SAii Hotels & Resorts Relaunches with New Brand Identity and Growth Strategy

SAii Hotels & Resorts Relaunches with New Brand Identity and Growth Strategy

By Nishang Narayan

Published on July 4, 2025

SAii Hotels & Resorts, the distinctive lifestyle brand under Thailand’s S Hotels & Resorts (SHR), has officially relaunched with a renewed brand identity anchored on the belief that “Peace of Mind is the Ultimate Luxury.” This strategic evolution marks a key chapter in SHR’s long-term growth vision, positioning SAii to thrive in a competitive global market.

The refreshed identity brings together carefully crafted elements to elevate the guest experience and set SAii apart. A core part of this transformation is the introduction of SAii Brand Signatures, which include:

  • SAii Local Gurus: Friendly local experts who curate authentic experiences, helping guests uncover hidden gems.

  • SAii Wellness Gurus: Specialists offering tailored wellness journeys, from yoga to curated spa therapies.

  • Sensory Lobbies: Welcoming spaces infused with calming scents, natural textures, and abundant light.

  • Easy Check-in: Guests can opt for digital check-in via the SAii App or a warm, personal greeting by SAii Gurus.

  • Digital Detox: Encouraging guests to unplug, with devices safely stored and returned fully charged.

  • Fresh, Healthy, Happy: A culinary philosophy that celebrates fresh, sustainably sourced ingredients, showcased at signature dining venues like Terra & Mar, Miss Olive Oyl, Mr. Tomyam, bean/Co, and SAii Beach Club.

Driving Growth Through Two-Pronged Strategy

SHR is executing a dual strategy to fuel SAii’s expansion. First, through asset enhancement, by renovating properties and elevating the guest journey with these new brand signatures and visuals. Second, through an asset-light approach, focusing on Hotel Management Agreements (HMAs) and targeted mergers & acquisitions across Thailand and the Asia Pacific, enabling rapid yet quality-driven growth.

This strategic shift is already yielding strong results. After its major renovation last December, SAii Laguna Phuket, the brand’s flagship, reported a record-high average daily rate (ADR), up 31% year-on-year, and a 23% rise in RevPAR in Q1 2025—highlighting the success of SHR’s asset enhancement initiatives.

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Michael Marshall, CEO of S Hotels & Resorts, shared, “This relaunch reflects evolving traveller desires for more meaningful, mindful stays. At the heart of our brand evolution is a promise of true peace of mind—creating spaces where guests feel connected, cared for, and at ease. Our brand refinement and expansion strategy place us in a strong position for sustainable growth.”

Looking ahead, the upcoming renovation of SAii Phi Phi Island Village in 2026 will complete the revamp of the entire SAii portfolio, further reinforcing the brand’s commitment to delivering experience-led stays.

Sustainability at the Core

SAii Hotels & Resorts also continues to lead in responsible tourism. The brand has earned Green Globe certification three years in a row, while its properties in Phuket and the Maldives became the first in their countries to achieve the Sustainable Event Standards GOLD certification by the Event Industry Council (EIC). Across its portfolio, initiatives range from phasing out single-use plastics and reducing carbon emissions, to supporting marine conservation and local artisans—underlining a deep commitment to community and environmental stewardship.

About SAii Hotels & Resorts

SAii Hotels & Resorts, an upper-upscale lifestyle brand under Thailand’s S Hotels & Resorts PCL, reimagines affordable luxury by offering heartfelt service, nature-inspired surroundings, and customised guest experiences in idyllic Thai and Maldivian locales. A proud member of the Global Hotel Alliance (GHA) and the GHA DISCOVERY loyalty programme, SAii stands for peace-of-mind luxury with a sustainable heart.

Learn more at saiihotels.com or follow @saiihotelsresorts on Instagram and Facebook.


Taj Chandigarh Secures EarthCheck Platinum for 13 Years

Taj Chandigarh Secures EarthCheck Platinum for 13 Years

By Manu Vardhan Kannan

Published on April 27, 2026

Taj Chandigarh has marked a major milestone by achieving the EarthCheck Platinum Certification for 13 consecutive years. This recognition highlights the hotel’s consistent efforts towards sustainability and responsible operations, setting it apart as a leader in eco-conscious hospitality.

The certification is awarded by EarthCheck, a globally recognised scientific benchmarking and certification body for the travel and tourism sector. Earning Platinum status is a significant achievement, given that it requires at least 10 continuous years of verified performance across key sustainability measures. By maintaining this level for 13 years, Taj Chandigarh has gone beyond the standard and strengthened its position in responsible hospitality.

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This achievement also reflects the larger vision of The Indian Hotels Company Limited (IHCL), under which Taj Chandigarh operates. Across its portfolio, IHCL has focused on reducing energy use, conserving water, and cutting down waste, all while ensuring a high-quality guest experience. The EarthCheck framework also aligns with global sustainability goals, including the United Nations Sustainable Development Goals (SDGs), making these efforts part of a broader purpose.

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Speaking on the milestone, Surinder Singh, Area Director – Operations & General Manager, Taj Chandigarh, said,

“Achieving EarthCheck Platinum Certification for 13 consecutive years is a proud milestone for us. It reflects our deep-rooted commitment to sustainability and responsible hospitality. At Taj Chandigarh, we believe that luxury and environmental responsibility must go hand in hand and this recognition reinforces our continued efforts towards creating a greener future.”

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Ankur Sharma, Chief Engineer, Taj Chandigarh, added, “This achievement is the result of consistent efforts, innovation and a strong focus on resource efficiency. From energy conservation to water management and waste reduction, our teams work tirelessly to ensure that sustainability is embedded in every aspect of our operations. We remain committed to enhancing our practices and setting new benchmarks in environmental performance.”

With travellers increasingly looking for responsible and sustainable choices, recognitions like this build trust and confidence. Taj Chandigarh’s continued success with EarthCheck Platinum not only celebrates a long-standing achievement but also sets a strong example for the hospitality industry, showing that luxury and sustainability can go hand in hand.


The Leela Gandhinagar Introduces E-Cycle Experience to Promote Sustainable Luxury

The Leela Gandhinagar Introduces E-Cycle Experience to Promote Sustainable Luxury

By Hariharan U

Published on April 26, 2026

Marking Earth Day, The Leela Gandhinagar has introduced an immersive e-cycle experience in collaboration with Svitch, reinforcing its focus on sustainability-led luxury.

The initiative is designed to offer guests a low-impact, mindful way to explore Gandhinagar, encouraging slower, more conscious travel while reducing carbon footprint. By integrating eco-friendly mobility into the guest journey, the hotel continues to position sustainability as a core element of its hospitality experience.

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Set against the city’s serene surroundings, the e-cycle experience allows guests to engage more deeply with their environment, blending wellbeing, exploration, and environmental responsibility. The offering reflects a broader shift in luxury travel, where guests are increasingly seeking experiences that are both meaningful and sustainable.

Commenting on the initiative, Vikas Sood, General Manager, highlighted the hotel’s commitment to creating experiences that are enriching while embedding responsible practices into everyday operations.

The launch was complemented by an Earth Day cyclethon, bringing together guests, hotel associates, and members of the local community. The activity aimed to foster a shared sense of responsibility towards sustainable living, while encouraging active participation in eco-conscious initiatives.

Following the ride, guests experienced the hotel’s signature Aujasya breakfast, aligning the sustainability narrative with wellness-focused dining.

Through initiatives like this, The Leela Gandhinagar continues to evolve the concept of responsible luxury, where sustainability is seamlessly integrated into the guest experience, enhancing both comfort and awareness.


WelcomHeritage Parv Vilas Resort & Spa Elevates Luxury Escapes in Kasauli

WelcomHeritage Parv Vilas Resort & Spa Elevates Luxury Escapes in Kasauli

By Hariharan U

Published on April 25, 2026

WelcomHeritage Parv Vilas Resort & Spa is redefining luxury getaways in the hills with its expansive offering set amidst the scenic Kasauli Hills.

Perched in the lush Shivalik range, the resort blends natural beauty with refined hospitality, offering guests a tranquil escape marked by panoramic views, fresh mountain air, and a thoughtfully curated luxury experience. Designed as a sanctuary for relaxation, the property combines modern amenities with a serene setting that encourages guests to unwind at a leisurely pace.

Operated under the WelcomHeritage umbrella since December 2022, the resort has positioned itself as a full-scale five-star destination in Solan. With 93 well-appointed rooms, the property caters to a wide range of travellers, offering accommodation options that include deluxe rooms, suites, family-friendly cottages, and an exclusive four-bedroom luxury villa.

The resort is equipped with a comprehensive range of amenities, including a luxury spa and salon, wellness centre, and an all-weather heated indoor swimming pool, along with a dedicated children’s pool. These features ensure a seamless and comfortable experience for guests across seasons.

Beyond leisure stays, the property has also emerged as a preferred venue for destination weddings, corporate conferences, and large-scale events, supported by its expansive layout and premium infrastructure.

The design philosophy strikes a balance between modern sophistication and timeless charm, creating a space that feels both elegant and inviting. From intimate vacations to grand celebrations, the resort offers an environment that blends comfort with understated luxury.

With its scenic location, comprehensive facilities, and focus on guest experience, WelcomHeritage Parv Vilas Resort & Spa stands out as a premier mountain retreat, offering travellers a refined escape in the hills.

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