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Agoda, Maldives Border Miles ink pact to boost post-pandemic tourism

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Maldives Border Miles (MBM), a loyalty programme initiated by Maldives Immigration in collaboration with key government stakeholders, has signed a Memorandum of Understanding (MoU) with global digital travel platform Agoda, (part of Booking Holdings) to boost tourism in the country.

The partnership will utilise Agoda’s global network, technology and travel expertise, integrated marketing capabilities, intelligence tools and resources, to optimise traffic/bookings and drive more awareness to the MBM programme.

The agreement was signed on 22nd November 2021, in the presence of John Brown, CEO of Agoda and dignitaries from the Maldives Tourism Ministry, Deputy Minister, Dr Naushad Mohamed, Controller-General of Immigration, Mohamed Ahmed Hussain, and key stakeholders from the Tourism Ministry, Maldives Border Miles, Maldives Airports Company Limited (MACL) the Maldives Marketing and PR Corporation (MMPRC).

This marks the first high-level interaction between the Minister of Tourism and the Controller-General of Immigration and Agoda.

A world’s first destination loyalty programme for tourists, the free to join, three-tiered MBM programme accumulates reward points for travellers to the Maldives based on their accommodation booking and chosen in market activities.

Members will need to earn a specific number of points to reach each tier (Aida, Antara and Abaarana), each offering a different range of privileges to its members, which can be utilised during current and return visits to the country.

Under the MoU, the first to be signed by MBM with a global OTA, both parties will mutually agree to undertake shared promotional efforts via branded landing pages, digital promotions via owned channels, special accommodation/booking discounts on Agoda for MBM members, technical consultancy, sharing of expertise and more.

The 12-month contract is designed to expand loyalty to return visitors, achieve greater customer acquisition and ultimately reinvigorate the travel landscape in the Maldives.

“The Border Miles programme was set up in 2020, to incentivise the post-pandemic return to travel. In less than a year, our member base has grown to over 50,000 signups, half of which have come through in the last two weeks alone. It’s clear that demand is high and our partnership with a global digital platform like Agoda will only accelerate this growth to a much wider global audience, reaching previously untapped origin markets. I believe this partnership will bring prosperity to the program and we have so much to learn from one another and together, we can make this world’s first program truly recognised globally.”, said Mohamed Ahmed Hussain, Controller-General of Immigration, Maldives.

According to Agoda’s inbound search data, the Maldives has seen a 5x uplift (400% increase), since two weeks to prior to the opening announcement on 1 July to date, indicating a clear demand for the destination.

The country’s earlier than expected vaccination roll-out and effectiveness of its Covid-related policies has led to the first signs of recovery by July 2021.

The government’s initial benchmark to bring in 900,000 tourists by the end of the year was surpassed when it hit its one millionth tourist in October.

“We applaud the Ministry of Tourism in Maldives and the Controller-General of Immigration for spearheading such forward-thinking initiatives to aid in the country’s rebound. Agoda strives to be a supportive partner to the governments and communities we operate in, this time in the Maldives, to leverage our technology and robust marketing strategies to help stimulate the tourism economy. We are optimistic of the benefit this will bring to the Maldives’ tourism industry and are honored to play a contributing part in this,” John Brown, CEO of Agoda.

From its beginnings as an e-commerce start-up based in Singapore in 2005, digital travel platform Agoda has grown to offer a global network of over 2.5 million properties in more than 200 countries and territories worldwide, offering travellers easy access to a wide choice of luxury and budget hotels, apartments, homes and villas, to suit all budgets and travel occasions.

In 2019, Agoda added a flight product and packages to help make travel even easier.

Headquartered in Singapore, Agoda is part of Booking Holdings and employs more than 4,000 staff in 30 countries. Agoda.com and the Agoda mobile app are available in 39 languages.

Maldives Border Miles is the world’s first destination loyalty programme for tourists.

Members will earn points based on the duration of stay, visits to celebrate their special occasions, visits on local occasions, frequency of visits, and other aspects. Once reached to a tier, members can enjoy exclusive rewards from all our partners, starting from discounted services to free VIP services.

For more information, please head to www.bordermiles.mv.

Featured

Six Senses Laamu unveils 17 new overwater villas across four categories

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Six Senses Laamu has introduced 17 new overwater villas across four accommodation categories as part of a multi-year transformation programme aimed at upgrading guest accommodation and shared facilities at the resort.

The new villas feature expanded living spaces, redesigned interiors and additional amenities, while maintaining the resort’s focus on marine conservation and its surrounding natural environment.

The interiors incorporate a coastal colour palette featuring white and neutral tones alongside shades of blue inspired by the surrounding lagoon. Natural materials are used throughout the villas, including driftwood coffee tables, handcrafted hanging lamps and decorative features.

A notable design element is a textured surface pattern inspired by the structure of a turtle shell. The design references the hawksbill and green turtles found in the waters surrounding the resort, reflecting Six Senses Laamu’s marine conservation initiatives.

Each villa features panoramic windows overlooking the ocean, alongside indoor seating and dining spaces.

Outdoor amenities include an 18-square-metre private swimming pool, an overwater hammock, dining and lounge areas, and an upper deck offering views across the lagoon. The villas also feature bathtubs positioned to provide ocean views.

The four new accommodation categories are Ocean Water Villa Suite with Pool, Laamu Water Villa Suite with Pool, Horizon Water Villa Suite with Pool and Family Water Villa with Pool.

All four categories offer expanded interiors, dedicated seating and dining areas, additional wardrobe space and outdoor decks.

The Horizon Water Villa Suite with Pool is designed to provide uninterrupted views of the ocean horizon.

The Family Water Villa with Pool is a new accommodation concept for Six Senses Laamu, featuring a separate children’s bedroom with an adjoining bathroom.

The family villas also include private pools and outdoor decks, providing shared recreational spaces alongside separate accommodation areas for children.

Families staying in the new villas can participate in the resort’s Junior Marine Biologist programme, which introduces younger guests to marine life and conservation activities.

The introduction of the new accommodation categories marks the first phase of a wider redevelopment programme at Six Senses Laamu.

The multi-year project will include further improvements to guest accommodation and shared facilities, while retaining the resort’s existing marine conservation programmes, house reef and environmental initiatives.

The 17 new villas will be available for stays from 6 December 2026, with rates starting from USD 2,185 for an Ocean Water Villa Suite with Pool.

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.Here Baa Atoll secures triple win at World Luxury Hotel Awards 2026

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.Here Baa Atoll has received three awards at the World Luxury Hotel Awards 2026, including the title of World’s Best Luxury New Resort.

The private island retreat was also recognised as Best Luxury Private Island Resort in the Indian Ocean and Best Luxury Boutique Resort in the Maldives.

Located within the UNESCO Biosphere Reserve of Baa Atoll, .Here Baa Atoll comprises nine residences across two secluded islands, Somewhere and Nowhere. The resort focuses on providing private accommodation, personalised services and experiences tailored to individual guest preferences.

The recognition as World’s Best Luxury New Resort marks a significant achievement for the property, which has positioned itself within the ultra-luxury hospitality segment since its opening.

At Somewhere, the resort offers three- and four-bedroom residences combining beachfront accommodation with overwater architecture. The residences feature indoor and outdoor living spaces, private infinity pools and views of the Indian Ocean.

Guests are supported by dedicated Roohu hosts, who coordinate services and experiences according to individual requirements throughout their stay.

Nowhere Private Island offers an eight-bedroom private island accommodation option designed for families and groups seeking exclusive use of the facilities.

The island features a private cinema, spa, gym, swimming pool and dedicated dining and entertainment spaces. Guests can also arrange personalised culinary experiences and other activities during their stay.

The resort’s dining offerings include SAFAR Restaurant and private dining experiences tailored to guest preferences.

Marine excursions are also available aboard the resort’s private yacht, ASMAS, allowing guests to explore the surrounding waters and marine environment of Baa Atoll.

The resort operates under its Embrace the Now philosophy, which focuses on personalised experiences and allowing guests flexibility in how they spend their time on the islands.

The three awards add to several international recognitions received by .Here Baa Atoll in 2026.

These include its inclusion in the Condé Nast Traveller Hot List, two awards at the AHEAD Asia Awards, recognition in DestinAsian’s Luxe List and a place among the top resorts in the Indian Ocean in the Condé Nast Traveller Readers’ Choice Awards.

The World Luxury Hotel Awards recognise hotels and resorts across various categories based on their luxury hospitality offerings, service standards, design and guest experiences.

The latest awards recognise .Here Baa Atoll’s accommodation, facilities and personalised hospitality services within the luxury tourism sector in the Maldives and the wider Indian Ocean region.

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Awards

Milaidhoo Maldives’ Serenity Spa wins Best Hotel Spa at Condé Nast Johansens Awards 2027

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Milaidhoo Maldives’ overwater Serenity Spa has received the Best Hotel Spa award at the 2027 Condé Nast Johansens Awards for Excellence, recognising the resort’s personalised wellness services and spa experiences.

The awards ceremony was held at The Montcalm Mayfair in London on Monday, 2 November 2026. Milaidhoo Maldives was represented by Georgie Westley, Corporate Director of Marketing and Communications at Versa Hospitality, alongside representatives from ROVE PR UK.

Located in Baa Atoll, a UNESCO Biosphere Reserve, Serenity Spa offers a range of wellness treatments and services in an overwater setting.

The spa provides personalised wellness programmes supported by an on-island wellbeing consultant, daily yoga classes and an extensive selection of treatments designed to meet individual guest requirements.

Guests can receive treatments at the overwater spa or in the privacy of their villas. The treatment menu includes massages, beauty therapies and specialised wellness treatments incorporating advanced technologies.

Among the technologies available at Serenity Spa are the LYMA Laser, Archedaway Cupping Therapy and M2T Blade. The spa also uses products from wellness and beauty brands including Natura Bissé, Aromatherapy Associates, Obsidian for Men and Margaret Dabbs.

Milaidhoo Maldives incorporates wellness into other aspects of its guest experience, including its culinary offerings. The resort’s approach includes meals prepared using fresh ingredients from its Chef’s Garden, alongside daily yoga sessions and activities centred on relaxation and wellbeing.

Paul van Frank, General Manager of Milaidhoo Maldives, said the award recognised the spa team’s commitment to delivering personalised services.

“We are incredibly proud of this recognition. Our Serenity Spa is a special part of the Milaidhoo experience and our team, the Milaidhoo Family, takes great care to ensure every guest receives the attention and personalisation they deserve. From expert treatments to the simple pleasure of taking time for yourself, we want guests to leave feeling refreshed and reconnected,” he said.

The recognition highlights Milaidhoo Maldives’ wellness offerings, which combine spa treatments, specialist therapies, personalised services and wellness-focused dining experiences.

The resort continues to incorporate wellness into its hospitality offering through its Serenity Spa, culinary programmes and recreational activities.

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