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
From wellness to culture: Cinnamon Hotels & Resorts embodies new era of Maldivian travel
The Maldives continues to strengthen its position as one of the world’s premier island destinations, achieving global acclaim while maintaining steady growth in visitor arrivals. The country was recently named Best Beach Destination at the World Tourism Awards 2025 in Brussels and ranked among the Top Ten Countries for Food in the Condé Nast Traveller Readers’ Choice Awards 2025.
According to the Ministry of Tourism, the Maldives recorded over 1.7 million tourist arrivals as of 21 October 2025 — a 10% year-on-year increase. The destination is on course to meet its ambitious target of 2.3 million arrivals by year-end, with the final quarter expected to bring the highest influx of visitors as the nation enters its peak travel season.
Sustained demand from key markets including India, China, Russia, and the United Kingdom, alongside rising interest from the Middle East and Europe, continues to fuel this growth. The trend reflects a broader global shift towards experience-led travel, where visitors seek meaningful, immersive stays rather than conventional leisure holidays.
As arrival numbers climb, the focus within the Maldives tourism industry is evolving from volume to value. Hospitality brands are responding by offering experiences that highlight authenticity, sustainability, and cultural engagement. Among them, Cinnamon Hotels & Resorts — which operates four properties across the Maldives — is redefining the concept of island travel through wellness, cuisine, and culture.
The brand’s approach extends beyond accommodation, curating distinctive experiences that deepen the guest journey. From spa rituals rooted in Asian wellness traditions at Mandara Spa and Chavana Spa to private beachfront dinners celebrating the region’s rich culinary heritage, each stay is designed to be both restorative and enriching. Guests who book directly also receive exclusive credits and tailored experiences, reinforcing the Maldives’ growing appeal as a destination for conscious and immersive travel.
This direction mirrors the Maldives’ evolving tourism strategy, which prioritises authenticity and quality over volume. As the nation edges closer to another record-breaking year, its success lies not only in the number of arrivals but in its ability to offer enduring, high-calibre experiences — a vision shared by Cinnamon Hotels & Resorts as it continues to shape the future of island hospitality across the region.
Featured
Centara Maldives unveils bespoke National Day escapes for UAE holidaymakers
As one of the most notable occasions in the GCC calendar, UAE National Day presents the perfect opportunity to plan a dream island getaway at one of Centara Hotels & Resorts’ Maldivian destinations. Travellers can discover their own piece of paradise across four distinctive properties: Centara Grand Lagoon Maldives, Centara Mirage Lagoon Maldives, Centara Ras Fushi Resort & Spa Maldives, and Machchafushi Island Resort & Spa Maldives, The Centara Collection. Each resort offers a seamless blend of elegance, comfort, island activities, and rejuvenating spa experiences — the ideal way to celebrate the spirit of the occasion with a tropical touch.
Centara Grand Lagoon Maldives
Located a short speedboat ride from Malé International Airport, Centara Grand Lagoon Maldives provides an elegant island retreat ideal for celebrating special moments with family and friends. The resort features a range of overwater villas and beachfront residences, each complete with a private pool, jacuzzi, or both — offering guests an opportunity to truly unwind and disconnect from the outside world.
Set within The Atollia by Centara Hotels & Resorts, the resort offers an array of experiences, from exciting water sports and excursions to restorative wellness treatments at the tranquil SPA Cenvaree Retreat. Dining choices include international buffets at The Gallery, modern Mediterranean flavours at Bluefin, and light bites at Coco Drift’s swim-up bar. Guests can also toast to the occasion with a refreshing drink at Sunset Social.
In celebration of UAE National Day, Centara Grand Lagoon Maldives invites guests to reconnect with loved ones through an exclusive stay package. Guests booking before 15 December for stays until 20 December can enjoy four nights for the price of three or seven nights for the price of five, with complimentary round-trip transfers included.
Additional benefits include:
- Upgrade to the Half Board Plus meal plan when booking a Room with Breakfast
- Club access
- Complimentary sparkling beverage at Sunset Social on the first evening
- One complimentary couples’ treatment at SPA Cenvaree Retreat
- A 15% discount and triple points for CentaraThe1 members
Centara Mirage Lagoon Maldives
Nestled in the scenic North Malé Atoll, Centara Mirage Lagoon Maldives offers a vibrant, underwater world-themed escape perfect for families. The resort combines play and relaxation through its lazy river, splash zones, and water playgrounds, alongside the acclaimed SPA Cenvaree, a Candy Spa for children, and a lively kids’ club. Accommodation includes oceanfront and overwater villas, complemented by diverse dining experiences.
Families can enjoy the ultimate island holiday where children stay, play, and dine for free on all stays before 15 December. Perfect for the UAE National Day long weekend, the offer includes:
- Special room rates
- Complimentary round-trip speedboat transfers
- Free stays and meals for up to two children aged 11 and under
- A 15% discount and triple points for CentaraThe1 members
Centara Ras Fushi Resort & Spa Maldives
For couples and solo travellers seeking tranquillity, Centara Ras Fushi Resort & Spa Maldives offers an adults-only sanctuary designed for relaxation and connection. Guests can wake to panoramic sea views from oceanfront or overwater villas with direct lagoon access. The resort features world-class dining, a yoga pavilion, award-winning SPA Cenvaree, and water sports including windsurfing, parasailing, and snorkelling.
To mark UAE National Day, guests can take advantage of 30% off all villas (and 45% off for CentaraThe1 members), along with 50% off transfers for stays of two to four nights. The package also includes:
- Sparkling beverage and fresh fruit upon arrival in overwater villas
- A three-course poolside dinner under the stars for Half Board Plus guests and above
- Buy-one-get-one-free spa treatments
- 20% discount on food and beverages
- 10% off water sports and excursions
- Complimentary snorkelling and kayaking equipment
Bookings and stays are valid until 10 January 2026.
Machchafushi Island Resort & Spa Maldives, The Centara Collection
Set amidst breathtaking ocean views and a UNESCO-protected marine reserve, Machchafushi Island Resort & Spa Maldives, The Centara Collection caters to adventure seekers and nature enthusiasts alike. Home to an award-winning house reef and several renowned dive sites, guests can spend their days exploring coral reefs or discovering a historic shipwreck, followed by spa treatments and gourmet dining.
Guests can enjoy 45% off flexible rates for CentaraThe1 members and 30% off for non-members, along with 30% off seaplane transfers for stays of two to six nights until 10 January 2026.
The offer includes:
- Handmade chocolates and tropical fruit upon arrival in overwater or pool villas
- A complimentary picnic lunch for families or a private beach dinner for couples (Half Board Plus and above)
- Buy-one-get-one-free spa treatments
- Complimentary stays and meals for children aged six and under
- 20% discount on à la carte dining and floating breakfasts (Club Pool Villas only)
- 10% discount on water sports and excursions
- Complimentary snorkelling gear and kayak use
For more information or reservations, guests can visit Centara Hotels & Resorts and explore exclusive UAE National Day offers available across all Maldivian properties.
Featured
Holistic journeys at One&Only Reethi Rah: Year of global wellness expertise
One&Only Reethi Rah invites guests to continue their wellness journey at the renowned One&Only Spa, which has recently received a prestigious five-star rating from the Forbes Travel Guide — the first and only spa in the Maldives to earn this recognition. Surrounded by tropical greenery, the spa offers a tranquil retreat where ancient healing practices meet modern techniques, providing tailored treatments that promote lasting wellbeing.
Throughout the year, One&Only Reethi Rah has hosted leading international wellness practitioners, and the remainder of 2025 will feature an inspiring series of experiences guided by acclaimed experts. From holistic therapies and Ayurveda to Pilates, yoga, Barre, and CrossFit, each visiting specialist brings unique expertise and methodology to the island, delivering highly personalised sessions designed around each guest’s individual needs.
Beginning in October, Ayurveda specialist Dr Shreejit Ghadigaonkar will offer personalised consultations and treatments based on one of the world’s oldest healing systems, using herbal remedies, massage, and holistic therapies to restore balance. During the same period, Shannon Fenton, a Pilates and yoga instructor, will lead mindful movement sessions to enhance posture, body awareness, and overall wellbeing.
In November, bespoke fitness coach Nicky Holender will introduce tailored programmes focused on strength, endurance, and motivation, while holistic therapist Darya Gudkova will offer deeply restorative treatments combining Eastern traditions with a contemporary understanding of anatomy and psychology.
The season will continue into December and January with Sanam Heravi, a STOTT-certified Barre specialist, whose sessions use intelligent movement to support rehabilitation and life transitions. Guests seeking high-intensity training will be able to train with Zubaid Toefy, a CrossFit coach with a background in Muay Thai and Olympic weightlifting, known for his dynamic and disciplined approach.
Each visiting practitioner contributes distinct expertise to the spa’s offerings, enabling guests to explore individual paths towards vitality, clarity, and inner balance
Whether guests are beginning a new wellness journey or deepening established rituals, the One&Only Spa provides a setting for intentional transformation. From sunrise yoga sessions to deeply restorative treatments, every moment is designed to strengthen the connection between mind, body, and nature within the serene environment of the Maldives.
For guests seeking advanced skincare, the spa also presents a curated selection of facial treatments that combine cutting-edge technology with high-performance formulations. Through partnerships with globally renowned brands such as Augustinus Bader, the spa offers rejuvenating therapies that leave the skin feeling nourished, firm, and radiant.
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