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

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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

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Tiny flippers, big journey: sea turtles hatch at Alila Kothaifaru

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A magical scene is unfolding at Alila Kothaifaru Maldives, as the island becomes a nurturing ground for the next generation of marine life — sea turtle hatchlings. With four active nests currently incubating, guests and marine enthusiasts alike are eagerly anticipating the emergence of these tiny creatures, expected to align with the next full moon.

Following a recent successful hatching, the remaining three nests have been identified as belonging to Green Sea Turtles — one of the largest sea turtle species inhabiting tropical and subtropical waters. Renowned for their smooth, heart-shaped carapaces and their herbivorous diet of seagrass and algae, these gentle marine giants play a vital role in sustaining healthy coral reefs and marine ecosystems. One additional nest is believed to belong to a Hawksbill turtle, although this has yet to be confirmed.

“Sea turtles are fascinating creatures. They lead largely solitary lives and migrate thousands of kilometres between their feeding and nesting grounds,” explains Fernanda Cortina Escalante, the resort’s resident Marine Biologist. “It’s incredibly special to witness this phase of their life cycle so closely here on our island.”

Turtle reproduction is an intricate and delicate process. These ancient mariners return to the very shores on which they were born to lay their eggs, usually under the cover of darkness. Female turtles dig nests in the sand, where the eggs incubate for 45 to 70 days before the hatchlings instinctively head towards the sea.

Green Sea Turtles can live between 60 and 80 years, grow up to 1.5 metres in length, and weigh as much as 300 kilograms. Their remarkable physiology allows them to hold their breath for up to five hours while resting, an impressive adaptation to life in the ocean.

“Hosting these nests provides us with a unique opportunity to educate guests about sea turtle conservation and promote greater awareness of marine biodiversity,” says Camille Berger, Euro-Divers Manager at Alila Kothaifaru Maldives. “We feel fortunate to share this meaningful experience with guests from across the globe.”

The resort places a strong emphasis on conservation, working closely with its in-house marine biologist to monitor and protect the nesting sites.

“A new generation of sea turtles has officially embarked on its journey into the ocean, with 61 tiny hatchlings recently making their way from nest to sea,” shares Thomas Weber, General Manager of Alila Kothaifaru Maldives.

“Moments like these remind us of both the beauty of nature and the responsibility we bear in preserving this extraordinary ecosystem. It is a true honour to be part of the journey of these magnificent creatures.”

Guests staying at the resort may have the rare opportunity to witness a live hatching — an unforgettable experience of nature at its most raw and awe-inspiring.

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Island traditions shine at Nova Maldives’ Maldivian magic festive programme

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This festive season, Nova Maldives is set to welcome travellers with ‘Maldivian Magic – A Festive Fusion,’ a curated programme running from 21 December 2025 to 7 January 2026. Rooted in over 2,500 years of Maldivian heritage, the soulful celebration draws inspiration from the nation’s seafaring past, storytelling traditions, and rituals centred on joy and connection.

The festive itinerary invites guests to immerse themselves in enriching experiences that blend the serenity of the sea with vibrant seasonal celebrations. Morning adventures include Ocean Glides with Koamas—a thrilling jet ski excursion to encounter dolphin pods in their natural habitat—and snorkelling trips to observe whale sharks and manta rays in their graceful element. Those seeking a more tranquil experience may embark on a Private Catamaran Sunset Cruise, ideal for couples or friends, offering unhurried sails across turquoise waters under golden skies.

Evenings present further marine exploration, with night snorkelling sessions offering glimpses of nocturnal marine life—baby reef sharks, crustaceans, and colourful reef fish—bringing the quiet enchantment of the ocean to life after dark.

Gastronomy plays a central role in the celebrations, with a culinary theme titled “Taste of the Atolls.” At Wink Bar each afternoon, guests may join Elixirs of the Isles—a creative mixology class using local fruits and botanicals. Mizu, the resort’s overwater teppanyaki venue, hosts an Ocean Umami dinner experience that combines Japanese precision with Maldivian flavours. Meanwhile, FLAMES offers a Maldivian Fishermen’s Feast—a beachside seafood extravaganza accompanied by bubbles and live island music.

Adding a cultural touch to the culinary journey is Malaafaiy Keyn, a seasonal dining experience showcasing traditional Maldivian cuisine. Served on a handcrafted malaafaiy platter, the dish includes fragrant rice, spiced curries, and heritage side dishes, all enjoyed in a bespoke Mauloodh Haruge dining hall—creating a bridge between the past and present.

For guests seeking serenity, the Private Finolhu Sandbank Escape provides an opportunity to retreat to a white-sand islet. Here, chilled Prosecco, curated canapés, and the gentle rhythm of waves set the tone for a tranquil afternoon, perfect for individuals, couples, or anyone wishing to recharge.

At EsKape Spa, seasonal wellness offerings include the Kaashi Naashi Ritual, a rejuvenating treatment using coconut oil and shells, concluding with a soothing head massage. Also available is the Soulful Healing through Dhivehi Beys—a restorative oil massage incorporating local herbs, spices, and virgin coconut oil, drawing on ancestral knowledge and therapeutic practices to harmonise body and spirit.

The celebration begins with the Grand Christmas Tree Lighting, a starlit gathering filled with carols and island traditions. On Christmas Eve, guests are treated to a fire show and beach party, followed by a Gala Dinner featuring both Maldivian specialities and festive classics. Christmas morning sees Santa Claus arriving at Wink Beach, met with handcrafted cocktails and sweet treats to delight guests of all ages.

The New Year’s Eve festivities conclude the season in spectacular fashion, with a fireworks display and an evening of live music, DJ performances, and festive cocktails. On New Year’s Day, guests are invited to ease into 2026 with the First Brunch of ’26—a leisurely affair featuring live cooking stations and flavourful dishes in a sunlit, relaxed setting.

“Our festive offerings go beyond seasonal cheer,” says Abdulla Aboobakuru, General Manager at Nova Maldives. “They embody the island’s rich cultural heritage, creating immersive moments of joy, tradition, and meaningful connection.”

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NH Collection Maldives Havodda Resort celebrates two years of extraordinary hospitality

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NH Collection Maldives Havodda Resort has marked its second anniversary since becoming part of the NH Collection brand by Minor Hotels. Operating under the upper-upscale NH Collection label since 1 August 2023, the resort has continued to offer immersive guest experiences shaped by the spirit of the Maldives and NH Collection’s commitment to premium service and genuine hospitality.

The anniversary offers a moment to reflect on the resort’s journey in elevating standards while preserving the elements that guests have always cherished: untouched natural surroundings, sincere service, and peaceful seclusion. Over the past two years, the resort has established itself as a sanctuary for couples, families, and solo travellers seeking comfort, exploration, and meaningful connection.

In line with the NH Collection’s ethos to ‘Feel the Extraordinary,’ the resort has embraced a philosophy of exceeding expectations. The team has prioritised delivering seamless stays enriched by thoughtful details, warm hospitality, and inspiring environments. Enhancements have included revitalised dining experiences and updated wellness offerings, all carefully curated to help guests savour every moment.

Key developments over the two-year period include the continued provision of five-star service in a premium setting, the addition of multilingual team members to cater to an international clientele, a strengthened commitment to eco-conscious practices in line with the brand’s sustainability goals, and a refreshed visual identity across both digital and physical touchpoints.

As NH Collection Maldives Havodda Resort enters its third year under the brand, it remains dedicated to refining its signature experience—a harmonious blend of natural beauty, understated elegance, and attentive care.

Reflecting on the occasion, General Manager Frans Westraadt remarked, “Every anniversary is a reminder of what we stand for. We are proud of how far we’ve come in delivering extraordinary stays while staying true to our values. The trust of our guests and the dedication of our team are what fuel us.”

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