A refreshed brand identity and strategic expansion pave the way for long-term success.
BANGKOK, June 30, 2025 /PRNewswire/ — SAii Hotels & Resorts, the lifestyle hospitality brand under S Hotels & Resorts, officially relaunches with a refined identity centred on the belief that “Peace of Mind is the Ultimate Luxury”. This strategic brand evolution marks a significant milestone in SHR’s long-term growth strategy.
As part of this vision, SHR is advancing two key strategies to drive the expansion of the SAii brand. The first is asset enhancement—unlocking long-term value through comprehensive renovations of rooms and facilities, while elevating the guest journey with refreshed brand visuals, newly defined SAii Brand Signatures.
To elevate brand distinction and guest experience, SAii Hotels & Resorts has introduced SAii Brand Signatures – an integrated set of experiences emphasising authenticity, wellness and local immersion:
- SAii Local Gurus – Friendly, on-the-ground experts who help travellers discover hidden gems and local favourites, ensuring every stay feels personal and authentic.
- SAii Wellness Gurus – Wellness professionals trained to offer personalised care for mind, body and spirit, from guided yoga sessions to curated spa journeys.
- Sensory Lobbies – Calming, light-filled spaces that greet guests with tranquil scents, soft textures and natural elements, creating an instant sense of ease.
- Easy Check-in – A choice between tech-enabled digital check-in via the SAii App or a warm, personal welcome from SAii Gurus.
- Digital Detox – An invitation to unplug and reconnect with nature, oneself and your companions, with electronic devices securely stored and returned fully charged.
- Fresh, Healthy, Happy – The refined culinary philosophy that nourishes the body and elevates the spirit through fresh, sustainably sourced ingredients prepared in healthful ways. The concept is on full display at SAii’s signature venues: Terra & Mar, Mr. Tomyam, Miss Olive Oyl, bean/Co, and SAii Beach Club.
The second pillar of this strategy is an asset-light model, designed to accelerate the growth of the SAii portfolio through Hotel Management Agreements (HMAs) and targeted mergers and acquisitions (M&A). This approach prioritises high-potential opportunities in Thailand and across the Asia Pacific region, enabling SHR to scale efficiently while preserving brand integrity and operational excellence.
SAii’s transformation is already delivering strong commercial results. SAii Laguna Phuket, the brand’s flagship property following a major renovation in December 2024, has achieved record-high ADR — including a 31% year-on-year increase, marking the strongest quarterly result on record — and a 23% YoY RevPAR growth in Q1 2025, validating SHR’s asset enhancement strategy.
Beyond physical enhancements, the brand refresh extends to the development of a refreshed concept, a strong marketing strategy, and clearly defined brand signatures. These elements enable SAii to effectively cater to travellers across diverse market segments, allowing the brand to remain resilient and engage varied audiences efficiently even during times of market volatility. Furthermore, its partnership with a global alliance of world-class hotels strengthens SAii’s international presence and unlocks new opportunities to reach global travellers with greater impact and efficiency.
“This relaunch marks a significant milestone in our brand’s growth journey, reflecting evolving traveller preferences for more meaningful and mindful experiences,” said Michael Marshall, CEO of S Hotels & Resorts. “At the heart of our transformation is a commitment to delivering true peace of mind – creating spaces where guests can feel connected, cared for, and completely at ease. Our brand enhancement and strategic expansion position us strongly for sustainable growth in an increasingly competitive market. Looking ahead, the renovation of SAii Phi Phi Island Village in 2026 will complete the upgrade of our entire SAii brand portfolio, marking a significant milestone in delivering refreshed, experience-driven destinations for our guests.”
While rolling out the Brand Signatures, SAii remains deeply committed to its role in shaping sustainable and community-focused travel. In addition to receiving the Green Globe certification for three consecutive years, SAii properties in Phuket and the Maldives were the first in their countries to receive the prestigious Sustainable Event Standards GOLD certification from the Event Industry Council (EIC), reinforcing the group’s leadership in environmental responsibility. Other green initiatives across SAii Hotels & Resorts include eliminating single-use plastics, reducing carbon emissions, championing marine conservation and collaborating with local artisans and producers to support regional economies.
To learn more about SAii Hotels & Resorts and book your next mindful escape, visit https://saiihotels.com/ or follow @saiihotelsresorts on Instagram and Facebook.
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About SAii Hotels & Resorts
SAii Hotels & Resorts is an upper-upscale sustainable lifestyle hotel brand from Thailand-based S Hotels and Resorts PCL that redefines affordable luxury by delivering personalised peace-of-mind through heartfelt service, serene nature-inspired environments and tailored guest experiences in stunning locales in Thailand and the Maldives.
SAii Hotels & Resorts is a proud member of the Global Hotel Alliance (GHA) and the GHA DISCOVERY loyalty programme.
Find out more at saiiresorts.com or follow us on Facebook, Instagram, YouTube and LinkedIn.
About S Hotels and Resorts Public Company Limited
S Hotels and Resorts Public Company Limited (SET: SHR), the hospitality arm of Singha Estate Public Company Limited (SET: S), is a fast-growing, Thai-inspired company with an extensive international portfolio and world-class standards. Specialising in the management and investment of high-quality hotels and resorts in desirable destinations across the globe, S Hotels & Resorts has created a collection of its own distinctive lifestyle brands, whilst also partnering with the hospitality industry’s leading names. The company aims to set new standards for leisure and lifestyle through diversified business platforms and to enhance value for all its stakeholders based upon a philosophy of sustainable development and delivering benefits to local communities. To learn more, please visit www.shotelsresorts.com or follow us on Facebook, Instagram, YouTube, or LinkedIn.
Lalita Somboonsuk (Ta)
Senior Manager – Corporate Marketing Communications
S Hotels & Resorts | Singha Estate PCL
lalita.s@shotelsresorts.com
+66 (0) 2058-9888 ext. 320
