The Maldives have shot to the fore over the past few years and it’s no wonder, given the white sand beaches, crystal clear waters and turquoise reefs that line its 1,190 coral islands. Year-round sun meets an idyllic style of living ideal for holidaymakers looking to unwind, while world-renowned watersports and diving spots draw in those on the hunt for adventure. Alongside some of the world’s most beautiful sunsets, the Maldivian islands offer a colourful, varied culture and a unique character, influenced by their location on the Indian Ocean’s trading route.
Since the advent of tourism in the Maldives in the 1970s, there has been a strong tradition of local brands offering uniquely Maldivian hospitality. Among these is Coco Collection, a hotel company which offers luxury boutique properties across some of the most stunning spots in the area. At Coco Privé Kuda Hithi Island, for example, guests can enjoy a private island to themselves. Spanning 13,000ft2, it offers exquisite architecture and cutting-edge accommodation, with facilities ranging from a private Jacuzzi and infinity pool to a wine cellar and library. The island’s master residence is accompanied by four guest villas and one multi-purpose space, designed to offer a family or a group of friends an unparalleled private island experience.
The high-end market has been drawn to the Maldives for the raw beauty of the islands and the sense of pure luxury that pervades them
Paul Vincent Benedict Brown, General Manager of Coco Privé Kuda Hithi Island and former Buckingham Palace butler, spoke to European CEO about how the Maldives have developed over the past few years, the challenges smaller brands such as Coco Collection face and what the future has in store for one of the world’s most beautiful archipelagos.
How have the Maldives developed over recent years to become a leading tourist destination?
The high-end market has been drawn to the Maldives for the raw beauty of the islands and the sense of pure luxury that pervades them. Today, with the presence of local brands with strong heritages, as well as established global brands, the Maldives have become a leading beach and honeymoon destination across major travel markets.
What key factors have contributed to the growth of the Maldives?
In the early days, the few resorts found in the islands were concentrated near Malé International Airport, because of the transportation infrastructure located there. But the capacity of the resorts gradually increased and foreign investment began to flow in.
The country then started to see significant progress in terms of transport, technology and a refined service industry that continues to grow today.
How is the country predicted to further develop its tourism industry in the future?
Maintaining the idyllic image of luxury, romance and tropical bliss associated with the Maldives is one of our biggest priorities. As well as that, we aim to encourage a broader range of experiences and types of accommodation in the Maldives, in order to cater for a large and varied market, from tourists seeking the ultimate private escape to those on a tighter budget.
What factors have helped local brands such as Coco Collection and Coco Privé to compete with global companies?
Apart from being one of the most renowned luxury brands in the Maldives, we are also among the few brands that are fully Maldivian owned. We have always been based on a culture of family and tradition; our journey began with four brothers united by a shared ethos, and Coco Collection is now at the forefront of the luxurious high-end local industry. Through authentic touches of Maldivian hospitality and first-hand experience of the Maldivian physical environment, we have been able to differentiate ourselves from other brands trying to compete. As a result, Coco Privé Kuda Hithi Island continues to be the ultimate – and only – private island retreat in the country.
How do Coco Collection and Coco Privé stand out from other local holiday brands in the Maldives?
In the Maldivian travel and hospitality scene, Coco Collection is a pioneer in avant-garde design and sophisticated service. The brand is further strengthened by our associates and driven by core values, with a family approach lying at the heart of the company. Guests are greeted with surprisingly personal touches when they stay at our resorts, which contributes to our goal of creating timeless memories.
Coco Privé Kuda Hithi Island is unique, unmatched by anywhere else in the Maldives or even beyond. As the perfect island retreat, it’s a pioneer in both design and service, with pristine white beaches, lush vegetation and residences designed by an award-winning architect. Coco Privé is recognised for excellence in service within the travel and hospitality industry; at the 2014 World Travel Awards we felt honoured to be named the leading private island resort in the Indian Ocean.
What key challenges do you face?
While we have a strong relationship with our trade partners, we are still faced with the challenge of competing in an environment dominated by global brands with a strong presence among international markets. However, with our shared goal of creating memories that last a lifetime, Coco Collection is paving the way to become the world’s most desirable, experience-led hospitality brand.
Are there any similarities between managing a luxury holiday residence and your former role as a royal butler?
One of the many similarities between my current role and my former position as a royal butler is the fact that we welcome many first-time guests to the island, in addition to our much-valued repeat visitors. All of our guests are treated to a luxury experience and one that creates the sense of being in a personal holiday home. From the very beginning we endeavour to welcome guests and give them the feeling they are returning home, rather than arriving on the island for the first time.
Has your experience at Buckingham Palace assisted you at all in your current role?
The time I spent serving at Buckingham Palace and travelling with Her Majesty gave me a unique opportunity to gain experience of a very traditional type of service, albeit with the highest level of focus on details and personalisation. Spending over five years in different residences and visiting a number of countries on state visits has proven to be an invaluable experience too, as I learned the many intricacies of service and how preferences differ from person to person and culture to culture.
How has the training you received at Buckingham Palace helped you to train teams as a manager?
I was extremely fortunate in having the opportunity to spend nine months at the beginning of my career with the Royal Household, during which time I received continuous guidance throughout my daily work. I was able to bring this knowledge with me to Coco Privé and I continue to use it to guide and mentor my team, 24 hours a day.
What arrangements do you make before your guests arrive?
Before our guests arrive at Coco Privé Kuda Hithi Island, they are always contacted by our team to gauge their personal preferences and ensure their time on the island caters to those preferences. We do a thorough check on all of the island’s facilities to ensure that everything is in place and prepared for the guests’ arrival. Their time and space is organised however they desire, with activities arranged according to what they want to experience. All of this goes together to make sure that their stay at Coco Privé is the best it could possibly be.