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.
Awards
Milaidhoo Maldives recognised by guests in Tripadvisor Best of the Best 2026
Milaidhoo Maldives has announced that it has been recognised in Tripadvisor’s Travellers’ Choice Awards Best of the Best 2026, placing the island among the top 1% of hotels worldwide based on traveller reviews and ratings.
For Milaidhoo, the recognition is especially meaningful as it comes directly from its guests. Their stories, shared experiences, and reviews have earned the island a place among travellers’ favourite destinations around the world.
Located within the UNESCO Biosphere Reserve of Baa Atoll, Milaidhoo was created for guests seeking a more personal and authentic Maldivian experience. With just 50 villas surrounded by turquoise waters and flourishing coral reefs, the island offers a sense of intimacy and freedom, encouraging guests to reconnect with nature, with each other, and with themselves.
“We are deeply grateful to every guest who has chosen Milaidhoo and taken the time to share their experience,” said Paul van Frank. “To be recognised among Tripadvisor’s Best of the Best is an honour, but what means the most to us are the memories behind each review, the anniversaries celebrated, the friendships formed, the marine encounters discovered and the moments of joy shared on our island. This recognition also belongs to our Milaidhoo Family, whose warmth, care and genuine passion create the heartfelt experiences our guests remember long after they leave. We are proud to share this achievement with every member of our team and every guest who has become part of the Milaidhoo story.”
The Tripadvisor Travellers’ Choice Best of the Best Awards recognise the highest-rated hotels around the world, based on authentic reviews collected over a 12-month period. As one of the world’s most trusted travel guidance platforms, Tripadvisor’s recognition reflects the voices of travellers and the experiences that resonate most strongly with them.
As Milaidhoo continues to welcome guests from around the world, the recognition serves as a reminder of what has always mattered most to the island: creating meaningful experiences, sharing the beauty of the Maldives, and making every guest feel at home.
Featured
Alila Kothaifaru Maldives marks June with sustainability and marine conservation initiatives
Alila Kothaifaru Maldives is reinforcing its commitment to environmental stewardship this June through a series of sustainability-focused initiatives and conservation experiences.
In celebration of World Environment Day on 5 June and World Ocean Day on 8 June, the management and team at Alila Kothaifaru Maldives took part in activities designed to promote awareness, education, and action in support of protecting the natural world, both above and below the waterline.
The programme began on World Environment Day, when team members came together for a tree planting activity on the island. Inspired by this year’s global theme, “Our Land, Our Future”, the initiative highlighted the vital connection between healthy ecosystems, biodiversity, and human wellbeing, while contributing to the resort’s ongoing efforts to preserve and enhance its natural environment.
Building on this momentum, the resort is continuing its sustainability journey throughout June with a series of marine conservation activities developed in collaboration with Euro-Divers Maldives. The programme began with Reef Awareness Day on 1 June, featuring a coral planting programme with the marine biologist. Participants contributed directly to reef restoration efforts while learning about the importance of coral ecosystems in maintaining ocean health.
On 8 June, guests and colleagues came together to mark World Ocean Day through a house reef clean-up dive and beach clean-up, helping to remove marine debris and protect the delicate reef ecosystem surrounding the island. The day concluded with Ocean Discovery Night – All About Sea Turtles, an educational session designed to deepen understanding of one of the Maldives’ most iconic marine species.
The sustainability programme continues with June Sea Turtle Week, held from 8 to 16 June, featuring immersive experiences that connect guests with marine conservation efforts. Highlights include a Turtle Reef Snorkelling Excursion with the marine biologist on 10 June, offering participants the opportunity to observe sea turtles in their natural habitat while learning about ongoing research and protection initiatives.
The programme will culminate on 16 June, coinciding with World Sea Turtle Day, with an interactive presentation dedicated to sea turtle conservation and the challenges these marine species face in today’s oceans.
“Education and engagement are powerful tools for conservation. Through our partnership with Alila Kothaifaru Maldives, we aim to inspire greater appreciation for the underwater world while encouraging responsible interactions with marine life. Whether planting corals, participating in reef clean-ups, or learning about sea turtles, guests have the opportunity to make a positive impact while experiencing the extraordinary biodiversity of the Maldives,” said Igor Semenov, Dive Centre and Watersports Manager of Euro-Divers at Alila Kothaifaru Maldives.
“Sustainability lies at the heart of the Alila experience. From preserving our island’s natural landscape to protecting the vibrant marine ecosystems that surround us, we are committed to creating meaningful opportunities for our guests to connect with nature and become active participants in conservation. Our World Environment Day and World Ocean Day initiatives reflect our belief that every small action can contribute to a healthier planet for future generations,” said Thomas Weber, General Manager of Alila Kothaifaru Maldives.
Through these initiatives, Alila Kothaifaru Maldives continues to champion responsible tourism and environmental conservation. The resort’s sustainability programme fosters meaningful connections between guests and the natural environment while supporting the protection of the Maldives’ unique ecosystems for generations to come.
The resort continues to share updates on its sustainability initiatives, marine conservation programmes, and immersive guest experiences through its Instagram account as part of its ongoing journey to protect the natural beauty of the Maldives.
Excursions
Anantara Maldives celebrates 10,000 coral milestone with Dr Oriana Migliaccio
The coral-ringed islands of the Maldives have long been associated with celebration. As Anantara Hotels & Resorts marks 25 years of locally rooted experiences, Dr Oriana Migliaccio, Resident Marine Biologist at Anantara Dhigu Maldives Resort, Anantara Veli Maldives Resort and Naladhu Private Island Maldives, is also marking a milestone of her own by overseeing the planting of the 10,000th baby coral.
With a PhD in Life and Biomolecular Sciences and a lifelong dedication to the sea, Oriana has found herself in the setting she had long hoped her studies would lead to: immersed in nature from sunrise to sunset, and often long after, when she guides guests through the otherworldly beauty of night-time dives. For travellers who arrive in the Maldives seeking luxury, time with Oriana often shifts the focus. Her enthusiasm and sense of purpose draw in guests of all ages, from families to spa devotees, inviting them to discover the living soul of the reef.
Oriana’s journey began in Naples, where beachcombing with her mother and grandmother first sparked her fascination with the ocean. As she listened to stories of a Mediterranean once rich with seahorses and sponges, she became determined to understand the reasons behind their disappearance. Years later, during her Open Water certification in the Red Sea, that early curiosity developed into a clear sense of purpose. Taking her first breath underwater, she descended into a world of coral polyps, weightless among creatures she had previously only read about. When a Napoleon wrasse drifted past, calmly observing her, she knew she had found her calling.
“Pursuing a PhD was never just about academia. It was about gaining the tools to become a voice for the ocean and dedicating my life to protecting what first inspired me as a child.”
For Oriana, becoming a voice for a force as powerful, little understood, and vulnerable to human impact as the ocean begins with education. One of her proudest achievements is the creation of the ‘Reef Hero’ PADI speciality, a course that teaches divers the fundamentals of coral conservation. Under her mentorship, guests often experience a change in perspective, moving from passive observers to active protectors.
“You can literally see the moment when curiosity turns into care. When a guest realises that their actions — how they dive, what they touch — can protect an ecosystem, they stop being just visitors and become guardians.”
Life on pristine islands can shield travellers from the realities of pollution, a contrast that is not always shared by local communities. In her workshops, Oriana helps bridge that gap by showing guests how abandoned ghost nets, among the most recognisable symbols of environmental harm, can be transformed into bracelets. By turning these marine threats into keepsakes, she creates opportunities for conversations about responsibility, renewal, and the impact of individual choices.
Her work is part of a wider network of Anantara sustainability champions whose efforts span the globe. Together, they contribute to Anantara’s HARP initiative, or Holistic Approach to Reef Protection. Since 2017, Oriana has personally overseen the growth of more than 10,000 corals. Guests often check in on their adopted corals through underwater camera streams, but it is the return visits years later that resonate most, when they see their once-small coral saplings transformed into thriving clusters.
Children find this work especially meaningful, as they begin to see themselves as future custodians of the sea. Through Oriana’s ‘Marine Biology for Kids’ sessions, young guests learn to view the water as mother ocean, a living presence that shapes their world and deserves their care. Their questions often stay with her. One child once asked, “If the ocean is alive, can it feel when we hurt it?” For Oriana, such questions show how naturally children combine science with empathy, offering a perspective from which adults can also learn.
“Their curiosity gives me hope, because they see the ocean not as a resource, but as a living entity worth protecting simply because it exists and is alive. That mindset is exactly what the future needs.”
In a nation where rising seas and warming waters remain constant concerns, preserving biodiversity offers a sense of agency. For visitors and local communities alike, taking part in restoration work becomes a way to respond to environmental changes that can otherwise feel overwhelming in scale and speed, grounding their efforts in something hopeful and tangible.
“In the Maldives, sustainability is not optional; it is survival. My vision is to leave behind a lagoon that is healthier, more resilient, and more alive than the one we found.”
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