October 22, 2026 — Experiential Hospitality Group, founded by former Explora Hotels CEO Jesús Parrilla, has launched Naetive, a new brand of nature lodges focused on conservation. The first lodge is due to open in December 2027.
What is happening
Naetive is Experiential Hospitality Group’s first brand. Its lodges will be built in forests, on coastlines, and in mountain valleys, deserts and grasslands. Each lodge is meant to reflect its own landscape and culture. Stays center on guided exploration with the lodge’s resident team. The brand also has its own spa concept, called the Regeneration House. The company describes its style in luxury terms: “For us, luxury is quiet and elemental.”
| Detail | What’s been announced |
|---|---|
| Brand | Naetive |
| Parent company | Experiential Hospitality Group (EHG) |
| Founder | Jesús Parrilla, former CEO of Explora Hotels |
| First lodge | Name and location TBA (EHG says it will announce them shortly) |
| First opening | December 2027 |
| Rooms | TBA |
| Concept | Guided exploration; biocultural conservation; Regeneration House spa |
What it means for travelers
- Too early to plan: No location, room count or booking date has been published yet. Watch for the first lodge announcement.
- Expect remote locations: The brand is built around wild landscapes. Lodges like this are often a regional flight plus a long transfer from a major airport, so leave extra connection time when the first one opens.
Sources
- Hospitality Net — “Introducing Naetive, the First Brand from Experiential Hospitality Group” — hospitalitynet.org
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