News
Centara launches its first loyalty programme with theme ‘Loyalty from the heart’
Maldives Promotion House – Centara Hotels & Resorts has launched a new loyalty programme under the theme, “Loyalty from the Heart”.
Centara – The 1 Card is a newly created recognition and rewards programme for those who love travelling and staying in the best hotels.
By accruing points, members will be able to enjoy a free stay in a Centara hotel or resort, anywhere in Thailand or overseas, with no blackout dates.
“St Valentine’s Day is, we feel, the perfect time for us to launch Centara – The 1 Card,” said Thirayuth Chirathivat, chief executive officer of Centara Hotels & Resorts.
“We feel it will be of great value to our guests and customers, and a very heart-warming and giving way in which we can show how much we value them and how much we appreciate their loyalty.”
There are four tiers to membership, namely Classic, the entry level; Silver; Gold; and Platinum Elite.
Members progress upwards through the tiers simply by earning more points.
At each level the rewards increase, with free room upgrades, early check-in and late checkout, pre-registration, guaranteed room availability, and much more.
Mr Thirayuth said that members of the programme would find it very easy to earn points that go towards a free hotel stay.
“They will earn five points for every 30 baht they spend when staying with Centara Hotels & Resorts, dining in a Centara restaurant, or relaxing in a Centara spa.
“Book direct through the Centara website and they will earn double these points.
“Members will also earn points when dining in a Centara restaurant or enjoying a Centara spa, even if they are not actually staying in a Centara property.
“They will also earn points when they shop at any Central Retail Corporation store.
“As members progress through the membership tiers, their points carry a bonus rating, enabling fast progress upwards to the maximum rewards level.”
Membership of Centara – The 1 Card is free.
Centara – The 1 Card is also fully compatible with The 1 Card, the very successful loyalty programme that is operated by Central Retail Corporation Ltd.
“We at Centara Hotels & Resorts are very much aware that there are many loyalty programmes in the market, but we have created what we feel is a perfect blend of benefits for those who wish to call Centara their second home,” said Mr Thirayuth.
“We also feel that the combined benefits of Central Group add up to Centara – The 1 Card being the only card that anyone will need.”
The Centara – The 1 Card will be promoted under the campaign Life Should Be Rewarding.
Chris Bailey, senior vice president for sales and marketing at Centara Hotels & Resorts, said that the company feels the basic premise of membership will itself be a powerful marketing tool.
“A member will accrue points simply by doing something he or she would normally be doing, by staying in a hotel or resort, dining, using a spa, or shopping, and these points can then be redeemed for a free hotel stay.
“So membership, and use of membership, carries tangible rewards without any great shift in lifestyle patterns.”
Centara – The 1 Card will be promoted in a variety of ways, via advertising campaigns, online and social media marketing, database marketing, and point-of-sale.
“We shall also be marketing through Central Retail’s The 1 Card, and we see that as being an exceptionally strong marketing tool, as there are in excess of 4 million members of The 1 Card in Thailand, and the number is continually growing,” said Mr Bailey.
Members of Central Retail’s The 1 Card will be able to redeem their existing points for free hotel stays by taking membership of Centara – The 1 Card.
Centara – The 1 Card can be used at Centara hotels and outlets throughout the world, and points can be redeemed for free rooms.
“We believe that once members see how quickly they can earn points, and how the value of the points increases as they pass upwards through the membership tiers, that Centara – The 1 Card will become an indispensable part of their lifestyles,” said Mr Bailey.
“Building up points to take yourself, your partner or your family away for a holiday in which your hotel room is free of charge will become an exciting part of your everyday life, and a challenge to see how quickly the necessary points can be achieved.”
Centara Hotels operates Centra Grand Island Resort & Spa and Centara Ras Fushi Resort & Spa in Maldives. Their third resort in Maldives is under construction.
For more information about Centara The 1 Card, please visit website www.centara1card.com
Awards
ELE|NA recognised for excellence in wellness hospitality at SATA 2026
ELE|NA has been named Leading Wellness and Spa Brand at the South Asian Travel Awards (SATA) 2026, recognising the Maldives-based wellness brand’s contributions to the hospitality and wellness industry across the region.
The recognition comes as wellness continues to become an integral part of luxury hospitality, with ELE|NA working alongside resort partners to develop and operate wellness facilities that combine therapeutic experiences, trained professionals and operational expertise.
Guided by its Wellness Your Way™ philosophy, ELE|NA incorporates wellness into different aspects of the guest experience. Its six Pillars of Vitality – TouchFlow, ReFine, BodyFit, SoulVibe, SleepSync and FoodDelight – encompass therapeutic treatments, physical activity, emotional wellbeing, restorative sleep and nutrition. The framework allows individual resorts to develop wellness programmes tailored to their locations and guest preferences.
In addition to providing wellness experiences, ELE|NA works with hospitality partners on concept development, spa operations, therapist training and service delivery. Its operational model combines the individual characteristics of each resort with standardised systems and procedures aimed at maintaining service consistency across its properties.
Sustainability also forms part of the brand’s operations. All ELE|NA properties in the Maldives have received Platinum Sustainable Wellness Accreditation, recognising their approach to responsible spa operations, environmental management and community wellbeing.
The brand also invests in professional development through the ELE|NA Wellness Academy, which provides training programmes for therapists and wellness professionals. The academy combines traditional therapeutic practices, practical training and contemporary wellness knowledge to support professional development and strengthen service standards across the industry.
The recognition at SATA 2026 comes as ELE|NA continues to expand its operations beyond the Maldives, extending its wellness concepts and services into India, Nepal and other emerging hospitality destinations.
With wellness increasingly influencing travellers’ accommodation choices and holiday experiences, ELE|NA continues to focus on integrating wellness services into resort operations while supporting the development of trained professionals and sustainable practices within the hospitality sector.
Cooking
Milaidhoo Maldives welcomes Chef JKP for culinary workshop, wine-pairing dinner
Milaidhoo Maldives is set to welcome award-winning chef James Knight-Paccheco, widely known as Chef JKP, on 11 and 12 December 2026 for two culinary events focusing on cooking techniques, culinary experiences and the exploration of new flavours.
On 11 December, Chef JKP will conduct a culinary workshop, offering guests the opportunity to cook alongside him, learn professional techniques and exchange ideas in the kitchen. The following evening, he will host a wine-pairing dinner featuring dishes prepared in his signature style, accompanied by wines selected by the resort’s resident sommelier to complement each course.
With more than 20 years of experience in the hospitality industry, Chef JKP has worked in Michelin-starred restaurants, luxury hotels and restaurant projects across the UK and the Middle East. Throughout his career, he has worked alongside renowned chefs including Raymond Blanc, Gordon Ramsay and Michael Caines. He is also the creator and host of The Chef JKP Podcast, which has recorded more than 6.5 million downloads.
At Milaidhoo Maldives, the culinary experience draws inspiration from the island’s surroundings, Maldivian flavours and traditional cooking methods, combined with international influences introduced by the resort’s team of chefs. This approach encourages the exchange of culinary knowledge and techniques, allowing guests to explore local dishes, learn new cooking methods and engage with the chefs responsible for their dining experiences.
Located within the Baa Atoll UNESCO Biosphere Reserve, Milaidhoo offers a setting where dining experiences focus on personalised service and interaction between guests and culinary professionals. Chef JKP’s visit is intended to provide guests with opportunities to engage directly with the visiting chef, gain insights into his approach to cooking and experience his culinary creations.
The culinary workshop will take place on 11 December 2026, followed by the wine-pairing dinner on 12 December 2026.
Action
Four Seasons Resorts Maldives honoured for 25 years of marine conservation efforts at HICAP 2026
Four Seasons Resorts Maldives has won the 2026 Sustainable Hotel Award for Biodiversity Action & Education from Hotel Investment Conference Asia Pacific (HICAP). The award recognises 25 years of conservation, research and training at Four Seasons Resort Maldives at Kuda Huraa (since May 1998) and Four Seasons Resort Maldives at Landaa Giraavaru (since November 2006).
Winners are selected by an expert judging panel for innovative sustainability practices that can be replicated across Asia Pacific. The Biodiversity Action & Education category emphasises measurable conservation and practical learning. Four Seasons Resorts Maldives was recognised for connecting sustained conservation and scientific advances with hands-on learning for guests, local schoolchildren and young Maldivians.
The resorts’ Reefscapers partnership, launched at Kuda Huraa in 2001, encompasses more than 9,000 coral frames across one of the Indian Ocean’s largest artificial reef restoration projects. Decades of monitoring have supported peer-reviewed, AI-assisted research into coral survival, informing restoration methods as environmental pressures increase. Corals on mature frames now reproduce naturally, while spawning and larval-settlement research advances methods to repopulate damaged reefs and increase diversity.

That research also supports practical conservation education. Since 2023, Landaa has hosted the Baa Atoll Marine Biology Internship Programme, a three-stage, three-year initiative introducing students across the atoll to marine science.
Furthermore, the resorts’ government-accredited Apprenticeship Programme has produced 1,058 Maldivian graduates since 2001 and currently offers 14 career pathways, including Marine Conservation. A new, fully funded four-year Marine and Environmental Science apprenticeship with Maldives National University combines academic study with fieldwork at both Kuda Huraa and Landaa Giraavaru. The pathway progresses towards a bachelor’s degree.
“This award belongs to the people who keep doing the work,” says Armando Kraenzlin, Regional Vice President and General Manager. “Our marine biologists, conservation partners, gardeners and trainers turn years of experience into knowledge others can use. Guests and young Maldivians contribute too, learning alongside our teams and helping carry that work forward.”

Science that informs action
Marine Savers, the resorts’ conservation programme, operates from Marine Discovery Centres at Kuda Huraa and Landaa Giraavaru, working with long-term partners including Reefscapers and The Manta Trust.
Reefscapers achieved a Maldives first by collecting coral reproductive cells in the wild, then fertilising them and settling larvae under controlled conditions. During severe bleaching in 2024, teams relocated 28,000 corals to deeper, cooler waters.

The Turtle Rehabilitation Centres at Kuda Huraa and Landaa Giraavaru have cared for over 500 sea turtles. To date, of the many injured by ghost fishing nets carried into Maldivian waters by wider Indian Ocean currents, more than 280 have been released.
Both resorts also support manta research, with studies by Landaa’s onsite Manta Trust scientists identifying the world’s largest-known reef manta population. Their research contributed to Baa Atoll’s designation as the Maldives’ first UNESCO World Biosphere Reserve in 2011.

Learning through participation
Guest coral sponsorship funds restoration, with guests transplanting fragments alongside marine biologists and following their development on MarineSavers.com.
Marine Discovery Centres connect guests and local schoolchildren with this conservation work. At Kuda Huraa, the Junior Marine Savers introduces younger children to ocean conservation through hands-on marine discovery activities. Landaa’s one-to-one Trainee Marine Biologist Programme gives teenagers practical experience across six specialist modules, while garden tours connect cultivation with food, wellness and composting.

All of the resorts’ research, field reports and findings are shared with the Maldives wider resort community, students, researchers and a global audience via MarineSavers.com. The Reefscapers programme’s selection as a World Sustainable Hospitality Alliance case study further extends its relevance to the hospitality industry.

For more information and ways to participate in award-winning biodiversity conservation and education at Four Seasons Resorts Maldives, visit MarineSavers.com or contact the Resorts at reservations.mal@fourseasons.com or call +960 66 00 888.
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