On the Move

33080 27 Oct 2023

The Lux Collective expands in the Middle East and appoints Christian Pertl as Chief Commercial Officer

Christian Pertl as Chief Commercial Officer in The Lux Collective with three decades of experience in the luxury hospitality industry

Dubai, 27 October 2023 – With the progressive worldwide expansion, global hospitality management group The Lux Collective is pleased to announce its newly-established regional office in the Middle East along with the appointment of Christian Pertl as Chief Commercial Officer, based in Dubai.  


Christian 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 unique commercial and operational strategies that focus on total revenue optimisation.


Christian's distinguished career showcases his visionary leadership. A dedicated hotelier at heart, he has a deep passion for cultivating and nurturing teams. His advocacy for talent development underscores his unwavering 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.


Prior to joining The Lux Collective, Christian 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 and IHG.


In addition to a Business Diploma in Tourism & Hotel Management from Austria's College for Tourism and Hotel Management, Christian holds Master Certificates in Hospitality Management and Hotel Real Estate Investments & Asset Management from Cornell University.


Paul Jones, Chief Executive Officer 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.”


Christian will strengthen the Group by focusing on awareness-driving strategies for its portfolio of brands across all channels, while empowering people and elevating the industry. He will also spearhead the launch of two properties opening in 2024 – LUX* Al Jabal and LUX* Al Bridi in Sharjah, UAE, cementing the brand’s commitment and presence in this growing region.


“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,” comments Christian Pertl, Chief Commercial Officer of The Lux Collective.