This renewed focus comes as part of a broader transformation across the SAii Hotels & Resorts (SHR) portfolio. As Michael Marshall, CEO of S Hotels & Resorts, explains: “Since joining SHR at the end of 2023, one of the key initiatives has been the successful rebranding of our homegrown SAii brand. We introduced a fresh visual identity, new brand signatures, and a more defined personality that reflects the evolving expectations of today’s travellers — more experience-led, design-conscious, and lifestyle-oriented.”
These changes are more than cosmetic, it also represents a commitment to sustainability. “SHR’s long-standing commitment to sustainability remains central to who we are — evidenced by several of our properties in Thailand and the Maldives being Green Globe certified for three consecutive years since 2023,” says Marshall. Efforts to reduce single-use plastics, champion marine conservation and support local economies are now baked into the guest experience, a deliberate pivot towards a more conscious kind of hospitality.
The property’s accommodation options are broad, with rooms and suites overlooking the lagoon or ocean
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Reopening of SAii Laguna Phuket
SAii Laguna Phuket occupies a unique location, set between a lagoon and the long stretch of Bang Tao Beach. The resort’s design, which draws inspiration from the natural surroundings, has been updated in line with the new brand direction. The spaces — lobbies, rooms and restaurants — emphasise a sense of calm, using natural textures, soft lighting and a palette that echoes sand and sea. This is the result of a philosophy that seeks to foster relaxation from the moment a guest arrives.
One of the more visible elements of this rebrand is the introduction of “SAii Brand Signatures”. These include the presence of “local gurus” or employees who are on hand to connect guests with Phuket’s lesser-known highlights, as well as “wellness gurus”, who personalise spa and wellbeing experiences. There is also an emphasis on digital balance: guests are encouraged to unplug, with amenities for device storage and recharging available, as well as a choice between digital or personal check-in.
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The culinary programme follows suit. The resort features a variety of dining concepts, including Terra & Mar, Miss Olive Oyl, Mr Tomyam, bean/Co and the new SAii Beach Club. Each concept focuses on fresh, locally sourced ingredients and a “Fresh, Healthy, Happy” philosophy. More than just a café or restaurant, these spaces are positioned as experiences that complement the wider themes of wellness and sustainability.
Marshall shares: “We’re also focused on product and service innovation. This includes the launch of SAii Beach Club across all SAii properties, introducing a signature F&B concept to drive non-room revenue. At the same time, we’re expanding our MICE capabilities and strengthening sustainable event management under the EIC certification standard.”
The property’s accommodation options are broad, with rooms and suites overlooking the lagoon or ocean. Key features include oversized daybeds, private balconies or terraces, and eco-friendly amenities. For those staying in Club or Suite categories, access to the Club Lounge means private check-in, daily breakfast, afternoon tea and evening cocktails with sweeping views.
The spa offers both individual treatments and multi-day retreats
A major development in 2025 is the launch of the first SAii Spa, now operating at SAii Laguna Phuket. The spa’s concept is informed by the meaning of “SAii” in Thai, which means “sand”, serving as a metaphor for transformation, balance and renewal. Treatments use local ingredients such as Phuket pineapple and coconut, while the menu blends traditional Thai techniques with contemporary wellness practices. The spa offers both individual treatments and multi-day retreats, with programming that includes yoga, mindfulness and curated menus designed for restoration.
Facilities for leisure and families are comprehensive: three swimming pools, a fitness centre, tennis academy, squash and badminton courts, as well as an extensive junior beach club. For events, the resort offers a large ballroom, breakout rooms and beachfront venues suited for weddings or meetings.
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New standards for sustainable hospitality
The relaunch of SAii Laguna Phuket coincides with a period of renewed momentum in Thailand’s tourism sector. As Marshall points out: “Thailand’s tourism industry has shown strong resilience, welcoming over 35 million international visitors in 2024 and generating around THB1.8 trillion [$7.19 billion] in revenue, thanks to government initiatives like visa exemptions and expanded airline routes.”
Yet, as global tourism faces persistent challenges, SHR’s strategy is focused on both diversification and careful growth: “We believe it’s a good time to expand selectively into new markets, particularly through asset-light opportunities. That said, every move requires careful consideration. Global challenges like tariffs and geopolitical uncertainties remain, but our strategy of portfolio diversification helps us mitigate risks — whether from seasonality or potential political issues in any one region.”
The resort features a variety of dining concepts, including Terra & Mar, Miss Olive Oyl, Mr Tomyam, bean/Co and the new SAii Beach Club
The post-pandemic traveller’s expectations are evolving. Marshall observes: “One major trend is the growing demand for sustainability and local immersion — guests are actively seeking eco-conscious stays and experiences that connect them with local cultures, people, and communities. We’re also seeing increased interest in wellness and community-focused travel, including solo getaways, wellness retreats, and meaningful, mindful experiences.”
SAii Laguna Phuket’s new identity is less about luxury in the traditional sense, and more about creating space for wellbeing, authenticity and connection — both to the self and to the world outside.
