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S Hotels & Resorts’ lifestyle hospitality brand SAii Hotels & Resorts (SHR) officially relaunched with a refined identity centred on the belief that Peace of Mind is the Ultimate Luxury.
This strategic brand evolution marks a significant milestone in SHR’s long-term growth strategy.
S Hotels & Resorts chief executive Michael Marshall said 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 part of this vision, SHR advances two key strategies to drive the expansion of the SAii brand.
Unlocking value through asset enhancement
The first is asset enhancement which calls for unlocking long-term value through comprehensive renovations of rooms and facilities, whilst elevating the guest journey with refreshed brand visuals, newly defined SAii Brand Signatures.
To elevate brand distinction and guest experience, SAii Hotels & Resorts recently introduced SAii Brand Signatures, an integrated set of experiences emphasising authenticity, wellness and local immersion.
These include:
- SAii Local Gurus – Friendly, on-the-ground experts who help travellers discover hidden gems and local favourites, ensuring every stay feels personal and authentic.
- SAii Wellness Gurus – Wellness professionals trained to offer personalised care for mind, body and spirit, from guided yoga sessions to curated spa journeys.
- Sensory Lobbies – Calming, light-filled spaces that greet guests with tranquil scents, soft textures and natural elements, creating an instant sense of ease.
- Easy Check-in – A choice between tech-enabled digital check-in via the SAii App or a warm, personal welcome from SAii Gurus.
- Digital Detox – An invitation to unplug and reconnect with nature, oneself and your companions, with electronic devices securely stored and returned fully charged.
- Fresh, Healthy, Happy – The refined culinary philosophy that nourishes the body and elevates the spirit through fresh, sustainably sourced ingredients prepared in healthful ways. The concept is on full display 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 strategy is an asset-light model, designed to accelerate the growth of the SAii portfolio through Hotel Management Agreements (HMAs) and targeted mergers and acquisitions (M&A).
This approach prioritises high-potential opportunities in Thailand and across the Asia Pacific region, enabling SHR to scale efficiently while preserving brand integrity and operational excellence.
SAii’s transformation is already delivering strong commercial results: SAii Laguna Phuket, the brand’s flagship property, recently achieved record-high ADR, including a 31 percent year-on-year increase, marking the strongest quarterly result on record, and a 23 percent YoY RevPAR growth in the first quarter of this year
Beyond physical enhancements, the brand refresh extends to the development of a refreshed concept, a strong marketing strategy, and clearly defined brand signatures.
These elements enable SAii to effectively cater to travellers across diverse market segments, allowing the brand to remain resilient and engage varied audiences efficiently even during times of market volatility.
Furthermore, its partnership with a global alliance of world-class hotels strengthens SAii’s international presence and unlocks new opportunities to reach global travellers with greater impact and efficiency.
The post Presenting the relaunch of SAii Hotels & Resorts appeared first on Travel Daily Media.
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