Today we’d like to introduce you to Luca Franco.
Thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
My story began in resort real estate, but when the 2008 crisis hit, the industry plummeted, and I had to reinvent myself. I knew I wanted to pursue a meaningful career that positively impacted people and the environment, driven by my passion for experiential travel. Long before the term “experiential travel” existed, I had always sought out unique and immersive travel experiences.
As I explored global markets, I noticed that experiential travel was thriving in Africa. Seeing an opportunity to bring these successful travel concepts outside the continent, I decided to create similar experiences starting in the United States and then globally where the demand for experiential travel was high and rapidly growing.
With 64% of luxury safari guests in Africa coming from the United States, and 50% of those guests coming from California, I realized that supply and demand made sense for me to pursue this endeavor in the US. My objective was to create something impactful, give back to communities, and ultimately, have fun along the way.
Persistence and passion have been my driving forces and the market has proved to be a valuable source of insights in terms of identifying the demand for special experiences. During the 2008 financial crisis, I noticed a shift in consumer behavior. People were no longer interested in accumulating material possessions that would collect dust but instead sought to collect meaningful memories. Similarly, the COVID-19 pandemic caused people to reflect on what truly matters in life: health, family, and nature. As a result, there was a notable increase in consumer demand for these experiences, and people became more conscious of the need to care for the environment.
Ten years later, we have created something special at Luxury Frontiers. We have expertise in designing immersive resorts and lodges in naturally beautiful locations all over the globe. Our team of experts offers end-to-end services that include architecture, interior design, procurement, project management, and strategic advisory services to help position an asset for success in today’s ever-evolving hospitality landscape.
We’re passionate about innovating the design space for the experiential lodging sector and are known for creating upmarket tented camps, treetop suites, and other rare and iconic hospitality alternative structures that help bring people closer to nature without sacrificing sustainability or sophistication.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
When I pitched Luxury Frontiers and the idea of tented camps to executives at top hospitality brands and investors, I was met with doubt. Now, I am proud to say that I have formed partnerships with many of those same people and we have worked together to design and develop some of the most stunning eco-resorts, lodges, camps, and safari projects in the world.
Luxury Frontiers has been at the forefront of revolutionizing the luxury hospitality industry, with a portfolio of innovative projects. One of our most notable is Camp Sarika by Amangiri, North America’s first all-weather, year-round tented camp, situated in the awe-inspiring landscape of Southern Utah. The level of luxury and attention to detail in this project is unparalleled and sets a new standard for upscale tented experiences in the West.
Another recent project that we are extremely proud of is Naviva, A Four Seasons Resort, which opened its doors in December. As the firm behind the architecture and interior design of this stunning property, Luxury Frontiers helped bring Four Seasons’ entry into the luxury lodges and tented camps market in the Americas to life. Located in Punta Mita, Mexico, Naviva is a celebration of biophilic design and a testament to our commitment to sustainability and environmental and social impact.
As an entrepreneur, the decision to pursue a career in the experiential travel industry by creating unique camps and resorts required immense courage, perseverance, and dedication. There were many obstacles along the way, both financial and emotional.
However, we were determined to make our vision a reality here at Luxury Frontiers. We did not want to simply follow the industry; we wanted to be leaders in disrupting it. Our goal is to always look ahead and continue to innovate. While the road to success may be challenging, the rewards of being pioneers and disruptors in the hospitality and travel industry make it all worth it.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
My professional life has been quite diverse – it all started with my education in Italy as a building engineer. While my education gave me a solid foundation in my field, I have always had an entrepreneurial spirit and a willingness to think outside of the box. I lived in 10 countries, traveled to over 100 countries and I speak 5 languages.
After graduating, I moved to South Africa where I spent four years as an architect-engineer working on a variety of mixed-use hospitality projects. From there, I returned to Italy and began working on luxury hospitality projects with global brands such as Four Seasons, Ferragamo, Ritz-Carlton, and Orient Express/Belmond.
In 2003, I relocated to London and began focusing on resort real estate, specializing in luxury properties both for full and shared ownership, such as private residence clubs. This work took me all over the world.
However, in 2008, when the crisis hit, there was a major downturn in the real estate market, and demand for branded resort properties plummeted.
I had to pivot and reinvent myself, which led me to spend a year conducting extensive research and analysis to identify new opportunities. Through cold calls and networking, I was fortunate to connect with top industry players who became my mentors, including for instance Luke Bailes, Founder and Owner of Singita.
Can you talk to us a bit about the role of luck?
Luck is a concept that can be difficult to define in business, but I firmly believe that if you work hard and have the right attitude, you can create your own luck. As someone who is very spiritual, I believe that things happen when they are meant to happen and that having good karma can help you to push for what you want. However, it’s also important to be proactive and not wait for things to happen. As I mentioned before, persistence and passion have been key factors in my professional journey, and I believe they are crucial to success in any field.
When faced with challenges or setbacks, it’s important to stay committed to your goals and continue to pursue them with enthusiasm and determination. Without persistence, many great ideas and projects may never come to fruition. And without passion, even the most successful ventures can feel empty and unfulfilling. So, I always strive to approach my work with these two aspects top of mind, knowing that they are essential to achieving my goals and creating meaningful experiences for my clients and their guests.
Contact Info:
- Website: https://www.luxury-frontiers.com/
- Instagram: https://www.instagram.com/luxury_frontiers/
