When it comes to picture-postcard getaways, the Maldives instantly springs to mind. The stomping ground for royalty, affluent travellers, honeymooners and the sybaritically inclined, this nation of low-lying atolls spans 90,000sq m and beckons alluringly from the Indian Ocean. The 26 atolls comprise 1,196 islands, only 200 of which are inhabited. Just over half of these are home to resorts, the majority of which boast a spa.
Tourism is the largest industry here. In 2012 it accounted for 38 per cent of government revenue, clocking up receipts worth US$1.9bn (€1.4bn, £1.1bn), according to the Ministry of Tourism, Arts and Culture. Tourist arrivals reached the million-plus milestone in 2013, representing an increase of 17.4 per cent over 2012. Forecasts suggest that 1.2 million people will visit in 2014, with Europe the largest regional feeder market. China is the single-biggest source country, however, generating 29.5 per cent of visitors. Still, speaking to tourism insiders, it’s clear the Maldives is less concerned about growing numbers exponentially and more intent on targeting high-net-worth individuals.
Since resort guests represent a captive audience – most excursions are local, water-based activities and island hopping isn’t common – operators expect a spa capture of at least 20 per cent. Yet this doesn’t mean that there’s not competition to boast the most refined spa. Heading to Noonu Atoll where two resorts have ushered in a new era of outsized luxury, we find out what makes them distinctive.
Read more about other luxury brands which are debuting in the spa sector on p46
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