SAii Brand Moving Forward With Expansion Of ‘Informal Luxury’ Experience In Thailand And Beyond
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S Hotels and Resorts is shifting ahead with an growth and relaunching of the ‘informal luxury’ model SAii, with the objective of it changing into certainly one of Thailand’s high hospitality manufacturers and boasting a portfolio of as much as 50 properties in Thailand, Asia and Europe.
An official announcement of the relaunch is deliberate for the top of June.
The hospitality arm of Singha Estate PCL, S Hotels and Resorts presently owns 35 inns globally. This contains SAii Laguna Phuket, SAii Phi Phi Island Village, SAii Koh Samui Villas and the long-lasting Santiburi Koh Samui in Thailand, SAii Lagoon Maldives, two resorts in Fiji and one in Mauritius below the Outrigger model, and plenty of properties all through the United Kingdom – these being in regional centres like Manchester, Leicester, Edinburgh and Glasgow and predominantly below Accor’s Mercure model, Ascott’s lyf model and Holiday Inn.
Deriving from the Thai phrase for ‘sand’, SAii was unveiled in 2019 with SAii Lagoon Maldives, an idyllic island resort at CROSSROADS Maldives, Singha Estate’s ground-breaking built-in vacation spot within the Indian Ocean. SAii Laguna Phuket and Saii Phi Phi Island Village adopted shortly after, as did SAii Koh Samui Villas and Santiburi Koh Samui.
A flagship of the SAii model, SAii Laguna Phuket underwent an entire renovation in 2023 and 2024 – at round US$20 million – to reposition the property within the entry degree luxurious phase or what S Hotels and Resorts affectionately refers to because the ‘informal luxury’ class. This refers to a luxurious resort with a contact of life-style, an array of fantastic services and unbelievable service, and the place visitors can comfortably be as they need to be.
SAii Phi Phi Island Village was additionally renovated, as a part of the lifting of the SAii portfolio to its casual luxurious positioning.
The subsequent locations in Thailand on the horizon for SAii are Krabi and Bangkok, in response to S Hotels and Resorts CEO Michael Marshall, in addition to extra places in Phuket and Samui. Beyond Thailand, locations in Southeast Asia, wider Asia and Europe are all within the plans.
“We are focusing on an asset-light strategy, and in hotel management agreements with other owners. We can only do that with a strong brand, and we’ve got a great track record now – great case studies showing how we’ve improved property performance under the SAii brand. There’s a big opportunity for us to grow our brand, and it’s a homegrown Thai brand.”
SAii’s growth might be aided by its current addition to the Global Hotel Alliance, which boasts 45 lodge manufacturers and over 850 properties in 100 nations.
Fresh off its expansive renovation, SAii Laguna Phuket in March 2025 hosted the Essence of Luxury flagship occasion of the Serandipians and Takumians luxurious journey group. Membership on this community of journey designers and luxurious companions that curate bespoke experiences for discerning travellers signifies the very best requirements of service, design and visitor satisfaction. SAii Laguna Phuket and Santiburi Koh Samui are each Serandipians associate inns, and SAii Laguna Phuket has signed on to host the luxurious journey occasion for the following 5 years.
This matches completely with the resort’s push for the casual luxurious market. Weddings is one other sector it’s eyeing, significantly the Indian weddings market, and in addition the household market.
SAii Laguna Phuket’s cluster normal supervisor Bart Callens described the resort’s multi-million greenback remake as a ‘transformation’, saying: “We have a lot of returning guests who have been here for many years, and they love the ‘new’ resort.”
Nestled on stunning Bang Tao Beach inside the Laguna Phuket advanced, SAii Laguna Phuket blends fashionable sophistication with island appeal, providing visitors bespoke companies, opulent rooms and suites, eco-conscious magnificence and the pure great thing about its excellent location.
Dedicated to offering fascinating visitor experiences and heartfelt Thai hospitality with a thoughts to sustainability, wellness and seamless integration of expertise, SAii Laguna Phuket welcomes leisure travellers, households and enterprise visitors alike.
The SAii expertise is savoured proper from first arrival, with a sensory foyer that mixes soothing scents, pure gentle and meditative music. The resort’s three eating places permit for a culinary journey of excellence, and world-class services cater to {couples}, households and FITs together with a stunning swimming pool, watersports, youngsters’ membership and SAii Spa providing holistic remedies and signature therapies designed to rejuvenate physique and thoughts.
State-of-the-art assembly rooms are perfect for a spread of occasions and wedding ceremony set-ups are simply organized on the seaside or by the lagoon. A tropical-style out of doors procuring arcade can be positioned alongside the resort.
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