Business
LUX* launches feel-good advertising campaign, Smile All The Stay
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.
Maldives on Thursday welcomed the one millionth tourist to visit this year.
The one millionth tourist is a Thai named Sutapa Amonwivat, who arrived from Singapore with her husband and two children. This is her second visit to Maldives.
Maldives Marketing and Public Relations Corporation (MMPRC) and the Ministry of Tourism gave a warm welcome to Sutapa at the Velana International Airport (VIA) Thursday afternoon. She was welcomed at the VIA by tourism minister Ibrahim Faisal, MMPRC Managing Director Ibrahim Shiury and senior officials of various relevant agencies.
After welcoming her with traditional offerings, she was presented with various gifts by the ministry, MMPRC, customs, immigration, Maldives Association of Travel Agents and Tour Operators (MATATO) and Trans Maldivian Airways (TMA).
Maldives reached one million tourists in June, three weeks earlier than last year. The number of tourists reached one million on July 16, 2023.
Maldives expects to reach 2 million tourists this year.
Chongqing Airlines on Monday began its inaugural flights to Maldives.
The Chongqing-Male route, scheduled three times a week, is expected to strengthen the bonds between China and the Maldives, opening up exciting new opportunities for tourism and cultural exchange.
The inaugural flight was welcomed upon its arrival at Velana International Airport (VIA) in Maldives, where local officials and tourism representatives expressed their enthusiasm for this new development.
“We warmly welcome our friends from China to our beautiful islands. This new connection strengthens our bonds and opens up new opportunities for tourism,” the tourism ministry said on X.
Maldives currently welcomes four airlines from China, including China Eastern, Beijing Capital Airlines, Xiamen Airlines.
In January, Maldives government urged tourism stakeholders in both Maldives and China to ramp up efforts to restore China’s position as the primary source market for Maldives tourism, a status held before the onset of Covid-19.
China, being the largest source market for Maldives tourism before the pandemic, saw a resumption of tourist arrivals from January 2023 after a three-year hiatus due to the pandemic. In 2023, the Maldives welcomed 187,118 Chinese tourists, marking a significant recovery in numbers. This year, the Maldives has welcomed the most number of tourists from China, with over 107,940 or 11.5 percent of total arrivals by June 12.
CROSSROADS Maldives has introduced WeChat Pay, widely known as Weixin Pay in China, across its world-class resorts, SAii Lagoon Maldives, Curio Collection by Hilton, and Hard Rock Hotel Maldives. This payment option is made available to enhance the convenience and overall experience for guests from China, making their stay in the Maldives more enjoyable and hassle-free.
Understanding the needs of the diverse guests, CROSSROADS Maldives has integrated WeChat Pay into operations, allowing guests from China to easily and securely conduct transactions using a payment method familiar to them. The introduction of WeChat Pay is a testament to CROSSROADS Maldives’ dedication to enhancing guest satisfaction by offering exceptional experiences at every turn. What is also expected through this initiative is that the guests could benefit from better foreign exchange rates, translating to better savings on their expenditures during their stay.
The option is available for guests in-house conveniently at both resorts as well as across the Marina at CROSSROADS Maldives where a wider variety of unparalleled dining and retail experiences are available for all guests. The day visitors from China will also therefore equally benefit from this new introduction at the Maldives’ premier multi-island integrated leisure destination.
SAii Lagoon Maldives, Curio Collection by Hilton, is a vibrant tropical escape that offers unique and locally inspired experiences. The resort features spacious rooms and villas, a variety of dining options, and an array of recreational activities designed to cater to the desires of modern travellers. Guests can escape to the island’s SAiisational natural beauty, enjoy water sports, and indulge in spa treatments, all while relishing the personalised service that defines Hilton’s Curio Collection.
Hard Rock Hotel Maldives brings the iconic Hard Rock spirit to the tranquil shores of the Maldives. This family-friendly resort offers a perfect blend of relaxation and entertainment, featuring music-inspired experiences, live performances, and the brand’s signature amenities. With luxurious accommodations, diverse dining options, and a plethora of activities for all ages, Hard Rock Hotel Maldives ensures an unforgettable holiday experience for every guest.
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