S Hotels & Resorts Unveils SAii, a Fun and Free-Spirited New Brand that Blends Thai Hospitality with an International Outlook

Following the recent launch of the flagship SAii Lagoon Maldives, the company plans to introduce this creative new concept to idyllic destinations around the world, in line with its expansion strategy

S Hotels & Resorts Public Company Limited (SET: SHR), the flagship hospitality arm of Singha Estate PCL, has embarked on an exciting new era with the launch of SAii, a charismatic upper-upscale resort brand for free-spirited, experience-seeking travelers.
 
SAii, which derives from the Thai word for “sand” or “pathways”, is a new lifestyle resort concept that will appeal to millennial-minded guests in enticing destinations. Born and raised in Thailand but with a global vision, this unique brand offers carefully curated stays to free-spirited travelers. The brand promotes down-to-earth luxury, with artisanal touches and heartfelt service based on a culture of sharing and caring.
 
SAii Lagoon Maldives, the first SAii resort and new brand flagship, opened its doors last month at CROSSROADS Maldives, the ground-breaking integrated resort project in the Indian Ocean developed by Singha Estate and S Hotels & Resorts. Nestled in the Emboodhoo Lagoon, this idyllic tropical retreat is aimed at light-hearted couples, families, and groups of fun-seeking friends. Each room, suite, and villa – including overwater rooms and pool villas – blends bright creative design with natural textures and driftwood décor.
 
The original and artistic new resort also showcases SAii’s unique culinary concepts: Miss Olive Oyl, the vibrant Mediterranean seafood grill and bar; Mr Tomyam, which serves Thai-inspired cuisine with an open kitchen and alfresco dining areas; and bean/Co, a casual coffee shop serving premium drinks and grab & go snacks, such as healthy wraps and signature ice cream sticks. S Hotels & Resorts’ signature wellbeing brand, Lèn Be Well, takes an innovative and inspiring approach to health and relaxation, with outdoor adventures and wellness activities. As part of CROSSROADS Maldives, SAii Lagoon Maldives also provides direct access to a wide range of facilities, including a PADI-certified Watersports & Dive Centre, the CROSSROADS Event Hall, the Maldives Discovery Centre, Marine Discovery Centre, Café del Mar, Hard Rock Cafe, and a variety of dining and shopping options at The Marina @ CROSSROADS, just a short stroll away over a footbridge.
 


Partnered with the Curio Collection by Hilton, SAii Lagoon Maldives reflects how S Hotels & Resorts works with the industry’s leading brands to bring world-class hospitality to its guests.

Dirk De Cuyper, Chief Executive Officer, S Hotels & Resorts.

“In the millennial mindset, luxe is no longer defined by designer labels and deluxe goods; it derives from a sense of freedom and connecting with one’s surroundings – and other people. While SAii is an upper-upscale brand, it promises indulgent experiences for the soul, with deeply personal and spiritual adventures. This concept will now play a major role in the expansion of S Hotels & Resorts, which is aiming to double its portfolio by 2025. At present, our company comprises 39 hotels and resorts in five countries, totalling more than 4,600 rooms, but we look forward to moving into more highly desirable leisure destinations in future,” said Dirk De Cuyper, Chief Executive Officer, S Hotels & Resorts.

In the coming years, new SAii branded resorts will open in key locations, focusing on exquisite islands and blissful beachfront in Southeast Asia, the Indian Ocean and the South Pacific. This growth will be driven by a mix of mergers & acquisitions, resort purchases, and hotel management agreements.

To discover more, please visit shotelsresorts.com.

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