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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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CROSSROADS Maldives welcomes international padel stars for historic women’s tournament

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The Maldives is set for an electrifying sporting spectacle as CROSSROADS Maldives welcomes the country’s first FIP Silver Women’s Padel tournament, taking place from 5–8 November 2026 at SAii Lagoon Maldives. Organised in collaboration Asia Padel Events, the event brings international sporting excellence to paradise, with professional competition, exclusive masterclasses, and exciting opportunities for the public to experience the game firsthand.

The tournament will feature 26 international professional players, including eight athletes ranked among the world’s Top 100. Headlining the competition are Spanish padel stars Nuria Rodriguez (World No. 24) and Marta Talavan (World No. 36), alongside an impressive line-up featuring Finland’s No. 1 player Martina Minetti, UK’s No. 3 Rosie Pooley, an Italian national champion, European champions, Malaysia’s No. 1 player, and national team representatives from multiple countries.

Beyond the championship, CROSSROADS Maldives is opening the courts to everyone. From 5–8 November, padel enthusiasts can train alongside Nuria Rodriguez and Marta Talavan through exclusive masterclasses, available at USD 450 per day or USD 1,200 for the four-day experience. The programme includes:

  • Four hours of intensive training and matches daily, divided into two sessions.
  • An exclusive dinner with the professionals on 5 November.
  • Access to watch all FIP Silver Women’s Padel tournament matches.

For those seeking a personalised experience, exclusive training sessions with Finland’s No. 1 Martina Minetti and UK’s No. 3 Rosie Pooley will also be available from 2–4 November, offering one-on-one private coaching at USD 200 per hour, or an exciting one-hour matchplay session with two professionals at USD 400.

The tournament is open for everyone to watch, welcoming resort guests, Maldivian residents, expatriates, and visitors to witness world-class padel against the spectacular backdrop of the Indian Ocean. Masterclasses and private coaching sessions are likewise open to the public, with limited slots available.

As a multi-island lifestyle destination, CROSSROADS Maldives, home to SO/ Maldives, SAii Lagoon Maldives, Hard Rock Hotel Maldives, and The Marina at CROSSROADS, continues to elevate the island experience through international sporting events, entertainment, and lifestyle programming that connect travellers with the local community.

This November, the CROSSROADS Maldives isn’t just one destination. It’s centre court.

Event Details

2–4 November | Private Training & Matchplay:

  • One-on-one training with international professionals: USD 200 per hour
  • One-hour matchplay with two professionals: USD 400

5–8 November | Padel Masterclasses:

  • Daily Pass: USD 450 per person
  • Four-Day Pass: USD 1,200 per person
  • Includes four hours of daily training and matches across two sessions, dinner with the professionals on 5 November, and access to watch tournament matches.

5–8 November | FIP Silver Women’s Padel Tournament (Open to spectators):

  • 5 November: Round of 16
  • 6 November: Quarterfinals
  • 7 November: Semifinals
  • 8 November: Championship Final

Venue: SAii Lagoon Maldives, CROSSROADS Maldives

Bookings & Enquiries: KoimalaandMaalimi@crossroadsmaldives.com

Masterclass packages exclude food and beverages beyond the stated dinner inclusion, accommodation, and transfers. Public access and participation are subject to event arrangements and availability.

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W Maldives welcomes Olympic badminton champion Wang Chi-Lin for exclusive coaching experience

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This December, W Maldives is set to elevate the island getaway experience as two-time Olympic badminton gold medalist Wang Chi-Lin takes up residence at the luxury private island resort from December 1 to 3, 2026. During his stay, the badminton icon will host a complimentary one-hour badminton coaching session for resort guests, adding an exciting sporting dimension to a tropical escape in one of the world’s most sought-after destinations for families, groups of friends, and solo travellers.

A Taiwanese badminton player specialising in men’s and mixed doubles, Wang Chi-Lin is widely regarded as one of the sport’s biggest stars. He has earned global recognition through a remarkable career winning back-to-back Olympic gold medals in men’s doubles at the Tokyo 2020 Olympic Games and the Paris 2024 Olympics. Known for his dynamic playing style and relentless determination, Wang continues to inspire a new generation of athletes and badminton enthusiasts around the world.

Located in the heart of North Ari Atoll and reached via a scenic 25-minute seaplane journey from Malé, W Maldives is a private island playground where luxury, adventure, and vibrant island living come naturally. Guests can discover the resort’s award-winning house reef teeming with marine life, savour bold dining concepts, and recharge with wellness experiences designed to inspire every sense. Every stay embodies W Maldives’ signature spirit of energy, freedom, and unexpected discovery.

From snorkelling vibrant coral reefs and encountering nurse sharks to sunset cruises and relaxing by the water, guests can experience the many sides of island living at W Maldives. For those seeking even greater seclusion, Gaathafushi, the resort’s private castaway island, provides the perfect setting for bespoke experiences and private dining amid untouched natural beauty.

As part of this collaboration, W Maldives is also unveiling a once-in-a-lifetime opportunity through Marriott Bonvoy Moments, where members can bid on an Exclusive Badminton Coaching Experience with Olympic Champion Wang Chi-Lin paired with a four-night stay in a Premier Overwater One-Bedroom Villa from December 2 to 6, 2026.

“We are always looking for unexpected ways to bring together passion, play, and meaningful experiences for our guests,” said Amila Handunwala, General Manager of W Maldives. “Welcoming Wang Chi-Lin to W Maldives adds an exciting new dimension to the guest experience. Whether you’re passionate about badminton or simply looking for something unexpected during your island escape, this is the kind of once-in-a-lifetime moment that perfectly captures the energy, adventure, and sense of discovery we love creating at W Maldives.”

Package for the bid winner and one guest includes:

  • Four-night stay in a Premier Overwater One-Bedroom Villa
  • Daily breakfast, lunch, and dinner with non-alcoholic beverages at select dining venues
  • A private one-hour badminton coaching session with Olympic Champion Wang Chi-Lin on the paddle court
  • An intimate sunset experience with drinks and canapés on Gaathafushi, W Maldives’ private castaway island
  • One 60-minute signature treatment per person at AWAY® Spa
  • Guided snorkelling at the resort’s award-winning house reef
  • Shared roundtrip seaplane transfers from Velana International Airport

Members can now bid on this once-in-a-lifetime experience from now through November 14, 2026 through Marriott Bonvoy Moments. For more information, visit www.wmaldives.com or contact reservations.wmaldives@whotels.com.

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Sirru Fen Fushi shortlisted for family and sustainability honours at Luxury Lifestyle Magazine Awards

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Private Lagoon Resort has been named a finalist in two categories at the 2026 Luxury Lifestyle Magazine Readers’ Travel Awards: Best Hotel for Families and Best Hotel for Sustainability.

Presented by Luxury Lifestyle Magazine (LLM), the Readers’ Travel Awards celebrate outstanding hotels, destinations and travel experiences from around the world. Following nominations and the selection of finalists, winners across the categories will now be determined by public vote.

The dual recognition highlights two defining aspects of the Sirru Fen Fushi experience: its approach to creating meaningful island experiences for families, and its ongoing commitment to protecting and regenerating the natural environment surrounding the resort.

Located on Gaakoshibee Island in the Shaviyani Atoll, Sirru Fen Fushi is set within a 600-hectare private lagoon and alongside a 9-kilometre house reef. Meaning ‘Secret Water Island’ in Dhivehi, the resort combines contemporary island living with a strong connection to its natural surroundings.

For families, the resort offers a diverse collection of experiences designed to bring guests of all ages together, from marine exploration and coral planting to sports, creative activities and dedicated family facilities. The resort’s expansive infinity pool includes a family area alongside a dedicated children’s pool, while its range of villas provides space and privacy for families travelling together.

Sustainability is equally central to the island experience. The resort’s Coralarium, created by British artist Jason deCaires Taylor, combines underwater art with coral regeneration, while the surrounding house reef provides an exceptional environment for marine conservation and education. Guests can participate in experiences including coral planting, turtle research and marine discovery, offering an opportunity to engage directly with the ecosystem surrounding the island. Sirru Fen Fushi also operates a dedicated Sustainability Lab and holds Green Globe GOLD certification.

Rudrojit Deb, General Manager at Sirru Fen Fushi, said: “We are delighted to be recognised in two categories in the 2026 Luxury Lifestyle Magazine Readers’ Travel Awards. Being shortlisted for both Best Hotel for Families and Best Hotel for Sustainability is particularly meaningful, as these are two areas that are deeply connected to the experience, we strive to create at Sirru Fen Fushi. We want families to discover the island together while also developing a deeper appreciation for the extraordinary marine environment that surrounds us. We would be delighted to have the support of LLM readers as voting progresses.”

Voting is now open and closes at 11.59pm on 15 November 2026, with the winners due to be announced on 2 December 2026.

Readers can vote for Sirru Fen Fushi in both categories via the Luxury Lifestyle Magazine Readers’ Travel Awards.

To cast your vote, please visit here. To discover more or to reserve your festive escape, please visit the resort’s official website or contact reservations@sirrufenfushi.com.

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