S Hotels & Resorts’ lifestyle hospitality brand SAii Hotels & Resorts (SHR) proudly announces its official relaunch, now centered around the philosophy that Peace of Mind is the Ultimate Luxury.

This strategic overhaul signifies a pivotal moment in SHR’s long-range growth plan.

Chief Executive Michael Marshall articulated, “This relaunch represents a crucial step in our growth path, showcasing the changing preferences of travelers seeking more meaningful experiences. Our transformation underscores our commitment to providing guests with true peace of mind, enabling them to feel connected and cared for in our spaces.” He anticipates that the** renovation of SAii Phi Phi Island Village** in 2026 will finalize the upgrades across the SAii brand.

To materialize this vision, SHR is advancing two core strategies:

Unlocking Value Through Asset Enhancement

The first strategy emphasizes long-term value through comprehensive renovations that enhance the guest experience with refreshed brand visuals and newly defined SAii Brand Signatures. This encompasses:

• SAii Local Gurus – Experts guiding guests to local favorites, ensuring authentic experiences.
• SAii Wellness Gurus – Professionals offering personalized wellness journeys.
• Sensory Lobbies – Tranquil spaces designed to immediately ease guests into their stay.
• Easy Check-in – Options for both tech-advanced digital check-in or a warm, personal welcome.
• Digital Detox – Opportunities for guests to unplug and immerse themselves in nature without electronic distractions.
• Fresh, Healthy, Happy – A dining philosophy emphasizing healthful, sustainable ingredients showcased at various signature venues.

Adopting an Asset-Light Model

The second strategy entails a shift to an asset-light model, promoting rapid SAii portfolio growth via Hotel Management Agreements and selective mergers. This approach helps target high-growth opportunities throughout Thailand and the Asia Pacific, ensuring SHR’s operational excellence.

SAii’s transformation is already yielding notable commercial outcomes: SAii Laguna Phuket, the flagship property, recently achieved record-high Average Daily Rate (ADR) and a Year-on-Year Revenue Per Available Room (RevPAR) growth of 23% in Q1.

The rebranding efforts also involve a refreshed concept, comprehensive marketing strategies, and clearly defined brand signatures, equipping SAii to cater to diverse traveler segments effectively.