Over the past two decades, I’ve witnessed—and been a part of—transformative changes in the hospitality industry. Luxury Frontiers was born in 2011 to fill a growing demand for authentic, nature-immersed, life-changing experiences that traditional luxury hotels were missing. As an adventure traveler, I saw this opportunity and, together with Graeme Labe, we set out to create high-end eco-resorts and lodges that go beyond comfort to offer immersive, meaningful experiences.
Graeme Labe, Luca Franco & Olive
Guided by market data and a deep understanding of consumer desires, our sustainable and strategic approach has led to remarkable financial results for our clients—whether property owners, developers, or operators. Travelers have embraced the unique experiences at Luxury Frontiers-designed properties, and our clients have been praised for staying ahead of evolving consumer demands. Global brands and investors fully embraced the experiential travel market, and this once-niche sector is now booming.
Today, I’m proud to say with confidence that Luxury Frontiers is the leader in architecture and interior design for immersive hospitality resorts and lodges, with projects spanning six continents.
Our design ethos, led by Graeme Labe, is rooted in biophilic, nature-centric, and sustainable principles and has earned us multiple design accolades, including the Hospitality Design Award, AHEAD Award, Radical Innovation Award, World Architecture Festival, and Architectural Digest Hotel Design Award, to name a few.
Graeme and I didn’t achieve this alone—our talented team has grown to 64 passionate thinkers who bring extensive expertise in contextual design and hospitality. Together, we’ve fostered a culture of innovation that consistently delivers exceptional projects for our clients, while positively impacting the communities and environments surrounding our projects. We’ve also gained valuable insights from working with sophisticated investors, developers, and hospitality brands.
THE FUTURE OF LUXURY FRONTIERS
I will continue to lead the company as CEO & Founder, and Graeme Labe will transition into the role of Managing Partner & Chief Design Officer. Our design and project services—including architecture, landscape architecture, interior design, procurement, and project management—will now be known as Luxury Frontiers Studio.
Guy McGregor
As part of our growth strategy, we've appointed Guy McGregor as Managing Director of Luxury Frontiers Studio, bringing over 20 years of experience from the award-winning Singita Group.
Guy McGregor will focus on overseeing the Studio's day-to-day operations. We’re privileged to welcome him, with extensive experience as Singita’s General Manager for Group Development, Projects & Procurement. His addition allows Graeme to focus more on innovation and guiding the Studio’s design direction.
Anomien Smith will take on an enhanced role as Principal Creative Director, supporting Graeme globally. With a surge in projects in India, Nepal, and the Middle East, Murray Hardman will now serve as Director of Architecture & Design Services for India and the Middle East, based in the UK. We are also working on setting up an office in India and expanding our US design team. By 2025, we plan to announce a new Director of Architecture and Design Services, North America.
As recognized eco-tourism experts, we’ve built a reputation for delivering industry expertise to clients who want to create world-class nature-based hospitality concepts. The Strategic Hospitality Advisory department, led by Aalia Udawala, will continue to provide expert counsel to tourism boards, travel outfitters, landowners, hotel brands, government agencies, sovereign funds, and investors worldwide.
We’re excited to continue helping hotel brands and investors stay ahead of the curve. This “overnight success,” over a decade in the making, is just the beginning.
In an ever-evolving industry, Luxury Frontiers remains committed to pushing boundaries and bringing innovative, impactful hospitality offerings to the market. We are committed to shaping the future of our industry for the better.
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