Diva reintroduces itself as Lux* Maldives

Rechristening itself as Lux* Maldives starting December 1, the famous Diva Maldives is set to bend every rule in the book. Promoting itself as a ‘light-hearted, light-footed’ island resort, the brand’s all-new approach may just break the shackles of monotony it feels has trickled into the hospitality industry.

“It’s like a sea of sameness out there,” said Dominik Rul, general manager, Lux* Maldives, addressing the media at the meet held at Traders Hotel Malé on Wednesday. “We realised that in order to be different, we have to take certain drastic steps. Luxury is over-rated, so we wanted to give our clients something they don’t expect from a five-star resort based in the Maldives. We want to help them celebrate life in its simplest form.”

Keeping that in mind, the parent brand — Naïade, now Lux* Island Resorts — chose to shun the garb and re-introduce itself to the young, urbane traveller as a ‘lighter, brighter’ holiday destination. From launching its own brands of coffee and sparkling water to planting a phone booth at the lobby, the brand aims to reboot and start afresh. “It is like starting from a scratch — especially with guests who know Diva as a brand — but it’s worth the risk. We promise them a fun-filled stay, one they’d cherish for life,” said Rul.

The new plan boasts ‘feel good’ activities which intend to personalise travel experience. An artist corner to promote local art, a secret bar for you to stir up your own poison, bodu beru performers teaching guests the nuances of the local dance form, professional photography aid and ice cream carts on the beach, and a ‘functional fitness’ programme designed by celebrity trainer Stephen Price, are among the many additions been made to the setting. “We also hope to make the resorts carbon neutral this month with help from Carbon Footprint Ltd. All Lux* Island properties in the Indian Ocean — three in Mauritius, and one each in Réunion and the Maldives — will offset 100 per cent of their carbon emissions by yearend and reduce it by 20 per cent by end of 2012. We wish to promote responsible tourism,” said Rul.