LUXX Concepts is led by Nicolene, a seasoned international sales and marketing professional with over 20 years of experience in the global luxury travel and hospitality industry. Her journey has taken her from the shores of Cape Town to the heart of the North American travel market, working with some of the world’s most prestigious brands, including Ellerman House (Relais & Châteaux), IHG Hotels & Resorts, Leading Hotels of the World, Steenberg Hotel & Spa, and a top Brand, PR, and Communications agency.

Throughout her career, Nicolene has helped shape the success stories of iconic hotels and travel experiences across Africa and beyond. At Ellerman House, as International Marketing Manager, she crafted global strategies that elevated the property’s international recognition and revenue. At IHG Hotels & Resorts, she led sales forecasting, digital campaigns, and trade partnerships, while her time at Steenberg Hotel & Spa saw her spearheading all sales, PR, and marketing efforts—building lasting relationships with travel partners and driving strong business growth.

After relocating to the U.S., Nicolene brought her deep knowledge of the African and Indian Ocean markets to a leading Brand and Communications agency. There, she managed renowned accounts such as Natural Selection, Singita, Ellerman House, Baros, and Milaidhoo Maldives, launching luxury camps and resorts into the North American market with creativity, authenticity, and strategic precision.

Today, Nicolene’s greatest passion lies in connecting travelers and trade partners to meaningful, transformative travel experiences. She is driven by a genuine love for travel and a dedication to ensuring outstanding service delivery to the trade in the North American market. Through LUXX Concepts, she now partners with luxury brands to build awareness, strengthen relationships, and drive measurable sales, marketing, and brand growth—all while keeping the heart of hospitality at the center of every story told.