S Hotels’ free-spirited lifestyle brand celebrates homecoming as two beachfront resorts open in Thailand
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SAii, the fun and free-spirited upper-upscale lifestyle brand from S Hotels and Resorts, Thailand’s homegrown hotel group, has arrived in its spiritual home with the opening of its first two resorts in the ‘Land of Smiles’ – SAii Laguna Phuket and SAii Phi Phi Island Village.
SAii, which derives from the Thai word for ‘sand’, was first unveiled in 2019 at SAii Lagoon Maldives, the idyllic island resort at CROSSROADS Maldives, Singha Estate’s ground-breaking integrated destination in the Indian Ocean. Now, the company is celebrating the launch of its next two SAii resorts, both of which are nestled on the shores of Thailand’s serene southern islands.
SAii Laguna Phuket is a bright waterfront resort that reflects the tropical beauty of the famous Thai island. It has undergone an extensive renovation including the creation of a new events hall, a stunning seafront restaurant, and an enhanced beachfront bar to integrate SAii wellness and culinary brand signatures. An integral part of Laguna Phuket, the world-class integrated resort at Bangtao Bay, overlooking the Andaman Sea, the retreat is perfectly suited to light-hearted couples, families, groups of friends, and one-of-a-kind weddings and events.
SAii Phi Phi Island Village, situated on a soft-sand 800-metre beachfront, has completed a series of improvements to its locally-inspired accommodation and amenities. The open-plan lobby, freeform pool, natural spa and sea-facing restaurants have all been upgraded, and the spectacular Hillside Pool Villas have been refreshed and remodelled, with the addition of a new two-bedroom option – the resort’s top room category. The resort is further dedicated to preserving the environment through its interactive Marine Discovery Centre.
The two new SAii resorts in Thailand will attract InSAiiders – the brand’s term for experience-seeking explorers who value personal freedom, authentic encounters, and a sense of discovery. These millennially-minded guests are tech-savvy, but also have a desire to look beyond the screen and engage in new adventures.
With SAii, the guest journey follows a series of intuitive touchpoints, from “Hello”, a warm Thai welcome, to “Hub”, the social heart of the resort where guests can mix their own bedroom amenities in the M.I.Y Aroma Lab, and “Sleep”, the comforting guest room concepts. “Play” reflects each resort’s activities on land and at sea, including sustainable enterprises, “Treat” showcases its culinary offerings, and “Live” helps to deliver exceptional weddings and events, before “SAii For Now” provides a heartfelt goodbye.
To achieve this immersive guest journey, SAii Laguna Phuket and SAii Phi Phi Island Village, both packed with highly Instagram-able views and vistas, have introduced a series of wellness and F&B concepts to the Thai market.
“Our charismatic brand, SAii, embraces many of the qualities for which Thailand is famous, such as kindness, humbleness and friendliness, coupled with creativity, style and fun. Having successfully introduced SAii to the international market with SAii Lagoon Maldives, we are delighted to bring this concept back home with the launch of SAii Laguna Phuket and SAii Phi Phi Island Village. These resorts will be integrated deep within their communities and I look forward to introducing them to our InSAiiders,” said Dirk De Cuyper, chief executive officer of S Hotels & Resorts.
The unveiling of Thailand’s first two SAii resorts will kickstart an exciting year of expansion for S Hotels & Resorts, the hospitality arm of Singha Estate, driven by the rollout of its homegrown brands, including SAii and nābor, an alternative collection of locally-inspired ‘luxury-midscale’ hotels and resorts. The group currently operates a global collection of 39 hotels and resorts on three continents, totalling more than 4,600 keys.
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