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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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Ritz-Carlton Maldives, Fari Islands unveils conservation achievements and new green goals

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Part of the innovative Fari Islands lifestyle concept, The Ritz-Carlton Maldives, Fari Islands has embedded sustainability into its operations since its opening in 2021. Rooted in environmentally conscious architecture and design, the resort reflects on a year of significant achievements while outlining its goals for 2026.

Environment & Conservation

A destination that has become an iconic addition to the Indian Ocean is also a centre for environmental innovation and education. Under the guidance of its naturalist team, the resort launched a number of new and enhanced conservation programmes in 2025, engaging more than 1,000 guests. These initiatives included a new coral adoption programme that established a dedicated coral sanctuary, a coral nursery snorkelling activity for teenagers, and Ocean Discovery through VR, a virtual reality underwater journey designed to introduce guests to marine life from a fresh perspective.

Educational programming for children was expanded through the Little Conservationists initiative, which now incorporates fish cameras and hydrophones, enabling young guests to record underwater sounds and discover the hidden “voices” of the reef. The Eco Heroes activity was also enhanced with new ocean science experiments that help children understand currents, salinity, and ocean acidification through hands-on learning.

“Eye in the Sky” Ocean Plastics Detection and Research

Led by the resort’s naturalists in collaboration with a progressive research community, The Ritz-Carlton Maldives, Fari Islands became the first resort in the Maldives to launch a UAV-based ocean plastics detection initiative. First introduced by Dr Melissa Duncan-Schiele, the project analyses how ocean plastics move with wind and currents and identifies areas of accumulation. The goal is to develop a methodology that can be replicated nationally for collective plastic monitoring.

Since opening, the resort has completed 902 drone flights. In 2025 alone, it carried out 84 surveys totalling more than 21 hours of flying time. To date, the resort has removed over 1,840 kilograms of ghost nets, including 450 kilograms this year. Research findings will be shared in 2026.

Marine Life Monitoring

The drone programme also documents wildlife activity, providing valuable insights into species behaviour and distribution. In 2025, more than 17 species were recorded, including a blue whale, a pod of orcas, ornate eagle rays, guitarfish, and blacktip reef sharks.

Through its partnership with the Olive Ridley Project (ORP), the resort contributes sightings of sea turtles and reports of ghost gear. In 2025, 15 turtle sightings were submitted to the national database, and the team rescued six turtles found entangled in abandoned nets.

Coral Regeneration

The resort’s coral regeneration programme continues to restore degraded reef areas using coral fragments attached to rebar frames. In 2025, 140 new frames were planted, bringing the total to 243. More than 2,500 coral fragments were planted this year, with 290 guests participating.

A coral nursery trial was also launched to grow corals for direct transplantation onto the house reef. As a result, 25 healthy Acropora colonies were planted. A new coral sanctuary was opened this year, with guests able to visit the nursery via a designated swimming jetty.

Sustainable Practices 

In 2025, the resort significantly reduced its energy consumption and waste through property-wide initiatives. With the addition of a solar garden and an expanded rooftop solar panel network, solar capacity at Fari Islands increased threefold to 6.4 MWp—enough to supply up to 50 per cent of the islands’ energy demand.

The resort further strengthened its commitment to reducing single-use waste by replacing coffee pods with ground-coffee machines and introducing a range of food-waste initiatives, including repurposing fruit peels and offering coffee-scrub workshops for staff. The spa transitioned to fully digital intake forms, dramatically reducing paper use, while housekeeping implemented textile-waste reduction measures and expanded its slipper-donation programme for local communities.

New landscape systems, including motion sensors, photocells, and sensor taps, lowered water and energy use. A biodigester was introduced to improve wet-waste processing, while regular community planting and beach-cleaning projects on local islands encouraged engagement through donations of plants and compost.

Community Footprints

Through its Community Footprints programme, the resort continued to foster environmental awareness among young people. Its strong relationships with local schools enabled visits from the naturalist team, who hosted recycling competitions, delivered plastic pollution awareness sessions, and conducted mangrove-planting activities to highlight the importance of coastal ecosystems.

Within the resort, Ladies and Gentlemen took part in activities for 12 global environmental dates, including Plastic Free Day, Earth Day, Shark Awareness Day, and Ocean Clean Up Day. Thirteen clean-up events—both beach and underwater—were conducted, along with waste management training.

Looking Ahead to 2026

Maintaining its “plasticarian” ethos remains a priority. In 2026, the resort aims to reduce single-use plastics by 80 per cent. Reusable glass water bottles, bamboo-based personal consumables, refillable amenities, and sustainable straws are already in place. Bamford amenities, aligned with shared values of mindful living, are replenished on-site, and the resort’s desalination plant further reduces plastic imports. A targeted 5 per cent reduction in water consumption and a 20 per cent increase in compost production form part of next year’s ambitions.

Building on its 2025 achievements, The Ritz-Carlton Maldives, Fari Islands aims to further elevate the guest experience with thoughtfully designed sustainability-driven activities, including its signature Masters of Crafts and Visiting Hero programmes. Details of the 2026 line-up will be announced in due course.

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W Maldives secures Green Globe status for sustainable operations

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W Maldives celebrates significant moment with its first ever Green Globe certification, a recognition that reinforces the resort’s long standing dedication to sustainability. The achievement reflects then team’s work in building smarter, more responsible systems that support both exceptional guest experiences and the natural environment that surrounds the island.

Green Globe is one of the world’s most respected certification systems for sustainable tourism. It evaluates properties against rigorous global standards covering environmental management, social responsibility, energy efficiency, waste reduction, and cultural preservation. Gaining this certification positions W Maldives among a select group of resorts that meet these trusted benchmarks, offering travellers a destination that prioritises both luxury and long-term sustainability.

Throughout this year, W Maldives has expanded its sustainability programme with several impactful initiatives. The resort now mitigates half of its food waste through an on-site biogas plant that transforms discarded organics into methane for kitchen use and nutrient rich fertiliser for the island garden. A solar energy project featuring 647 panels has also been installed across the resort. This initiative generates 310kW of renewable power, reducing reliance on fossil fuels and lightening the overall carbon footprint.

The resort’s circularity efforts continue to grow, with expanded planting of bananas, mangoes, papayas, and other produce to support on-island supply and reduce import dependency. In the ocean, w Maldives has deepened its conservation work through its Sea of Stars program and its collaboration with MARS Sustainable Solutions. Together with the resort’s resident marine biologist, the team has successfully installed 400 reef stars as part of a long-term commitment to restoring coral ecosystems in the surrounding atoll.

“Achieving Green Globe certification is both an honor and a motivation for what comes next,” says Amila Handunwala, General Manager of W Maldives. “This recognition reflects the passion of our team and our dedication to protecting the natural beauty that makes the Maldives so extraordinary. We will continue to push forward with the initiatives that make our island more resilient, more energy efficient, and more connected to its environment, while still delivering the signature W experience our guests love.”

W Maldives continue elevating its sustainability roadmap with upcoming initiatives that further advance renewable energy use, circularity in operations, and marine conservation. The resort remains committed to shaping a future where bold hospitality and responsible environmental stewardship move forward together.

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Brennia Kottefaru kicks off holiday season with joyful cake mixing celebration

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The festive season at Brennia Kottefaru kicked off with the annual Christmas Cake Mixing Ceremony at La Pella Main Bar, bringing guests and staff together in celebration. Participants mixed a fragrant blend of dried fruits, nuts, and spices, filling the air with the warm scents of cinnamon, nutmeg, and rum.

The event was a joyful gathering, where laughter, holiday cheer, and shared memories created a true sense of togetherness. Brennia Kottefaru’s welcoming spirit shone through, making it the perfect tropical escape to celebrate the holidays. This Christmas, join the team at Brennia Kottefaru to experience festive traditions that will create sweet memories to last a lifetime

Nestled in the heart of Raa Atoll, Brennia Kottefaru is home to 187 spacious villas, surrounded by lush nature, panoramic beaches, and a turquoise lagoon. The resort’s passionate hosts ensure that every stay is personal, authentic, and unforgettable.

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