“Luxury is overated”: Diva Maldives rebrands

Speaking at a press conference this morning on the roof of Traders Hotel in Male’, the resort’s General Manager Dominik Ruhl outlined its concerted campaign to differentiate itself.

“The problem is that a lot of hotels here in the Maldives look and feel the same, and development of the industry has been quite slow,” he observed. “Look at any brochure: All resorts have sun, sea, sand and a spa, and a cold towel on arrival. How does a resort set itself apart in a ‘sea of sameness’?”

The five star market in the Maldives was “saturated”, he noted, “and not much is happening.”