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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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Alila Kothaifaru Maldives plans Chinese New Year dining and wellness experiences

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Alila Kothaifaru Maldives invites guests to welcome the Chinese New Year with a refined island celebration taking place from 15 to 20 February 2026. The resort presents a curated programme of dining, wellness, cultural, and family experiences designed to honour the Year of the Horse in a serene and immersive setting.

In Chinese culture, the Year of the Horse symbolises strength, vitality, and forward movement which are values that resonate deeply with Alila’s philosophy of purposeful living, personal growth, and meaningful connection to nature. Reflecting this ethos, the resort’s Chinese New Year programme encourages guests to slow down, reconnect, and begin the year with clarity and intention.

“At Alila Kothaifaru Maldives, Chinese New Year is a meaningful opportunity to celebrate renewal and togetherness in a way that feels authentic and unhurried,” said Thomas Weber, the General Manager of Alila Kothaifaru Maldives. “Inspired by the Year of the Horse, our celebrations are designed to embody balance, resilience, and mindful progression which allowing guests to embrace the new year through enriching moments, shared traditions, and restorative experiences.”

The festivities are anchored by elevated Chinese New Year themed ‘Boat To Table” at Seasalt Restaurant, highlighting thoughtfully sourced ingredients and fresh island flavours, presented within a relaxed beachfront dining experience.

Cultural immersion continues with complimentary Dumpling Making Classes, offering guests a hands-on way to engage with time-honoured Chinese New Year traditions in an intimate and interactive setting.

Wellness takes centre stage at Spa Alila with Spring of Luck, a restorative ritual inspired by the season of renewal. Combining a Mandarin Body Renewal with a personalised massage, the experience reflects Alila’s holistic approach to wellbeing, by nurturing both body and mind as guests step into the new year.

Adding a creative and reflective dimension to the celebrations, Mandala of the Horse invites guests to participate in a guided session inspired by themes of strength, creativity, and forward momentum. The experience encourages mindfulness and self-expression, aligning with the resort’s emphasis on purposeful, design-led encounters.

Families are also invited to celebrate together with Festive Fun at Play Alila, featuring a vibrant line-up of Chinese New Year–themed activities for children and families, from arts and crafts to playful traditions inspired by the season.

Blending refined dining, mindful wellness, cultural discovery, and family-friendly moments, Alila Kothaifaru Maldives offers a meaningful and elevated way to begin the Year of the Horse, rooted in balance, intention, and the beauty of island life.

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Constance Moofushi achieves 11 years of Green Globe Platinum certification

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Constance Moofushi has announced its Green Globe Platinum certification for the 11th consecutive year, reaffirming a long-standing and deeply rooted commitment to sustainable tourism. More than a certification milestone, this recognition reflects an evolving journey in which sustainability is embedded in the daily fabric of resort operations — driven by the passion, creativity and dedication of every team member.

At the heart of Constance Moofushi’s approach lies a simple yet powerful principle: sustainability thrives when people lead. Each year, teams across the resort independently initiate sustainability projects shaped by their own work environments and values. From housekeeping and IT teams innovatively repurpose electronic waste, giving new life to old televisions and mattresses, or F&B teams celebrating local heritage by preparing and serving traditional Maldivian Bondi snacks, every initiative reflects a strong culture of environmental and cultural consciousness.

This grassroots approach has delivered measurable impact. Since 2023, Constance Moofushi has implemented FIT (Food Intel Tech), an advanced food waste monitoring system providing detailed visibility across preparation, buffet, and plate waste. This precise tracking enables teams to identify reduction opportunities and foster awareness throughout the resort. Through three years of consistent data collection and operational refinement, Constance Moofushi achieved the Best Food Waste Performance Award among all Constance Hotels & Resorts, a significant recognition demonstrating how data-driven management combined with genuine commitment delivers tangible outcomes and measurable progress.

What truly distinguishes Constance Moofushi’s sustainability culture is its authenticity Rather than approaching Green Globe requirements as a compliance exercise, the resort has cultivated an environment where environmental stewardship is a shared value. Engineering teams optimize energy and water systems to protect the fragile marine ecosystem. Guest experiences are intentionally designed to inspire ocean conservation awareness and appreciation for local culture. Staff wellness programs integrate with sustainability initiatives, recognising that employee well-being and environmental care are interconnected.

“This certification belongs to our people,” said Mevin Ramasamy, General Manager. “It reflects their creativity, care, and commitment to leaving the island better than they found it.”

Set within the Maldives’ pristine marine environment, Constance Moofushi reinforces this responsibility. Every decision, from material sourcing to waste management to community partnerships, carries meaning. The team at Constance Moofushi understands that recertification is not an endpoint, but a milestone along a longer path toward deeper sustainability integration.

The focus remains on advancing circular economy practices, strengthening local community engagement, and deepening the sustainability culture that defines the resort. Green Globe recertification validates a core belief: meaningful environmental change begins with people who genuinely care, supported by systems that measure progress and inspire continuous improvement.

The journey continues, driven by purpose, guided by data, and rooted in the belief that sustainability is not a programme, but a way of life.

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Kuda Villingili Resort Maldives becomes part of Global Hotel Alliance network

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Kuda Villingili Resort Maldives has announced its official partnership with Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands. This exciting milestone marks a new chapter for the five-star private island resort as it enhances its global visibility and connects with a wider community of discerning travellers seeking authentic, meaningful luxury experiences.

Through this collaboration, Kuda Villingili became part of an exclusive collection of over 950+ hotels across 50 iconic brands in 100 countries, offering the 34 million members of GHA’s award-winning loyalty programme, GHA DISCOVERY, a new gateway to the Maldives and its timeless island charm.

A sanctuary where time and space are redefined, Kuda Villingili Resort Maldives is celebrated for its elegant overwater and beach villas, the largest swimming pool in the Maldives, eight exceptional dining venues, immersive wellness journeys, world-class surfing at Chicken’s Break, and enriching experiences tailored for couples, families, and adventurers alike. Being part of GHA’s global network further amplifies the resort’s presence in key international markets and deepens its connection with travellers who value exclusivity, authenticity, and experiential luxury.

Amjad Thaufeeg, Commercial Director at Kuda Villingili Resort Maldives, shared his enthusiasm: “We are proud to join Global Hotel Alliance, the world’s largest network of independent luxury hotels. GHA DISCOVERY is a powerful loyalty program that celebrates exceptional destinations and distinctive hospitality—values that resonate deeply with our brand. This partnership enables us to showcase Kuda Villingili’s unique island experiences to a global audience of discerning travellers. We are excited to welcome GHA DISCOVERY members to our resort and elevate their journey with our signature warmth, refined luxury, and heartfelt Maldivian hospitality.”

Unlike more traditional programmes, GHA DISCOVERY does not ask members to count points towards their next upgrade. Instead, members earn and spend DISCOVERY Dollars (D$), an exclusive rewards currency. They also enjoy members-only Experiences curated by each hotel and have access to properties close to home, without a stay, through member-only Local Offers. Through its ‘Live Local’ concept, it creates a member community and offers access to local hotels’ facilities and events.

To celebrate the official launch and reward our guests, Kuda Villingili encourages registration for GHA DISCOVERY over the next three months. Members who register by 15 April 2026 and book directly through GHA are eligible to enjoy a complimentary KV Faru snorkelling excursion once during their stay.

For more information about the GHA DISCOVERY Programme and its loyalty benefits, please visit Global Hotel Alliance or GHA DISCOVERY.

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