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LUX* launches feel-good advertising campaign, Smile All The Stay

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LUX* Resorts and Hotels has launched a feel-good advertising campaign for the year, in a bid to rethink and redefine luxury around the themes of joy and happiness.

The theme of the campaign, launched in association with creative agency Providence Paris, is Smile All The Stay, as LUX* says its goal is for guests to enjoy some genuine joie de vivre by keeping in mind that the simplest acts of generosity, connection and guest care can offer the biggest rewards. It all starts with reconnecting to the moments that mean the most to its guests, and help them making the time to fully experience its magic, the Mauritius-based hospitality group said in a statement.

“Smiling is universally recognised as being something our faces do which inspire positive vibes not only in the person who is doing the grinning, but also those who are faced with our ear-to-ear displays of emotion. So go on, smile to the world and it will most certainly smile back at you,” the statement read.

Six advertisements represent the fun, dynamic and unexpected atmosphere and lifestyle of LUX* Resorts and Hotels. A bold, stylish, global campaign running in publications such as Condé Nast Traveller, Tatler, Harper’s Bazaar, Monocle, FT How to Spend It, GQ and Vanity Fair, the images convey the simple, fun, light-hearted holiday moments that characterise a LUX* holiday.

Complemented by social media initiatives on Facebook, Twitter, WeChat, Weibo and Instagram, the campaign reinforces the brand’s worldwide positioning and mission of helping people celebrate life and vision of making each matter. Through this, it is communicated that guests will ‘Smile all the Stay’.

“This campaign simulates the joy, happiness and smile of a stress-free LUX* holiday. This creative approach enables us to flaunt the values that create our brand’s DNA, while helping guest celebrate life and enjoy the reasons to go LUX*,” Julian Hagger, Chief Sales and Marketing Officer at LUX* Hotels and Resorts, was quoted as saying, in the statement.

Founded in 2011, the LUX* brand has established itself as a sophisticated, innovative five-star brand.

According to the group, the essence of the LUX* brand, communicated through this new advertising campaign, is showcased by being fun, light hearted and surprising; eschewing luxury hospitality’s déjà-vu style and traditional feel, and using messages and images suited to a young-spirited audience.

In the Maldives, the group runs the luxury LUX* South Ari Atoll resort, which has recently undergone a major upgrade.

Fresh from its relaunch, cutting-edge designer villas and world-class dining can be found only a 30-minute seaplane flight away from the main Velana International Airport, making LUX* South Ari Atoll one of the most exciting resort in the Maldives. Excellent eating and drinking is always a cut above the rest at LUX* and at South Ari Atoll, there is authentic South East Asian street food in the Maldives’ only over-the-water gourmet night market and world-class Chinese cuisine at East, along with the Japanese restaurant, Umami, which offers live teppanyaki and dazzling selection of sakés.

LUX* has recently announced the opening of its second resort in the Maldives later this year. Named LUX* North Male Atoll and located on the six hectare picnic island of Olhahali, the new resort features contemporary architecture that is unique for the Indian Ocean, including private terraces, rooftop lounges, outdoor decks, private gardens and 13m private pools.

Events

Maldives Association of Tourism Industry (MATI) holds its 34th Annual General Meeting

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The Maldives Association of Tourism Industry (MATI) held its 34th Annual General Meeting at Kurumba Maldives today, with a total of 100 members in attendance. 

The day’s events began with a welcome address from the Chairman of MATI, Mr. Mohamed Umar, who also presided over the session. The agenda included an address from the Secretary General, Mr. Ahmed Nazeer, the review and approval of the minutes of the 33rd AGM, the review and adoption of the Annual Report and Financial Reports for 2023, the approval of the 2024 budget, the appointment of auditors for 2024, the welcoming of new members and election of executive board members to the two vacant positions (by-election).

In the member discussion session, the following topics were covered: the Government’s aim to reach net-zero emissions by 2023 and renewable energy generation in the Tourism Industry, new terminal of Velana International Airport and developments, employment challenges, the Industrial Relations Act and trade unions, environmental conservation and the significance of creating and executing efficient management plans for protected areas like the South Ari Marine Protected Area (SAMPA).

Following the official proceedings, the Minister of Tourism Hon. Ibrahim Faisal and the Minister of Economic Development and Trade Hon. Mohamed Saeed joined the forum. The Ministers provided remarks and engaged in a Member Q&A session. This session provided members with the chance to directly engage with the Ministers and delve into crucial industry topics. The queries focused on the Economic Outlook, forthcoming development plans and  immediate challenges and issues affecting the Tourism Industry.

A video presentation was also showcased that delved into the extensive work undertaken by MATI in 2023. The video also touched upon the Tourism Industry’s performance over the past 5 years, as well as the current and projected human resource capacity of the sector.

In his closing remarks, the Secretary General highlighted the importance of collaborative efforts in addressing industry challenges and called for greater unison amongst industry stakeholders, ending with an acknowledgement of the promising start to the year in terms of arrivals.

Executive Board Members elected to the 2 vacant positions (by-election):

  1. Ibrahim Shareef, CEO and Managing Director of Maldives Airports Company Limited
  2. Renato De Olivera, General Manager of The Ritz-Carlton Maldives, Fari Islands and representative of Marriott International
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Unlocking power of travel storytelling at Travel Creators Exchange 2024

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Join us for the Travel Creators Exchange 2024, taking place on February 1, 2024, at the Hotel Jen in Male’, Maldives.

This dynamic event provides a platform for networking and collaboration among Maldives-based travel creators, fostering connections, idea-sharing, and the establishment of lasting partnerships to expand opportunities and monetise content.

Our lineup of distinguished speakers includes:

  • Zihuny Rasheed, Deputy Managing Director of MMPRC, will present on “Power of Digital Storytelling: Collaborative Strategies for Destination Promotion.” MMPRC actively markets the Maldives globally, utilising a comprehensive approach that includes travel trade shows, roadshows, digital marketing, and more.
  • Amjad Thaufeeg, Commercial Director of Kuda Villingili Maldives Resort, brings over 23 years of hospitality industry experience. He will discuss “The Role of Content in Tourism Marketing,” drawing on expertise in revenue, customer service, sales & marketing, and human capital development.
  • Suresh Dissanayake, Assistant Vice President of Sales & Marketing of Heritance Aarah & Adaaran Resorts, with nearly two decades of experience, will shed light on “What does a Sales and Marketing Director Do?” He brings extensive luxury hospitality experience and a proven track record in sales, distribution, and marketing.
  • Vishal Amir Ahmed, a versatile cinematographer and content creator, will explore “Who is a Content Creator.” Currently associated with Various Arts Studio, he specialises in providing multimedia solutions to various clients.

Organised by Maldives Insider, Maldives Virtual Tour, Travel Trade Maldives, and Hotelier Maldives, this collaborative effort aims to empower Maldives-based travel content creators and elevate the Maldives as a premier destination for captivating travel storytelling.

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Acclaimed contemporary artist Ana Pušica explores perpetuality and community at Patina Maldives

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Ana Pušica Kramer, an internationally  acclaimed contemporary artist, joins Patina Maldives for an exclusive  art residency in the now infamous Fari Art Atelier. From January 22 to  February 22, 2024, Ana Pušica will grace the shores of the Fari Islands,  weaving a vibrant narrative of colour and emotion across her larger  than-life canvases. 

Her artistry transcends boundaries, melding abstraction and figuration into awe-inspiring masterpieces. Having exhibited globally, from New York to Beijing, Ana’s paintings are a physical, intuitive act rooted in movement.  Described as a “beautiful fluorescent thunderstorm,” Ana’s art explores light and colour, capturing the energy of life itself. 

The Fari Art Atelier which has previously hosted the likes of Daniel Arsham, Chris Stamp and David Nott, will be transformed into Ana’s studio and gallery showcasing her enthralling artworks—a mesmerising journey through poetry, memory, and the vibrant interplay of colour. Guests at Patina are invited to delve into Ana’s world, where each stroke reveals layers of meaning, evoking sensations of intense lightness and boundless interpretation. 

At Patina Maldives, Ana will immerse herself in a month-long residency, inviting the Patina Malidves community or guests and team to witness her artistic fervour firsthand. Guests will have the rare opportunity not only to observe her creative process but also to engage with and create art alongside this luminary.

Experience artistry at its most exclusive

Art Exhibition
Experience Ana’s captivating exploration of colour and emotion in her spellbinding artworks displayed at the Fari Atelier.

Art Workshops: Message in a Bottle
As part of a collaborative artwork, Ana invites Patina guests to participate in short workshops, actively contributing to the creation of a permanent installation at Patina Maldives.

Open Studio Session
Join Ana for an exclusive open studio session, offering guests a behind the-scenes look at her creative process.

Ana Pušica residency package
Discover a world where creativity knows no bounds as Ana Pušica, the maestro of contemporary art, transforms Patina Maldives into an immersive canvas of inspiration.

Book now to secure your experience.
For more information and reservations, please visit Patina Maldives or contact
reservations.maldives@patinahotels.com

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