ME key market for Sun Siyam Resorts

The Middle East has become a key source market for Sun Siyam Resorts, as travellers from the region are attracted by their all-inclusive offerings, diverse dining options, wellness programmes, and unforgettable experiences. ‘Our six resorts are easy to reach with direct flights from major cities in the Middle East,’ shares Ahmed Naufal, Group Director of Sales & Marketing, Sun Siyam Resorts, with TRAVTALK.

TT Bureau

Could you share the importance of travellers from the Middle East? Are they seasonal travellers? If so, when do they come in big numbers? Or are they a niche number of travellers?

The Middle East is an important market for Sun Siyam Resorts due to its proximity to the Maldives. In three or four hours you are there and it’s a perfect short-haul destination, for either a long weekend getaway or a short break with the family. We see both niche and seasonal travellers from this region. While we have a steady flow throughout the year, the summer holidays and long weekends around Eid bring in the highest numbers. This demographic values privacy, family-friendly options, and premium services, all of which are key offerings at our resorts.

Do you see a younger generation coming over? If so, what are their key interests?

Absolutely! There is a growing trend of younger travellers visiting our resorts, especially in recent years. They are more adventurous and often seek thrilling experiences, such as water sports, wellness retreats, and immersive local experiences. Digital connectivity, Instagram-or snapchat-worthy moments, as well as sustainability are also high on their list of priorities. We have tailored many of our activities and services to cater to this new wave of younger travellers and offer experiences at our resorts that break the traditional mould of the Maldives being a honeymoon-only kind of destination.

What are the key criteria travellers look for when they select your properties in Maldives and the one in Sri Lanka?

The key factors are luxury, privacy, and an all-encompassing experience. For the Maldives, couples and honeymooners from the Middle East are drawn to dreamy and picture-perfect overwater villas, private pools, and unforgettable memories, while families prefer the private beach accommodations as kids can play in the sand and safely access the beach. In Sri Lanka, it’s more about the combination of nature, culture, and relaxation. Across all our properties, travellers are keen on our all-inclusive offerings, diverse dining options, wellness programmes, and unforgettable experiences. Another important factor is accessibility; travellers from the Middle East appreciate that our six resorts are relatively easy to reach with direct flights from major cities in the Middle East.

How do you describe your source markets and their key requirements?

Our source markets vary depending on the season. The Middle East, the UK, Russia, Germany, China, and India are our most important markets. Each market comes with its own set of requirements and desires. Middle Eastern guests prefer privacy, halal dining options, and wellness, while guests from Europe, including Germany, focus on sustainability, value for money, and adventure. Guests from the UK similarly seek adventure and cultural experiences. Asian travellers, particularly from China and India, are drawn to immersive cultural experiences and luxury combined with affordability.

Which are the USPs to drive business?

Our USPs include our commitment to offering something for everyone at our six resorts in the Maldives and Sri Lanka — whether it’s our signature overwater villas with slides, our all-inclusive benefits across the properties, the unique and unforgettable experiences we create for our guests, or our innovative approach to holidaying in the Maldives. We constantly innovate, such as being the first in the Maldives to offer electric go-karting, having the largest floating water park in the Maldives, opening the first ever horse ranch on a resort island, and our emphasis on wellness retreats, which all sets us apart in the region. We are also proud of our locally-inspired hospitality; being Maldivian-owned and managed allows us to deliver an authentic experience.

In your opinion, which months brought in more revenue than others?

Summer has been particularly impressive this year. In fact, Sun Siyam Resorts has reported a 25 per cent increase in occupancy during the low season in the Maldives. This summer was our best to date, with occupancy across all five resorts increasing year-on-year by 20–25 per cent. We have seen a strong surge in bookings from the UK, Russia, Germany, China, and Middle East with many travellers planning their trips six to nine months in advance. However, for 2024, we have also seen a trend of last-minute bookings—within two to three weeks of arrival, particularly in August.

What are the plans for Q4?

We have exciting plans for Q4, especially as we gear up for the festive season. Our focus will be on driving bookings through tactical offers and boosting our PR and marketing activities to target specific markets. We aim to offer unforgettable experiences for our guests. In addition to regular promotions, we are also planning special events, such as Siyam World’s Birthday Bash, Halloween celebrations, Diwali festivities, and our signature festive season experiences. All of these are designed to make the holidays magical for our guests and encourage repeat visits.