In focus: How to rejuvenate the Maldives' allure for clients who feel they've 'been there, done that'

Almost every luxury hotel brand has an outpost – or several – within the far-flung islands of the Maldives. It makes sense, given that the destination has long been a firm favourite among affluent travellers. During the pandemic, demand soared as tourists flocked to the islands in their droves to enjoy the benefits of fewer restrictions. In the years since, tourism has fluctuated. Jessica Harris, product manager for the Indian Ocean at Elegant Resorts and If Only, says: “2022 was the best year we’ve had for the destination, but that meant we saw quite a large decline in 2023, as other destinations opened up. This year has stabilised, and we’ve seen a more normal booking pattern.” Trends, too, are reportedly changing. Where once, many clients would go back to the same hotel every year, operators are now seeing a shift towards guests considering different options that offer new experiences. Among first-time clients, Harris says there is sometimes scepticism about the destination.

“I think the perception can be that you’re stuck on an island and there isn’t a lot to do,” she says. But for travellers who are hooked on the Maldives, the archipelago has become an annual fixture in their calendar. Elegant Resorts has a 45% repeat rate, with loyal clients visiting the islands twice a year on average. The destination’s value is clear. But with such a saturated market and a growing desire from clients for a fresh perspective on the region, agents must navigate the wealth of product to offer guests an experience that keeps them coming back.

Island innovations

Luxury hotels seem to crop up in the Maldives quicker than the tide changes. Next year, Mandarin Oriental Bolidhuffaru Reef Resort and Capella Maldives will join the roster, followed by Corinthia Maldives and Rosewood Ranfaru in 2027. Most recently, Aman announced it had started development of a 52-villa property in the Vaavu Atoll. In a competitive landscape, existing properties also continue to up the ante with new design concepts, dining venues and experiences. Soneva raised the bar with the opening of its third property in the Maldives this year. Home to just 14 villas, Soneva Secret is the brand’s most exclusive resort yet.

“Soneva Secret takes our offering to the ultimate superlative version of what it can be,” says acting chief commercial officer Claire Glasby. Next year, the property will unveil the Maldives’ first floating villa, which will have three mooring points across the resort and be accessible via an electric boat. Also creating a distinctive offering is Joali with its wellbeing sister isle Joali Being. With 68 pool villas, the hotel provides cutting-edge treatments, tailored programmes and ‘holistic healing’. Global sales and marketing director Semiha Askin says: “It’s like nothing else in the Maldives. Many guests opt for a split stay between Joali’s two resorts to get the best of both.” The sea of product vying for attention can no doubt be overwhelming, but Harris suggests agents use this to their advantage.

“If clients feel they have fallen out of love with the Maldives or ticked it off, they’re probably bored with returning to the same hotel or island,” she says, adding that Elegant Resorts has seen “massive growth” in clients taking a twin-centre holiday, something that “wasn’t typical pre-Covid”. She adds: “It has worked really well for people who may be apprehensive about trying somewhere new, so we package their trip with an old favourite.” Tomas Cochrane, director of sales and marketing at Indian Ocean specialist DMC Hummingbird Travel, agrees, and advises that agents booking a twin centre should choose properties in different atolls. “There are more than 1,000 islands in the Maldives, and each one is almost like its own country and offers something different,” he says. “For example, Malé is faster-paced, whereas the South Ari atoll is famous for whale sharks. It’s about understanding exactly what your clients want and convincing them to broaden their horizons.”