authentic approach. The second brand is Salt which targets cultural tourists and ethical travellers. We want our guests to explore the island. The third one is Tamasa, which is about bringing people together, creating experiences, disconnecting and reconnecting. The last brand is Socio, a city hotel, which will open next year
Four brands are a lot to manage I guess. Could you tell us more about your day-to-day as a VP of such a company? Also, how do you manage to go on as we are still under lockdown?
Well, I don’t really have a routine. Sometimes it will be more creative, brainstorming with the team. Reading and answering a lot of emails I should say, maybe not the funniest part but that’s part of it too. Another day I might “on the field”, organizing shootings for each brand, and also meeting with customers, which is surely the nicest part.
What is the story behind LUX*?
It started ten years ago, as I actually joined the company! For me it was a gift because we had to build everything from scratch. The whole idea was to offer something new and more modern to our guests, and really having a brighter approach to luxury. So we do think and rethink about each moment and detail of the experience. At the end of the day, we all have those beautiful beaches and swimming pool at Maurice, so we needed to do things differently, and to make people come to us because of the brand, its values, and our people.
Well I must confess I was lucky enough to have a stay at LUX* Grand Gaube, and I do confirm it is so special in the way it feels so authentic.
I am very happy to hear that (laughs). One thing that is very strong about it is the Food&Beverage concept, that would actually work in any place of world, and makes our brand so special too.
I would say that those are one of the best restaurants I had the chance to try in Mauritius.
Wait for the next one… (laughs)
How would you describe the experience at LUX*?
First, the attitude of our team members is very natural. You don’t feel the heaviness of luxury that can happen sometimes. Then the experience is around our pillars : the F & B concept, the Wellness part which is not only spa but broader (fitness, nutrition), then the Surprise effect around which we work hard, and is very much a signature of ours. You might walk out of the beach and discover a bottle with a special note for you, out of nowhere. It is designed to be spontaneous, generous and never expected.
How do you manage to translate that experience in the different LUX* that you have around the world, which is to day Mauritius, Maldives, China...?
First we have an amazing team, with this family feel. My job is to create these brand standards, how it should look, feel, so that it is very clear for everyone. Then of course the owners will do everything they can to stay true to the brand, which is core to chat we do.
Of course, we also adapt our practice to each country. In China, the amenities are different to the senses.
How would you describe the target experience
For the LUX* brand the target would be what we call the “simplicity searcher”, who works very hard all year long, and wants to go on holiday without thinking about anything and having us manage everything for her/him. Also, it is a pretty young brand, so whatever the age of our clients, they are always trying to get something a bit edgy.
Is there a specific region where you target your next expansion ?
First our strategy of development is Indian Ocean, but also Southeast Asia, in Vietnam for example. The thing is we are a very young brand so we do look everywhere, and we do for example have projects in France, Italy...
Could you tell us more about those different types of experiences ?
LUX* has more resort hotels and resorts. The new one coming will be a boutique approach resort. We do have residences and villas for which we have a custom approach.
At the moment we have some at the Grand Baie in Mauritius, in Vietnam and South-France.
How is LUX* preparing for the reopening of the island ?
We’ve been preparing for 15 months, rethinking ourselves, what would the new normal guest would want, namely how to make them discover the location in a more meaningful, careful and mindful manner. We want to bring more than a beautiful tan when people go back home.
I also have this feeling that we might not attract the same clients that we did before, that the new ones might be in search of more sustainable approaches. I really hva the impression that LUX* has this first step forward.
It is so important to us. We’ve developed several initiatives around that. For example we’ve removed all plastics from our amenities. Also we give special attention to food waste, carbon emission, each area of which has its own green program.
Mauritius is opening tomorrow: what are you planning to do
Tomorrow I will have lunch in a beautiful restaurant I love – it’s already booked. I’m also working day and night for the opening of all our resorts, as we are reopening LUX* Congo and Tamasa on the 15th of July. As from the first of October we will reopen all of our hotels in the island.
Thank you so much for answering all my questions!
Thank you for inviting me!