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INTERVIEW – DEEPAK BOONEADY, CEO OF SUN SIYAM: "IT’S NOT ABOUT DATA; IT’S ABOUT HUMAN WARMTH, MALDIVIAN KINDNESS, AND THE TONE OF EVERY INTERACTION" (Maldives)
The fully Maldivian-owned group is embarking on a strategic shift with a renewed identity, while remaining guided by the soul of the archipelago of 1,190 islands. |
Category: Asia Pacific - Maldives - Industry economy
- Interviews and portraits
- Hotel projects - Interviews - Industry leaders
Interview made by Vanessa Guerrier-Buisine on Monday 01 September 2025
 Deepak Booneady is CEO of Sun Siyam and is leading a profound transformation of the Maldivian group
Photo credit © Sun Siyam
At the helm of Sun Siyam since 2023, Deepak Booneady has injected new momentum. He is leading a major transformation true to the founder’s DNA and the group’s local roots. Strategic expansion, elevated standards, cultural anchoring and sustainable commitment lie at the heart of his roadmap.
But it is above all the official rebranding announced on September 1 that marks a decisive turning point for Sun Siyam. A revamped identity built around four pillars – Maldivian spirit, paradisiacal immersion, unforgettable experience and accessible luxury – and expressed through a new signature: The Home of Maldivian Spirit, emphasising the group's role as guardian of the Maldivian spirit from its inception. This repositioning aims to extend the reach of the Maldives’ soul, carried by sincere and generous hospitality, in personalized worlds where every stay becomes a profoundly human interlude.
To better understand this metamorphosis and the group’s vision, we met with Deepak Booneady. He shared with Journal des Palaces his development ambitions and his desire to offer a brand universe that is both rooted and inspiring.
Journal des Palaces: How would you describe the DNA of Sun Siyam?
Deepak Booneady: We are The Home of Maldivian Spirit. When you stay with us, you must feel the spirit of the Maldives.
Many hotels coexist within our archipelago, but with us, you immediately feel something unique, something special. A human, emotional, and deeply local connection. Maldivians have big hearts, a heartfelt sense of hospitality, and that’s precisely what we want our guests to experience.
How do you stand out from the other hotels in Maldives?
With the new brand, our slogan becomes “The Home of Maldivian Spirit”, and we’re creating dedicated experiences to embody it.
For instance, the “Wow Welcome” includes various gestures right from arrival. We blow into a conch shell to create a wave of energy, and we multiply small gestures rooted in Maldivian tradition.
We’ll also be offering “Maldivian Roots” experience, which goes far beyond the typical Maldivian-themed evening. It starts with breakfast, featuring a generous selection of home-style Maldivian dishes. Guests can watch meals being prepared before heading off to visit local islands. There, they discover how coconut oil is made, learn to craft palm-leaf origami, and take part in a cooking class before tasting their own creations. We then offer a moment of pure Maldivian wellness in our spas, using local herbs and coconut oils. The day ends with an evening of traditional dance and a lavish buffet. A full day immersed in Maldivian culture – a signature experience only Sun Siyam can deliver.
Since the creation of the group in 1998 with Vilu Reef, what have been the key milestones, and how have you preserved this Maldivian DNA?
The evolution has been remarkable. We went from 700 rooms in 2019, pre-Covid, to 1,500 keys today.
We notably opened Iru Veli in 2019, Siyam World with its 480 rooms in 2021, and expanded Olhuveli, which now spans three islands. In total, we’ve added around 800 rooms across our resorts, introducing new concepts and launching new projects.
Next comes the construction of four additional resorts. We preserve our DNA through architecture, interiors, design, and the truly Maldivian expertise embedded in everything we do. Everything is inspired by the Maldives.
The rebranding is underway. What are its pillars, and what’s changing beyond the logo?
We’ve worked extensively on the guest experience, unveiling a dozen new offerings starting September 1. We pay attention to every detail – not just at check-in, but even beforehand. We reach out to guests before arrival to understand the purpose of their trip and tailor a custom programme. Birthday, wedding, honeymoon, family vacation – we design every stay around what the guest wants to experience.
Our brand pillars are fourfold:
- True Maldivian spirit: Our guests must feel the soul of the Maldives through genuine, warm, local hospitality embodied by The House of Siyam, a reflection of a one-of-a-kind archipelago.
- The pinnacle of Paradise: We offer access to a dreamlike paradise where breathtaking nature, serenity and simple wonders come together for an unforgettable experience in Maldivian bliss.
- Experience unforgettable: Between complete relaxation, once-in-a-lifetime adventures and personalized luxury, each stay with Siyam becomes a lasting memory, lived at your own pace, on one or more islands.
- Attainable luxury: With a rare diversity of accommodations and a premium all-inclusive concept, The House of Siyam guarantees each guest a tailor-made, inclusive luxury experience.
You mentioned the Wow Welcome. Could you tell us more about it?
We’re truly elevating the level of attention to detail. It’s not about data; it’s about human warmth, Maldivian kindness, and the tone of every interaction.
On the jetty, when the seaplane or boat arrives, our team welcomes each guest with traditional parasols, drummers, and flower garlands. It’s inspired by a royal-style welcome. Upon arrival, guests don’t head to reception – they go to the Wow Bar, where a team member handles check-in while our bartender prepares a signature welcome cocktail. We’ve been piloting this in several of our resorts, like Iru Veli, and guests are already won over.
You place strong emphasis on personalisation. How does that translate into daily resort operations?
We aim to understand what each guest is looking for and shape an experience aligned with that. Everywhere you go, you’ll see the same standard check-in: “Welcome, here’s your room…” We want to do things differently.
If it’s a honeymoon, it should feel extraordinary. If the guest is celebrating a birthday, a wedding, or family vacation, we make sure the purpose of their trip is 100% fulfilled. We personalize the experience and tailor it to each expectation.
Who is leading this new phase and what role does the founding family play?
It’s all about the team. We have 4,000 employees, and they’re the ones running the show. The family doesn’t put their name forward; they prefer to step back and let the team shine. They want to give the spotlight to our people.
What are your development plans in the Maldives?
We’re planning to open four additional hotels – adding around 2,000 new rooms in the Maldives, especially in the Malé Atoll, within the next five to eight years.
How are your offers segmented?
The House of Siyam is currently divided into three categories:
- Luxury Collection, represented by Iru Fushi – the most exclusive of our properties, with bespoke services including a dedicated butler.
- Lifestyle Collection, for larger, livelier resorts with a wide variety of activities and dining options, such as Siyam World and Olhuveli.
- Privé Collection, designed in a boutique spirit for authentic, barefoot luxury experiences with fewer than 120 keys – like Iru Veli or Passikudah in Sri Lanka.
Iru Fushi is currently your only dedicated luxury property. Are you planning more?
We haven’t made a final decision yet. We build based on demand. If we attract 2,000 new guests to the Maldives, we need to determine whether they’re seeking 4-star, 5-star, lifestyle, or another experience. The first of our upcoming resorts will be a 5-star lifestyle hotel with a boutique spirit.
Are you planning to expand internationally, and under what model?
Now, all five of our resorts are fully owned by Sun Siyam. In the future, internationally, we aim to operate under management contracts, which require less investment.
The goal is to expand between 2026 and 2027, with potential markets including the UAE, Africa, and Asia – particularly Southeast Asia, Bali, and Thailand. Everything is still being shaped.
How do you translate your hospitality philosophy abroad?
We don’t intend to export Maldivian hospitality as-is. If we open in the south of France, we’ll adopt a French hospitality style. In South Africa, it will be South African; in Kenya, Kenyan… We create local experiences.
We are local heroes with a global mindset. The experience must reflect the soul of the place, much like how locals used to welcome guests decades ago.
How do you support your teams’ growth and upskilling?
We have in-house standards and an Apprenticeship Programme that we aim to roll out across all properties. We avoid the cookie-cutter model of international chains – we want to preserve local flavour and attitude in each destination.
We also identify high-potential talents and offer them dedicated development paths, both internally and externally. This year, we’re investing one million euros in staff development. For example, in December, two or three team members will be heading to Harvard.
Hospitality is a passion, not just a diploma. We hire passionate people, then support them – that makes all the difference.
What are your CSR commitments, socially and environmentally?
On the social side, we work discreetly, without publicising it. Last year, we funded two schools, two mosques, two football fields, and one volleyball court. In the Maldives, islands are not always well-connected, so we create spaces and opportunities for people to gather, share, and learn.
On the environmental front, we’re rolling out plastic upcycling technologies. Since we use very little plastic in our resorts, we also collect waste from nearby islands and help local communities with sorting and recycling. Regarding energy, our goal is to reach 25–30% solar power over the next three years. For water, desalination allows us to produce mineral water, and wastewater is treated and reused for garden irrigation.
Where do you see Sun Siyam in ten years, in terms of international footprint?
We’re launching this new brand identity through our rebranding. In ten years, we expect to be managing around 30 hotels worldwide.
 Iru Fushi, located in the Noonu Atoll in the Maldives, is currently the most luxurious hotel in the Sun Siyam group
Photo credit © Sun Siyam
 Among the memorable experiences developed by the group is Wow Welcome, which offers instant immersion in Maldivian hospitality
Photo credit © Sun Siyam
 The Maldivian dance evening is one of the highlights of every stay at Sun Siyam
Photo credit © Sun Siyam
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