Featured
Jonas Amstad on enhancing, enriching guest experience at LUX* South Ari Atoll

As a curious young boy of just seven years old, Jonas Amstad had his first stint in the service industry. A chance to work at his godfather’s restaurant at such a young age opened his eyes to the world of hospitality. And he has never looked back!
In his nearly 40-year long career, Amstad has landed jobs in Eastern Europe, the Middle East, China, the islands of the South Pacific, and the Indian Ocean, and through a succession of senior hotel roles. Fluent in English, French, German and Russian, the Swiss-born hospitality professional is a true citizen of the world, and has worked in all aspects of hotel management, ranging from food and beverage to operations. He has also developed an exceptional understanding of the needs, tastes and expectations of travellers from a multitude of cultural backgrounds.
It is against this background that LUX* Resorts and Hotels in September appointed Amstad to lead the Mauritius based hotel group’s resort in the Maldives, the LUX* South Ari Atoll.
At LUX* South Ari Atoll, Amstad is responsible for ensuring that the resort stays ahead of the curve, while enhancing and enriching the guest experience that has earned it a loyal following and a global reputation for excellence. His challenge also includes steering the award-winning resort on its mission to bring the LUX* signature ‘lighter, brighter’ holiday experience to a diverse international clientele.
As Amstad returns to the Maldives as the General Manager of LUX* South Ari Atoll, Maldives Insider speaks to him about his new posting and his take on the rapid expansion in the Maldives tourism industry.
Maldives Insider: What were your earliest experiences in the industry?
Jonas Amstad: I had my first encounter with the service industry when I was seven years old, in the restaurant of my godfather. I later joined an apprenticeship programme as a cook. From there, I further developed my career as a chef, and later on in different positions in F&B and operations management until I became a GM. I’ve worked in the industry for nearly 40 years. This is my 27th year in a foreign country and my second time in the Maldives.
MI: What was your first experience in the Maldives?
JA: I’ve been in the Maldives before on holiday for about three times. I know what the Maldives looked like and what it has to offer to tourists. That’s probably one of the reasons I accepted my first job in the Maldives.
My first time was at Shangri-La’s Villingili Resort and Spa in 2015. It was a different experience compared to many of the other locations I’ve worked at. I don’t think there’s any other place in the world where you work with people from so many different nationalities. On this island alone, we’ve over 42 different nationalities. It has a lot of challenges, but it also comes with a lot of excitement because you get to experience different cultures. That was and still is quite interesting to me. I always believe that the more different nationalities you’ve around you, the better you become because everybody has to find themselves at a common ground in terms of respect and acceptance.
I was at Shangri-La’s Villingili for a shorter period than that was agreed because I was promoted and asked to go to China. Since it was the Shangri-La hotel in the hometown of the group owner, it was the most important property in the portfolio.

LUX* South Ari Atoll. PHOTO/ LUX*
MI: What made you join LUX*?
JA: Since I knew the Maldives, I was certainly excited to come back. The nice weather, the fresh air and the beautiful surroundings compared to China were an easy catch. The older you get, the more you appreciate the clean air and other benefits that you get to enjoy here in the Maldives.
MI: What makes LUX* different from other brands you have worked with?
JA: It’s not so stiff like many other big brands where the framework is a bit more strict in terms of dress code, the target market and so on. Here it’s more relaxed, more guest oriented, and more personalised in terms of service and how we approach the guests. I’d say it’s more of a family connection between employees and guests. I don’t think there’s any other resort in the Maldives where you see so many names of employees mentioned in guest reviews. It’s a remarkable achievement. That proves that there’s a very close relationship between guests and employees.
Hospitality industry has changed a lot over the past few years. It’s no longer about just providing accommodation or facilities. Guests now look for adventurous holidays, educational holidays, interactive holidays, active holidays and personalised holidays. They want to have a good relationship with the employees. And that’s what LUX* South Ari Atoll offers.

An expert-led workshop held at LUX* South Ari Atoll. PHOTO/ LUX*
MI: How would you lead your team in adapting to the changing travel trends?
JA: I think we’ve already adapted to the changes. Looking at where we’re standing, I think we’re going in the right direction. But we need to keep on adapting. We’ve to keep listening to the guests because at the end of the day I’m not running the hotel for my own purposes. I’ve to run the hotel in the way the guests like it.
MI: How do you see the rapid expansion in the Maldives tourism industry?
JA: It’s a good thing that the industry is growing. We’re all putting our hopes in other investments and infrastructure. The new airport will help all of us in the industry. The Maldives is a unique location that has a lot to offer in terms of scenery and environment. It’s a dream destination. The increased accessibility will help grow the industry.
Tourism is the only industry the Maldives really has and we need to be very careful with the resources we have. I believe we, as owners and operators of resorts, along with the government should focus on developing infrastructure and protect the environment. There are a lot of media reports that say that the Maldives will be underwater in so and so years. I don’t believe that; I think the Maldives will be here in the next 100 years or even more. But we need to take care of the environment, the marine life and the coral gardens.
MI: In light of the new developments that are taking place, there are concerns of an oversupply. How do you think it will impact the Maldives as a destination?
JA: If you’re talking about the five-star segment, there’s an oversupply at the moment. But once the airport expansion is complete and is fully operational, the infrastructure will allow the numbers to increase and offset the oversupply.
The airport will also make it more accessible to more markets such as three- and four-star markets whose guests might want to stay for only three or four nights on a lower budget. It’s a good thing that the Maldives is becoming more accessible to other markets because not everybody can afford a five-star hotel. Middle class people from other markets want to see the beauty of the Maldives as well. It’d be a shame to not allow them just because five-star hotels want to protect their marketshare. At the end of the day, it’s up to the guests to decide if they want to pay 200 dollars a night or 1,000 dollars a night for their holiday.
Boosting accessibility will also increase the repeat guest segment. For instance, a guest might want to pay 200 dollars on their first trip to the Maldives. Then get a new job and have more money, so they choose a four-star hotel on their next visit. And when then they get older, they come here and choose a five-star hotel.
I don’t see it as a threat. I see it as an opportunity. I think the market will regulate itself. We only need to ensure that we’ve the infrastructure to bring in more people.

Jonas distributes reusable water bottles to team members, as part of a new push by the resort against ocean plastic. PHOTO/ LUX*
MI: How do you see the increasing competition?
JA: Competition is growing everywhere and it’s a good thing. It gives the opportunity for guests to choose between different levels of hospitality. It’s like in nature; the strongest will survive and the weakest will vanish. It’s a natural phenomenon and we’ve to embrace it in the industry. I think if we continue to invest in infrastructure, in people and in our way of promoting ourselves, we’ll survive.
MI: In terms of destination marketing, do you think enough is being done?
We need to do more. I was in Japan and South Korea just a few months back. Travel agents and tour operators tell us that marketing is currently done by individual hotels. More should be done by the government. Otherwise, it won’t make a difference even if the government built a fantastic airport and allowed Airbus A-380s to land. You can have the facilities to bring in more customers, but if they don’t know about the destination, they won’t be interested in coming here.
MI: What should be done differently to promote the Maldives as a destination?
JA: Local Maldivians need to go out there, to other destinations to promote their country. Who can promote their own country better than their own citizens? When people see a Maldivian promoting his or her country, everyone will see that it’s coming from the heart. It might take a bit of time for these efforts to yield results, but I’m sure the return will be higher.
MI: What’s next for LUX* South Ari Atoll? Are there any initiatives you would be implementing soon?
JA: I’ve a lot of ideas in my mind, probably too many. But more than anything, I believe that we’ve to take care of take care of our environment because that’s the only reason guests come here. They come here to see the beautiful beaches, the magnificent marine life and coral gardens.
So, at LUX* South Ari Atoll, we’re very conscious of what goes in the sea. We’ve also started regenerating our reef by coral planting. We’ll hopefully begin breeding clownfish and other marine life. In the future, we’ll also invest in alternative energy such as solar and wind. I strongly believe that certain monitoring measurements should also be incorporated and implemented in our operation.
Note: This interview originally appeared in the third issue of our print edition, Maldives Insider Travel & Tourism. A digital copy can be viewed on Issuu.
Featured
Centara Grand Lagoon Maldives announces grand opening

Centara Hotels & Resorts, Thailand’s leading hotel operator, is preparing for the launch of Centara Grand Lagoon Maldives, a serene island retreat set to open on April 1st. To commemorate the opening, the resort is offering an exclusive introductory promotion, allowing guests to enjoy a luxurious escape with a range of benefits. The special offer includes Stay 4, Pay 3 and Stay 7, Pay 5 packages, along with exceptional upgrades available for a limited time.
Centara Grand Lagoon Maldives is the final addition to Centara’s collection of four distinctive properties in the Maldives, each tailored to different traveller preferences. The resort features 142 elegantly designed beachfront and overwater accommodations that harmonise with the surrounding natural beauty. This private island sanctuary seamlessly merges Thai-inspired hospitality with Maldivian charm, offering world-class dining across multiple restaurants and bars, as well as revitalising wellness experiences at the Spa Cenvaree Retreat.

The opening of this property also marks the completion of The Atollia by Centara Hotels & Resorts, a visionary project that aims to redefine experiential travel in the Maldives. As part of this exclusive multi-island destination, Centara Grand Lagoon Maldives offers refined tranquility combined with immersive experiences. Guests staying at the resort also have access to the exciting water attractions and vibrant amenities of the neighbouring Centara Mirage Lagoon Maldives.
Andrew Jansson, Cluster General Manager of Centara Grand Lagoon Maldives & Centara Mirage Lagoon Maldives, expressed enthusiasm about the upcoming opening, stating, “From our picturesque beachfront and overwater villas to our exquisite dining and holistic wellness journeys, our team has worked tirelessly to ensure every aspect of this magnificent property exceeds expectations. We look forward to offering travellers a truly distinctive experience that captures the essence of both Centara’s signature warm hospitality and the beauty of this Maldivian paradise.”
To celebrate the grand opening, Centara Hotels & Resorts is inviting guests to take advantage of the Grand Island Indulgence: Exclusive Introductory Offer. Bookings made before June 30th, 2025, for stays between April 1st and October 15th, 2025, will qualify for the Stay 4, Pay 3 or Stay 7, Pay 5 packages. The offer also includes meal plan upgrades, complimentary sparkling wine and couples’ massages, exclusive access to The Club, a choice of an ocean excursion, and additional perks for CentaraThe1 members.
Featured
Embrace Maldives’ hidden summer with Cinnamon Hotels & Resorts

Beyond the well-known winter appeal of the Maldives lies an underrated gem—summer. From May to October, the islands transform into a sanctuary of intimate escapes, breathtaking marine encounters, and uninterrupted tranquillity, offering a side of the Maldives that remains one of travel’s best-kept secrets. This year, Cinnamon Hotels & Resorts invites travellers to rediscover summer in the Maldives through curated experiences across its four island resorts, each tailored to romance, diving, adventure, and relaxation.
Cinnamon Hakuraa Huraa Maldives provides an ideal setting for couples seeking a romantic summer retreat. Overwater bungalows offer a tranquil atmosphere, where the gentle lapping of waves sets a soothing rhythm for the days ahead. For those desiring an exclusive adults-only escape, Platinum Island offers elevated privacy and sophistication, creating the perfect environment for seclusion. As the sun sets, private sandbank dinners and candlelit beachside feasts transform ordinary moments into unforgettable memories.
For diving enthusiasts, Ellaidhoo Maldives by Cinnamon offers an unparalleled underwater experience. Home to one of the Maldives’ most vibrant house reefs and in close proximity to iconic dive sites, Ellaidhoo provides exceptional opportunities for marine exploration. Divers can witness the Maldives’ marine life in its full splendour, and encounters with Tripod, the island’s beloved three-finned turtle, add a unique charm to every dive. Whether exploring the legendary house reef or venturing to sites such as Fish Head and Maaya Thila, every descent promises an awe-inspiring glimpse into the ocean’s wonders.
Cinnamon Dhonveli Maldives serves as the ultimate summer playground for thrill-seekers, where the ocean’s energy meets endless opportunities for adventure. Home to the world-renowned surf break, Pasta Point, the island attracts seasoned surfers eager to ride its perfectly peeling waves. Beyond surfing, the resort offers an array of exhilarating water sports, including jet skiing, wakeboarding, paddleboarding, and windsurfing, ensuring every adrenaline-seeker finds an activity suited to their passion. Whether carving through the waves or speeding across crystal-clear waters, Cinnamon Dhonveli Maldives encapsulates the thrill of ocean adventure.
Cinnamon Velifushi Maldives redefines summer living, blending stylish beachfront retreats with effortless indulgence. Days unfold at a leisurely pace, with sun-drenched afternoons by the infinity pool, gourmet dining that highlights the flavours of the sea, revitalising spa treatments, and sunrise yoga sessions designed to awaken the senses. Whether savouring exquisitely crafted dishes, indulging in personalised wellness experiences, or simply embracing the island’s serenity, Velifushi offers an escape where time slows down, allowing guests to immerse themselves in the art of island living.
Far from the winter crowds, summer in the Maldives reveals a season of untold beauty, where the rhythm of the waves sets the pace for unforgettable experiences. Whether diving into vibrant marine ecosystems, embracing barefoot luxury, or savoring moments of pure tranquillity, Cinnamon Hotels & Resorts Maldives welcomes travellers to uncover one of the islands’ best-kept secrets
Cooking
Michelin magic in Maldives: Chef Wassim Hallal’s spring residency at Soneva Fushi

Danish chef Wassim Hallal will be hosting an exclusive residency at Soneva Fushi’s Flying Sauces from March 17 to May 12, 2025, bringing his two-Michelin-starred restaurant, Frederikshøj, to the world’s first fine dining zipline experience. As spring unfolds in the Maldives, guests will have the opportunity to soar along a 200-meter zipline route to reach an elevated dining platform, where breathtaking views, intuitive service, and Hallal’s masterful culinary creations await.
A pioneer of modern Nordic cuisine, Hallal’s passion for gastronomy has driven him to redefine fine dining in Denmark. His culinary journey began at a young age, leading him to refine his craft in some of Europe’s most prestigious kitchens. Under his leadership, Frederikshøj in Aarhus has earned two Michelin stars, recognized for its innovative approach, precision, and use of the finest seasonal ingredients.
During his highly anticipated spring residency at Soneva Fushi, Hallal will bring the essence of Frederikshøj to the Maldives, offering an unforgettable tasting experience that merges contemporary Nordic techniques with the island’s exceptional organic produce. His culinary philosophy pays tribute to the natural world, shaped by his environment and the evolving landscape of modern gastronomy. His style masterfully balances the refinement of French haute cuisine with the boundary-pushing creativity of New Nordic cooking, infused with global influences that drive his innovation.
At Frederikshøj, his commitment to excellence is evident in the meticulous selection of the finest local ingredients. A true culinary craftsman, he embraces experimentation, constantly redefining flavour, texture, and technique to create dishes that leave a lasting impression. Each plate serves as a canvas—an expression of creativity, refinement, and evolution—always seeking to push the boundaries of what is possible.
While in the Maldives, Hallal and his team will seamlessly blend Frederikshøj’s distinctive culinary ethos with Soneva Fushi’s organic seasonal produce, crafting a two-Michelin-starred dining experience designed to surprise, delight, and linger in the memories of guests long after the final course.
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