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.’
Awards
Sun Siyam Vilu Reef secures Best House Reef title at TTM Awards
Renowned for its marine life and underwater experiences, Sun Siyam Vilu Reef, part of Sun Siyam’s Privé Collection, has been named Best House Reef at the Travel Trade Maldives (TTM) Awards 2026.
The award recognises the resort’s marine environment, which is accessible directly from its beaches and overwater villas. The annual TTM Awards and Gala brings together travel professionals and hoteliers from across the archipelago to recognise achievements within the Maldivian hospitality industry.
The island’s coral reef is home to marine species including resident sea turtles, reef sharks, tropical fish and eagle rays. Guests can explore the reef through guided excursions led by the resort’s resident marine experts, customised scuba-diving experiences and coral restoration initiatives designed to support the long-term preservation of the marine environment.
“Our reef is the living soul of Sun Siyam Vilu Reef, shaping every visitor’s journey from the moment they step into our turquoise lagoon,” said Masdhooq Saeed, Cluster General Manager. “To be named the Maldives’ Best House Reef is an immense honour, strengthening our commitment to nurturing this remarkable marine sanctuary so our guests can keep discovering its quiet magic beneath the surface.”
Travellers seeking underwater experiences can book directly with the resort to access exclusive benefits and guided marine excursions.
News
Huvafen Fushi expands wellness offering with Aromatherapy Associates treatments
Huvafen Fushi Maldives is expanding its wellness offering with two new longevity-focused treatments from Aromatherapy Associates, available now at Huvafen Spa, the resort’s iconic underwater spa.
The launch arrives as longevity becomes the defining word in luxury travel. Virtuoso’s 2026 travel data reinforces the shift, naming longevity tourism as luxury travel’s breakout segment, with wellness-focused hotel bookings up 28% and travellers increasingly seeking sleep optimisation, metabolic health support and measurable, long-term outcomes over one-off spa treatments. The Global Wellness Summit’s Future of Wellness 2026 report identifies women’s healthspan as a defining trend of the year, as spa and wellness destinations increasingly launch programmes tailored to female physiology across every life stage, from perimenopause through to menopause and beyond.
The new Recovery Reset and Pause & Reset treatments combine the therapeutic power of essential oils with advanced hands-on techniques, offering two distinct approaches to modern wellbeing: one supporting physical recovery and resilience, the other addressing the changing needs of women’s health.

Recovery Reset: restorative bodywork for active lifestyles
Recovery Reset is an advanced restorative body treatment designed to support muscular recovery, mobility and long-term physical wellbeing. Going beyond traditional aromatherapy massage, it introduces a range of advanced bodywork techniques:
- Myofascial release – to help release deep-held tension and improve mobility
- Advanced deep-tissue massage – to target areas of muscular tension
- Targeted bodywork – to support physical recovery and ease of movement
- Therapeutic aromatherapy – combining expert touch with powerful essential oil blends
- Hot stone therapy – to further support muscular recovery and restoration
Ideal for active lifestyles, travel fatigue and guests seeking a deeper approach to massage, Recovery Reset brings together physical recovery and the restorative benefits of aromatherapy in one deeply therapeutic experience.
Pause & Reset: nurturing support through hormonal change
Pause & Reset is a nurturing treatment dedicated to women’s wellbeing, created to support the physical and emotional effects associated with hormonal change – from PMS and post-pregnancy through to perimenopause and menopause. As the sense of smell is closely connected to emotion and wellbeing, essential oils can offer valuable support during these transitions.
Following a personalised aroma consultation, guests select from three Aromatherapy Associates essential oil blends before experiencing an enhanced treatment incorporating:
- Inhalation – using the guest’s personally selected essential oil blend
- Balancing breathwork – to encourage relaxation and reconnection
- Body brushing – to awaken the body and prepare for treatment
- Restorative abdominal massage – providing a deeply nurturing focus to the treatment
- Hand and foot reflex techniques – focusing on the endocrine and reproductive systems
- Together, the treatments reflect a more holistic approach to longevity, recognising the importance of recovery, movement, rest and emotional wellbeing throughout different stages of life.
Aromatherapy Associates has been a pioneer in therapeutic aromatherapy for more than 40 years, combining expertly crafted essential oil blends with the healing power of touch to create transformative experiences for body and mind.
“We are delighted to introduce these new Aromatherapy Associates treatments,” said Tri Wardani, Director of Spa. “Our approach to wellness continues to evolve alongside the needs of our guests, and these new treatments allow us to offer highly personalised experiences that support both physical and emotional wellbeing in some of the Maldives’ most extraordinary spa settings.”
Guests can experience Recovery Reset and Pause & Reset at the underwater spa at Huvafen Fushi Maldives, alongside a curated selection of Aromatherapy Associates products to continue their wellbeing journey beyond the treatment room.
Awards
Kandooma Maldives secures family resort and sustainability honours at LUXlife Awards
Holiday Inn Resort Kandooma Maldives has received two honours in the 11th annual LUXlife Hospitality Awards, named Best Family Resort 2026 – Maldives and recipient of the Sustainability Excellence Award 2026 – Maldives.
The LUXlife Hospitality Awards recognise businesses and individuals demonstrating excellence across the global hospitality industry, from hotels and resorts to dining, travel and wellness experiences.
For Kandooma, the two awards recognise areas that have become an important part of the island experience: creating memorable Maldives holidays for families while continuing to strengthen its approach to responsible tourism and environmental stewardship.
Speaking about the resort’s latest accolades, General Manager Andrew Drummond said the recognition comes at an exciting time for Kandooma.
“These awards recognise two areas that are incredibly important to us, and the timing couldn’t be better. We are delighted to have our family offering recognised, particularly as we have some exciting new developments ahead that will make the family experience at Kandooma even stronger when we become Kandooma Maldives on 1 October. The Sustainability Excellence Award is equally meaningful for our team. Sustainability is something we want to keep building on, finding practical ways to reduce our impact, protect the natural environment around us and, importantly, bring our guests along on that journey,” he said.
Kandooma’s family offering combines spacious accommodation, a dedicated Kandoo Kids’ Club, family activities on land and water, and the freedom of an island where days can be as active or relaxed as each family chooses.
Sustainability has also become increasingly embedded in resort operations and the guest experience, with initiatives spanning renewable energy, waste reduction and recycling, marine conservation, environmental education and community engagement.
The LUXlife Hospitality Awards 2026 are determined through LUXlife Magazine’s independent, merit-based research and evaluation process. Nominees are assessed against criteria including service quality, guest satisfaction, brand reputation and overall performance within their field. The awards are designed to recognise achievement on merit rather than the size, location or market influence of the organisation.
Located in South Malé Atoll, approximately 45 minutes by speedboat from Velana International Airport, Holiday Inn Resort Kandooma Maldives is a private island resort known for its relaxed atmosphere, natural beauty and strong connection to the ocean.
The resort offers 146 contemporary Garden, Beach and Overwater Villas, together with extensive family experiences, the Kandoo Kids’ Club, exceptional scuba diving including nearby Kandooma Thila, surfing, island dining and Kandooma Spa by COMO Shambhala.
Holiday Inn Resort Kandooma Maldives will transition to Kandooma Maldives from 1 October 2026, operated by HPL Hotels & Resorts, a subsidiary of Hotel Properties Limited. For stays and further information, visit www.Kandooma-Maldives.com.
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