News
PER AQUUM unveils new brand identity
Maldives.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.’
Determined 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.’
News
Marriott Bonvoy announces ‘Endless Summer’ promotion for Maldives stays in 2027
Summer need not end with a change of season. In the Maldives, warm turquoise waters, palm-fringed shores, and life lived outdoors invite travellers to follow their own calendar. For those planning the year ahead, Marriott Bonvoy’s Endless Summer campaign brings that invitation to four natural private-island resorts: Sheraton Maldives Full Moon Resort & Spa, The Westin Maldives Miriandhoo Resort, Le Méridien Maldives Resort & Spa and The Halcyon Private Isles Maldives, Autograph Collection.

Endless Summer Offer at a Glance:
- Booking window: November 15-December 31, 2026
- Stay window: January 10-December 15, 2027
- Dining plans: From daily breakfast to all-inclusive, depending on the resort
- Children’s dining: Complimentary for children under 12
- Additional benefits: Dining privileges and resort credits toward eligible meals, spa treatments, and island activities, depending on the resort
- Minimum stay: Four nights
Here, an island holiday can take many forms, with each resort bringing a different perspective to the Maldives. Just 10 minutes by speedboat from Velana International Airport, Sheraton Maldives occupies Furanafushi Island in North Malé Atoll, where tropical gardens and a sheltered lagoon set an easygoing pace. The Westin Maldives, a wellness-focused retreat in Baa Atoll, and Le Méridien Maldives, a chic, eco-conscious hideaway on Thilamaafushi Island in Lhaviyani Atoll, are each a scenic 35-minute seaplane journey from Velana International Airport. The Halcyon Private Isles Maldives spans two islands in Gaafu Alifu Atoll, reachable by a 90-minute seaplane journey or a domestic flight followed by a speedboat transfer.
Discover Maldivian Culture Through Its People
At Sheraton Maldives, a coconut palm becomes the starting point for a lesson in island ingenuity. During Maldivian Journey, a weekly gathering on Kakuni Beach, guests discover how climbing, grating, and weaving turn an everyday part of the landscape into food, shelter, and craft. For a different view of the country, the resort can arrange a visit to Malé, taking in the capital’s fish market, Presidential Palace, museum, and shops. From The Westin Maldives, a boat trip to Eydhafushi introduces guests to the rhythms of a local island beyond the resort’s shores.
Food and music continue the conversation. Weekly Maldivian-themed evenings at Sheraton Maldives and The Westin Maldives pair local cooking with the drumbeats of bodu beru. At The Halcyon Private Isles Maldives, culinary classes, and experiences inspired by explorer H.C.P. Bell connect guests with the heritage and rhythms of the far south. Traditional handline fishing connects guests to the sea through patience and knowledge passed down through generations of Maldivian fishermen.
Marine Discovery Beyond the Beach
A dhoni ride may reveal spinner dolphins leaping above the waves. Beneath the water, each island has its own story. From Sheraton Maldives, snorkelling excursions to Shark Point bring guests alongside nurse sharks. Le Méridien Maldives’ house reef invites exploration, with hawksbill turtles spotted year-round. Within Baa Atoll’s UNESCO Biosphere Reserve, The Westin Maldives opens a window onto marine life, including seasonal manta ray encounters and occasional whale shark sightings at Hanifaru Bay. Marine biologist sessions, coral planting, and turtle identification deepen the connection. At The Halcyon Private Isles Maldives, explore two house reefs with private Marine Butlers, spotting resident sea turtles and nurse sharks, or venture farther on the signature Journey to the Equator for an open-water swim near the equatorial line.

Shared Island Discoveries for Families
At Le Méridien Maldives, families join the resident horticulturist for foraging and a closer look at soil-free cultivation in one of the Maldives’ largest hydroponic greenhouses. Sheraton Maldives takes the classroom outdoors with a guided botanical and wildlife walk led by the resort botanist. At The Westin Maldives, mothers and daughters unwind together at the spa and learn to make a natural face scrub to recreate at home. Dedicated kids’ clubs give younger travelers their own space for play and learning, leaving adults free to linger over lunch, head to the spa, or enjoy a quiet hour beside the water.
From Morning Movement to Evenings by the Ocean
Togetherness need not mean following the same schedule. The pleasure lies in coming back together with something to share. For travellers who like to begin the day in motion, The Westin Maldives’ Move Well philosophy brings together workouts at the WestinWORKOUT® Fitness Studio, tennis, swimming, and island runs, alongside guided yoga and meditation. A friendly padel match at Le Méridien Maldives brings out a competitive streak before guided stargazing turns attention skyward, where the island’s near-equatorial setting reveals constellations from both hemispheres. At The Halcyon Private Isles Maldives, guests can alternate between a lively match on the padel court and floating yoga in the lagoon. At Sheraton Maldives, guests gather on Kakuni Beach for bocce ball and beach table tennis, joining in a little lighthearted competition.
A private sandbank picnic or a destination dining experience in a secluded island setting creates room for honeymoons, anniversaries, or family celebrations. International all-day dining sits alongside specialty restaurants drawing on Japanese, pan-Asian, Mediterranean, Indian, and Maldivian flavours to suit every palate.
Villas and Rooms for Every Generation
Across these resorts, accommodations make room for romantic escapes, vacations with friends, and multigenerational gatherings. Sheraton Maldives’ 176 rooms and villas range from interconnecting guest rooms to beachfront and overwater retreats. Le Méridien Maldives’ 134 beach and overwater villas include the 280-square-meter Three-Bedroom Thilamaafushi Villa, ideal for family celebrations. The Westin Maldives’ 69 pool villas include one- and two-bedroom beach and overwater options, with the 194-square-meter Two-Bedroom Heavenly Beach Residence providing space for generations to gather. At The Halcyon Private Isles Maldives, 38 beachfront and overwater pool villas span two private islands, each with personalised butler service, while the 1,250-square-metre Halcyon Grand Estate provides added space and privacy for families and friends.

Click here to book your Endless Summer vacation, or visit marriott.com/maldives to explore Marriott Bonvoy portfolio of resorts in the Maldives.
Featured
Secret Paradise Maldives secures Travelife Partner Award renewal
Maldivian tour operator Secret Paradise Maldives has successfully renewed its Travelife Partner Award, recognising the company’s continued commitment to responsible tourism, sustainability and corporate social responsibility (CSR).
The renewal acknowledges Secret Paradise’s progress in implementing responsible tourism practices and integrating sustainability across its business operations.
The Travelife Partner standard requires tour operators to meet more than 100 sustainability criteria covering office management, business operations, product development, international business partners and customer information. Based on the ISO 26000 guidelines on corporate social responsibility, the criteria address areas including environmental protection, biodiversity, human rights and labour relations.
Since its establishment in 2012, Secret Paradise has focused on demonstrating how tourism can generate positive outcomes for local communities and the environment. The company’s approach includes supporting local businesses, creating opportunities for communities, promoting responsible marine encounters and encouraging visitors to develop a greater understanding of Maldivian culture and the natural environment.
Commenting on the renewal, Ruth Franklin, Co-Founder of Secret Paradise Maldives, said: “Sustainability is an ongoing journey, one that requires continuous commitment, reflection and a willingness to evolve. There is always more we can do.
“We have always believed that tourism should benefit the people and places that make the Maldives so special. This means looking beyond the experiences we deliver to consider how we operate, the partners we work with and the impact our activities have on local communities and the environment. We are proud of the progress we have made and remain committed to doing more.”
Naut Kusters, Manager of Travelife for Tour Operators, welcomed the renewal, highlighting the growing importance of sustainability within the tourism industry.
“I am delighted to see that sustainability in the tour operator sector is obtaining momentum. The Partner renewal award of Secret Paradise will continue to inspire other companies in Maldives to follow the same path,” he said.
Travelife is an international sustainability certification programme for tour operators and travel agents, supported by more than 35 national travel associations worldwide, including ABTA in the United Kingdom, ANVR in the Netherlands and the Pacific Asia Travel Association (PATA).
The programme comprises three stages: Travelife Engaged, Travelife Partner and Travelife Certified.
Following the successful renewal of its Travelife Partner status, Secret Paradise Maldives intends to further strengthen its sustainability practices as it works towards achieving Travelife Certified status.
Fashion
Finolhu Maldives to welcome artist Araceli Adams for ceramics masterclasses
Finolhu, a Seaside Collection Resort, is set to welcome contemporary artist Araceli Adams for an exclusive festive residency from 20 December 2026 to 3 January 2027. Bringing together art, nature and the joy of creative expression, the residency invites guests to discover the world of ceramics through immersive workshops inspired by the extraordinary marine life and natural beauty of the Maldives.
Known for her distinctive artistic interpretations of marine life on ceramics, Adams draws inspiration from the natural world, transforming everyday objects into expressive works of art. Through Araceli Adams, her creative practice celebrates the beauty and diversity of ocean life, making her residency a natural fit for Finolhu’s spectacular setting within the UNESCO Biosphere Reserve of Baa Atoll.
Throughout the festive season, guests will have the opportunity to explore their artistic side under Adams’ guidance, discovering the pleasures of working with ceramics in a relaxed and inspiring island environment. Designed for both beginners and those with a passion for art, the experiences encourage creativity, personal expression and a deeper appreciation of the marine world.
The residency begins with a meet-and-greet at Finolhu’s cocktail party on 21 December, offering guests an opportunity to meet the artist and discover the inspiration behind her work. An introductory pottery experience on 24 December will set the tone for a series of intimate creative sessions, followed by group masterclasses taking place between Christmas Day and 3 January.
Limited to just six participants per session, the masterclasses offer a more personal and engaging opportunity to learn from Adams while creating individual pieces inspired by the colours, textures and marine surroundings of the island. For guests seeking a more tailored experience, private pottery sessions will also be available, providing an intimate setting for individuals, couples and families to explore their creativity together.
The residency forms part of Finolhu’s festive celebrations, Magic by the Sea, bringing an artistic dimension to the resort’s seasonal programme. Beyond the traditional festivities, the collaboration offers guests an opportunity to slow down, discover a new creative pursuit and create meaningful memories through hands-on experiences.
The collaboration with Araceli Adams continues Finolhu’s commitment to bringing international creative talent to the island. Earlier in 2026, the resort welcomed celebrated British designer Matthew Williamson for an exclusive October residency, introducing guests to his distinctive world of colour, pattern and design through creative masterclasses and personalised experiences. In November, contemporary artist and photographer Yakov Khomich brought his artistic perspective to Finolhu’s Art Lab, further enriching the resort’s programme of immersive creative encounters. Together, these residencies reflect Finolhu’s growing reputation as a destination where art, design and island living come together.
Art and creativity have long been part of Finolhu’s distinctive island identity. With its contemporary design, vibrant atmosphere and dedicated Art Lab, the resort embraces creative expression as an integral part of the guest experience. The collaboration with Araceli Adams further reflects this philosophy, connecting guests with the island’s remarkable natural surroundings through art.
Set against the backdrop of Finolhu’s turquoise lagoon, pristine beaches and iconic two-kilometre sandbank, the residency offers a refreshing way to experience the festive season. Whether discovering ceramics for the first time or simply enjoying a shared creative moment with loved ones, guests are invited to embrace the freedom of artistic expression in one of the world’s most beautiful island settings.
Araceli Adams’ residency at Finolhu will take place from 20 December 2026 to 3 January 2027, with group masterclasses scheduled between 25 December and 3 January and private pottery sessions available from 24 December to 2 January. Advance reservations are recommended due to limited availability.
For further information and reservations, visit www.finolhu.com or contact stay@finolhu.com.
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