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PER AQUUM unveils new brand identity

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PER AQUUMMaldives.net.mv – PER AQUUM has revealed new phase in the brand’s evolution and the most significant development since its launch 10 years ago with a new logo, revamped visual identity and fresh hotel names. A collection of pure originals, the current portfolio reflects the elevated status of the brand featuring PER AQUUM Huvafen Fushi and PER AQUUM Niyama in the Maldives, PER AQUUM Desert Palm in Dubai and Essque Zalu Zanzibar, which is being transformed into a PER AQUUM resort.

In 2013, Minor Hotel Group (MHG), the Thailand-based hotel owner, operator and investor, entered into a joint venture strategic partnership with Universal Enterprises, PER AQUUM’s founding company based in the Maldives. As part of this strategic venture MHG and Universal are developing the brand to encompass at least five additional properties within the next five years.  The new brand identity, which is designed to lay the foundation for the expansion of the brand, was developed by MHG’s in-house team led by industry veteran and luxury hotelier, Nick Downing, VP of PER AQUUM, and Eight, the Hong Kong-based brand strategy and communications firm. In line with the rebranding and reflecting the literal translation of PER AQUUM ‘through water’, MHG and Eight created a new logo and identity inspired by the element of water, inspiration for many of the brand’s innovative concepts from the world’s first underwater spa to the world’s first underwater lounge.

‘The fact that this is the first major change to PER AQUUM’s visual identity since our launch 10 years ago is testament to the strength and longevity of the brand’s original DNA as well as the foresight of the founding company, Universal Enterprises,’ said Nick Downing, VP of PER AQUUM. ‘As we usher in this new era, we are determined to remain at the cutting edge of luxury and to continue to break the mould and challenge convention – we have a proven track record to uphold so we’re not looking for cookie cutter hotels or every day experiences. The most significant changes include the new tagline ‘Daring to be different’, a brand new logo with the monogram representing the ripples and immersive effect of a stay at a PER AQUUM hotel or resort and the renaming of the hotels under the PER AQUUM umbrella.’

Huvafen FushiDetermined to maintain PER AQUUM’s pole position at the forefront of naturally modern design, Nick recently announced the opening of Play, the second island at PER AQUUM Niyama. With 48 new villas, Play offers fresh, groundbreaking concepts including Nest, the treetop dining experience and BLU, the laid-back beachfront restaurant where Miami meets the Mediterranean, plus new facilities for every generation including the most exciting children’s club in the Maldives. MHG also announced last December that Essque Zalu Zanzibar would be transformed into the newest member of PER AQUUM’s portfolio following the completion of the first phase of the upgrade programme targeting accommodation and selected public areas. PER AQUUM will manage the resort’s operations with signature passion and imagination during the transition period whilst simultaneously driving its evolution into a PER AQUUM-branded property to be relaunched in late 2015.

In parallel with the launch of new itineraries and new experiences for guests as well as a new set of service standards, PER AQUUM’s iconic Dream Calendar is also evolving.  Surging with originality under its new identity, Pulse is PER AQUUM’s exclusive stream of avant-garde experiences from A-list affairs to intimate celebrations. Guests can immerse themselves in one-of-a-kind happenings inspired by PER AQUUM.

Eight was selected by MHG following a competitive pitch due to its strategic approach based on business intelligence and insight, its groundbreaking design concepts and its 20 year track record working with leading global brands from Apple to Montblanc to Cathay Pacific and Virgin Atlantic.  Eight has received widespread industry recognition from Cannes Lions nominations to multiple wins as Brand Consultancy of the Year.

‘‘PER AQUUM is a hospitality brand that isn’t afraid to push the envelope and the strategy encapsulated by “Daring to be Different” is a simple, emphatic expression of the company credo,’ says Bjorn Fjelddahl, Partner at Eight.  ‘We chose electric colours to mirror the hues of aquatic life and the vibrancy of the lush, green polo estate and natural environment in the UAE.  We created a signature ‘liquid’ pattern to echo the brand’s fluid personality and mystique,’ says Fjelddahl. ‘Much like the actual hotel experience, our identity hints at something sumptuously and discreetly luxurious, a hidden, ethereal world waiting to be discovered.’

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Sun Siyam Iru Fushi earns nomination in Condé Nast Traveller 2026 awards

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Sun Siyam Iru Fushi has been nominated for the Condé Nast Traveller 2026 Readers’ Choice Awards, one of the travel industry’s most respected accolades.

The nomination comes on the back of a comprehensive evolution of the resort, from newly transformed overwater villas, enhanced dining experiences and a more personalised guest journey at every touchpoint. Guests can enjoy a 24-Hour Premium All Inclusive Dine Around concept designed to offer both variety and ease, delivered with signature Maldivian hospitality.

“We have been very intentional in redefining the feel of contemporary Maldivian luxury for today’s travellers. Our overwater villas, inspired by elegance and a natural ethos, truly reflect our direction as an effortless take on island living,”  says Pasan Wijewardana, Cluster Director of Sales & Marketing.

“Across the resort, we have also put a strong focus on the overall experience, from our restaurants introducing a more lifestyle driven culinary approach, with menus curated by Michelin starred chefs and a curated selection of wines, to a spa that blends Maldivian traditions, Ayurveda and more creative wellness journeys for all ages. What matters most to us is that this feels accessible and genuine. Families can enjoy real value through our children stay and eat free offering, while guests looking for something more personalised benefit from our multilingual butler service. It is about creating a stay that feels thoughtful, high quality and seamless at the same time, which is why being recognised in this way means a lot to us.” 

To cast your vote for Sun Siyam Iru Fushi, please visit the Condé Nast Traveller voting site. Voting remains open until 30 June 2026.

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Night snorkelling reveals hidden underwater world at Ellaidhoo Maldives by Cinnamon

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There’s something quietly thrilling about stepping into the ocean after sunset. At Ellaidhoo Maldives by Cinnamon, when daylight fade and the reef slips into darkness, a completely different world begins to stir. What feels familiar by day transforms into something far more mysterious and far more alive.

Night snorkelling at Ellaidhoo Maldives by Cinnamon begins at around 6:30pm, when guests gather with the experienced team from Dive & Sail Maldives. Equipped with underwater torches, snorkellers ease into the slighly cooler waters surrounding the island, where every beam of light reveals a new discovery hidden within the reef.

What makes night snorkelling so fascinating is the dramatic shift in marine behaviour after sunset. Species that remain tucked away during the day begin to emerge from coral crevices and sandy seabeds. Moray eels weave through the reef in search of prey, octopuses glide silently across the ocean floor, and crustaceans slowly crawl out from their hiding places.

One guest described one of the most unforgettable moments of the experience as watching a group of reef sharks glide past in near-perfect formation. According to the guest, the sudden appearance of six to eight sharks emerging from the darkness was initially startling, but the feeling quickly shifted to awe as they moved calmly and effortlessly through the water, illuminated only by torchlight. The encounter, they shared, felt both thrilling and surreal in the stillness of the night reef.

Beyond the larger marine life, the reef reveals countless smaller details at night that are often missed during daytime snorkelling. Brightly coloured reef crabs, lobster-like crustaceans believed to be spiny lobsters, sleeping parrotfish hidden within the coral, and lionfish hovering near the reef edge all become part of the experience.

The corals themselves also appear remarkably different after dark. Under torchlight, sections of the reef glow with deeper shades of orange, gold, and crimson, while certain soft corals and coral polyps extend outward to feed in the currents.

The house reef at Ellaidhoo Maldives by Cinnamon is widely regarded as one of the Maldives’ most vibrant reefs, celebrated for its rich biodiversity and easy accessibility from the shoreline. Guests planning their next island escape can also take advantage of the resort’s ongoing summer offer, which includes complimentary roundtrip speedboat transfers for stays of seven nights or more along with added benefits through Cinnamon DISCOVERY, the loyalty programme by Cinnamon Hotels & Resorts.

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Mandara Spa and Chavana Spa unveil family-focused wellness concept

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Mandara Spa and Chavana Spa has introduced Little Wellness Rituals, a dedicated spa programme thoughtfully created for young guests aged 4 to 17 years. Now available at selected hotel and resort partners across the Maldives, the programme offers gentle, age appropriate wellness experiences designed to encourage relaxation, mindfulness, and meaningful family connection from an early age.

Developed with care and guided by the brands’ signature Asian wellness philosophies, Little Wellness Rituals creates a welcoming spa environment where children and teenagers can experience wellness rituals tailored specifically to them, always accompanied by a parent or guardian.

Wellness Designed for Every Age

Rooted in the belief that wellbeing can be nurtured from an early age, the programme introduces younger guests to spa and wellness experiences within a safe, calming, and welcoming environment. Thoughtfully created for children and teenagers, Little Wellness Rituals embraces gentle relaxation, playful sensory experiences, and meaningful family connection inspired by island living.

From soothing wellness rituals to shared parent and child experiences, the collection encourages moments of comfort, care, and togetherness while introducing young travellers to the world of wellness in a warm and approachable way.

Signature Experiences

The Little Wellness Rituals collection features a range of thoughtfully curated experiences inspired by relaxation, connection, and playful island wellness. Signature highlights include:

  • Mother and Daughter Moment: A gentle wellness experience designed to encourage meaningful bonding and shared relaxation.
  • Father and Son Timeout: A calming ritual created to inspire quality time and moments of reconnection.
  • Little Star Journey: A soothing head to toe spa experience combining relaxation and tropical inspired care.
  • Island Fruity Glow: A sensory wellness ritual inspired by fun, freshness, and island indulgence.
  • Tropical Toes: A comforting foot care experience designed to refresh and restore little travellers.
  • Heavenly Hands: A nurturing hand ritual focused on gentle care and relaxation.

Selected experiences and treatment elements may differ across participating resort locations.

Little Wellness Rituals is currently available at selected Mandara Spa and Chavana Spa locations within participating hotel and resort partners across the Maldives, including:

  • Cinnamon Dhonveli Maldives
  • Adaaran Select Hudhuranfushi
  • Adaaran Select Meedhupparu
  • Adaaran Club Rannalhi
  • Barceló Nasandhura Malé
  • NOOE Maldives Kunaavashi
  • Melia Whale Lagoon Maldives

The programme reflects the continued commitment of Mandara Spa and Chavana Spa to creating inclusive wellness experiences that cater to today’s evolving family travel landscape.

Supporting Meaningful Family Wellness Experiences

The introduction of Little Wellness Rituals reflects the continued commitment of Mandara Spa and Chavana Spa to developing thoughtful wellness concepts that evolve alongside the changing expectations of today’s luxury traveller. As family-focused travel experiences continue to grow within the hospitality landscape, wellness has become an increasingly meaningful part of how resorts engage guests across all generations.

With decades of experience operating spa and wellness facilities across internationally recognised resort destinations, Mandara Spa and Chavana Spa continue to collaborate closely with hotel and resort partners to create wellness experiences that align with each property’s identity, guest profile, and service philosophy.

Hospitality partners and media representatives interested in learning more about the programme or the brands’ wellness approach are warmly invited to connect with the team for further information.

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