“A sense of freedom and connecting with one’s surroundings”: SHR launches new luxe brand

S Hotels & Resorts, the hospitality arm of Singha Estate PCL, has launched with the launch of SAii, described by the company as a “charismatic upper-upscale resort brand for free-spirited, experience-seeking travellers”.

SAii, which derives from the Thai word for “sand” or “pathways”, is a new lifestyle resort concept designed to appeal to millennial-minded guests in enticing destinations. The brand offers carefully curated stays to free-spirited travellers.

The first SAii resort and new brand flagship, SAii Lagoon Maldive, opened its doors last month at CROSSROADS Maldives, the integrated resort project developed by Singha Estate and S Hotels & Resorts.

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.

“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, at S Hotels & Resorts.

Over the next few years new SAii branded resorts will open in key locations, with a focus on islands and beachfronts 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.