Leveraging Maldives’ unique selling points: Insights from experts at GM Forum 2024

In a panel discussion hosted by Hotelier Maldives during the recent GM Forum, experts from across the hospitality industry came together to discuss how the Maldives can leverage its unique selling points (USPs) to remain a competitive and aspirational destination in the global market. The panel, moderated by Aishath Ihuma, Director of Business Development at Reollo Investments Pvt. Ltd., included Ibrahim Inad, Director of Sales and Marketing at Oaga Resorts; Alexander Treager, General Manager at SAii Lagoon Maldives; Andrew Jansson, General Manager at Centara Mirage; and Rajesh Mehta, Chief Business Officer at Ooredoo Maldives. Their insights provide a clear roadmap for how the Maldives can continue to attract luxury travellers, all while addressing the evolving needs of guests and resorts alike.

Alexander Treager of SAii Lagoon Maldives opened the discussion by highlighting three fundamental elements that differentiate the Maldives from other destinations. First is the “One Island, One Resort” concept, a unique structure where each resort occupies its own island, offering unparalleled exclusivity. While SAii Lagoon operates as part of an integrated resort, the principle of privacy remains at the core of the Maldivian experience. Treager also emphasised the draw of overwater and underwater accommodations, referring to his experience with the construction of the Muraka at Conrad Maldives. These unique lodging options, coupled with the Maldives’ underwater ecosystems, continue to position the country as an exotic and luxurious destination.

Andrew Jansson of Centara Mirage expanded on the conversation by emphasising the importance of maintaining the Maldives as an aspirational destination. “A lot of our guests save up for a whole year just to visit,” he remarked, noting that the Maldives must continue to inspire travellers to view it as a once-in-a-lifetime trip. Unlike other destinations that cater to frequent holidaymakers, the Maldives should focus on being the ultimate dream destination. This aspirational positioning, Jansson explained, is key to sustaining the Maldives’ unique appeal in the Indian Ocean and beyond.

Rajesh Mehta of Ooredoo Maldives introduced the role of telecommunications and digital connectivity in enhancing the Maldivian experience. While many travellers once believed that visiting the Maldives meant disconnecting from the digital world, Mehta explained that advanced technologies—like 5G connectivity—are now being integrated into resort experiences. Ooredoo’s commitment to bringing the latest innovations, such as digital solutions and high-speed connectivity, ensures that guests can remain connected without compromising the secluded luxury that the Maldives is known for.

Mehta highlighted how advanced connectivity improves both the guest experience and resort operations. For instance, many resorts now use apps that allow for seamless communication between staff and guests. The technology not only simplifies booking and in-house services but also alleviates challenges related to staff shortages by streamlining operations. This transformation from a traditional telecom provider to a digital service provider positions Ooredoo as an essential partner for resorts aiming to meet the demands of tech-savvy travellers.

Ibrahim Inad of Oaga Resorts provided insights into how Maldivian resorts can effectively market their USPs to attract high-end travellers. He noted that each resort in the Maldives is inherently unique, which makes it essential to identify and market the specific selling points that distinguish one property from another. Inad emphasised the importance of targeted marketing, advising resorts to use data-driven strategies to reach the appropriate audiences. By understanding the specific preferences of ultra-luxury clients and tailoring marketing efforts accordingly, resorts can enhance their appeal and maintain their competitive edge.

Inad also highlighted that luxury is subjective—whether it’s a feeling, a state of mind, or a tangible experience. Resorts must determine what type of luxury their target audience values, and then build content around those specific elements. As data-driven economies continue to evolve, resorts should focus on gathering and analysing guest data to refine their offerings and marketing strategies.

Andrew Jansson wrapped up the conversation by sharing how Centara Mirage is capitalising on the growing family travel market. He described how Centara’s new project, opening in November, will cater specifically to families, with 65 to 70% of the resort’s accommodations featuring bunk beds designed for family stays. Jansson explained that while many resorts are family-friendly, Centara Mirage aims to be family-centric. The resort’s family rooms, water complex, and unique offerings—such as a candy-themed spa and a children’s bar—are designed to create memorable experiences for families traveling with children. This focus on family travel, coupled with the Maldives’ natural beauty, will help Centara Mirage stand out in a competitive market.

Jansson concluded by mentioning that the family travel market is growing rapidly in the Maldives, and catering to this segment will be a key differentiator for resorts looking to attract this demographic. The Centara Mirage concept, already popular in other markets like Dubai and Thailand, will add to the Maldives’ reputation as a diverse destination capable of meeting the needs of various traveler segments.

The panel’s discussion highlighted several key strategies for leveraging the Maldives’ USPs to attract high-end travellers. From maintaining its aspirational identity to embracing technology and catering to niche markets like family travel, the Maldives continues to evolve as a destination without losing sight of the elements that make it unique. As competition increases both within the Indian Ocean and globally, resorts must remain innovative, data-driven, and customer-focused to sustain their appeal in the luxury travel market.

This year’s GM Forum, now in its eighth edition, focused on ‘The Evolving Luxury Landscape’ in the Maldives. Industry leaders discussed the future of luxury travel, including the new luxury traveller’s psyche, digital marketing, and sustainable practices. The forum featured diverse panels and interactive sessions, emphasising personalised guest experiences and local cultural integration. It aimed to foster active participation and share innovative case studies from the luxury travel industry.

Sponsors and partners of GM Forum 2024, the largest gathering of hospitality leaders, include:

• Ooredoo Maldives: Digital Partner (Title Sponsor)
• Bestbuy Maldives (BBM): Silver Sponsor
• Dhivehi Insurance: Silver Sponsor
• Fuel Supplies Maldives: Silver Sponsor
• Maldives Airports Company Limited (MACL): Silver Sponsor
• Manta Air: Aviation Partner
• Male’ Aerated Water Company: Beverage Partner
• Atmosphere Wellness: Wellness Partner
• Souvenir Marine: Transport Partner
• Printlab: Printing Partner
• CROSSROADS Maldives: Venue Partner
• Lights Out: Coverage Partner
• Associate Sponsors: Alia Investments, Villa Hakatha, GAGE, Wyntronix, Uniforms Unlimited and Spa Ceylon Maldives