we got here
Our team founded Luxury Frontiers in 2011 out of the passion for experiential travel and the desire to develop products and services which enrich people’s lives. From day one, we sought to create a business which exalted—and was sensitive to—the natural environment while also delivering substantial value to clients and capitalizing on the experiential travel movement.
Luxury Frontiers has assembled a highly skilled, multicultural leadership team that has collectively planned and developed luxury resorts and tented projects for more than 100 years, providing a uniquely global perspective and a deep knowledge of upmarket resort development, design, marketing, and management.
Luxury Frontiers and its partners have the privilege to develop and operate projects in some of the world’s most naturally beautiful and culturally significant destinations. We strive to ensure that our projects help sustain these destinations and communities for future generations. Luxury Frontiers has adopted the following core values that guide the company’s daily operations and long-term vision:
projects into their
- Supporting local
communities and local
Our Leadership Team
LUCA FRANCO CEO & FOUNDER
Luca is passionate about growing businesses, collaboration, and global opportunity. As an owner of LLPI—an international advisory and management company servicing developers and investors in luxury mixed-use hotels/resorts—he contributed significantly to the successes of Exclusive Resorts, Private Escapes, and DCP International throughout Europe and the Americas. He worked on projects with hospitality leaders like Four Seasons, Ritz-Carlton, Bulgari Resorts, Auberge Resorts, Hyatt, The Stein Hotels, Icehotel, Ferragamo, Marriott Vacation Club International, Interval International, and RCI. He was also an equity partner with Strategic Hotels and Resorts on mixed-use resort projects.
Luca has a Building Engineering degree from Pavia University and served as an architect for Icehotel, Sweden.
An avid adventure-seeker and marathon runner, Luca loves to participate in extreme marathons for both fitness and as a way to see amazing corners of the world. He has completed over 25 marathons to date, from the Arctic Circle to Chile.
Graeme Labe Principal & Managing Director
Graeme is the firm's head of design and development, and he is a specialist with over 25 years of experience in alternative building methods and ecologically sustainable off-grid developments.
Prior to joining the Luxury Frontiers team, Graeme was a successful entrepreneur having founded FTK Design and Development. He worked internationally with companies such as Wilderness Safaris and Tourvest Africa to design, develop, and refurbish award-winning tented camps and eco lodges.
Graeme has also operated as Head of Design and Development for Abercrombie & Kent developing Sanctuary Retreat properties throughout Sub-Saharan Africa for 12 years, as well as served as General Manager and Project Manager for Orient-Express Safaris in Botswana for 8 years.
Graeme completed a Hotel Management degree from the University of Johannesburg. True to his love of design and the outdoors, Graeme enjoys collecting/restoring classic motorbikes, admiring old buildings, and fly fishing.
JESÚS PARRILLA Principal
Jesús is a true multi-disciplinarian with broad experience in management, sales, marketing, communications, operations, and business development.
Cultivated in the adventure tourism world, Jesús was the CEO and Commercial VP of Explora Lodges in South America for 7 years and held Board of Directors positions at Metropolitan Touring in Argentina, Chile, and Peru.
Jesús also serves as Executive Director of Smartrip Chile, an organization that aims to contribute effectively and efficiently to the sustainable development of tourist destinations in Chile.
Jesús received an International MBA from the University of Memphis with a concentration in Marketing and his Bachelor’s degree in General Management and International Business from St. Mary’s University.
Ever the nature enthusiast, Jesús is happiest when trekking, hiking, mountaineering, and living outdoors and most driven by environmental, food waste, and social inclusion initiatives.
JAMIEROSE BRIONES DIRECTOR OF STRATEGY & DEVELOPMENT
JamieRose is passionate about developing and enhancing luxury hospitality products and experiences in the most remote adventure destinations. As a specialist, she has consulted Four Seasons, Orient-Express, One&Only, Wilderness Safaris, and various high-profile asset owners of such properties.
She strategically transitioned from a finance career with Citigroup in New York to hospitality via operations, serving as co-General Manager of Abu Camp in Botswana to attain a comprehensive knowledge of low-volume, low-impact yet high-revenue and world-class resort operations.
JamieRose earned her Executive MBA in Hospitality Administration from Ecole hôtelière de Lausanne and her Bachelor’s degree in Business Administration with concentrations in Finance and International Business from New York University's Stern School of Business.
Whether she is at work or out in nature, JamieRose loves conquering the challenges of breaking out of her comfort zone and learning something new.
AARON GJELLSTAD DIRECTOR OF OPERATIONS
Aaron brings a disciplined management approach to Luxury Frontiers from his experience in military aviation operations and hospitality administration. He was formerly a Blackhawk pilot and served as a U.S. Army officer leading aviation operations on 3 continents. He translated this leadership acumen to hospitality administration through his role as co-General Manager of Abu Camp in Botswana.
Aaron is versed in both operating and consulting on luxury hospitality products, having consulted Four Seasons Safari Lodge Serengeti and various high-profile asset owners/developers of renowned adventure hospitality properties.
He earned an MBA concentrated in Tourism Management from the IE Business School and a Bachelor’s degree in International Relations from the U.S. Military Academy at West Point. Aaron is also a certified Project Management Professional (PMP).
A wanderer at heart, Aaron is most content when immersed in different places around the world and being swept up by new cultures and surroundings.
ANOMIEN SMITH DIRECTOR OF ARCHITECTURAL & INTERIOR DESIGN
Anomien’s desire is to push the envelope of sustainable architectural design for resorts in remarkable destinations, and she has been driven by this desire as Luxury Frontiers’ lead designer since 2015.
Anomien was raised in a small conservancy near the Kruger National Park in South Africa, and as such, nature in its unscathed state has inspired her to create architecture that is environmentally sensitive, contextual, and enjoyable for all. She is experienced in alternative building methods in off-grid locations as well as in providing architectural solutions which set new benchmarks in resort design.
She completed her Master’s degree in Architecture at the University of Pretoria in 2009 and worked on an array of different international commercial projects before specializing in hospitality architecture.
While she is interested in all that is design related, Anomien also enjoys being a tourist herself accompanied by her family. She is a foodie of note and enjoys getting lost in a good book.
Luxury Frontiers collaborates with clients to unlock the full experiential value of an asset through a low-impact and high-yield project with high-touch. Our team is able to draw upon its unmatched experience developing alternative, light-on-earth resort products in order to provide a holistic approach across all stages of the development lifecycle.
Luxury Frontiers offers comprehensive advisory services via a turnkey solution or a menu á la carte.
Our projects aren’t just talked about, but they set the standard and raise the bar when it comes to some of the most innovative, mindful, and transformative experiential journeys on the globe. And here are a few examples why.