From humble beginnings in Italy to shaping the future of luxury hospitality, Founder and CEO of Luxury Frontiers, Luca Franco, has had an extraordinary journey. In conversation with Editor, Vicky Doe, Luca shared insights into his career, the ethos behind Luxury Frontiers, and his aspirations for the future of the hospitality industry.
Luca Franco’s journey began in Italy, where he studied building engineering. However, his passion for exploration and innovation soon took him far beyond Italy’s borders. “I’ve lived in 10 countries, visited over 100 destinations, and picked up five languages along the way.” His diverse experiences have significantly shaped his approach to luxury hospitality.
After completing his degree, Luca worked as an architectural engineer in South Africa, where he spent four years gaining valuable experience in the field. Later, he returned to Italy to engage in luxury hospitality projects with some of the most prestigious brands in the world, including Ferragamo Hotels, Four Seasons, Ritz-Carlton, and Orient Express/Belmond. His career took a pivotal turn when he moved to London in 2003 to focus on high-end resorts, particularly private residence clubs. Standout projects during this period include the development of Palazzo Tornabuoni, managed by Four Seasons and setting up Exclusive Resorts across Europe. Luca’s diverse portfolio even includes collaboration with the ICEHOTEL north of the Arctic Circle, showcasing his ability to innovate in varied and challenging environments.
A turning point in Luca’s career came in 2009-10: “When the real estate crash hit, I pivoted my focus. Through research and self-discovery, I found a passion for transformative travel and rewilding.” This led him to establish Luxury Frontiers in 2011, a company dedicated to creating immersive, eco-friendly lodging experiences that blend luxury design with the authenticity of nature.
Luxury Frontiers was born from Luca’s vision to combine traditional luxury hospitality with the rising trend of experiential travel. “As an avid adventure traveller, I noticed a gap in the market for luxury experiential lodging,” Luca explained. The traditional luxury hotel model was not catering to the growing desire for authentic, nature-connected experiences. To address this gap, Luca founded Luxury Frontiers, focusing on creating high-end accommodations that offer more than just comfort—they offer profound, transformative experiences.
Together with his partner Graeme Labe, Luxury Frontiers initially concentrated on the African market, capitalising on the continent’s rich landscapes and unique wildlife. They designed off-grid safari experiences that provided guests with the thrill of adventure without sacrificing the comforts of luxury. The company recognised a growing demand for luxury outdoor hospitality in the Americas, leading to the establishment of an office in California. This strategic move allowed Luxury Frontiers to expand its footprint and diversify its portfolio.
Today, Luxury Frontiers operates on six continents, offering a full range of services, including architecture, interior design, strategic hospitality advisory, procurement and project management. The company’s comprehensive approach ensures that every aspect of a project is meticulously planned and executed, from the initial concept to the grand opening and beyond.
Luca explained that at the heart of Luxury Frontiers is a commitment to biophilic, nature-centric, and sustainable design principles: “Our ethos is about more than just luxury; it’s about creating a deep connection between guests and the natural world. Our team of over 60 passionate, radical thinkers excels in contextual design and has extensive experience in travel and hospitality.”
Each project undertaken by Luxury Frontiers is approached with a holistic mindset. The team integrates physical, historical, social, and cultural layers into the design process, ensuring that each space is not only luxurious but also resonates with its environment. “We believe that true luxury is not just about opulence; it’s about authenticity and a sense of place,” Luca explained. This approach informs everything from the guest narrative to material selection and construction methods, allowing Luxury Frontiers to create spaces that honour the individuality of each location.
Luxury Frontiers distinguishes itself through its commitment to providing holistic support throughout a project’s development lifecycle. This end-to-end involvement sets the company apart from other firms that may only focus on one aspect of the project.
Another key difference is the company’s expertise in designing immersive resorts and lodges in naturally beautiful, often remote, locations. “We have a unique ability to design and develop in some of the world’s most stunning and challenging environments,” Luca said. This expertise has positioned Luxury Frontiers as a leader in the ever-evolving luxury hospitality industry, particularly as demand for personalised travel experiences continues to grow.
Luxury Frontiers’ portfolio boasts a range of exceptional projects that showcase its innovative approach to luxury hospitality. Among these, Camp Sarika by Amangiri in Southern Utah stands out as a landmark achievement. “It was North America’s first all-weather, year-round tented camp,” Luca explained. Positioned within dramatic canyons, Camp Sarika exemplifies Luxury Frontiers’ ability to blend luxury with environmental harmony. The project involved comprehensive architectural and interior design services, with bespoke furniture that aligns with Aman’s signature aesthetic.
Another notable project is Naviva, a Four Seasons Resort in Punta Mita, Mexico. This property marked Four Seasons’ bold entry into the luxury lodges and tented camps market in the Americas. “Naviva is a celebration of biophilic design, where architecture seamlessly integrates with its lush surroundings,” Luca says. The resort emphasises sustainability and environmental stewardship, core values of Luxury Frontiers, and a testament to their commitment to creating luxurious spaces that are deeply connected to nature.
Luca also mentioned Madwaleni River Lodge in South Africa as a prime example of contextually responsive design. Situated along the White Umfolozi River, within the Babanango Game Reserve, the lodge celebrates the cultural heritage of KwaZulu-Natal while embracing sustainable practices.
Inspiration for Luxury Frontiers’ designs come primarily from the natural beauty of the locations they work in. “Every project is tailored to its unique site,” Luca explained. The company leverages local materials and craftsmanship to create designs that are not only environmentally responsible but also culturally enriching and socially beneficial. “We often overcome challenges, such as working in remote locations, by collaborating closely with local operating firms and craftsmen,” Luca added. This collaboration ensures that their designs are not only innovative but also practical and sustainable.
Throughout their projects, Luxury Frontiers consistently utilises materials like canvas, rammed earth, bamboo, and reclaimed timber. These materials are chosen for their sustainability, adaptability, and ability to enhance the guest experience by adding authenticity, texture, and natural beauty to their designs. “Additionally, we have explored alternative building methodologies, such as 3D printing, to further push the boundaries of what is possible in luxury hospitality design.” Luca explained.
The future is bright for Luxury Frontiers, with a range of exciting projects on the horizon. “We’re currently working on several projects in India, a new project for Nayara Resorts in Costa Rica, and a development on an island off Australia’s East Coast,” Luca revealed. Other ventures include projects in Rwanda, Amboseli National Park, the Okavango Delta in Botswana, Saudi Arabia and across the Americas.
Luca’s vision for the future of Luxury Frontiers extends beyond current trends in sustainability. “The future is about regenerative travel, rewilding natural environments, and creating impactful hospitality experiences,” he said. By focusing on genuine, empathetic interactions and restoring balance at every level, Luca aims to redefine the essence of travel. His personal and professional goals align with this vision, striving to make Luxury Frontiers a leader in purposeful and transformative hospitality design.
