S Hotels & Resorts’ Major Southern Thailand Renovation

In a move that sets a new standard for luxury and sustainability in the hospitality industry, S Hotels & Resorts, a global powerhouse within Singha Estate, has embarked on an ambitious $27 million renovation and brand uplift initiative across its resorts in Thailand and Fiji.

This audacious undertaking includes a substantial investment of USD 14.2 million designated for the metamorphosis of its three SAii Resorts in Thailand – SAii Phi Phi Island Village, SAii Laguna Phuket, and SAii Koh Samui Choengmon.

Additionally, approximately USD 12.5 million has been allocated for enhancing the exquisite Outrigger Fiji Beach Resort.

SAii Resorts: The Intersection of Luxury and Sustainability

The inception of SAii Resorts in 2019 marked a significant milestone in S Hotels & Resorts’ journey towards redefining hospitality with a blend of sustainability and free-spirited lifestyle. The very name “SAii” is a tribute to the Thai word for “sand,” an embodiment of the essence of luxurious beachfront living.

These resorts have already garnered recognition for their unwavering commitment to conservation, with both SAii Phi Phi Island Village and SAii Laguna Phuket proudly holding the prestigious Green Globe™ Certification. Meanwhile, SAii Koh Samui Choengmon leads the charge in sustainability through a multitude of initiatives encompassing recycling, water conservation, energy reduction, and the use of eco-friendly, plastic-free products.

A Grand Transformation Unfolds

Starting this year and extending through to 2025, S Hotels & Resorts is poised to orchestrate an all-encompassing makeover that will touch every facet of these remarkable properties. From the elegantly appointed guestrooms and suites to the captivating lobby areas, vibrant restaurants, rejuvenating spas, and inviting swimming pools, a sweeping transformation is underway.

Each aspect of these upgrades is carefully curated to seamlessly align with the natural and responsible philosophy that lies at the heart of SAii Resorts. Southern Thai arts and crafts, including the intricate beauty of local pottery, will find their place in the very essence of the design concept.

This comprehensive revitalization project is not merely about upgrading aesthetics; it’s a pledge to the environment and local culture, with a focus on sustainability that transcends the conventional boundaries of luxury hospitality. The infusion of Southern Thai arts and crafts into the design represents a commitment to preserving and celebrating the rich heritage of the region.

As the pages of this remarkable transformation story continue to turn, guests at SAii Resorts can anticipate an experience that transcends the ordinary, where the symbiotic relationship between luxury and sustainability unfolds in perfect harmony. The promise of SAii Resorts is not just one of opulence; it’s an invitation to indulge in an authentic, eco-conscious escape, where every detail speaks to the soul and spirit of the destination.

Whether it’s the tranquil retreat of SAii Phi Phi Island Village, the lagoon-side charm of SAii Laguna Phuket, or the serene haven of SAii Koh Samui Choengmon, these resorts are poised to redefine luxury hospitality for a new era, one that cherishes the environment while delivering unparalleled guest experiences.

Guestroom Upgrades with Tranquil Efficiency

Ensuring a seamless and unobtrusive guest experience is paramount in the renovation of guest rooms at SAii Resorts. To achieve this, the renovation plan is strategically scheduled during the low season, assuring minimal disruption to the resort’s ambience.

This thoughtful approach recognizes the importance of preserving the tranquillity and comfort that guests seek during their stay. By undertaking these upgrades during periods of reduced occupancy, SAii Resorts reaffirms its commitment to providing a serene and rejuvenating environment for guests.

Furthermore, SAii Resorts is delighted to announce that newly renovated premium rooms at SAii Laguna Phuket and luxurious villas at SAii Phi Phi Island Village are now available for reservations. Guests eager to embrace the fresh and authentic SAii experience can do so from December 2023 onwards. This forward-thinking strategy caters to both newcomers and returning guests, ensuring that they can revel in the resort’s renewed splendour during the peak high season.

SAii Phi Phi Island Village: Where Marine Conservation Meets Artistry

Nestled within 70 hectares of lush coconut groves on Koh Phi Phi Don, SAii Phi Phi Island Village is set to undergo a captivating transformation that reflects the resort’s unwavering commitment to marine conservation. The interior décor will be a canvas for artistic expression, with playful artworks that vividly represent the mesmerizing underwater world. These artistic pieces will invite guests to “Recharge in Your Own Shell,” immersing themselves in the tranquillity of the marine realm.

The renovation will seamlessly fuse the resort’s original rustic architecture with contemporary interiors. Natural earthy tones will dominate the palette, instilling a sense of calm and connection with the surrounding environment. Local materials that resonate with the spirit of Koh Phi Phi will be thoughtfully incorporated into the design, with bamboo and grass being used to craft outdoor furniture, creating an organic and sustainable ambience.

To add an extra touch of nautical charm, headboard artwork will be fashioned from authentic boat ropes, enhancing the sense of authenticity and connection to the sea.

Positioning Koh Phi Phi as an Eco-Conscious Haven

SAii Phi Phi Island Village is not just a resort; it’s a catalyst for change in the eco-conscious travel landscape. As part of the comprehensive renovation plan, both the arrival and departure areas, along with the enchanting outdoor infinity pools, will receive rejuvenating facelifts. These enhancements are not just about aesthetics; they represent a collective effort to establish Koh Phi Phi as a premier choice for eco-conscious travellers who seek meaningful and transformative experiences.

By investing in these areas, SAii Resorts aims to create an inviting and sustainable space where travellers can connect with nature, explore marine wonders, and immerse themselves in the unique culture of Koh Phi Phi. This commitment to eco-conscious design aligns seamlessly with the resort’s broader mission to foster environmental stewardship and promote responsible tourism in one of Thailand’s most captivating destinations.

S Hotels & Resorts' Major Southern Thailand Renovation

As SAii Phi Phi Island Village redefines itself as a beacon of eco-conscious hospitality, it invites travellers to embark on a journey that transcends the ordinary, promising an authentic and sustainable experience that lingers in the heart and soul long after departure.

SAii Laguna Phuket: A Modern Interpretation of Lagoon Living

Nestled serenely between the Andaman Sea and the tranquil lagoons adorning Phuket’s enchanting sunset coast, SAii Laguna Phuket is set to undergo a remarkable transformation. Embracing a traditional lagoon house concept revitalized for the contemporary era, this exceptional resort is poised to evolve into a sanctuary where experiences, activities, and tranquillity harmoniously coexist.

Guests embarking on this extraordinary journey will immerse themselves in a multi-sensory tapestry, engaging their senses of taste, texture, and sight, all interwoven with elements that delve deep into the rich tapestry of Phuket’s heritage.

As the sun sets over the glistening Andaman Sea, SAii Laguna Phuket will become more than just a place to stay; it will be a destination where every moment is an opportunity to create cherished memories. The resort’s dedication to preserving and celebrating Phuket’s vibrant heritage will shine through in every aspect of the guest experience.

Introducing SAii Spa and the Wellness Concierge

A pivotal highlight of this transformative project is the introduction of SAii Spa, a holistic lifestyle concept that effortlessly melds wellness, Thai culture, anti-ageing solutions, and intelligent nutrition. This visionary initiative seeks to champion balanced living and celebrate the sheer joy of exploration.

At the heart of this endeavour is the SAii Wellness Concierge, a dedicated guide who will assist guests in crafting their own bespoke journey towards happiness and well-being through personalized programs. This attention to individual needs ensures that every guest’s experience is truly transformative, leaving them with lasting memories of rejuvenation and self-discovery.

A Culinary Revolution

SAii Resorts is poised to revolutionize the culinary journey with the introduction of three groundbreaking food and beverage programs. The “SAiiSational Breakfast” is designed to delight guests with honest, healthy, and homemade dishes. It includes an array of “eat like a local” favourites and nutrient-packed egg dishes sourced from local farmers and communities. This program not only tantalizes the taste buds but also supports sustainable and ethical food practices.

The “Global Authentic Gastronomy” concept promises to transport diners on a culinary voyage around the world, presenting original recipes that offer exceptional taste and conjure cherished memories. Whether it’s the delicate flavours of Mediterranean cuisine or the bold spices of Asian fare, this program ensures that each dish is a true culinary masterpiece.

“Savor Real Thai” completes this triumvirate of culinary innovation, offering guests the opportunity to relish the authentic taste of Thai cuisine. From the bold, fiery curries of the south to the delicate and aromatic dishes of the north, this program allows diners to immerse themselves in the rich and diverse culinary heritage of Thailand.

Collectively, these innovative food and beverage programs will firmly establish SAii Resorts as the ultimate destination for discerning food enthusiasts.

As the extensive renovation project nears its completion in 2025, S Hotels & Resorts has high expectations. Forecasts suggest a remarkable 15-20% increase in the average daily rate (ADR) at its SAii Resorts in Thailand. This growth is not just a testament to the commitment of S Hotels & Resorts to delivering unparalleled guest experiences but also a reflection of the evolving demands and preferences of today’s travellers, who seek immersive, sustainable, and transformative experiences that stay with them long after their departure.

Outrigger Fiji Beach Resort: An Immersion in Fijian Culture

Nestled along Fiji’s Coral Coast, the five-star sanctuary that is Outrigger Fiji Beach Resort is preparing to conclude an extensive renovation of its public areas and guest rooms this November. This transformation promises to usher in a new era where guests are welcomed into the heart and soul of a traditional Fijian village, enveloped by the captivating ambience of the South Pacific.

Beyond this cultural immersion, world-class facilities await, including a serene lagoon pool, tennis courts, a golf training facility, a wedding chapel, and an award-winning spa, among other amenities. The anticipation is palpable, as S Hotels & Resorts sets its sights on achieving a remarkable 20% increase in Average Daily Rate (ADR) following these remarkable upgrades.

A Visionary Pursuit of Excellence

In the eloquent words of Mr. Dirk De Cuyper, the CEO of S hotels & Resorts, “We are excited to embark on this important strategic project, which is set to raise our standard of hospitality to new levels of international excellence.” As a distinguished Thai hotel management and investment group, S Hotels & Resorts has always been deeply rooted in authentic experiences. These experiences are meticulously crafted to encompass the very essence that makes Thailand an alluring destination—its culture, nature, and cuisine.

S Hotels & Resorts' Major Southern Thailand Renovation

The imminent renovation of Outrigger Fiji Beach Resort is poised to reassert its status as the preferred choice for travellers in search of enriching experiences. These comprehensive refurbishment projects not only augment the brand identity of S Hotels & Resorts but also contribute positively to the broader tourism industry, setting new benchmarks for responsible and immersive luxury hospitality.


The commitment of S Hotels & Resorts to redefine its properties, placing sustainability and luxury at the core of its mission, is a testament to its unwavering dedication to offering guests truly unforgettable experiences. As extensive upgrades are meticulously executed, both SAii Resorts in Thailand and the iconic Outrigger Fiji Beach Resort are poised to redefine the very essence of upscale hospitality.

Beyond catering to individual guest preferences, these initiatives also pave the way for greater sustainability and experiential tourism, fulfilling the evolving desires of travellers who seek immersive, environmentally responsible, and transformative encounters. S Hotels & Resorts is at the vanguard of this hospitality evolution, ready to set new standards in excellence.

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