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
Maldives-born wellness brand ELE|NA celebrates 11 years of operations
ELE|NA, the spa and wellness brand by Atmosphere Wellness, celebrates its 11th anniversary this November under the theme 11 Years. One Essence. Born in the Maldives, the brand has grown through a philosophy rooted in nature, personalisation and connection, carrying its wellness philosophy to new destinations while staying true to the principles that shaped its beginnings.
Eleven years on, the essence is unchanged. What evolves is how that philosophy is experienced: through new wellness practices, scientific innovation, sustainability initiatives and the people who bring each guest journey to life.
Recognition has followed. ELE|NA was named Leading Wellness Brand of the Year at the South Asian Travel Awards (SATA) 2026, and ELE|NA Essentia was named Emerging Skincare Brand of the Year at the Destination Deluxe Awards 2025.
“For eleven years, ELE|NA has believed that wellness should feel personal and give back to the places that inspire it. That belief has not changed. What has grown is our team, our knowledge and our reach, now across South Asia. This anniversary belongs to the therapists and colleagues who bring that essence to every guest,” said Heidi Grimwood, Senior Vice President, ELE|NA.

A Maldives-Born Philosophy, Evolving with Time
The Maldives is at the heart of ELE|NA’s story. Across its sanctuaries, the brand explores how wellness can respond to the individual while drawing inspiration from nature and the surrounding environment.
This year, ELE|NA introduced the Pillars of Vitality, a framework that now anchors its therapies and shapes a more considered, holistic approach to wellbeing. Spanning TouchFlow, ReFine, BodyFit, SoulVibe, SleepSync and FoodDelight, the pillars give each guest journey a clear structure while leaving room for personal choice.
At selected sanctuaries, QEST4 bio-energetic assessment adds a technology-led dimension to personalised wellness, complementing traditional practices with a deeper understanding of individual needs.
The ELE|NA Wellness Academy, endorsed by CIBTAC, is advancing the brand’s commitment to learning. It has hosted Reiki and sound healing courses that develop practitioners and deepen their understanding of complementary wellness practices.
A Milestone in Sustainable Wellness
Nature has always been central to ELE|NA’s philosophy, extending beyond treatments to the brand’s responsibility towards the environments in which its sanctuaries operate.
That commitment reached an important milestone this year, when all eight ELE|NA sanctuaries in the Maldives were awarded Platinum, the highest tier of the Sustainable Wellness Group’s Sustainable Spa & Wellness Accreditation, following three consecutive years at Gold Standard. The recognition reflects a sustainability journey built year on year, and a focus on embedding responsible practices into everyday spa operations.

Celebrating the People Behind Eleven Years
Across ELE|NA’s Maldives sanctuaries, the anniversary is being celebrated through experiences that bring guests and teams together. Sunrise yoga, meditation and sound healing sit alongside tree planting, botanical workshops, sustainable craft activities and anniversary gatherings.
At the heart of the day is The 11:11 Moment. At 11:11 AM on 1 November, every sanctuary pauses together, as guests and teams stop to breathe, make a wish and share it, marking eleven years with one shared intention.
Each property brings its own character to the celebrations, with activities and shared rituals that reflect local surroundings and resort communities. Team performances and appreciation initiatives also recognise the therapists and colleagues whose care and expertise shape the guest experience every day.
While each sanctuary celebrates in its own way, the intention is shared: to honour the connections between wellness, nature and community.
From the Maldives to New Horizons
ELE|NA’s next chapter carries its wellness philosophy further into India. Building on its presence at Sadar Manzil Heritage by Atmosphere in Bhopal, the brand opens ELE|NA Ayur at Ananta Spa & Resort, Ajabgarh, on 1 November, with OZEN Villas Jaipur and Arunya in Coorg to follow. Each destination offers an opportunity to interpret the brand’s approach through its own landscape and setting.
The brand is also introducing ELE|NA Essentia, its own skincare line, to India. Made in India and inspired by Indian botanicals, Essentia extends ELE|NA’s nature-led philosophy beyond the spa and into everyday skincare rituals.
Beyond India, ELE|NA’s pipeline extends to Sri Lanka and Nepal, where new destinations will bring the brand’s nature-led approach to fresh landscapes and cultures.
Eleven years on, the destinations have grown and the practices have evolved. The essence remains one.
Action
CROSSROADS Maldives welcomes international padel stars for historic women’s tournament
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
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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