Maldives resort to win over party families

The Small Maldives Island Co is known for it’s inaugural property, Amilla Fushi. But it has just launched its new proposition, Finolhu, which is geared towards the “beach-erati” with families seeking fun.

This is a niche that the resort operator believes has been overlooked in a destination that is seen as hugely aspirational.

“The tourism authority has never spent hundreds of millions of dollars positioning the Maldives, it doesn’t matter where you go in the world, people know the destination,” The Small Islands Co. chairman Michael Flynn said.

“The Maldives is a far way from Australia. It has been OK for the Australian market for surf hunters but in the last five years, it has become a very aspirational destination.”

The resort is targeting couples and honeymooners who want more activities on their island break.

“It is for the young and the young at heart, like me,” Flynn said.

The family demographic is taken care of with a kid’s centre called The Oceaneers Club.

“There are quite a families from the 70’s and 80’s who partied hard then and don’t mind a bit of partying now. The kids are well looked after,” Flynn told Travel Weekly.

“We think that Finolhu will be a revolution for the Maldives in what has been their traditional market for couples. We are going to be there for couples and families.”

Just five weeks old, the Finolhu resort has received a strong response from consumers direct, with a collaboration on Luxury Escapes prompting more than 2000 booked room nights.

“We are competing in this market between Bali, Koh Samui and the Pacific where you can get a trip for less,” Flynn said.

Despite this, Australians were willing to pay more for what is perceived as a luxurious holiday.

Trade receives 10% commission on sales.

“For the agent it’s fabulous, they’re getting great commission percentage as well as dollar value because in the peak period our top place is $25,000 a night,” Flynn said.

Flynn said agents can be assured of a complete end to end experience.

“The Maldives is a little different in that we take over – as soon as the client lands at the airport it’s over to us, we have staff and our own lounge,” Flynn said.

Advertise with us

Email the Travel Weekly team at traveldesk@travelweekly.com.au

maldives