Presenting the relaunch of SAii Hotels & Resorts

S Hotels & Resorts’ way of life hospitality model SAii Hotels & Resorts (SHR) formally relaunched with a refined identification centred on the perception that Peace of Mind is the Ultimate Luxury. 

This strategic model evolution marks a major milestone in SHR’s long-term development technique.

S Hotels & Resorts chief government Michael Marshall stated of the matter: “This relaunch marks a significant milestone in our brand’s growth journey, reflecting evolving traveller preferences for more meaningful and mindful experiences. At the heart of our transformation is a commitment to delivering true peace of mind by creating spaces where guests can feel connected, cared for, and completely at ease. Our brand enhancement and strategic expansion position us strongly for sustainable growth in an increasingly competitive market. Looking ahead, the renovation of SAii Phi Phi Island Village in 2026 will complete the upgrade of our entire SAii brand portfolio, marking a significant milestone in delivering refreshed, experience-driven destinations for our guests.”

As half of this imaginative and prescient, SHR advances two key methods to drive the growth of the SAii model. 

Unlocking worth by means of asset enhancement

The first is asset enhancement which requires unlocking long-term worth by means of complete renovations of rooms and amenities, while elevating the visitor journey with refreshed model visuals, newly outlined SAii Brand Signatures.

To elevate model distinction and visitor expertise, SAii Hotels & Resorts just lately launched SAii Brand Signatures, an built-in set of experiences emphasising authenticity, wellness and native immersion.

These embody:

• SAii Local Gurus – Friendly, on-the-ground consultants who assist travellers uncover hidden gems and native favourites, making certain each keep feels private and genuine.
• SAii Wellness Gurus – Wellness professionals educated to supply personalised take care of thoughts, physique and spirit, from guided yoga classes to curated spa journeys.
• Sensory Lobbies – Calming, light-filled areas that greet company with tranquil scents, tender textures and pure components, creating an on the spot sense of ease.
• Easy Check-in – A alternative between tech-enabled digital check-in by way of the SAii App or a heat, private welcome from SAii Gurus.
• Digital Detox – An invitation to unplug and reconnect with nature, oneself and your companions, with digital gadgets securely saved and returned totally charged.
• Fresh, Healthy, Happy – The refined culinary philosophy that nourishes the physique and elevates the spirit by means of recent, sustainably sourced elements ready in healthful methods. The idea is on full show at SAii’s signature venues: Terra & Mar, Mr. Tomyam, Miss Olive Oyl, bean/Co, and SAii Beach Club.

Going asset-light

The second pillar of this technique is an asset-light mannequin, designed to speed up the development of the SAii portfolio by means of Hotel Management Agreements (HMAs) and focused mergers and acquisitions (M&A). 

This strategy prioritises high-potential alternatives in Thailand and throughout the Asia Pacific area, enabling SHR to scale effectively whereas preserving model integrity and operational excellence.

SAii’s transformation is already delivering robust industrial outcomes: SAii Laguna Phuket, the model’s flagship property, just lately achieved record-high ADR, together with a 31 p.c year-on-year improve, marking the strongest quarterly consequence on document, and a 23 p.c YoY RevPAR development in the first quarter of this 12 months

Beyond bodily enhancements, the model refresh extends to the improvement of a refreshed idea, a robust advertising and marketing technique, and clearly outlined model signatures. 

These components allow SAii to successfully cater to travellers throughout various market segments, permitting the model to stay resilient and have interaction assorted audiences effectively even throughout occasions of market volatility. 

Furthermore, its partnership with a world alliance of world-class accommodations strengthens SAii’s worldwide presence and unlocks new alternatives to achieve world travellers with better affect and effectivity.