Soneva is evolving its foundational philosophy from Barefoot Luxury to Bare Luxury, placing greater emphasis on discernment over excess.
Soneva Fushi pioneered the barefoot concept in 1995 as a response to industry trends that equated excess with excellence. With sustainability now widely adopted across the hospitality sector, the brand sees a need to further refine its market positioning.
“Much of the industry has caught up over the last 30 years, and we wanted to ensure Soneva remains at the forefront of what the future of luxury should look like. Rather than adding more, the brand is removing everything that does not serve, revealing what we call ‘Just What Matters’,” said Rhea Saran, global director of communications at Soneva.
This repositioning is driving operational changes across the Maldives portfolio. Management is shifting away from rigid protocols to give staff greater flexibility in responding to guest needs.
“While things were perhaps prescriptive in the past and heavily dependent on standard operating procedures, we are now training for emotional intelligence to truly empower our people,” she said.
She added that standard operating procedures do not always allow staff to respond appropriately to individual guest needs, and that employees are being given greater flexibility to tailor experiences.
The philosophy is also shaping product development. In October, Soneva Jani will introduce 37 well-being suites within its overwater villas.
“That space in the villas used to be an office. We asked ourselves what matters to our guests: an office space or well-being? So, we converted them into well-being studios with direct equipment access,” Saran explained.
According to Saran, the changes reflect evolving guest preferences, including longer stays, multi-generational travel and growing interest in well-being.
These operational shifts align with changing ultra-high-net-worth traveller behaviours.
“We’ve seen a rise in longer stays, multi-generational stays and people really inquiring about things like well-being – which has given us a sense of what is really important to our guests,” she shared.
The concept is perhaps most visible at Soneva Secret, the group’s 13-villa property in a remote Maldivian atoll, where guest experiences are designed around individual preferences rather than fixed schedules.
“Bare luxury is not minimalism, nor is it not giving people a sense of choice. We are not putting the burden of creativity on our guests. This is where the editing comes in: what are we not presenting that allows you to focus on what matters,” Saran said.
