SAii Hotels & Resorts, the flagship lifestyle brand under S Hotels & Resorts (SHR), has officially relaunched with a fresh brand identity anchored in the philosophy that “Peace of Mind is the Ultimate Luxury.” This strategic rebranding marks a major milestone in SHR’s long-term vision, aiming to offer meaningful, mindful, and immersive hospitality experiences while strengthening its position in the competitive lifestyle hotel market.
As part of this transformation, SHR is implementing two core strategies: asset enhancement and an asset-light growth model. The asset enhancement initiative involves the complete renovation of existing properties—including upgraded rooms, revitalized public spaces, and the introduction of distinctive brand experiences designed to enrich guest journeys. The newly defined SAii Brand Signatures form the heart of this evolution, offering a holistic approach that blends local culture, wellness, and sustainability.
These Brand Signatures include:
SAii Local Gurus, expert insiders who guide guests to discover local secrets and cultural gems;
SAii Wellness Gurus, wellness professionals offering personalized programs from yoga sessions to spa therapies;
Sensory Lobbies, soothing, nature-inspired spaces designed to evoke a sense of calm on arrival;
Easy Check-in, giving guests the choice between seamless digital check-in via the SAii App or a warm, personal welcome;
Digital Detox, a unique initiative encouraging guests to unplug and reconnect with nature and themselves, with secure storage for electronic devices;
Fresh, Healthy, Happy, SAii’s refined culinary concept showcasing sustainably sourced, nourishing cuisine through its signature dining venues: Terra & Mar, Mr. Tomyam, Miss Olive Oyl, bean/Co, and SAii Beach Club.
In parallel, SAii’s asset-light strategy is accelerating brand expansion through Hotel Management Agreements (HMAs) and selective mergers and acquisitions across Thailand and the Asia Pacific. This model allows SHR to scale rapidly while maintaining brand consistency and operational excellence.
The results of this transformation are already evident. SAii Laguna Phuket, which completed a major renovation in December 2024, reported record-breaking performance in early 2025. The property achieved a 31% year-on-year increase in Average Daily Rate (ADR) and a 23% rise in Revenue Per Available Room (RevPAR) in Q1 2025 its strongest quarter on record demonstrating the success of SHR’s asset enhancement strategy.
Beyond property upgrades, the relaunch includes a revitalized brand concept, marketing strategy, and a renewed focus on experience-led travel. These efforts are designed to attract a wide range of travelers and ensure SAii remains resilient and relevant amid changing global tourism trends. SAii’s alliance with an international network of luxury hotels further strengthens its global footprint and enhances its ability to reach new audiences with efficiency and impact.
Michael Marshall, CEO of S Hotels & Resorts, shared his vision for the relaunch, stating, “This relaunch marks a significant milestone in our brand’s growth journey, reflecting evolving traveller preferences for more meaningful and mindful experiences. At the heart of our transformation is a commitment to delivering true peace of mind creating spaces where guests 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 final phase of the SAii rebranding will be completed with the renovation of SAii Phi Phi Island Village in 2026, rounding off a full transformation of the brand’s portfolio into modern, experience-driven destinations.
In addition to enhancing guest experiences, SAii remains steadfast in its sustainability mission. With Green Globe certification for three consecutive years and recognition from the Event Industry Council (EIC) with Sustainable Event Standards GOLD certification in Phuket and the Maldives, SAii has positioned itself as a leader in responsible tourism. Ongoing eco-initiatives include eliminating single-use plastics, reducing carbon footprints, supporting marine conservation, and engaging local artisans and producers to stimulate regional economies.
