Phi Phi Island, Thailand, March 18, 2021 / TRAVELINDEX / S Hotels & Resorts, the global hotel company of Singha Estate PCL, is celebrating the successful launch of SAii Resorts in Thailand. Guests have enthusiastically embraced the first two locations of this upscale lifestyle brand in the "Land of Smiles." Since opening on February 1, 2021, both SAii Laguna Phuket and SAii Phi Phi Island Village have enjoyed strong demand. March and April saw the highest booking figures since the start of the global pandemic.

SAii Laguna Phuket and SAii Phi Phi Island Village have both enjoyed a successful start since their opening on February 1, 2021, offering Thais and expats alike local hospitality, exciting new concepts and immersive guest experiences.

SAii is derived from the sounds of the Thai words for "sand" and "path." These two stunning beachfront resorts whisk adventure-seeking guests away on a sustainable journey to two of Thailand's most captivating island destinations. Targeting its "InSAiiders," the brand's own term for millennials, SAii creates unforgettable guest experiences – from the warm welcome (Hello) and the central hub (Hub) to comfortable rooms, suites, and villas, a variety of activities, culinary delights, and exceptional events, culminating in a heartfelt farewell (SAii For Now).

Prior to their opening, both resorts underwent extensive renovations and now offer a range of innovative dining and wellness concepts. Mr. Tomyam focuses on Thai-inspired dishes with show kitchens and al fresco seating, while Miss Olive Oyl is a vibrant Mediterranean seafood restaurant with a grill and bar. Lèn Be Well promises a personalized wellness experience, and at the MIY Aroma Lab, guests can create their own blend of organic bath products. With so many exceptional features and picturesque views at each resort, the opportunities for Instagram-worthy moments and memories are virtually endless.

SAii's environmental and sustainability philosophy permeates every aspect of the brand – from energy and waste reduction to recycling, CSR, and much more. A key component of this deep commitment is the popular Marine Discovery Centres: innovative and interactive centers that offer a wide range of activities, including coral propagation, breeding and release programs for native species, eco-excursions for guests, and educational visits from local schools. Currently available at SAii Phi Phi Island Village and SAii Lagoon Maldives, and led by resident marine biologists, these facilities offer a fascinating glimpse into the underwater world through their indoor and outdoor exhibits, video rooms, and aquariums.

Many travelers today prioritize social distancing and fewer physical touchpoints. SAii's mobile concierge app therefore allows every guest to enjoy contactless interactions, including in-room requests, room service orders, excursion bookings, and the ability to chat with the resort's "SAillanders" team 24/7.

The response to SAii Laguna Phuket and SAii Phi Phi Island Village has been overwhelming. Both resorts not only lead their competitors in market share but also receive almost exclusively positive customer feedback. For example, TripAdvisor user Lumule, who visited SAii Laguna Phuket in February 2021, described the resort as "fantastic in a perfect location," while Phuket Girl praised the "helpful and friendly staff" and the "beautiful beach." Ben A. was enthusiastic about the "outstanding service, excellent food, and diverse range of leisure activities." "We would definitely recommend it and will be back ourselves," he added.

SAii Phi Phi Island Village also receives rave reviews. “We fell in love with everything here, from the views to the service,” said Mickey C, who stayed there in February 2021. Anand Roy called it an absolute must-visit, and Piyanat T. simply stated that SAii Phi Phi Island Village is “the best resort I have ever been to.”

Both resorts currently boast TripAdvisor ratings of 4.5 out of 5 stars, and the reviews clearly demonstrate how enthusiastic guests are about the unique "SAii" experiences. One reason for SAii's success is its positive reception in the local market. As a native brand, SAii embodies many authentic Thai elements, such as its cheerful, friendly, and carefree atmosphere. During the current international travel restrictions, S Hotels & Resorts has specifically targeted the Thai and expat markets: 90% of guests at SAii Phi Phi Island Village are Thai nationals, while the local expat community accounts for 70% of bookings at SAii Laguna Phuket.

The two sister resorts are now working on cross-selling opportunities to leverage the advantages of these two important segments. An attractive new website and booking system have contributed to increased direct bookings, and innovative solutions for revenue management, channel management, and business intelligence are optimizing the performance of both resorts.

SAii Laguna Phuket and SAii Phi Phi Island Village follow the example of SAii Lagoon Maldives, which opened in 2019 at CROSSROADS Maldives, Singha Estate's pioneering integrated resort in the Indian Ocean. This idyllic retreat was awarded the TripAdvisor Travelers' Choice Award in 2020, while its restaurant Miss Olive Oyl and spa Lèn Be Well received recognition at the 2020 World Luxury Restaurant Awards and World Luxury Spa Awards, respectively. These offerings are now also available at the SAii Resorts in Thailand.

“We are thrilled with the response to our first two SAii resorts in Thailand. Thai residents, including expats, have embraced this local brand with enthusiasm, and we are very grateful to our guests for their support. This positive feedback, along with the popularity of SAii Lagoon Maldives, reinforces our commitment. We hope that international borders will soon fully reopen and that even more international travelers will be able to experience the warm and welcoming Thai hospitality for which SAii is known. We are also exploring opportunities to expand into new and attractive destinations worldwide,” said Dirk De Cuyper, CEO of S Hotels & Resorts.

The opening of the first two SAii resorts in Thailand marks the beginning of an exciting expansion phase for S Hotels & Resorts. This development is driven by the launch of SAii and its sister brand nābor (“neighbor”), an alternative collection of locally inspired hotels and resorts in the upper mid-range segment. The group currently operates 39 hotels and resorts across three continents with a total of over 4,600 rooms and aims to double its portfolio by 2025.

About S Hotels and Resorts Public Company Limited: S Hotels and Resorts Public Company Limited, the hotel division of Singha Estate Public Company Limited, is a rapidly growing, Thai-inspired company with an extensive international portfolio and world-class standards. S Hotels & Resorts specializes in managing and investing in high-quality hotels and resorts in sought-after destinations worldwide, creating a number of its own distinctive lifestyle brands. The company also collaborates with leading names in the hotel industry. S Hotels & Resorts aims to set new standards for leisure and lifestyle through diversified business platforms, increasing value for all stakeholders based on a philosophy of sustainable development and supporting local communities.