Luxe Tribes, the travel and lifestyle platform known for curating immersive group experiences worldwide, has announced the acquisition of Ghanaian travel startup Sorted Chale in a seven-figure deal. The transaction marks a major expansion for Luxe Tribes into Africa’s youth-driven travel sector and positions both brands to capture a larger share of the continent’s growing tourism industry. With the acquisition, Sorted Chale’s CEO, Vidette Adjorlolo, will assume leadership of both Luxe Tribes and Sorted Chale, bringing operational alignment under one vision.
Strengthening Africa’s Travel Landscape
Sorted Chale has built a reputation for delivering bucket-list experiences across Africa, catering to a new generation of travelers seeking authentic and curated journeys. Its integration under Luxe Tribes will provide additional operational scale, global reach, and resources to expand its offerings beyond Ghana. This merger reinforces Luxe Tribes’ mission to bring thousands of travelers into Africa annually and to reshape how the world experiences the continent’s diverse destinations.
Africa’s Tourism Boom
The acquisition comes at a pivotal time as Africa’s tourism sector experiences rapid growth. Marrakesh, for example, is now Africa’s number one travel destination, drawing more than 17 million visitors annually. Global hospitality brands such as Four Seasons and Ritz-Carlton are increasingly entering the market, but industry leaders caution that African-owned brands must capture a greater share of the benefits. Luxe Tribes’ strategic move to acquire Sorted Chale is part of a broader ambition to ensure that local players lead the narrative and capitalize on the continent’s multi-billion-dollar tourism economy.
Expansion into Hospitality
In addition to the acquisition, Luxe Tribes is making bold strides into hospitality with the launch of Nuru Marrakesh, a luxury boutique hotel currently under development. Located in the heart of the Medina, a UNESCO World Heritage Site, the property will combine timeless Moroccan architecture with contemporary design, immersive art, and world-class service. Nuru Marrakesh represents a natural first step in Luxe Tribes’ hospitality journey, positioning the brand as both a curator of experiences and an owner of premium African destinations.
A Vision for Ownership and Representation
Speaking about the dual moves, Luxe Tribes emphasized the importance of African-owned brands in the tourism and hospitality ecosystem. While international players are expanding across the continent, Luxe Tribes is positioning itself to ensure that Africans benefit from the industry’s boom. The company views its acquisition of Sorted Chale and the development of Nuru Marrakesh as complementary steps toward building a globally recognized African-led brand in travel and hospitality.
Leadership and Strategic Direction
Under the new structure, Vidette Adjorlolo will lead both Luxe Tribes and Sorted Chale, bringing together two brands with aligned missions and shared values. Adjorlolo, known for her entrepreneurial vision in Ghana’s travel market, will guide the expansion of both companies as they scale into new markets. Her leadership will be central in positioning the combined entity as a powerhouse in youth-led travel while reinforcing the importance of African leadership in shaping the sector’s future.
The acquisition of Sorted Chale by Luxe Tribes and the development of Nuru Marrakesh together highlight a transformative moment for African-owned travel enterprises. By expanding operations, entering hospitality, and aligning leadership, Luxe Tribes is betting boldly on the future of African tourism. With Africa emerging as one of the fastest-growing travel markets in the world, these strategic moves underscore the need for local ownership and representation in an industry increasingly targeted by global brands.