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.’
Milaidhoo Maldives has announced that it has been awarded the 2026 VERIFIED™ Responsible Hospitality badge with Forbes Travel Guide, a recognition that celebrates hotels and resorts committed to making a meaningful, measurable difference through responsible tourism.
For an island with just 50 villas nestled within the breathtaking UNESCO Biosphere Reserve of Baa Atoll, this recognition is especially significant. It reflects a philosophy that has always been at the heart of Milaidhoo: that the most memorable luxury experiences are created by caring deeply, for guests, for people, for culture and for the extraordinary natural environment that surrounds the private boutique island.
From protecting the thriving coral reefs and supporting local communities to showcasing authentic Maldivian traditions through cuisine, storytelling and personalised experiences, responsibility has never been a separate initiative at Milaidhoo. It is simply the way hospitality is practiced every single day.
“We have always believed that luxury should leave guests inspired, not destinations compromised,” said the General Manager of Milaidhoo Maldives, Paul van Frank. “Receiving the VERIFIED™ Responsible Hospitality badge with Forbes Travel Guide is a wonderful recognition of the passion our team, the Milaidhoo Family, brings to every experience and every decision. We are proud that our small island continues to prove that thoughtful hospitality can create a lasting positive impact.”
Milaidhoo has never aspired to be the biggest resort in the Maldives. Instead, it has quietly earned a reputation as one of its most cherished boutique escapes, where every guest is known by name, every experience is thoughtfully crafted to create the unique Milaidhoo Moments and every stay reflects the warmth of genuine Maldivian hospitality.
As travellers increasingly seek destinations that combine exceptional service with authentic purpose, Milaidhoo continues to demonstrate that luxury and responsibility are not competing ideals, they are inseparable.
This latest recognition is more than another accolade. It is a celebration of the people behind the island, the community that inspires it and a vision of hospitality where every thoughtful choice contributes to a more sustainable future.
Sometimes, the smallest islands make the biggest impression.
Crown & Champa Resorts (CCR) has announced that numerous properties within its portfolio have been recognised in the Tripadvisor® Travellers’ Choice Awards 2026, reinforcing the resort collection’s reputation for delivering exceptional holiday experiences in the Maldives.
Based on genuine guest reviews and ratings collected over a 12-month period, Tripadvisor’s Travellers’ Choice Awards recognise hospitality businesses that consistently receive outstanding feedback from travellers worldwide. The awards recognise the resorts among the highest-rated accommodations.
Jawakara Islands Maldives Earns ‘Best of the Best’ Recognition
Among CCR’s award-winning resorts, Jawakara Islands Maldives received Tripadvisor’s prestigious ‘Best of the Best’ distinction for 2026, placing it among the top 1% of hotels worldwide. The resort was also ranked #21 among Asia’s top hotels.
Featuring two islands connected by a bridge across a turquoise lagoon, Jawakara Islands Maldives combines contemporary luxury with authentic Maldivian charm, offering guests a unique island experience.
The ‘Best of the Best’ accolade is Tripadvisor’s highest recognition, awarded to a select group of properties that consistently receive exceptional guest feedback and maintain outstanding traveller satisfaction throughout the year.
Travellers’ Choice Awards 2026 – Top 10% Worldwide
The following CCR resorts were recognised among the top 10% of hotels globally in the Tripadvisor Travellers’ Choice Awards 2026:
- Kudadoo Maldives Private Island – An exclusive fully solar-powered private island featuring 15 overwater residences and its signature fully inclusive “Anything. Anywhere. Anytime.” luxury concept.
- Hurawalhi Island Resort – Home to the iconic all-glass 5.8 Undersea Restaurant and offering an adults-only retreat with exceptional dining and ocean experiences.
- Kagi Maldives Resort & Spa – A wellness-focused resort featuring all-pool villas, holistic spa experiences, and a vibrant house reef.
- Veligandu Maldives Resort Island – Renowned for its iconic sandbank, natural beauty, diverse culinary offerings, and memorable marine adventures.
- Komandoo Island Resort & Spa – Truly adults-only (aged +18) island retreat known for its romantic atmosphere, vibrant house reef, and exceptional diving experiences.
- Meeru Maldives Resort Island – One of the Maldives’ most popular resorts, offering a blend of family-friendly and adults-focused experiences, extensive dining options, and expansive beaches.
- Vilamendhoo Island Resort & Spa – A top diving and snorkelling destination located within a whale shark hotspot and offering both adults-only and family-friendly accommodation options.
“These recognitions reflect the dedication and passion of our champions across the resorts. Every day, they work tirelessly to create memorable experiences for our guests, and these awards are a testament to their commitment to genuine Maldivian hospitality. We are grateful to our guests for their trust and valuable feedback, which continues to inspire us to deliver exceptional holiday experiences,” said Mohamed Solah, CEO, Crown & Champa Resorts.
Madifushi Private Island has been internationally recognised as the Best Elegant Private Island in the Maldives at the prestigious Fashion Travel Awards 2026, organised by Fashion TV Russia, one of the world’s leading media platforms dedicated to fashion, luxury, and lifestyle.
The second edition of the Fashion Travel Awards took place on May 2026 in Moscow, aboard the luxurious Radisson Royal Flotilla. The exclusive gala welcomed over 150 distinguished guests, including tourism leaders, celebrities, influencers, media representatives, and renowned international travellers. The event celebrated excellence across the global travel and hospitality industry, recognising outstanding hotels, resorts, destinations, and tourism professionals.
As an official partner of the event, Madifushi Private Island was proudly presented on stage to an international audience before being announced as the recipient of the Best Elegant Private Island in the Maldives award. The recognition reflects the resort’s commitment to delivering refined luxury, personalised service, and unforgettable guest experiences in one of the world’s most sought-after island destinations.
Speaking on the achievement, Mohamed Hilmy, General Manager of Madifushi Private Island, said: “Receiving this recognition from the Fashion Travel Awards is particularly meaningful as it celebrates not only hospitality, but also elegance, sophistication, and the overall guest experience. Being named the Best Elegant Private Island in the Maldives is a wonderful reflection of the refined character we have carefully built at Madifushi Private Island. It inspires us to continue pushing boundaries, creating distinctive experiences, and introducing even more unique concepts that surprise and delight our guests.”
During the event, representatives of Madifushi Private Island also participated in an exclusive interview with Fashion TV, providing an opportunity to showcase the resort and the Maldives to a global audience. The interview will be broadcast throughout the year across the Fashion TV network and displayed at its partner venues, including luxury restaurants, fitness clubs, yacht clubs, and concert halls. The event will also receive continued coverage through international magazines and online media platforms.
This latest accolade further strengthens Madifushi Private Island’s growing international reputation as a destination that seamlessly combines elegance, privacy, authentic Maldivian hospitality, and bespoke luxury experiences.
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