The hospitality group is rebranding and expanding its ‘informal luxury’ SAii portfolio, aiming to become one of Thailand’s top hotel brands with up to 50 properties worldwide.
S Hotels and Resorts, the hospitality arm of Singha Estate PCL, is moving forward with an expansion and relaunch of its ‘informal luxury’ SAii brand. The goal is for SAii to become one of Thailand’s leading hospitality brands, with a portfolio of up to 50 properties across Thailand, Asia, and Europe.
The official announcement of the SAii relaunch is planned for the end of June. S Hotels and Resorts currently owns 35 hotels globally, including several SAii-branded resorts in Thailand, the Maldives, Fiji, and Mauritius, as well as properties in the United Kingdom under the Mercure, lyf, and Holiday Inn brands.
Deriving from the Thai word for ‘sand’, the SAii brand was first unveiled in 2019 with the opening of SAii Lagoon Maldives. This was followed by the launch of SAii Laguna Phuket, SAii Phi Phi Island Village, SAii Koh Samui Villas, and Santiburi Koh Samui in Thailand.
In 2023 and 2024, SAii Laguna Phuket underwent a comprehensive renovation of around $20 million to reposition the property in the ‘informal luxury’ segment. This refers to a luxury resort with a touch of lifestyle, excellent facilities, and fantastic service, where guests can comfortably be themselves.
SAii Phi Phi Island Village was also recently renovated as part of the brand’s push upmarket. The next destinations for SAii expansion in Thailand include Krabi, Bangkok, and additional locations in Phuket and Koh Samui. Beyond Thailand, the brand plans to grow in Southeast Asia, wider Asia, and Europe.
“We are focusing on an asset-light strategy, and in hotel management agreements with other owners. We can only do that with a strong brand, and we’ve got a great track record now – great case studies showing how we’ve improved property performance under the SAii brand. There’s a big opportunity for us to grow our brand, and it’s a homegrown Thai brand,” said S Hotels and Resorts CEO Michael Marshall.
The SAii brand’s expansion will be aided by its recent addition to the Global Hotel Alliance, which includes 45 hotel brands and over 850 properties in 100 countries.
In March 2025, the newly renovated SAii Laguna Phuket hosted the Essence of Luxury flagship event of the Serandipians and Takumians luxury travel community, signifying the resort’s commitment to the ‘informal luxury’ market. Weddings, particularly the Indian weddings segment, and the family market are also key focuses for the SAii brand.
“We have a lot of returning guests who have been here for many years, and they love the ‘new’ resort,” said SAii Laguna Phuket’s cluster general manager, Bart Callens.
Nestled on Bang Tao Beach within the Laguna Phuket complex, SAii Laguna Phuket blends modern sophistication with island charm, offering bespoke services, opulent accommodations, eco-conscious elegance, and the natural beauty of its surroundings. The resort is dedicated to providing captivating guest experiences, heartfelt Thai hospitality, and a focus on sustainability, wellness, and seamless technology integration.
From the sensory lobby to the three restaurants, world-class facilities, and state-of-the-art event spaces, the SAii experience is designed to cater to the needs of leisure travelers, families, and business guests alike.
