S Inns & Resorts’ way of life hospitality model SAii Inns & Resorts (SHR) formally relaunched with a refined identification centred on the assumption that Peace of Thoughts is the Final Luxurious.
This strategic model evolution marks a major milestone in SHR’s long-term development technique.
S Inns & Resorts chief govt Michael Marshall stated of the matter: “This relaunch marks a major milestone in our model’s development journey, reflecting evolving traveller preferences for extra significant and conscious experiences. On the coronary heart of our transformation is a dedication to delivering true peace of thoughts by creating areas the place friends can really feel related, cared for, and utterly comfortable. Our model enhancement and strategic growth place us strongly for sustainable development in an more and more aggressive market. Wanting forward, the renovation of SAii Phi Phi Island Village in 2026 will full the improve of our complete SAii model portfolio, marking a major milestone in delivering refreshed, experience-driven locations for our friends.”
As a part of this imaginative and prescient, SHR advances two key methods to drive the growth of the SAii model.
Unlocking worth via asset enhancement
The primary is asset enhancement which requires unlocking long-term worth via complete renovations of rooms and amenities, while elevating the visitor journey with refreshed model visuals, newly outlined SAii Model Signatures.
To raise model distinction and visitor expertise, SAii Inns & Resorts not too long ago launched SAii Model Signatures, an built-in set of experiences emphasising authenticity, wellness and native immersion.
These embody:
- SAii Native Gurus – Pleasant, on-the-ground consultants who assist travellers uncover hidden gems and native favourites, making certain each keep feels private and genuine.
- SAii Wellness Gurus – Wellness professionals educated to supply personalised look after thoughts, physique and spirit, from guided yoga periods to curated spa journeys.
- Sensory Lobbies – Calming, light-filled areas that greet friends with tranquil scents, comfortable textures and pure components, creating an on the spot sense of ease.
- Straightforward Test-in – A selection between tech-enabled digital check-in by way of the SAii App or a heat, private welcome from SAii Gurus.
- Digital Detox – An invite to unplug and reconnect with nature, oneself and your companions, with digital units securely saved and returned absolutely charged.
- Contemporary, Wholesome, Joyful – The refined culinary philosophy that nourishes the physique and elevates the spirit via 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 Seashore Membership.
Going asset-light
The second pillar of this technique is an asset-light mannequin, designed to speed up the expansion of the SAii portfolio via Lodge Administration Agreements (HMAs) and focused mergers and acquisitions (M&A).
This method 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 business outcomes: SAii Laguna Phuket, the model’s flagship property, not too long ago achieved record-high ADR, together with a 31 % year-on-year improve, marking the strongest quarterly consequence on report, and a 23 % YoY RevPAR development within the first quarter of this yr
Past bodily enhancements, the model refresh extends to the event of a refreshed idea, a robust 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 interact various audiences effectively even throughout instances of market volatility.
Moreover, its partnership with a worldwide alliance of world-class motels strengthens SAii’s worldwide presence and unlocks new alternatives to achieve world travellers with larger affect and effectivity.
