Presenting the relaunch of SAii Hotels & Resorts

S Hotels & Resorts’ life-style 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 way of asset enhancement

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

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

These embrace:

• SAii Local Gurus – Friendly, on-the-ground consultants who assist travellers uncover hidden gems and native favourites, guaranteeing each keep feels private and genuine.
• SAii Wellness Gurus – Wellness professionals skilled to supply personalised look after thoughts, physique and spirit, from guided yoga classes to curated spa journeys.
• Sensory Lobbies – Calming, light-filled areas that greet visitors with tranquil scents, mushy textures and pure components, creating an prompt sense of ease.
• Easy Check-in – A selection between tech-enabled digital check-in through 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 units securely saved and returned totally charged.
• Fresh, Healthy, Happy – The refined culinary philosophy that nourishes the physique and elevates the spirit by way of contemporary, sustainably sourced components 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 way 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 sturdy industrial outcomes: SAii Laguna Phuket, the model’s flagship property, lately achieved record-high ADR, together with a 31 % year-on-year enhance, marking the strongest quarterly consequence on report, and a 23 % YoY RevPAR development in the first quarter of this yr

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

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

Furthermore, its partnership with a world alliance of world-class lodges strengthens SAii’s worldwide presence and unlocks new alternatives to succeed in world travellers with better influence and effectivity.