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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.’

Awards

Centara Grand Lagoon Maldives wins Best Luxury Resort Award at Asia Hotel Awards 2026

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Centara Grand Lagoon Maldives has been recognised as Best Luxury Resort at the Asia Hotel Awards 2026, marking a significant accolade for the resort and recognising its distinctive interpretation of contemporary Maldivian luxury, where an exceptional lagoon setting, considered design and highly curated experiences come together to shape a refined island experience.

Set within The Atollia by Centara Hotels and Resorts in North Malé Atoll, Centara Grand Lagoon Maldives brings together an expansive lagoon setting, refined architecture and a collection of beachfront and overwater residences designed to offer a more contemporary interpretation of island living. Since opening in April 2025, the resort has established a distinct position within the Maldives luxury landscape, with its design, culinary experiences, wellness offering and carefully curated island experiences forming an integrated guest journey.

With 142 villas and residences, including spacious two- and three-bedroom residences with private pools and Jacuzzis, the resort offers a choice of sophisticated beachfront and overwater living. Across the island, guests can discover a world class gastronomic journey spanning diverse flavours and culinary expressions, complemented by dedicated holistic wellness experiences and a considered collection of activities shaped by the natural character of the destination.

“This recognition is particularly meaningful because it reflects the philosophy behind Centara Grand Lagoon from the very beginning. We did not set out to create luxury through scale alone, but through a sense of place, thoughtful design and the quality of every experience. The lagoon is at the heart of the resort, shaping how guests arrive, stay, dine and experience the destination. From the architecture and residences to our culinary and wellness offerings, every element has been considered to create a contemporary expression of Maldivian luxury. We are honoured that the Asia Hotel Awards has recognised this approach, and grateful to our team and partners whose commitment brings the vision to life every day,” stated Jorge Fernandez, Cluster General Manager of Centara Grand Lagoon Maldives and Centara Mirage Lagoon Maldives.

The 15th Asia Hotel Awards 2026 recognition adds to a growing portfolio of accolades for Centara Grand Lagoon Maldives, reflecting its emerging position as one of the Maldives’ distinctive contemporary luxury resorts.

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Awards

JEN Maldives Malé by Shangri-La recognised for business and urban hospitality at SATA 2026

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JEN Maldives Malé by Shangri-La is celebrating a double win at the South Asian Travel Awards (SATA) 2026, earning two prestigious accolades: Leading Business Hotel and Leading City Hotel (40 Rooms and Above).

The dual recognition marks a significant milestone in the hotel’s journey, reaffirming its position as a distinguished hospitality destination in the heart of Malé. It also reflects the hotel’s unwavering dedication to delivering exceptional guest experiences, thoughtfully curated services, and the warmth of Shangri-La’s Asian hospitality.

Situated in the vibrant capital of the Maldives, JEN Maldives Malé by Shangri-La offers a welcoming urban retreat where contemporary comfort meets genuine hospitality. Catering to the diverse needs of business and leisure travellers, the hotel brings together stylish accommodation, versatile meeting facilities, and distinctive dining experiences, creating an inviting space for guests to connect, unwind, and discover the city.

The Leading Business Hotel accolade recognises the hotel’s commitment to providing a seamless and rewarding experience for today’s business travellers, combining convenience, efficiency, and attentive service. Meanwhile, the Leading City Hotel (40 Rooms and Above) award celebrates its continued excellence in urban hospitality, where thoughtful touches and personalised experiences transform everyday stays into memorable moments.

At the heart of these achievements are the people who bring the JEN experience to life. Guided by Shangri-La’s purpose to deliver the art of joy and Asian hosting, the dedicated team at JEN Maldives continues to create an environment where guests feel genuinely welcomed, valued, and cared for. Their passion, teamwork, and commitment to service excellence remain the driving force behind the hotel’s success.

JEN Maldives Malé by Shangri-La extends its heartfelt appreciation to its valued guests, trusted business partners, and dedicated colleagues whose continued confidence, loyalty, and support have made these accomplishments possible.

As the hotel celebrates this proud milestone, it looks ahead with renewed inspiration to further elevate its offerings, strengthen meaningful connections, and continue creating memorable experiences. Rooted in the timeless values of Asian hospitality and the spirit of Shangri-La, JEN Maldives Malé by Shangri-La remains committed to delivering hospitality that goes beyond expectations, ensuring every guest feels a true sense of belonging.

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Alila Kothaifaru Maldives introduces ‘Tides of Wonder’ for festive season 2026

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This festive season, Alila Kothaifaru Maldives presents Tides of Wonder, a celebration that follows the changing rhythm of island life from Christmas through the New Year and Orthodox Christmas.

Beginning on 21 December, the programme moves between the ocean, the table and the island itself, with each day offering a different reason to linger. The season opens with the Christmas Tree Lighting Ceremony on Mirus Beach, followed by days of dolphin cruises, reef encounters, Maldivian traditions, wellness rituals and family experiences.

“Tides of Wonder is an invitation to experience the festive season at a different pace,” says Thomas Weber, General Manager of Alila Kothaifaru Maldives. “A longer stay gives guests the freedom to enjoy the celebrations without rushing from one occasion to the next, leaving time for the unexpected moments that often become the most memorable.”

The surrounding sea plays a starring role. Two Marine Discovery Quiz Nights, hosted by the resort’s resident marine biologist, bring reef stories, ocean knowledge and friendly competition to Mirus Bar. One grand prize winner will receive a Marina Raphael Swarovski bag, adding a stylish surprise to an evening inspired by the marine world.

Dining carries its own rhythm through the season. Christmas Eve is celebrated with dinner and live entertainment at Seasalt, while Christmas Day brings a Four-Hands Dinner at Pibati Sul Mare, where Executive Chef Frank Wackerhagen joins Chef Mumu. Ten Tides Omakase, Maldivian dining at Alila Spice Garden, Yakitori BBQ Night 3.0 and the New Year’s Eve Gala add further flavour to the calendar.

“For us, the season is about giving each table its own character,” says Frank Wackerhagen, Executive Chef. “Some evenings are celebratory, others relaxed and close to the island, but each begins with good ingredients, a sense of place and the pleasure of sharing.”

On 31 December, cocktails by the beach lead into the New Year’s Eve Gala Dinner, with live performances, a mentalist and DJ Ossanna beneath the island sky. The first days of 2027 shift towards renewal, with the New Year Flair Sundowner at The Shack, Maldivian games, ocean experiences and wellness sessions, before the season closes on 7 January with Orthodox Christmas dining and a White Beach Party at Mirus Beach.

“What we want guests to remember is the variety of experiences they can enjoy without ever losing that sense of ease,” says Danilo Paolella, Director of Food & Beverage. “There is always another table to discover, another sunset to share and another reason to stay a little longer.”

For guests wishing to make more of the season, the resort’s Stay Longer, Save More offer is designed for stays of seven nights or more, with daily breakfast and dinner, dining and spa privileges, laundry savings and seaplane transfer benefits. Stays of 14 consecutive nights or more include complimentary round-trip transfers for two adults, making the offer especially suited to experiencing the festive calendar from Christmas into the New Year.

For the full festive programme and reservations, visit the Alila Kothaifaru Maldives Festive Season page. To book your stay, visit www.alilahotels.com/kothaifaru-maldives.

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