Featured
Afeef: world-class trainer perfecting service excellence at LUX* South Ari Atoll

The moment I met him, he greeted me with a ‘good morning’ and a long, firm handshake. He invited me to have breakfast with him. As we walked to one of the signature restaurants where breakfast was being served, he greeted everyone he came across with a big smile. He waved and wished them a good day.
That is how Afeef Hussain, the Director of Training, Development and Quality Assurance at LUX* South Ari Atoll, now starts everyday. From the onset, he seems like just another manager doing his job. But Afeef is more than what his humble appearance suggests; this is the only John Maxwell-certified trainer in the Maldives and one of the few master trainers in the country affiliated with Ron Kaufman’s Up Your Service, with a track record that rivals that of his peers from around the world.
Maldives Insider sits with Afeef in the fresh, new setting of the recently upgraded LUX* South Ari Atoll.
Every resort in the Maldives has white sand beaches, turquoise waters and similar facilities such as overwater villas and so on. The only way we can stand out in such a highly competitive market, especially with the number of new resorts opening up, is by focusing on service.
Maldives Insider: What made you join the tourism industry?
Afeef Hussain: After I finished high school in 2002, I took up some part-time jobs such as teaching at the Male English School (MES). I later joined Bandos Island Resort’s Male office, which at the time handled Bandos as well as Four Seasons Maldives at Kuda Huraa and Coco Island, as an HR administrator.
But what really opened my eyes to the tourism and hospitality industry was my job at One&Only Reethi Rah, which I joined after completing a Bachelors Degree in Hospitality and Tourism Management in Malaysia after the 2004 tsunami. I started working there as the Assistant Training and Quality Assurance Manager.
MI: How was your first experience in the field?
AH: It was very interesting because not only did I get to know the perception of people in the industry, but I also came to realise how much we needed each other in order to survive in a demanding industry like ours. Sometimes you have to do really personal things for your superiors as well, but every single experience teaches you how to deal with people.
I spent six years in Reethi Rah, but the experience I got from there was worth 20 years. It was challenging because Reethi Rah itself was a standard-setting resort in the Maldives. The expectations of everyone, including the management and the staff as well as the guests, were very high. I was tasked to train the staff and to lead the quality assurance efforts. We had an exemplary product, but we did not have a playbook to run it. I had to create a service culture based on the expectations of the staff and the guests, and I had to do it from scratch.
My focus was on creating a detailed, personalised service culture. Reethi Rah became the first resort in the Maldives to adopt such a culture. Earlier it was very static; you fetch a guest from the airport, bring them to the resort and let them be on their own. But with the new service culture, we started to create value additions in order to enhance the guest experience from the moment they set foot in the resort to when they leave.

Afeef speaks at the World HRD Congress 2017.
MI: What were the main challenges in your early years in the industry?
AH: Such a detailed service culture, coupled with employees representing 42 different nationalities, proved to be a challenge for everyone, especially for the staff. It became a challenge to maintain a perception where every individual understands the fairness in treating employees. We saw a section of the staff going on strike, but we were able to manage it by adopting a policy where the increasingly high expectations of the staff were considered and addressed properly.
The Reethi Rah story is a highlight of my career not because it was easy, but because it was challenging. If it was easy, I would not have considered it a success. I learned a lot about failure and success. For example, we had a volleyball team with the highest paid players of any resort in the country, but we went four years straight without a single trophy. Despite the repeated failures, we never gave up. Instead, we analysed our mistakes and tried to make it better the next time.
MI: What was your biggest success back then?
AH: It was not an easy task to create a personalised service culture from scratch. It was so detailed that every small detail had to be laid out; how many people would greet guests on their arrival in the island, where would each person stand, how many people would shake hands with the guests and the exact moment when they would be given hand towels. Creating and teaching this new culture proved to be extremely difficult because most people join resorts after high school. Schools do not teach students anything about service and how to effectively deal with people.
Another important aspect of my success was my role in making Reethi Rah the preferred employer in the industry. Back then there were about 80 resorts. Competition was high, but Reethi Rah became the place where everyone wanted to work. A testament to that success was the presidential award received by Reethi Rah for capacity building. I am proud to have played a significant role in that success.
MI: What made you join LUX*?
AH: The CEO of One&Only Paul Jones moved to Naiade Resorts and created a brand from scratch, LUX* Hotels and Resorts. I was inspired to join LUX* South Ari Atoll on his request as I always loved following him as a leader. Dominik Ruhl, then General Manager at LUX* South Ari Atoll and now our group COO, gave me a great first impression of what any great leader would, which gave me the confidence to accept the offer in August 2012.
When I moved here, it was a five-star property run under the brand name LUX* Maldives. That was right after they went through a rebranding process to become a LUX* property.
The rebranding meant that we had to create a new service culture here as well. This island has a very rich history; from a two-star resort called Ari Beach to a four-star resort called White Sands and latest being the five-star Diva Maldives. The staff here were well-established. So I focused mostly on staff engagement, training and development, and quality assurance initiatives.
In the first three months, I did not make any changes. I spent those three months gathering feedback from the staff, including the changes they wanted to bring. Over the three months, a new strategy was formed in order to match our service to the standards of a five-star plus property. With that strategy we had come a long way, from being ranked No. 47 on TripAdvisor to our current position of No. 8 amongst the resorts in the Maldives.
MI: What do you mainly focus on in order to maintain the service culture?
AH: It is a daily job. Now that we have established a service culture here, my focus is primarily on staff development and training, and daily quality monitoring efforts. We have introduced a programme called Staging LUX* Shining, where we identify a group of high potential employees and prepare them for future promotions through a three-step training programme. Suppose a waiter becomes a head waiter without any training, there is a gap and that will be evident in the service they provide. This six-month long programme, which was designed and developed by me, teaches them the responsibilities of their future posts and the tools would they need to effectively carry out their responsibilities.
Apart from that, we run specific campaigns from time to time. For instance, we have recently launched a ‘smile’ campaign for our staff, encouraging them to greet everyone with a smile. We are hoping to replicate that campaign and expand it to include our guests; Smile All The Stay.
I am also in the process of starting a brand new coaching and mentoring programme. About 10 senior executives, including the General Manager, Executive Chef and F&B Director, will be selected for this programme and they will be asked to mentor a candidate who had completed the Staging LUX* Shining programme. They will meet at least once a month to discuss about their work and the scope of their career.
Our ultimate result is always guest satisfaction. So we do not just train our employees, but we also monitor them and analyse their performance through quantified means. We also send an email to every guest after their stay asking for their feedback. If we get any negative feedback, we thoroughly review those complaints and take steps to ensure those issues will not occur in the future.
MI: In light of the unprecedented expansion we see in the industry today, how important is it to develop and maintain a service culture?
AH: Every resort in the Maldives has white sand beaches, turquoise waters and similar facilities such as overwater villas and so on. The only way we can stand out in such a highly competitive market, especially with the number of new resorts opening up, is by focusing on service.
Some resorts have a tendency to hold back training for their staff out of fear that they might leave for another resort. But here at LUX* we do not do that. We believe that a well-trained staff is the single most important asset of our team and that of this industry as a whole. That is why we also give priority to local staff, especially in the Staging LUX* Shining programme. We introduced the programme in 2012, and we have already given 188 promotions, most of which are locals.
The service education we provide to our staff is very unique. We do not teach our staff age-old concepts such as customer satisfaction and exceeding expectations. Instead, we teach them the concept of service excellence and value addition. Any guest who chooses to stay with LUX* does not want to leave satisfied; rather, they want to be delighted.
MI: What should be done to sustain the growth and the industry as a whole?
AH: There is no doubt that with the number of new beds coming into play we will face unprecedented challenges. We are talking about 40-50 new resorts in five years, but that is nothing compared to the number of new properties opening up in several neighbouring countries. So what are they doing differently? They are focusing on destination marketing by spending more and more on promoting their country as a destination.
Global tourism is booming, but we have observed a slowdown in growth over the recent years. Individual resorts are doing what they can to fill up their own beds, but there is no effort as an industry to effectively promote the Maldives as a destination. This is where the government and stakeholders need to come together, communicate better and figure out new and creative ways to promote the Maldives as a destination. For example, Mauritius had a slump in tourism a few years back. It was a wakeup call for the authorities and for the industry as well, and they responded by expanding the operations of Air Mauritius and spending more on destination marketing. Now Mauritius is overflowing with tourists.
Developing local talent is another area we need to focus on. Despite the expansion, there has been a minimal effort in training local talent. The government, education institutes and resorts need to focus on training more locals. If not, we will have a short supply of available professional talent, especially because Maldives is no longer the most favourable place for foreigners to work due to the introduction of a comprehensive tax regime.

Afeef speaks at the World HRD Congress 2017.
MI: What is your most memorable experience?
AH: While working in Reethi Rah, I went to work at Atlantis, The Palm Dubai on a company transfer. It was the initial stages of its development and I had the honour to be amongst the first group of employees hired for the opening of the resort. The opening of Atlantis was spectacular, but most importantly it is the experience I received from there that counts the most.
I worked there for two years as a Training and Learning Officer. I was tasked with training the staff and creating a service culture from scratch. It was a whole new challenge because there were 112 different nationalities under one roof, and I had to consider each and everyone of them in developing the service culture.
That experience has played an important role in making me who I am today. Since then, I have travelled all over the world, attending and speaking at several major conferences on human resources management and service excellence. At the World HRD Conference 2016, I was named amongst the 100 most influential HR personalities in the world, becoming the first Maldivian to receive such an honour.
I am also a Certified Course Trainer with Ron Kaufman’s Up Your Service and the only John Maxwell-certified trainer in the Maldives. Those connections give me direct access to their teaching and training materials. The courses and programmes I have developed for LUX* and the things I teach here are based on their materials. So with all that, I can challenge every resort in the Maldives that the training and development of staff here at LUX* will be second to none.
MI: What is your message to young people joining this industry?
AH: Success is not working at a different property every year. From the beginning, my goal was to create a legacy at every property that I worked at. That can only be done by working sincerely and honestly at a place for as long as you have to in order to reach your goal. So instead of job hopping, focus on creating a legacy. Coming to work everyday is not a service. It is something you do because you get paid. Real service is when, and only when you are committed to what you do.
You might have a degree in hospitality and tourism, but keep in mind that you are entering a highly competitive field. So patience is the key here. Even if you have to start as a waiter, start from there. Be patient, be loyal and be committed. You will be golden.
Entertainment
JOALI BEING presents ‘A Lot Like Holiday’: Celebration of joy, family and wellbeing

JOALI BEING, the Maldives’ exclusive Well-Living island, will embrace the timeless spirit of a Traditional Christmas this festive season, guided by its core ethos of joy, connection, wellbeing, and family. From 20 December 2025 to 11 January 2026, the island will transform into a sanctuary of festive wonder, where cherished traditions harmoniously blend with transformative wellbeing journeys.
Centred around the theme ‘A Lot Like Holiday,’ the festive celebrations combine beloved seasonal rituals with meaningful travel experiences inspired by JOALI BEING’s Four Pillars of Wellbeing — Mind, Skin, Microbiome, and Energy. Guests will be invited to take part in uplifting activities designed to encourage togetherness, discovery, and personal renewal.
Highlights of the festive programme include:
- Holiday Tree Lighting: A serene celebration beneath a canopy of lights where palm fronds replace fir trees and the sea breeze carries the spirit of the season.
- Gingerbread House Making: A joyful, hands-on tradition for guests of all ages.
- Christmas Picnic: A fresh reimagining of the classic celebration, featuring curated hampers, indulgent flavours, and oceanfront views.
- Christmas Eve Dinner: A refined feast of traditional holiday favourites and JOALI BEING classics, celebrating love, connection, and unity.
- New Year’s Eve Celebration: A night of sparkle, music, and culinary excellence to welcome 2026 in style.

As part of its festive line-up, JOALI BEING will also host a selection of Visiting Experts and global icons offering transformative, purpose-driven experiences:
- Football Workshops with Dimitar Berbatov: The former Manchester United striker, two-time Premier League Champion, and captain of the Bulgarian national team will lead two exclusive sessions (30 December and 2 January), inspiring players of all ages through mentorship and skill development.
- The Quantum Journey with Carlos Aparicio: Through his Biocuántica Original method, Aparicio will guide guests in achieving coherence between heart and mind, fostering resilience and clarity.
- Power of Breathwork with Javier de Prado: Guests will explore the connection between breath and emotion through mindful movement and meditation to restore balance and vitality.
- Awaken Balance and Longevity with Dr Igor Roganin: Integrating Traditional Chinese Medicine and modern diagnostics, Dr Roganin will offer therapies supporting graceful ageing, energy flow, and long-term wellbeing.
The festive calendar extends beyond celebration, inviting guests to experience the Joy of Well-Living through transformative rituals such as cacao ceremonies, Qi Gong, sound baths, and stress management workshops. Culinary highlights will include Japanese dinners, seafood feasts, and interactive masterclasses, while outdoor adventures will offer dolphin cruises, semi-submarine explorations, coral conservation, and Muay Thai sessions — all designed to deepen connection with self, others, and nature.
Family experiences will take centre stage through B’Kidult, JOALI BEING’s signature concept that blends play and purpose. The programme will feature engaging activities for all ages, including the Laughing Boocha Mixology Class, Beach Boot Camp for Teens, Healthy Nice Cream Kitchen, and Family Pilates sessions — all aimed at nurturing learning, joy, and togetherness.
A stay at JOALI BEING promises a journey of renewal and self-discovery, allowing guests to return home with a sense of lightness in body, mind, and spirit. Rates begin at USD 5,706 per night for two guests sharing an Ocean Pool Villa on a bed-and-breakfast basis.
Entertainment
Centara Maldives unveils season of celebration across four island paradises

As the festive season draws near, Centara Hotels & Resorts Maldives invites guests to celebrate the holidays amid the beauty of the Indian Ocean. Each of its distinct island destinations blends the warmth of Maldivian hospitality with the timeless traditions of the season. From family-friendly adventures to serene adult escapes, guests can choose from four remarkable properties — Centara Grand Lagoon Maldives and Centara Mirage Lagoon Maldives within The Atollia by Centara Hotels & Resorts, and Centara Ras Fushi Resort & Spa Maldives and Machchafushi Island Resort & Spa Maldives, part of The Centara Collection.
Centara Grand Lagoon Maldives
Just a short speedboat ride from Malé International Airport, Centara Grand Lagoon Maldives offers a sanctuary of tranquillity and privacy. Located within The Atollia, the resort presents a wealth of world-class dining, exhilarating water sports and excursions, and holistic wellness experiences at the serene SPA Cenvaree Retreat. Elegant beachfront and overwater villas provide the perfect setting for a memorable festive escape.
This year, the resort introduces the theme ‘Crystal and Bubbles’, a celebration that captures the glamour and sparkle of the season. From 22 December to 7 January, guests can enjoy a calendar of curated activities and entertainment beneath glittering crystal-inspired décor.
Families can look forward to treasure hunts, cupcake decorating, and pyjama parties leading up to Santa’s grand arrival on Christmas Day, while couples can indulge in elegant gala dinners and wine tastings. Each day brings new delights — from Boduberu masterclasses and festive workshops to themed dinners and karaoke nights.
The celebrations culminate in a New Year’s Eve gala, featuring cocktails, live entertainment, and fireworks beneath the stars. The festivities continue into January with island cinema nights, sandcastle competitions, and Orthodox celebrations that showcase local culture and cuisine.
Centara Mirage Lagoon Maldives
Located within The Atollia, Centara Mirage Lagoon Maldives embodies the signature spirit of Centara’s Mirage brand — a lively, family-focused resort inspired by the wonders of the ocean. The property features diverse dining options, a kids’ club, and the renowned SPA Cenvaree, complemented by the playful Candy Spa for younger guests. A sprawling outdoor water complex — complete with a lazy river, splash zone, and multiple pools — forms the heart of the island’s entertainment.
Festivities begin on 3 November with a joyful cake-mixing ceremony and continue through 7 January with an Orthodox Day celebration. Guests can join daily activities such as sunrise yoga, beach fitness sessions, and family games, or unleash their creativity through crafts including tote bag painting and festive T-shirt design.
Evenings are filled with BBQs under the stars, themed buffets, live music, Boduberu drumming, and mixology contests. Young travellers can enjoy pyjama parties, gaming challenges, and movie nights at the E-Zone, while families come together to welcome the New Year at the Mirage Carnival Celebration, complete with cocktails, a grand buffet, and live performances.
Centara Ras Fushi Resort & Spa Maldives
For those seeking an adults-only escape, Centara Ras Fushi Resort & Spa Maldives offers a tranquil haven where indulgence meets serenity. Guests can unwind in beachfront or overwater villas, explore the lagoon’s marine life, and savour moments of connection during a thoughtfully curated festive programme running from 15 December to 6 January.
Days begin with sunrise yoga, meditation, and Pilates sessions, while creative workshops invite guests to make botanical scrubs, organic face masks, and coconut-leaf crafts. More energetic visitors can join Thai boxing classes, beach volleyball, and boot camps.
As the sun sets, the resort transforms into a scene of celebration, with tree-lighting ceremonies, carol singing, cocktail hours, and themed dinners. Culinary highlights include seafood barbecues, Kin Khao dinners, and traditional Maldivian feasts. The New Year’s Eve Gala Dinner, inspired by an underwater theme, promises an evening of fine dining, live music, and dancing beneath the stars, followed by a warm Orthodox Day gathering to close the season.
Machchafushi Island Resort & Spa Maldives, The Centara Collection
Situated in South Ari Atoll, Machchafushi Island Resort & Spa Maldives, part of The Centara Collection, captures the essence of Maldivian island life — where nature, culture, and the ocean intertwine. Offering 112 beachfront and overwater villas overlooking a UNESCO-protected marine reserve, the resort provides an idyllic setting for meaningful festive celebrations.
Running from 7 November to 6 January, the programme begins with a cake-mixing ceremony and tree-lighting event, followed by Santa’s jet-ski arrival to delight guests of all ages. Children can take part in creative workshops, pizza-making, and scavenger hunts at Camp Safari, while adults enjoy beachside yoga, meditation, and wellness sessions.
Families can join sandcastle competitions, outdoor movie nights, and karaoke sessions, or explore local heritage through storytelling and cultural activities. As evening falls, the island comes alive with Fire & Ice pool parties, wine-pairing sessions, seafood feasts, and live DJ nights. On Christmas Eve, guests are treated to a festive buffet at Reef or a fine dining experience at Mare Azzurro, leading up to a New Year’s Eve island celebration of music and dance. The season concludes with a relaxed beach gathering on 6 January, featuring traditional dishes and festive cocktails.
Centara Hotels & Resorts Maldives invites guests to embrace the season’s joy across its enchanting island collection — where every sunrise brings celebration, every sunset brings connection, and every moment becomes a cherished memory beneath the Maldivian sky.
Awards
Jen Maldives Malé by Shangri-La named ‘Leading Business Hotel – Maldives’ at SATA 2025

Jen Maldives Malé by Shangri-La has been named ‘Leading Business Hotel – Maldives’ at the prestigious South Asian Travel Awards (SATA) 2025, held this year in Colombo, Sri Lanka.
The award recognises outstanding achievements in travel, tourism, and hospitality across South Asia, underscoring the hotel’s continued commitment to delivering exceptional service, modern business facilities, and a seamless experience for both corporate and leisure travellers.
General Manager Juan Carlos Diago expressed his gratitude, stating, “We are truly honoured to receive this recognition from SATA. The award is a testament to the passion, dedication, and hard work of our entire team, who consistently go above and beyond to deliver exceptional services to our guests. We share this achievement with our valued guests and partners who continue to trust and support us.”
Situated in the heart of Malé, the capital of the Maldives, Hotel Jen Malé Maldives by Shangri-La has long been a preferred choice for business travellers seeking convenience, comfort, and efficiency. The property offers state-of-the-art amenities, versatile meeting and event spaces, and a balance of work and leisure. Guests regularly commend the hotel’s professionalism and consistency in delivering high standards, making each stay both productive and memorable. Whether for a short stopover or an extended business visit, Hotel Jen continues to set the benchmark for world-class service in a dynamic urban setting.
Director of Sales Mariyam Shafiyya Steinhilber added, “We are deeply honoured to receive the Best City Hotel Award. Winning this award reflects the passion and dedication of our entire team, from our front-line staff to our management. Every department has played a vital role in creating the outstanding guest experiences that make our hotel a leader in the city’s hospitality landscape.”
The South Asian Travel Awards brings together leading industry figures from Sri Lanka, India, Nepal, Bhutan, Bangladesh, and the Maldives, and has become one of the region’s most respected platforms for recognising excellence and innovation in tourism and hospitality.
As Jen Maldives Malé by Shangri-La celebrates this milestone, the team remains dedicated to enhancing service standards and redefining the business travel experience in the Maldives and beyond.
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