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.
Drink
Champagne Guy Charbaut returns to Maldives with THE OZEN COLLECTION

In a celebration of heritage and haute indulgence, the esteemed family-owned Champagne house, Guy Charbaut, based in Mareuil-sur-Aÿ, joins forces with THE OZEN COLLECTION for the fifth consecutive year. From 20th to 26th October 2025, guests at OZEN LIFE MAADHOO and OZEN RESERVE BOLIFUSHI will once again embark on a sensorial journey that unites rare vintages with world-class cuisine, set against the breathtaking backdrop of the Maldives.
Founded in 1936, Champagne Guy Charbaut has spent nearly a century perfecting the alchemy of terroir and tradition, producing cuvées that reflect the elegance of the French countryside’s limestone slopes. This dedication mirrors THE OZEN COLLECTION’s philosophy, which redefines luxury through curated experiences. Together, the two have cultivated an annual tradition that celebrates life’s finer pleasures.
At OZEN LIFE MAADHOO, the festivities begin on 20th October with an exclusive underwater dining experience at M6m. Guests will enjoy both lunch and dinner, with each course thoughtfully paired with Champagne. The celebration continues on 21st October with the ‘Champagne & Spice’ dinner, featuring the vibrant flavours of TRADITION INDOCEYLON—a Franco-Indian fusion experience. The finale on 22nd October is marked by the Champagne Brunch Royale at THE PALMS, a lavish midday affair where Champagne flows effortlessly alongside gourmet offerings.
The celebration then moves to OZEN RESERVE BOLIFUSHI from 24th to 26th October. It opens on World Champagne Day with an over-water dining experience at ORIGINƎ, where ocean-inspired delicacies are elevated by rare vintages. On 25th October, the ‘Champagne & Spice; dinner returns at SAFFRON, blending Indian warmth with French finesse. The series concludes on 26th October with the Sunset Pool-Party Champagne Extravaganza at OZAR, a dazzling event where golden hour light meets sparkling bubbles.
Xavier Charbaut reflects on the partnership with THE OZEN COLLECTION, noting that what began as a shared philosophy—terroir and tradition meeting curated moments—has evolved into a yearly tradition that reinvents itself. He describes the Maldives as a second home for their champagnes, where the environment enhances their vibrancy. Celebrating five years of collaboration, he hints at even more daring pairings, intimate encounters with rare vintages, and surprises yet to be unveiled.
The alliance between Champagne Guy Charbaut and THE OZEN COLLECTION transcends these annual events. At both resort destinations, guests can explore the full range of the Maison’s offerings—from the nuanced Cuvée de Réserve ‘Old Vines’ Brut to the expressive Rosé 1er Cru Brut. Each bottle offers an invitation to transform everyday moments into something extraordinary.
Nicolas Laguette, Director of Wines at Atmosphere Core, emphasizes that this union exemplifies modern luxury—a harmonious blend of heritage and innovation where every detail is meticulously curated. As Champagne Guy Charbaut and THE OZEN COLLECTION celebrate five years of partnership, their shared commitment to excellence promises an even more luminous future.
Featured
ELE|NA and VOYA unite for ocean-inspired wellness at THE OZEN COLLECTION

In celebration of World Ocean Day, ELE|NA Elements of Nature has announced an exclusive partnership with VOYA, the globally renowned organic seaweed skincare brand. Launching in July, this collaboration introduces a new era of ocean-inspired wellness at OZEN RESERVE BOLIFUSHI and OZEN LIFE MAADHOO. Guests will experience a deeply immersive and personalised spa journey, rooted in the healing power of the sea.
The new spa menu is crafted around three core wellness pillars—REST, ZEST, and BALANCE—each designed to meet individual needs, from deep relaxation and stress relief to energy rejuvenation and emotional renewal.
Each guest begins their spa experience with a personalised consultation to align treatments with their wellness goals. The journey starts with a calming aromatic foot ritual and a mindful breathing ceremony, establishing a foundation for a meaningful and restorative session.
The spa menu features marine-inspired massages, facials, and body therapies that incorporate VOYA’s certified organic, seaweed-based ingredients, sustainably harvested from the Atlantic coast. Key offerings include:
- Massage Therapies: Deep Muscle Melter, Tranquil Touch, and the signature VOYAGER Massage Journey
- Marine Facials: Pro-Age, Skin Renewal, and Bespoke Touch Facials
- Marine Exfoliations & Wraps: Detoxifying body buffs, nourishing sugar polishes, and sun-soothing wraps
- Sleeping Rituals: Mindful Dreams Massage and Herbal Cocoon Wrap with singing bowls
ELE|NA extends the wellness experience beyond the treatment room through group sessions such as guided meditations, sea and sound therapies, and aroma-intent practices. Guests can also enjoy bespoke VOYA bathing rituals in-spa or in-villa, including Detoxifying Seaweed Baths and Warm Spiced Mud Baths.
Guests are encouraged to continue their wellness journeys at home with a curated retail collection of VOYA products, including body oils, essential oils, pulse point oils, and aromatic room scents—each inspired by the tranquility and vitality of the ocean.
With a shared commitment to sustainability, ELE|NA and VOYA honour the ocean through ethical sourcing and eco-conscious practices. This partnership goes beyond providing luxurious spa experiences—it pays tribute to the sea’s natural rhythms and healing energy.
As part of the World Ocean Day celebration, ELE|NA invites guests to reconnect with nature and their inner selves. The transformative power of the ocean is available starting this July at THE OZEN COLLECTION.
Featured
Cinnamon Hotels & Resorts introduces curated all-inclusive getaways in Maldives

Cinnamon Hotels & Resorts is redefining stress-free travel with a trio of curated, all-inclusive offers across its Maldives properties. Each resort—Cinnamon Dhonveli Maldives, Cinnamon Hakuraa Huraa Maldives, and Cinnamon Velifushi Maldives—presents a unique experience, ranging from surfside excitement to secluded luxury, with every aspect of the stay carefully bundled for a seamless holiday.
At Cinnamon Dhonveli Maldives, guests are invited to enjoy five nights of barefoot luxury, with packages starting at USD 3,499 nett for double occupancy in a Water Bungalow or USD 3,999 nett in an Over Water Suite. Tailored for travellers seeking a balance of adventure and relaxation, the offer includes:
- Return speed boat transfers
- A 4-course beach dinner featuring steak or seafood
- A 30-minute spa treatment
- Snorkelling and swimming experiences
- A local island visit
- Unlimited laundry services
- Premium All-Inclusive privileges
For those in search of tranquillity, the adults-only Platinum Wing at Cinnamon Hakuraa Huraa Maldives offers a refined escape. With a minimum stay of seven nights in a Platinum Water Bungalow, the package is available at USD 6,999 nett for double occupancy and features:
- Return seaplane transfers with VIP lounge access
- A 4-course steak or seafood dinner by the beach
- A 45-minute spa treatment
- An island-hopping adventure
- A welcome bottle of wine, fruit basket, and bed decorations
- Unlimited laundry services
- Premium All-Inclusive privileges
At Cinnamon Velifushi Maldives, guests can indulge in serene overwater luxury with a seven-night stay starting from USD 6,999 nett for double occupancy in Water Bungalows and higher categories. The package highlights include:
- Return seaplane transfers with VIP lounge access
- Premium All-Inclusive privileges
- A 4-course steak or seafood dinner by the beach
- A 45-minute spa treatment
- An island-hopping adventure
- A dolphin-watching excursion
- Unlimited laundry services
These exclusive offers are available for stays between 1 June and 31 October 2025, with bookings now open.
Whether it’s catching waves at the iconic Pasta Point at Cinnamon Dhonveli Maldives, enjoying a sunset over the tranquil lagoon at Cinnamon Hakuraa Huraa Maldives, or exploring the pristine waters surrounding Cinnamon Velifushi Maldives, each resort promises a distinct and immersive experience. Cinnamon Hotels & Resorts delivers three unforgettable all-inclusive escapes, designed for effortless relaxation with every detail expertly managed.
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