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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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‘Endless Summer’ brings wellness and family escapes to Westin Maldives Miriandhoo Resort

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Known for its turquoise lagoons and impossibly soft white sands, the Maldives continues to rank high on the bucket lists of travellers in search of an ideal island escape. The Westin Maldives Miriandhoo Resort invites travellers to plan their next escape through its exclusive ‘Endless Summer’ offer, designed for those seeking perpetual sunshine, effortless island living, and holistic wellness.

For a limited time, guests can escape to this year-round summer paradise and recharge in the resort’s wellness sanctuary with a comprehensive package that transforms an ordinary vacation into an extraordinary wellness journey. This exclusive offer is valid for two guests and available to book from now until February 28, 2026, with a minimum four-night stay, for stays through December 20, 2026.

The Endless Summer offer features a Full Board meal plan that ensures guests are nourished throughout their stay, with daily breakfast at Island Kitchen and their choice of lunch and dinner at either Island Kitchen or Hawker. The culinary experience is further elevated with a one-time dinner at The Pearl, the resort’s signature Japanese restaurant, where guests can savour expertly crafted dishes while taking in breathtaking ocean views.

Families are especially welcome with this offer, as children under 12 eat free, making it an ideal choice for memorable multi-generational getaways. Each stay also includes USD 150 in resort credit, allowing guests to personalise their experience with spa treatments, excursions, or special dining.

The wellness-focused package invites guests to embrace the resort’s complimentary recharging activities, including rejuvenating Yoga sessions, invigorating scenic running routes, and fun-filled water volleyball. Young travellers can enjoy enriching experiences at the Westin Family Kids Club, while fitness enthusiasts have 24/7 access to the state-of-the-art WestinWORKOUT® Fitness Studio, ensuring wellness routines remain uninterrupted.

For those drawn to the Maldives’ legendary marine life, the package includes complimentary snorkelling equipment and one-hour kayaking sessions, perfect for exploring the vibrant underwater ecosystem of Baa Atoll. Guests can also enjoy the multipurpose court, offering additional opportunities for active recreation during their stay.

Nestled within the UNESCO Biosphere Reserve of Baa Atoll, The Westin Maldives Miriandhoo Resort presents a holistic wellness retreat inspired by nature and designed for shared moments of restoration. Contemporary overwater and beach villas provide generous space for couples and families, while nearby Hanifaru Bay draws marine enthusiasts each year with its seasonal gatherings of manta rays. Those seeking cultural immersion can join the resort’s weekly Liye Laajehun workshops, discovering traditional Maldivian craftsmanship as part of Good Travel with Marriott Bonvoy.

Whether planning a romantic escape, a family getaway, or a restorative solo retreat, the Endless Summer offer delivers an unforgettable island experience in one of the Maldives’ most pristine locations. Begin your journey at westin-maldives.com.

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Kandooma champions collaboration as cornerstone of sustainability progress

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At a time when the global tourism industry is being called upon to take greater responsibility for its environmental and social footprint, Holiday Inn Resort Kandooma Maldives is reinforcing a clear message: meaningful sustainability progress is not possible in isolation. Collaboration, transparency and partnerships are essential to achieving long-term impact.

In 2025, the resort placed sustainability and regeneration firmly at the centre of its operations, taking the decisive step to be independently audited as part of the process to achieve Green Globe certification. According to General Manager Mark Eletr, the process underscored the importance of working alongside like-minded partners to tackle some of the Maldives’ most complex sustainability challenges – particularly waste management.

“Waste is one of the most difficult aspects of sustainability for any island resort, but it is also a destination-wide challenge,” said Eletr. “As an archipelago, the Maldives faces unique constraints, and no single resort can solve these issues alone. Collective effort and shared responsibility are critical.”

Eletr emphasises that guest education is a critical first step in effective waste management and resource conservation, alongside working closely with procurement partners to reduce packaging and replace materials such as polystyrene and single-use plastics with more sustainable alternatives.

“It’s an uncomfortable reality we face, but education is fundamental to addressing these challenges,” he said.

“Many visitors don’t always realise that the Maldives is an island nation where each resort operates like a self-contained village, responsible for everything from wastewater treatment and drinking-water production to the management of all waste streams. There are no quick fixes – only sustained action, cooperation, and a collective willingness to rethink how we operate.”

He cites a simple but powerful example: “In many of our guests’ home countries, waste systems are highly advanced, with compulsory recycling, careful sorting, and specialised collection for hazardous items such as batteries. Here in the Maldives, we do not yet have safe, large-scale facilities to process certain materials. That is why we ask guests to take used batteries home with them, where they can be disposed of responsibly through established recycling systems.”

Rather than viewing these challenges as insurmountable, Kandooma has embraced collaboration as a catalyst for progress. While the resort acknowledges it is still early in its journey, Eletr believes sharing both successes and lessons learned is vital.

“For us at Kandooma, building partnerships has been transformative. Even small wins matter if they encourage others to take their first steps, adapt our ideas, or find solutions that work for them,” he said. “Opening ourselves up to scrutiny and criticism is part of that process. If we keep our efforts behind closed doors, we miss the opportunity to inspire change or discover better solutions together.”

During the Green Globe audit, Kandooma’s partnerships were closely examined, highlighting the role collaboration plays in strengthening sustainability outcomes.

In 2024, the resort partnered with Parley for the Oceans, supporting the Maldives tourism industry’s commitment to Parley’s AIR strategy – Avoid, Intercept, Redesign. Through this ongoing partnership, Kandooma actively intercepts plastic waste, participates in clean-ups on uninhabited islands, and continues to reduce single-use plastics across its operations, something that IHG Hotels & Resorts embraces globally as part of its Journey to Tomorrow.

In 2025, the resort established a partnership with Secure Bag, a company that purchases waste materials and transforms them into new, usable products. Guided by the belief that every resource deserves a second life, this collaboration supports a circular economy approach, reducing landfill impact while giving materials renewed purpose and value.

As a four-star resort, Kandooma recognises it does not have the same resources as ultra-luxury properties. Instead, it has embraced creativity and collaboration to support causes aligned with its values. One such partnership is with the Manta Trust, an organisation dedicated to the conservation of manta rays and their habitats.

Unable to fund a full-time, tertiary-qualified marine biologist on-site, the resort developed an alternative approach that engages guests directly. Kandooma introduced a collection of silver and gold manta ray pendants, with US$5 from every piece sold, donated to the Manta Trust.

“It’s a modest contribution, but it’s realistic, sustainable for our business, and it sparks conversations with our guests,” Eletr explained. “It brings people into the story of what we’re trying to protect and why it matters.”

Beyond this donation based effort, the resort also hosts the annual “Manta Month” each September to draw more attention to the graceful creatures which can be observed in their natural environment in the waters surrounding Kandooma.

As part of its commitment to openness, Kandooma has developed a publicly available Sustainability Guide, outlining key initiatives, partnerships and actions across environmental, social and governance areas. The guide known as the Green Book is accessible online and designed to inform guests, partners and industry peers alike.

Holiday Inn Resort Kandooma Maldives is proud to be Green Globe certified, joining a global community of tourism businesses meeting one of the industry’s most respected sustainability standards. Green Globe certification requires verified compliance with more than 40 rigorous criteria covering environmental stewardship, social responsibility, cultural heritage and sustainable management, with a strong emphasis on transparency, continuous improvement and measurable outcomes.

Looking ahead, Kandooma remains committed to strengthening partnerships, engaging guests in responsible travel choices, and contributing positively to the protection of the Maldives’ unique natural and cultural heritage.

For more information, visit the resort’s website

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Patina Maldives, Khyber unite for Holi festival dining experience

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This Holi, Patina Maldives, Fari Islands welcomes iconic Indian restaurant Khyber for a three-night takeover that brings the spirit of the festival to life through shared tables, bold flavours and joyful connection.

Rooted in craft and culture, the collaboration brings together two brands that value authenticity, thoughtful hospitality and meaningful experiences. Khyber’s time-honoured recipes from India’s North-West Frontier meet Patina’s design-led, modern sensibility, creating a dining moment that feels both grounded and forward-looking.

More than a pop-up, the takeover is a celebration of heritage meeting place. Set against the Indian Ocean, guests are invited to gather, connect and mark Holi in a way that feels communal and elevated.

A name that for over five decades has embodied heritage and excellence, Khyber has become a cultural landmark, welcoming global travellers, dignitaries and tastemakers from around the world, including Shakira, Brad Pitt and, most recently, UK Prime Minister Keir Starmer.

“This association with Patina Maldives is a celebration of elevated hospitality,” said Sudheer Bahl and Ishaan Bahl, Founders of Khyber. “Both brands share a commitment to authenticity, excellence and crafting memorable experiences that go beyond expectations. With Khyber’s enduring legacy rooted in Indian heritage and culture, we are honoured to bring this rich narrative to one of the world’s most acclaimed resorts.”

Adding to the celebration, Tom Bray, Director of Lifestyle at Patina Maldives, shared, “This is about bringing people together through flavour, colour and easy island energy.”

Taking place from 3 to 5 March the experience features a festive menu designed to be shared and savoured, capturing the warmth and generosity of Holi.

To book email reservations.maldives@patinahotels.com, tel. +960 4000555, or visit the resort’s website

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