Maldives - More Than A Honeymoon Destination

Vasudha Mukherjee Dec 19, 2022

While the Maldives has gained a reputation for being the ideal destination for honeymooners, the island resorts offer diversity of activities that cater to all forms of travellers. From family, friend groups and even the solo traveller can find privacy, relaxation and even adventure. The tourism sector in Maldives has put in aggressive efforts to bring this message out. Here are some of the ways, Maldivian resorts are continuing to bring tourists to their locations.

Exclusivity and privacy still first priority

Every resort in Maldives fits in the ‘One Island One Resort’ concept, ensuring that every property offers exclusivity and privacy. While change can be exciting, for the island country, this remains the number one attraction. As Manoharan Mannarlingam, Area General Manager, Noku Maldives explains, “exclusivity and privacy are still in great demand. Guests feel they have the space and feel safe when they are away from the hustle and bustle.” During the pandemic, the island resorts became a refuge. The distance allowed resorts to be self-contained and operate in a safe and secure manner.

Focus on Cleanliness and safety

No-contact or limited contact is here to stay. Focus on cleanliness and actively prioritising health and safety are at the forefront of hospitality. It is not the case of just sanitising the place but ensuring the message of health is out there. Travellers need to feel safe in the knowledge that resorts are taking all efforts of health seriously. Similarly, visitors also need to ensure they are also following all health and safety codes. Even with travel restrictions relaxed and the world forward with the pandemic, the lessons from the time remaining.

Digital Marketing is key

Pre-pandemic most resorts depended heavily on travel agents for bookings. With the vast number of options available among the islands, it was common for travel agents to bulk-book resorts. Maldives travel packages offered by third-party travel agents were also largely popular. “Booking behaviour has changed with people preferring to book later than usual,” says Ibrahim Ali, Executive Resident Manager, Kuramathi Island Resort. Adding, “more guests are booking through online channels or directly on the website.”

This has led to more efforts being put into digital marketing activities. This includes webinars, social media marketing, updating resort websites, greater SEO (search engine optimisation) and PPC (pay per click) efforts to create brand awareness and emphasis on dynamic imagery and videos that attract travellers.

Personalised experiences

The industry is continuously finding innovative ways to attract new markets to its destination. Prized as a honeymoon destination, resorts in the island nation are ever expanding the activities the resorts have to offer. From personalised couple activities including dinner on the beach, spa and wellness experiences to yoga and water activities, resorts are leveraging the natural beauty and environment to create unique picturesque travel experiences.

While couples seem to be the main target, the islands cater to a wide range of travellers. “As we receive a diverse range of guests who have different needs, we seek to understand their cultures and habits in order to create an experience for them. For example, one of our top arrivals are from India and the Indian customer might have special dietary requirements of vegetarian meals to Jain food,”

remarks M Sundaram, General Manager, The Residence Maldives Falhumaafushi & Dhigurah. With the privacy it offers, people can come in various size groups or even alone to enjoy the ever-adapting resorts.

Future of hospitality

With millennials emerging as the next travellers seeking adventure and picture perfect destinations, social media has become a key component in marketing. Influencer marketing, travel blogs and positive reviews are key to the future of marketing.

With ongoing development projects in the nation, airport expansion and efforts to increase flight capacity, the influx of tourists is likely to expand as new resorts continue to open to meet the demand.

Rapid digitisation will also mean seamless booking and payment options. The only deterrent for resorts is the high competition within the country.

The multi-island country was also one of the only tourist destinations to open up during the harsh travel restrictions imposed at the peak of the pandemic. As rules relax and social media is flooded with images of blue lagoons, white sand beaches, scuba diving and a myriad of exciting activities, increasingly more travellers are finding their way to one of the many island resorts.