Sun Siyam Celebrates 35 Years with a Culture-Driven Brand Evolution

Written by Emily J. Thompson, Senior Investment Analyst

Source: Yahoo Finance

Updated: Sep 01 2025

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Source: Yahoo Finance

Sun Siyam's Brand Transformation

New Brand Statement: Sun Siyam has introduced a bold new brand statement, "The Home of the Maldivian Spirit," marking a significant milestone as it celebrates 35 years in the hospitality industry. This transformation emphasizes the group's commitment to cultural authenticity in the Maldives.
Siyam Rewards Loyalty Programme: The launch of the Siyam Rewards program aims to strengthen direct relationships with guests, offering personalized itineraries, room upgrades, and rewards from the first booking, while also supporting marine conservation and community projects.

Signature Experiences and Resort Collections

Introduction of Signature Experiences: New experiences such as "Maldivian Roots," "Insta Villa," and "Sun Siyam Beach Club" have been introduced to enhance guest experiences, focusing on cultural immersion and unique activities.
Unified Resort Portfolio: The resorts are now categorized into three distinct collections:
- Luxury Collection: Led by Sun Siyam Iru Fushi, this collection offers premium exclusivity.
- Lifestyle Collection: Includes Sun Siyam Olhuveli and Siyam World, designed for vibrant adventures and family-friendly experiences.
- Privé Collection: Comprises intimate resorts like Sun Siyam Iru Veli and Sun Siyam Vilu Reef, focusing on privacy and bespoke comforts.

Operational and Design Enhancements

Website Redesign: A new website, sunsiyam.com, has been launched to reflect the brand's refreshed identity, enhancing the digital experience for guests and partners.
Expert Collaboration: The rebranding involved collaboration with industry experts, including JHAGGER&CO for brand strategy and StudioSixty7 for design, ensuring a modern yet authentically Maldivian aesthetic.

Leadership Insights

Founder's Vision: Hon. Ahmed Siyam Mohamed emphasized the importance of maintaining the soul of the brand while innovating for future travelers, reflecting on the group's journey since its inception in 1990.
CEO's Perspective: Deepak Booneady highlighted that the rebrand is centered around cultural authenticity and purpose-driven hospitality, aiming to create memorable experiences for guests.

About the author

Emily J. Thompson

Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.