SAii Hotels & Resorts, the distinctive lifestyle hospitality brand under S Hotels & Resorts, proudly announces its official relaunch with a refreshed brand identity that embraces the belief that “Peace of Mind is the Ultimate Luxury.” In this new chapter, SAii evolves beyond just a place to stay —committing to deliver each guest personalised peace-of-mind through heartfelt service, nature-inspired environments, meaningful experiences, and a profound commitment to sustainability.
The relaunch comes at a time when global travellers are seeking deeper meaning from their journeys – craving not just comfort, but clarity, connection, and care. SAii’s new brand identity is thoughtfully designed to meet this moment, reflecting a shift toward slower, more intentional travel that puts personal wellbeing and local connection at the heart of every stay.
More than a rebrand, this marks a transformation. The launch of SAii Brand Signatures—a series of thoughtfully designed, brand-wide experiences—ushers in a new era of travel. From curated wellness to local immersion, each element is crafted to bring joy, freedom, and peace-of-mind, wherever in the world SAii goes.
- SAii Local Gurus – Friendly, on-the-ground experts who help you 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 create an instant sense of ease.
- EQ Check-in – A choice between tech-enabled digital check-in via the SAii App or a warm, personal welcome from SAii Gurus.
- Digital Detox – Encouraging moments of true presence, guests are invited to unplug and reconnect with nature, themselves and their companions, while their electronic devices are securely stored and charged for them.
- Fresh, Healthy, Happy – A signature dining concept celebrating the finest fresh, sustainably sourced ingredients, thoughtfully prepared to nourish the body and elevate the spirit. This refined culinary philosophy beautifully comes alive at SAii’s signature venues: Terra & Mar, Mr. Tomyam, Miss Olive Oyl, bean/Co, and SAii Beach Club.
SAii Guests can now discover revitalised spaces and reimagined design across key SAii properties in Thailand and the Maldives, all complemented by a fresh new visual identity that reflects the brand’s vibrant spirit. Highlights include upgraded guest rooms, exciting new dining concepts, the stylish beach-chic SAii Beach Club, and a reimagined SAii Spa that wellness take centre stage.
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 to receive the prestigious EIC (Environmental Impact Certification) by The Events Industry Council, 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.
“At SAii, peace-of-mind isn’t just part of the experience—it defines it,” said Michael Marshall, CEO of S Hotels & Resorts. “Today’s travellers want more than just a place to stay; they seek a sense of ease, connection, and purpose. Our refreshed identity reflects that shift. Through SAii Brand Signatures, we’re creating spaces where guests can truly unwind, knowing that their wellbeing, the environment, and local communities are all genuinely cared for.”
