S Hotels and Resorts has officially launched SO/Maldives, marking a significant milestone for CROSSROADS Maldives. This new luxury resort embodies a chic fashion concept, reinforcing the strong potential of CROSSROADS Maldives as a leader in the international hotel and resort business. It enhances the sustainable growth of "CROSSROADS Maldives," elevating it to the "Gem of the Indian Ocean" that offers a comprehensive relaxation experience catering to all lifestyles, with exceptional service and a diverse range of exquisite international cuisine.

The launch of “SO/Maldives” at CROSSROADS Maldives marks the beginning of a new chapter of success for CROSSROADS Maldives.

S Hotels and Resorts Public Company Limited (SHR), a leader in international hotel and resort management under Singha Estate Public Company Limited (S), celebrates the official opening of “SO/Maldives”, the third luxurious fashion-style resort within the CROSSROADS Maldives kingdom. This resort fulfills every lifestyle need while being the first and only comprehensive vacation destination in the Indian Ocean. It reinforces the success of strategic investments and enhances the guest experience, contributing to sustainable growth and revenue for S Hotels and Resorts Public Company Limited in 2024 and beyond, while also strengthening the tourism and service industry in the Maldives.

CROSSROADS Maldives was first launched in September 2019 and is the most significant project in the history of the Maldives tourism industry, comprising three resorts:

  • SAii Lagoon Maldives, Curio Collection by Hilton, known as a paradise for couples, families, and friends seeking tranquility and a variety of fun activities.
  • Hard Rock Hotel Maldives, a resort inspired by local culture and the unique essence of original music that is hard to forget.
  • SO/Maldives, a high-end resort on a private island, a haven for travelers passionate about fashion and art.

These three distinctive resorts are connected to The Marina @ CROSSROADS, a hub of diverse activities within CROSSROADS Maldives, featuring an 800-meter beach walkway lined with international restaurants, bars, beach clubs, boutique shops, health and spa centers, water sports, diving and snorkeling centers, a kids' club, as well as a yacht marina for 30 boats, along with the Maldives Discovery Centre and Marine Discovery Centre, dedicated to education and the sustainable conservation of marine life. With a wide range of comprehensive facilities, CROSSROADS Maldives is akin to an unmatched paradise for travelers, setting a new standard for excellence in service and perfect relaxation.

SO/Maldives is a joint venture worth over $60 million between S Hotels and Resorts under Singha Estate and Wai Eco World Developer (WEWD), a leading business group operated by Ennismore, a hospitality and service expert with a creative concept, comprising a collection of hotel and resort brands, as well as restaurants and bars worldwide. Located in Emboodhoo Lagoon, Kaafu Atoll, it welcomes travelers with world-class amenities, just a 15-minute speedboat ride from Velana International Airport, making it convenient for both short and long stays.

The destination, themed “see-and-be-seen,” is integrated into the entire experience of SO/Maldives, featuring:

  • “Beach Villa” and “Water Villa,” designed with inspiration from the exclusive dressing rooms of top models, creating a truly sexy and luxurious retreat, along with innovative dining experiences and social meeting places.
  • “Lazuli Beach Club,” where guests can immerse themselves in the lively atmosphere of nighttime parties, enjoying mixes from world-class DJs.
  • “Wellness Camp”, a holistic relaxation center and a modern, comprehensive fitness center.

SO/Maldives, a new resort styled “Island Couture,” is set to grandly launch in March 2024, playing a crucial role in the growth of performance and financial results for S Hotels and Resorts. Just four months after its soft opening, SO/Maldives saw an almost 60% increase in occupancy in February, with an average daily rate (ADR) expected to be around $750 – $850 in 2024, leading to a projected 15-20% increase in ADR for the Maldives hotel sector compared to 2023. This aligns with the operational strategy set in January, reinforcing SHR's strong growth potential, with RevPAR expected to increase by 25% in 2024.

Food and beverage sales are a key revenue strategy for S Hotels and Resorts, with The Marina @ CROSSROADS featuring 14 diverse restaurants and bars available to guests at CROSSROADS Maldives, such as “The Beach Club,” a premium seaside dining hub with an infinity pool overlooking the sea, a gelato bar, shops, and bars, including world-class brands like Ministry of Crab (ranked among Asia’s 50 Best Restaurants) and Hard Rock Café. Diners and guests have an impressive array of dining options, resulting in a 38% year-on-year increase in food and beverage sales in 2023. The opening of SO/Maldives, home to The Citronelle Club, a luxurious all-day dining venue, as well as “Hadaba,” a unique Middle Eastern restaurant, and “Lazuli Beach Club,” is expected to drive food and beverage revenue up by another 15% from the group's resorts in the Maldives in 2024, aligning with S Hotels and Resorts' overall goal to increase non-room revenue this year.

Overall, operations in the Maldives accounted for 27% of S Hotels and Resorts' global revenue in 2023, making it the second-largest market after the UK. Following the official launch of SO/Maldives this month, the revenue share from the Maldives is expected to rise to 35% in 2024, supported by strong advance bookings.

Mr. Michael Marshall, CEO of S Hotels and Resorts, stated, “The grand opening of SO/Maldives is a significant step for S Hotels and Resorts as we have officially completed the first phase of CROSSROADS Maldives. With a luxurious lifestyle and high-fashion concept, this special resort perfectly complements our two existing properties in the Maldives and broadens the appeal of this multi-island all-inclusive resort destination. With high average rates and unparalleled experiences, including the hottest parties and events in the Indian Ocean, SO/Maldives will significantly elevate our group's revenue, creating long-term benefits for all our businesses and for the service industry in the Maldives.”

CROSSROADS Maldives has attracted over 211,300 tourists from around the world and has diversified its customer base, including family and corporate travel, while winning numerous international awards, including “Best Conference Resort Hotel” for SAii Lagoon Maldives, “Best Resort/Hotel” for Hard Rock Hotel Maldives, and “Best MICE Destination” for CROSSROADS Maldives.

Boonrawd Brewery Co., Ltd. and Singha Estate Public Company Limited, the owners of the mega-project CROSSROADS Maldives, play a vital role in developing, operating, and conserving this beautiful archipelago, in line with the company's sustainability philosophy. Singha Estate, an international real estate and investment developer, operates in four sectors: residential, office buildings, industrial estates, and hotels, including the development of this magnificent leisure and lifestyle hub in the Indian Ocean, CROSSROADS Maldives. In December 2023, a significant agreement was signed with the Maldives’ Ministry of Climate Change, Environment & Energy to protect nearly one-third (31%) of the entire project area as part of Other Effective Area-Based Conservation Measures (OECMs). At the heart of this project is the Marine Discovery Centre, which features a state-of-the-art marine biology laboratory and conducts important projects such as coral propagation and the conservation of endangered marine species. CROSSROADS Maldives has also been certified by Green Globe™, reflecting a strong and ongoing commitment to sustainability.

For more information about S Hotels and Resorts, visit www.shotelsresorts.com
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