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.
Sun Siyam Olhuveli Maldives will welcome award-winning food creator Kabita Singh, the personality behind Kabita’s Kitchen, for a special culinary residency in October to mark International Chefs’ Day on 20 October 2026.
Known for making everyday Indian cooking accessible to a wide audience, Singh will move from her digital kitchen to the Maldives, joining the resort’s culinary team for a live cooking experience created for guests.
The collaboration will bring together Singh’s approach to Indian cuisine — centred on familiar flavours, accessible recipes and an increasing focus on wholesome cooking — with Sun Siyam’s Plant Based Bliss philosophy, which promotes the nutritional and holistic benefits of plant-forward dining.
As part of the International Chefs’ Day celebrations, Singh will cook alongside Sun Siyam Olhuveli’s culinary team during a live session in front of resort guests. The experience will feature a specially curated selection of vegetarian, vegan and health-conscious dishes developed in collaboration with the resort’s chefs and inspired by Singh’s own cooking philosophy.
Guests will have the opportunity to watch Singh prepare the dishes, learn about the techniques and stories behind them, and sample her interpretation of plant-forward Indian cuisine in a Maldivian island setting.
Kabita’s Kitchen has grown from a home-cooking channel into one of India’s most widely followed food platforms, with approximately 14.6 million subscribers on YouTube alone. Singh has built her audience through content ranging from regional favourites and vegetarian staples to festive dishes, street-food classics and everyday family recipes.
Her influence within India’s food and digital content sector was recognised at the inaugural National Creators Award in 2024, where she received the Best Creator in Food Category award, presented by Indian Prime Minister Narendra Modi.
“We are really excited to welcome Kabita to Olhuveli and bring a taste of Kabita’s Kitchen to the Maldives,” said Hassan Adil, General Manager of Sun Siyam Olhuveli.
“Food is such an important part of the way people connect, and this is about bringing our guests closer to the experience, watching Kabita cook, discovering the flavours and stories behind her dishes, and of course tasting them together. Her fresh, approachable style is a great match for our Plant Based Bliss philosophy, and celebrating International Chefs’ Day together with our own culinary team makes it even more special. We want dining at Olhuveli to be fun, social and full of moments that guests remember long after they leave the island.”
Located in South Malé Atoll, Sun Siyam Olhuveli is part of Sun Siyam’s Lifestyle Collection. The resort combines beach experiences, dining, entertainment, wellness and other activities within its broader island offering.
You & Me Maldives has been named Best Adults-Only Resort at the Travel Trade Maldives (TTM) Awards 2026, recognising the resort’s positioning, guest experiences and continued focus on adults-only hospitality in the Maldives.
The award was presented during the TTM Awards & Gala 2026, held at CROSSROADS Maldives on 27 August 2026, marking the conclusion of the 10th edition of TTM Maldives. The annual awards recognise achievements, innovation and contributions across the Maldivian tourism industry.
Located in Raa Atoll, You & Me Maldives has established itself as an adults-only retreat catering to couples, honeymooners, friends and solo travellers seeking privacy and tranquillity.
The resort combines its island setting with accommodation, personalised service and experiences centred on romance, wellness, gastronomy and exploration, creating an intimate environment designed specifically for adult travellers.
The recognition comes as You & Me Maldives marks seven years of operations and welcoming guests from around the world.
“As we celebrate this important milestone, we are deeply grateful to our loyal guests, partners, and dedicated team members who have been part of this journey,” said Mohamed Imthiyaz, General Manager of You & Me Maldives.
“These seven years represent not only growth and success, but countless love stories, memories, and unforgettable experiences created on our island. Receiving the ‘Best Adults-Only Resort’ award at the TTM Awards is a tremendous honour and a reflection of the passion and dedication of our entire team.”
The Best Adults-Only Resort award further strengthens You & Me Maldives’ position within the Maldives’ luxury hospitality sector, recognising its focus on combining an adults-only concept with personalised service and island experiences.
Looking ahead, You & Me Maldives plans to continue developing its concept and guest experience through new activities, offerings and services, while maintaining its focus on the adults-only luxury segment in the Maldives.
Featured
From art to island adventures: Marriott International luxury resorts unveil festive programmes
The festive season often brings some of the simplest moments into focus: long lunches that extend into the afternoon, children discovering somewhere new, and conversations without the pressure of being elsewhere. In the Maldives, that time together unfolds naturally between ocean and shore, with each island establishing its own rhythm for multigenerational families, couples and groups of friends.
This year, the Luxury Group by Marriott International portfolio of resorts in the Maldives is inviting travellers to experience the festive season through art and design, marine discovery, local culture, gastronomy, wellness and time spent outdoors. From the creative shores of the Fari Islands and the house reefs of North Ari Atoll to the secluded northern reaches of Shaviyani Atoll, each destination offers a different setting in which guests can reconnect, celebrate traditions and create new ones, with the Maldives itself at the heart of the experience.
Available to book from 15 September to 15 November 2026 for stays between 20 December 2026 and 10 January 2027, the Festive Early Bird Offer adds tailored inclusions to each island stay. These range from resort credits of up to USD 400 per stay and complimentary non-motorised water sports to complimentary stays and dining for children under 12 and festive activities at selected participating resorts.
For guests looking to make the most of their time in the Maldives, two island experiences are within easy reach of Malé. The Ritz-Carlton Maldives, Fari Islands and JW Marriott Maldives Kaafu Atoll Island Resort are both accessible by speedboat, while scenic seaplane journeys lead farther into the atolls to The St. Regis Maldives Vommuli Resort, W Maldives and JW Marriott Maldives Resort & Spa.
A Canvas of Festive Wonder at The Ritz-Carlton Maldives, Fari Islands
A 50-minute luxury speedboat journey from Malé leads to The Ritz-Carlton Maldives, Fari Islands, where the 2026 festive season brings contemporary art into conversation with the light, colour and landscape of the Maldives.
From 20 December, the island will become a festive canvas through bespoke installations by French artist Alexandre Benjamin Navet in collaboration with the House of Ruinart. His expressive use of shape and colour will appear throughout the resort, from a specially conceived Christmas tree and ornaments inspired by the destination to playful installations culminating at Beach Shack.
The experience brings a new creative dimension to the resort’s Circle of Island Life, while leaving room for guests to shape their days at their own pace. Couples can move between the spa, lagoon and intimate dining experiences, while families and groups can gather in 100 ocean- and lagoon-facing villas designed by Kerry Hill Architects.
Larger parties can stay in expansive two-bedroom villas or the four-bedroom The Ritz-Carlton Estate, with an Aris Meeha island butler available to personalise their time together.
The Festive Early Bird package includes daily breakfast at La Locanda, New Year’s Eve celebrations and festive experiences.
A Season of Endless Wonder at JW Marriott Maldives Kaafu Atoll Island Resort
Close to Malé yet removed from the pace of the capital, JW Marriott Maldives Kaafu Atoll Island Resort is preparing a festive season centred on joy, discovery and wellbeing.
A 15-minute speedboat journey from Malé, the island will host ‘Enchanted Soirée: A Season of Endless Wonder’, with a programme featuring culinary experiences, restorative moments at Spa by JW, lagoon adventures and activities for younger travellers. In the evenings, multigenerational families, couples and groups of friends can come together over shared meals and festive celebrations.
Residential-style two-bedroom beach and overwater villas provide space for guests to gather and retreat, while the three-bedroom Ocean Residence includes a private gym, spa treatment room and waterslide with direct lagoon access.
Dedicated Safeeru ambassadors personalise each stay, while the Family by JW Kids’ Club provides creativity and exploration for younger guests. Other experiences include dolphin cruises, nurse shark snorkelling and dining across seven venues inspired by Indian Ocean, Mediterranean, South American and Nikkei cuisines.
The Festive Escape package includes a full-board meal plan, complimentary dining for children under 12, and access to festive activities and celebrations throughout the stay.
Ten Years of Island Stories at The St. Regis Maldives Vommuli Resort
In Dhaalu Atoll, The St. Regis Maldives Vommuli Resort will mark its 10th anniversary with ‘Chapter X: Celebrating 10 Years Through the Island’s Story’, a festive programme inspired by the landscapes and communities that have shaped a decade on Vommuli Island.
The celebration follows the resort’s four ecological zones — Lagoon, Beach, Jungle and Coast — providing families, couples and friends with different ways to discover the island through marine life, nature, cuisine, wellness and Maldivian heritage.
Children and grandparents can explore the biodiversity surrounding Vommuli House, turning shared discoveries into new family traditions, while days by the lagoon showcase the resort’s house reef and nature-inspired design.
Along the coast and beach, shared meals, storytelling and seasonal gatherings draw on the Maldives’ fishing and seafaring heritage. Christmas celebrations will include a tree-lighting ceremony, Santa’s arrival and family programming, while curated dining and wellness experiences will lead into a New Year’s Eve celebration overlooking the Indian Ocean.
The Festive Getaway includes breakfast for two and resort credits ranging from USD 200 to USD 400 per stay, depending on the villa category. St. Regis Butler service will also be available throughout each stay.
Children aged 11 and below stay and dine with compliments.
Made the Revelry List at W Maldives
For travellers looking for a more energetic festive season, W Maldives brings together North Ari Atoll’s marine life, newly refreshed villas and the resort’s social island atmosphere.
A 25-minute seaplane journey from Malé takes guests to the resort’s house reef, where days can begin underwater, continue with a nurse shark excursion or sunset cruise, and end with dinner by the beach.
From 23 December to 1 January, ‘Made the Revelry List’ will move between relaxed daytime experiences and after-dark celebrations. Christmas Eve will bring guests together at FIRE Beach for flame-grilled dining and live entertainment, while New Year’s Eve will take its cue from ‘The Velvet Revelry’, a speakeasy-inspired soirée moving from golden-hour cocktails and dinner to performances, music and a midnight countdown on WAVE Beach.
Beyond the festive programme, 77 beach and overwater villas with private pools provide space for couples and friends to settle into island life, while the two-bedroom Oasis Beach Villa with Slide is designed for families and groups.
For a change of setting, Gaathafushi, W Maldives’ private island, offers an intimate location for private dining and time away from the main island.
The Festive Favors package includes a full-board meal plan for two adults and USD 200 in daily resort credit.
An Enchanted Island at JW Marriott Maldives Resort & Spa
The journey north forms part of the experience at JW Marriott Maldives Resort & Spa, which is reached by a scenic 50-minute seaplane flight from Malé.
In the quieter reaches of Shaviyani Atoll, spacious villas, tropical gardens and open stretches of ocean provide a setting for different generations to spend time together. Duplex Overwater Pool Villas and Two-Bedroom Duplex Beach Pool Villas provide generous living spaces for families and groups of friends, while dedicated Thakuru private butler service takes care of arrangements throughout the stay.
This year, ‘Enchanted Island, Midnight in Paradise’ will bring aerialists, fire performances, live music and a DJ into a festive calendar that balances celebrations with opportunities for families to spend time together.
Younger travellers can choose from more than 100 activities at the Family by JW Little Griffins Kids’ Club, one of the largest children’s clubs in the Maldives. Cooking experiences using ingredients from the JW Garden and Boduberu evenings will also bring different generations together during the festive period.
The Festive Splendor package includes daily breakfast for two at Aailaa and a one-time 30-minute photography session with one printed photograph.
Guests booking a Duplex Overwater Pool Villa receive a complimentary upgrade to half board, while children aged 11 and below stay and dine with compliments.
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