Universal Enterprises, the parent company of Universal Resorts and a pioneer of Maldivian hospitality for over five decades, has announced a landmark strategic transformation. The group has rebranded its hotel management arm to VERSA Hospitality and simultaneously launched a new lifestyle brand, NIVA Hotels & Resorts, signalling an aggressive move towards international expansion and consumer recognition.
This strategic shift transforms the independent family business from a highly respected, largely B2B-focused resort owner and operator into a globally recognised, consumer-centric hospitality brand designed for future growth into international markets.
Ahmed Umar Maniku, Managing Director of Universal Enterprises, explained the rationale: “For over five decades, we’ve operated our iconic Maldives resorts very successfully and worked closely with our tour operating partners, pioneering the very concept of Maldivian resort life. We had a bold vision to share this extraordinary destination with the world, starting with the opening of Kurumba, the first resort in the Maldives, in 1972, and going on to create world-renowned resorts such as Baros, Kuramathi, Huvafen Fushi, Velassaru, Milaidhoo and Labriz. Now, as the global travel landscape evolves, it’s time for the group to step out, building brand recognition with our guests, partners and the wider industry. VERSA isn’t merely a new name; it’s a strategic repositioning to unlock the full potential of our resort portfolio and position the company for our future growth ambitions.”
The announcement coincides with the appointment of Visha Mahir, a second-generation member of the founding family and board director of Universal Enterprises, as Chief Executive Officer of VERSA Hospitality. Mahir, who previously served as Chief Operating Officer of Universal Resorts, has been involved in senior leadership positions within the group for the past two decades.
Mahir, highlighted the brand’s commitment to its roots: “Our story is woven into the very fabric of this island nation. Yes, we’re recognised as innovators in Maldivian luxury hospitality, but more importantly, we’ve built our reputation on authenticity and a deep connection to our home. Our aim at VERSA is to respect that precious past, ensuring that as we expand, our heritage and heartfelt service remain at the core of everything we do.”
Central to VERSA’s transformation is the creation of the NIVA brand, which is positioned as the group’s key vehicle for growth and market relevance. Coined from the words ‘nourish’ and ‘viva’, NIVA reflects a new era of travel where emotional fulfilment takes precedence over status. It aims to appeal to a new generation of travellers seeking genuine, unforced experiences, where the freedom to simply be nourishes life.
NIVA will unite six of Universal’s Indian Ocean properties, including the historic Kurumba in the Maldives and new destinations in the Seychelles, under a single philosophy: to bring lightness back to travel. Instead of chasing curated perfection, NIVA is committed to creating spaces that allow for unplanned, unforced, and unforgettable moments.
Mahir stressed the brand’s role in future expansion: “The launch of NIVA is crucial to our evolution. It provides the common thread that links our key properties, ensuring that no matter the location, our guests instantly recognise our core values and feel confident in the consistent level of warm and authentic service they can expect. The creation of NIVA will help us scale our unique philosophy into new markets and the brand will be the engine of our international expansion strategy.”
Meet Maldives Tourism on Stand N11-210