What began as an entry-level role in the Reservations department has evolved into a leadership journey spanning nearly two decades. Thaaif Ahmed, now Director of Sales & Marketing at Avani+ Fares Maldives, is a shining example of how dedication, adaptability, and a deep understanding of the Maldivian hospitality landscape can pave the way to success. Having risen through the ranks within the Minor Hotels group, his career is defined by quiet determination and a talent for aligning brand strategy with authentic guest experiences. Today, he leads the commercial narrative for Avani+ Fares—the first Avani-branded resort in the country—bringing a fresh, lifestyle-focused perspective to the Maldives’ competitive tourism market.

You’ve had multiple experiences with Minor Hotels across different roles. How has working within the Minor Hotels portfolio shaped your career, and what were some of the most valuable lessons you learned along the way?

I began my career as an Office Assistant at ViluReef Beach Resort, where I worked at the reception and held various roles within the Reservations department for about two years. In 2007, I joined Minor Hotels, marking the start of a transformative 18-year journey that has shaped me both professionally and personally.

My first role with Minor Hotels was as a Reservations Agent at Anantara Maldives (Dhigu, Veli & Naladhu Private Island), where I built a strong foundation in guest service, systems and operational excellence. A pivotal moment in my career came in 2013 when I led the establishment of the largest Central Reservations Office in the Maldives, supporting six Minor Hotels properties. This complex project involved developing systems from scratch, training teams, streamlining workflows and collaborating across departments to ensure consistent service standards. It taught me how to manage large-scale initiatives, lead diverse teams and drive operational performance through structured processes and effective communication.

This achievement paved the way for my transition into Sales, where I took on the role of Director of Sales for Anantara Maldives. In this position, I leveraged my deep understanding of Reservations to enhance commercial strategies, manage key markets, foster long-term trade partnerships and contribute to overall revenue growth.

In May 2024, I stepped into my current role as Director of Sales & Marketing at Avani+ Fares Maldives, where I oversee all commercial functions, aligning them with revenue objectives and brand positioning. My long-standing tenure with Minor Hotels has allowed me to grow alongside the company, gain exposure across multiple brand identities and adapt to evolving market dynamics, all while consistently delivering results.

Throughout this journey, I have learned the importance of adaptability, cross-functional collaboration and relationship-building. I believe that strong leadership lies in empowering others and fostering an environment where teams feel motivated, supported and driven to succeed. I am proud to have developed within an organisation that values internal talent, rewards commitment and offers opportunities to make a meaningful impact. I remain passionate about contributing to its continued growth and success.

What has been the most rewarding part of your journey in the hospitality industry, and why do you continue to feel passionate about this line of work?

The most rewarding part of my journey has been starting from a very junior position as a office assistant and growing into a Director of Sales & Marketing. I have spent over 18 years with Minor Hotels and the company has given me so many opportunities to learn, grow and take on bigger responsibilities.

I have mostly worked behind the scenes in areas like Reservations and Sales and I enjoy the strategic side, managing systems, markets, and commercial performance. It’s very fulfilling to see how my work contributes to the overall success of a hotel. That journey of growth and being part of a company that truly supports its people is what keeps me passionate about this industry

What are some of the key factors that make Avani+ Fares Maldives Resort unique in the competitive Maldives market, and how do you plan to leverage these strengths in your role?

Avani+ Fares Maldives is unique in the Maldives market because it’s a lifestyle brand that offers a relaxed and authentic experience. Located in the beautiful Baa Atoll, a UNESCO Biosphere Reserve, the resort appeals to travellers looking for more than just a place to stay. They want a lifestyle connected to nature and local culture.

We welcome everyone as a guest and bid farewell as a friend, creating a personal and genuine connection that sets us apart. In my role, I use this lifestyle positioning to guide our sales and marketing efforts. We highlight the resort’s location, design and special experiences, working closely with trade partners and guests to communicate what makes Avani+ Fares different. This helps us attract the right markets and build lasting relationships beyond just bookings.

Can you tell us more about the range of experiences Avani+ Fares offers to guests, particularly for families?

Avani+ Fares Maldives offers a wide range of experiences designed to make families feel welcome and comfortable. One of our standout features is that we have the only kids’ restaurant in the Maldives, which creates a fun and safe dining space just for children, something rare in the destination.

We also have the largest collection of interconnected two-bedroom villas in the Maldives, making it easy for families to stay close together while enjoying privacy and comfort. Beyond that, we offer family-friendly activities, from nature excursions in the beautiful Baa Atoll to water sports and cultural experiences that both kids and adults can enjoy.

Our approach is all about creating memorable moments for every family member, ensuring that parents can relax while kids have their own space and fun. This family focus is a big part of what makes Avani+ Fares special in the Maldives market.

With Avani+ Fares Maldives Resort being part of Minor Hotels, how do you plan to ensure strong alignment with the overall brand strategy while also showcasing the unique qualities of the Avani brand?

As the first Avani-branded resort in the Maldives, Avani+ Fares carries the exciting responsibility of setting the tone for how the brand is experienced in this destination. Balancing brand consistency with local individuality is key to delivering a seamless guest journey while highlighting what makes us different.

Being part of Minor Hotels gives us the advantage of a strong, supportive brand network with clear values and high standards. To ensure alignment with Minor’s overall brand strategy, I focus on maintaining consistent communication and collaboration with the corporate team, sharing insights, and adapting our local initiatives to fit the bigger picture.

At the same time, Avani+ Fares has its own distinct identity as a lifestyle brand that’s relaxed, authentic, and approachable. My goal is to bring this to life by tailoring our sales and marketing strategies to highlight what makes Avani special — from the resort’s pristine location in the UNESCO Biosphere Reserve of Baa Atoll to our family-friendly experiences and vibrant atmosphere.

At the heart of everything we do at Avani is balance — a bit of luxury, a bit of fun, a bit of privacy, and a bit of culture. Every touchpoint is designed to feel just right, and I ensure this philosophy is carried through in how we communicate, engage with guests, and position ourselves in the market. 

Given Avani+ Fares’ location near UNESCO Biosphere Reserve, how do you envision this unique environment influencing the resort’s future eco-tourism initiatives in diving and marine conservation?

Avani+ Fares Maldives sits on the western edge of Baa Atoll, a UNESCO Biosphere Reserve famed for its vibrant reefs, manta rays, turtles, and seasonal whale sharks. This privileged location gives us a unique opportunity to lead in eco-tourism and marine conservation.

This special environment inspires us to develop initiatives that both protect and celebrate the natural beauty of the area. In the future, we envision expanding our eco-tourism offerings by promoting responsible diving and snorkelling experiences that educate guests about marine life and conservation efforts. We can partner with local conservation groups and research organisations to support reef protection and marine biodiversity programs.

A key milestone for us is hosting PADI AWARE Week, a dedicated initiative that brings together diving enthusiasts, marine experts, and conscious travellers to promote ocean protection. We aim to make this an annual event, reinforcing our commitment to environmental responsibility. This also aligns with our recognition as Best Dive Resort in the Maldives at TTM 2024, a testament to the quality and impact of our diving and marine experiences.

By integrating these initiatives into our guest experiences, we not only attract environmentally conscious travellers but also contribute positively to the health of the marine ecosystem aligning with Avani’s authentic and responsible lifestyle values. This approach will help position Avani+ Fares as a leader in sustainable tourism in the Maldives.

How have you seen opportunities evolve for Maldivians in the hospitality industry over the years, and what more do you think can be done to support local talent?

Over the years, I have seen significant growth in opportunities for Maldivians in the hospitality industry. When I started, many roles were entry-level, but today more Maldivians are moving into supervisory and management positions, which is very encouraging.

However, there is still room to do more. I believe increasing access to professional development programs, mentorship and leadership training tailored specifically for Maldivians would help accelerate their growth. Additionally, fostering stronger partnerships between the industry and educational institutions can ensure that the skills taught align with market needs.

Supporting local talent not only benefits individuals but also strengthens the industry as a whole by creating a workforce that understands the culture, environment and guest expectations deeply 

Looking back on your career in hospitality, how have you navigated the challenges that come with the ever-changing industry, and what advice would you offer someone starting out in sales and marketing today?

The hospitality industry is always changing and I have learned that attitude is the key to navigating its challenges. Maintaining a positive attitude and being eager to learn have helped me adapt and grow through many changes in technology, market trends, and guest needs.

My advice to someone starting out in sales and marketing is to focus on building strong relationships, stay curious about new tools and market shifts and most importantly, have patience. It’s important not to rush into higher roles too quickly but to take the time to learn the basics well. With the right mindset, positive attitude, eagerness to learn and patience you can build a solid foundation for long-term success.