S Hotels and Resorts PCL (SHR), the international hospitality company under Singha Estate, has unveiled new and enhanced experiences offered across a collection of SAii properties, reflecting the trends shaping the travel landscape for 2025. From the rise of purpose-driven travel to the maturing wellness tourism segment, S Hotels & Resorts are at the forefront of the latest shifts, creating travel experiences that emphasise authenticity, well-being and sustainable practices.
Purpose-Driven Trips
In 2025, experiences will become the centrepiece of travel, with travellers increasingly seeking journeys that contribute to their spiritual growth, support communities and improve well-being. According to McKinsey’s report, “The Evolving Role of Experiences in Travel,” experiences now serve as primary motivators for many travellers, driving the selection of destinations and activities. At SAii Resorts, immersive cultural experiences such as the Maldives Discovery Centres at SAii Lagoon Maldives, Curio Collection by Hilton, and SAii Phi Phi Island Village, guided local village visits, traditional culinary workshops and marine conservation programs cater to those who look beyond the destination to the transformative experiences it offers.
A key aspect of the purposeful travel trend is the rise of experiences that allow guests to support local communities in meaningful ways. To help guests give back, SAii Gurus at each property collaborate with local artisans and conservationists, offering hands-on workshops where guests can leave a positive impact. At SAii Phi Phi Island Village, the Marine Discovery Centre provides engaging educational outreach, enlightening both guests and local residents on the vital role of mangroves and the importance of marine conservation. Activities such as saplings planting and collaborative projects allow guests to actively contribute to mangrove conservation while interacting with the locals. This aligns with Skift’s 2025 Megatrends, which forecast an increase in “backyard tourism” and travel that supports local communities.
This trend also ties into the ethical luxury movement, where inclusive service is blended with thoughtful, tailored experiences that make each guest feel valued. This approach resonates with travellers who prioritise equity, cultural respect and a deeper connection to the places they visit.
Sustainable Choices
According to McKinsey’s report, “The Evolving Role of Experiences in Travel,” the experience tourism industry is expected to exceed $1 trillion by 2025 as travellers prioritise activities that reflect their personal values, with sustainability being a top priority for many. Reports such as Hilton’s “2025 Trends” and Skift’s “Megatrends 2025” indicate that the demand for sustainable experiences is driving new tourism models, like eco-conscious initiatives and local partnerships, such as the Maldives Discovery Centre at SAii Lagoon Maldives, Curio Collection by Hilton and the Marine Discovery Center at SAii Phi Phi Island Village, offering guests authentic, sustainable experiences rooted in nature and local culture.
The Whole of Wellness
As “Silver Bullet Wellness” gains traction in the luxury travel segment, high-net-worth travellers are drawn to experiences that teach them behaviours to support long-term health and vitality, as reflected in the “Luxury Travel Trend Watch 2025” report from Virtuoso and Globetrender. SAii’s ‘Stay Well’ philosophy embraces this approach, focusing on the pillars of Eat Well, Sleep Well, Fit Well, Stay Well and Explore Well to help wellness-focused travellers achieve physical, mental and emotional rejuvenation.
An important trend within the wider wellness ecosystem is Sleep Tourism, reflecting travellers’ need for genuine relaxation. In response, brands are introducing sleep-focused programs that emphasise mental clarity and rest (Skift’s “Megatrends 2025”). SAii addresses this with its Sleep Well Mattress and mindfulness-based Sleep Enhancement programs, offering guests a tranquil experience designed for deeper, restorative sleep.
At SAii Spa, the 30-minute Sleep Well – Peace of Mind Treatment provides a calming session targeting head, neck and shoulder tension. Using gentle pressure and rhythmic strokes, this treatment soothes the mind, reduces stress and fosters a state ideal for restful sleep. Supporting these initiatives are SAii Spas’ calm, restorative environments that allow travellers to truly recharge, embodying the brand’s commitment to peace of mind.
Personalisation and Flexibility
Adventure tourism has surged as travellers favour personalised, flexible itineraries that take into consideration their unique interests and goals. Hilton’s “2025 Trends” predicts that 2025 will see an increase in unique and tailored experiences, with particular focus on flexibility. This is especially important for multi-generational and group travellers, a rising segment, who expect support in building itineraries that cater to various interests.
SAii’s properties cater to these diverse needs, with accommodations and experiences designed to connect and bring people together, ensuring comfort and meaningful interaction for all ages. SAii’s local gurus guide guests on journeys off the beaten path, offering immersive activities that showcase the surrounding natural beauty and unique cultural traditions.
Finally, with the rise of digital-first travel planning, supporting guests before they even set foot on the property has never been easier or more expected. By embracing innovations, SAii is meeting travellers’ expectations for a modern, connected and seamless travel experience.
