Maldivian-born resort brand, Sun Siyam, is undergoing a dramatic brand transformation, reshaping its experiences and strategy for a new era of travel
Sun Siyam has launched a milestone transformation to mark its 35 years of Maldivian hospitality. This brand evolution, which goes far beyond a simple visual refresh, introduces a new brand statement, a customer loyalty programme and a series of innovative Signature Experiences designed to enrich every stay. The company has also restructured its entire portfolio into three distinct collections, creating a single identity under The House of Siyam to help guests and partners navigate their offerings.
The bold new brand statement, The Home of the Maldivian Spirit, reinforces the group’s position as one of the Maldives’ most culturally authentic resort operators. Does Sun Siyam’s rebranding and culture-first outlook positively impact guests from the Middle East market? “Absolutely,” Deepak Booneady, Chief Executive Officer, tells TTN. “Our evolution and culture-first approach has been very well received by guests from the Middle East, who deeply value authenticity, warmth and a strong sense of place when they travel. “By putting Maldivian culture at the heart of our brand, we create experiences that go beyond luxury stays - whether through locally inspired architecture, cuisine or curated cultural encounters. This resonates particularly well with Middle Eastern guests who appreciate personalised service, family-friendly environments and halal-friendly offerings. “The refreshed brand identity also strengthens our ability to communicate these unique aspects clearly, making it easier for travellers from the region to connect with the essence of Sun Siyam. Ultimately, it reinforces trust and creates lasting bonds with our guests, ensuring they feel at home while enjoying a world-class holiday.” To make the portfolio easier to navigate, each of the group’s five Maldivian resorts and its Sri Lankan retreat is now grouped under three distinct collections. The Luxury Collection is now led by Sun Siyam Iru Fushi, offering the highest calibre of island indulgence. For those seeking adventure, the Lifestyle Collection is represented by the vibrant Sun Siyam Olhuveli and Siyam World. Meanwhile, the Privé Collection features the intimate, barefoot hideaways of Sun Siyam Iru Veli, Sun Siyam Vilu Reef and Sun Siyam Pasikudah in Sri Lanka, designed as romantic havens for soulful escapes. Central to the brand evolution is a new series of Signature Experiences, designed to bring Maldivian heritage and imagination into every stay. These provide travel agents with compelling new products to sell to their clients. Guests can immerse themselves in Maldivian Roots, a weekly culinary and cultural journey that celebrates local heritage, or book the Maldives’ first overwater photo studio, the Insta Villa, for unique photo opportunities. The new Sun Siyam Beach Club offers a vibrant social scene where afternoons of relaxed lounging transition into evenings of music and dancing. Other experiences, from a ceremonial Wow Welcome to Moonlit Cinemas and wellness menus, are designed to create memorable moments of joy. The brand revolution also introduces Siyam Rewards, a new digital membership programme aimed at building stronger direct relationships with guests. Members can enjoy personalised itineraries, room upgrades and optional carbon offsets from their very first booking. Notably, every stay continues to support marine conservation and community projects through the group’s sustainability platform, Sun Siyam Care. Ahmed Siyam Mohamed, Founder, Owner & Managing Director, reflected on the milestone: “When we founded Sun Siyam in 1990, and later opened our first resort in 1998, our goal was simple, to share the warmth of our islands and our people with the world. This transformation keeps that soul alive while giving us the space to innovate for the next generation of free-spirited travellers.” The rebrand, which included a new website now live at sunsiyam.com, was orchestrated by a team of external experts including lead brand advisors JHAGGER&CO, design studio StudioSixty7, and Maldives hospitality pioneer Dominik Ruhl. The result is a warm, vibrant design system that retains its Maldivian soul while embracing a confident contemporary edge.