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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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Kandooma Maldives wins Leading Family Resort award at SATA 2026

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Last night (8 October), Kandooma Maldives was named Leading Family Resort at the South Asian Travel Awards (SATA), a title that perfectly matches the resort’s focus on families.

“The timing of this award couldn’t be better,” said Andrew Drummond, General Manager of Kandooma Maldives. “It recognises our commitment to family holidays, but we also know that you can’t stand still. Family expectations change, and we have to keep evolving with them.”

“Whether it is the little ones who enjoy the kids’ club and, for some, a newfound independence from mum and dad or the opportunity to build memories together as a family through shared activities, Kandooma really is a great destination.”

Andrew explains that it is easy to sit still, but that’s not how the resort is winning over families: “I think it is our effort to keep evolving. Recently we realised there was a gap in the family offering that needed a bit more attention, so we have turned our eyes to tweens. It is sometimes a balancing act where young adults are craving independence, the freedom to explore, socialise and make their own choices, while parents still need reassurance that their kids are safe and well looked after.”

“They’re not kids who love going off to the Kids’ Club and they are not yet adults who are content lounging by the pool. We’re focusing on finding a way to engage 13- to 18-year-olds and give them a great holiday. At Kandooma we haven’t forgotten them.”

Villa options at Kandooma cater to different stages of family life, from Beach and Garden Villas with space for additional beds and interconnecting options, to Beach Houses suited to younger families and two- and three-bedroom accommodation for larger or extended families.

At Kandooma kids under 13 stay and eat free and it is one of the reasons young families keep returning to the 146-villa property in South Male Atoll, together with easy accessibility from Velana International Airport by speedboat.

“As a father myself, I understand that travelling with a family can be complicated enough without adding unnecessary steps to the journey,” Andrew said.

“Seaplane transfers can mean additional costs and luggage restrictions. At Kandooma, families can be met by our airport team, have their luggage taken care of and be escorted to their boat for a straightforward transfer to the island. When you’ve travelled a long way to reach the Maldives, these things really matter.”

The South Asian Travel Awards celebrated its tenth anniversary last night, recognising stand-out tourism businesses across India, Bhutan, Bangladesh, Nepal, Sri Lanka and Maldives.

Kandooma Maldives is an experience-led, all-inclusive island resort located in the South Malé Atoll, approximately 45 minutes by speedboat from Velana International Airport. Designed with families, couples, friends and active travellers in mind, the resort features 146 villas across garden, beach and overwater settings, including family villas and multi-bedroom accommodation with private pools.

The Kandooma experience is brought together through five signatures: Kandooma Blue, Kandooma Table, Kandooma Flow, Kandooma Social and Kandooma Ways, spanning ocean adventure, dining, wellbeing, social experiences and Maldivian culture. Facilities include Kandooma Spa by COMO Shambhala, a PADI 5-Star Dive Centre, Perfect Wave Surf Shop, Kandoo Kids’ Club, watersports, a 24-hour gym, restaurants and bars, event and meeting facilities and a changing programme of complimentary and bookable activities, live entertainment and island experiences. Kandooma Maldives is Green Globe Certified.

Visit www.kandooma-maldives.com.

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Sun Siyam Iru Veli invites guests to explore Maldives’ underwater world

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Marine experiences at Sun Siyam Iru Veli begin just beyond the island’s shoreline, from its house reef in Dhaalu Atoll to the waters of Faafu, Meemu and South Ari Atolls. For guests, this geographical reach means the underwater journey can take many forms, from a first guided snorkel close to the island to more advanced diving and encounters farther across the atolls.

The Big Encounters

Among the most notable journeys beyond the waters of Iru Veli is the Whale Shark Excursion to the South Ari Marine Protected Area. The guided snorkelling experience takes guests in search of the world’s largest fish, with the chance to snorkel alongside them when conditions allow. The same waters also offer manta encounters, another remarkable way to venture farther afield and see these graceful ocean giants in their natural environment.

Across the Atolls

The journey continues across Meemu and Faafu Atolls, where full-day explorations move between open-water encounters, quieter lagoons, coral reefs and uninhabited islands. Around Makunueri, guests can snorkel vibrant reefs with the chance to encounter turtles, sharks, rays and a variety of reef life. For those seeking a more exclusive experience, private journeys offer a way to discover coral gardens and lesser-visited stretches of ocean, with some also providing a first introduction to scuba in calm waters.

The House Reef, in Daylight and After Hours 

Closer to Iru Veli, the house reef tells a different story. By day, guided snorkelling invites guests to coral formations and resident marine life directly around the island. After sunset, the same waters take on an entirely different character as nocturnal species emerge. The guided night snorkelling offers the chance to encounter nurse sharks and experience the reef from a whole new perspective with the help of fluorescent and blue lights.

A Different Side of the Water

For those looking for something less conventional, the SSI Mermaid programme brings a playful side to underwater exploration. Guests can swap fins for a mermaid tail and learn the techniques needed to move comfortably and confidently through the water. Combined with underwater photography and video, this experience offers a chance to explore a more imaginative side of underwater exploration at Iru Veli.

A Lasting Impact

The marine discovery at Iru Veli also extends beyond observation. Through the resort’s coral planting initiative, guests can contribute to the continued restoration of the house reef and leave a lasting connection beneath the surface. Back on land, the weekly Marine Night brings these stories together, sharing more about marine life, reef conservation and underwater environments surrounding the island.

Beyond the many ways to explore the ocean from the surface, the SSI-certified dive centre at Iru Veli offers adventures for seasoned divers and complete beginners alike. Certified divers can continue exploring the surrounding dive sites with the resort’s professional team, while first-timers can start with an introductory scuba experience. Guests looking to go further can also earn SSI certification during their stay, turning their holiday into the start of a new diving journey.

From the house reef to some of the Maldives’ most remarkable marine encounters, Sun Siyam Iru Veli reveals an island experience shaped as much by what lies beneath the surface as by what surrounds it.

Discover more marine activities, explore the latest Sun Siyam Iru Veli offers.

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SO/ Maldives brings ocean-inspired glamour to festive season 2026

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This festive season, SO/ Maldives invites guests to get gloriously lost beneath the surface with Lost in Waterworld – An Underwater Gala of Glamour, an ocean-inspired celebration where shimmer meets rhythm, barefoot elegance meets high style, and the island becomes the ultimate stage for festive revelry.

From 20 December 2026 to 8 January 2027, SO/ Maldives transforms its private island into an imaginative waterworld of luminous nights, ocean-inspired feasts, live performances, beachside glamour and playful island rituals. Think festive sparkle with a saltwater attitude: less traditional Christmas, more tropical couture.

Set within the shimmering waters of Emboodhoo Lagoon and just 15 minutes by speedboat from Malé International Airport, SO/ Maldives brings its signature fashion-forward spirit to the festive season. Across its 80 beachfront and overwater villas, private pools, design-led spaces and barefoot island settings, guests are invited to leave the ordinary behind and dive into a celebration created entirely in SO/ Maldives style.

The Ocean Glows

The journey begins on 20 December with The Great Ocean Glow, as the festive season officially comes to life at Lazuli Beach Club with the lighting of the Christmas tree, a cocktail reception and a soundtrack of DJ beats, saxophone and violin. At The Citronelle Club, Waves of Flavour brings the ocean to the table with an indulgent seafood-themed dinner buffet, while Hadaba sets a more intimate mood with Seafarer’s Sharing Feast, paired with wine and soulful saxophone melodies.

The days that follow unfold like chapters in an island fashion editorial. From Sun, Sea & Sizzle poolside lunches and Retro Waves Night featuring Unoosha & The Band, to Ocean Infusions, wine experiences and beachside dining, each day introduces a new mood, flavour and rhythm.

Christmas, With A Little More Glamour

Christmas Eve arrives with Sparkling Shores Christmas, where sunset bubbles, saxophone, violin and DJ beats set the tone at Lazuli Beach Club before guests move to the beach for Pearls & Palms Christmas Eve, a lavish BBQ under the stars featuring Unoosha & The Live Band, saxophone and violin. For younger guests, festive magic begins with gingerbread making and a spectacular ocean arrival from Santa.

Christmas Day begins with festive breakfast before flowing into Sail & Savor Brunch, accompanied by live violin, followed by The Gin Voyage at Sky Dining and the grand Christmas Waves & Wonders buffet dinner at The Citronelle Club. As night falls, Moonlight Movie Magic brings the island together for a cinematic evening beneath the stars at Lazuli Beach Club.

The celebration continues beyond Christmas with ocean-inspired brunches, wine dinners, Maldivian flavours, family adventures, poolside afternoons and culinary journeys spanning Mediterranean, Thai and other global influences. At Flames of the Atoll, Maldivian cuisine takes centre stage with Boduberu rhythms and live violin, while Maldivian Day – Maldivian Soul celebrates local culture through an island market experience.

The Grand Oceanic Gala

Then comes the night everyone has been waiting for.

On 31 December, SO/ Maldives presents The Grand Oceanic Gala – a New Year’s Eve celebration designed to make the midnight moment feel suitably cinematic.

The evening begins with Sea Breeze Soirée, a sunset cocktail reception on The Citronelle Club Beach, before guests make their way to Lazuli Beach Club for an extraordinary beachfront dinner beneath the stars. With performances from Unoosha & The Live Band, saxophone and DJ entertainment, the gala builds towards a spectacular countdown, complete with a dance show, live music and fireworks illuminating the Indian Ocean. The night continues with an after-party and late-night snack station, because at SO/, midnight is merely an intermission.

For those staying on after the countdown, The First Feast welcomes 2027 with a celebratory brunch accompanied by saxophone and violin, followed by more culinary discoveries, chilled island evenings and ocean-inspired experiences throughout the first week of the new year.

Lost In The Moment

Beyond the headline celebrations, Lost in Waterworld invites guests to experience the island at every tempo.

Mornings begin with sunrise yoga and aqua fitness. Afternoons bring painting, family challenges, creative workshops, beach activities and poolside energy. The SO/ Spa introduces a series of ocean-inspired treatments and festive beauty rituals, while The Nest keeps younger guests entertained with everything from sandcastle competitions and tie-dye sessions to tropical jewellery making, pizza making and island-inspired art.

The festive journey continues through January, with Orthodox Christmas celebrated in island style through Chill & Chanter and O Holy Night, Seaside Eve, before the season closes with guest-chef experiences, culinary showcases and a final taste of the waterworld.

“Lost in Waterworld is our invitation to experience the festive season differently with more imagination, more rhythm and a little more attitude. At SO/ Maldives, the ocean is not simply our backdrop; it is the inspiration behind the way we celebrate. From the first glow of the season to the last beat after midnight, every moment is designed to feel unexpected, effortless and unmistakably SO/,” said Alexander Traeger, General Manager, SO/ Maldives.

This festive season, SO/ Maldives is not simply celebrating Christmas and New Year. It is creating a world beneath the waves a place of shimmer, sound, flavour and barefoot glamour where every sunset feels like an entrance and every night deserves an encore.

Book your festive offer here. For more information or to book your perfect getaway, please visit so-maldives.com or contact so.maldives.reservations@so-hotels.com.

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