With more than two decades of dedication to Villa Resorts, Mohamed Azmeel has grown into one of the most trusted names in Maldivian hospitality sales. Now serving as Director of Sales in a cluster role, his journey reflects a story of resilience, adaptability, and the power of building strong, lasting relationships. From the early days in operations to leading strategic transformations like the rebranding of Paradise Island to Villa Nautica, Azmeel has played a pivotal role in shaping the resort group’s evolution.

In this exclusive conversation, Azmeel opens up about what drives him, how the Maldives’ travel landscape is shifting, and why Villa Nautica is poised to capture the imagination of today’s global traveller. His insights reflect a career built on trust, teamwork, and a deep understanding of the island soul.

 You have spent over two decades in the hospitality industry, with a significant part of that time at Villa Resorts. Can you share your career journey and how it has evolved over the years?

I joined Villa Resorts’ sales team in 2011 as Senior Sales & Marketing Manager, overseeing all global B2B markets. Over time, I progressed to Assistant Director of Sales and, since 2022, have been serving as Director of Sales in a cluster role across the group.

Before transitioning into Sales & Marketing, I worked across Guest Services, Reservations, and Operations. That operational grounding gave me a deep appreciation for the guest experience and continues to inform my commercial approach today. It helps ensure that our sales strategies are not only market-driven but also grounded in service realities.

What’s kept me committed to Villa Resorts is the opportunity to grow alongside the company. I have been trusted to lead with purpose, contribute to strategic evolution, and help shape the transformation of our brand, properties, and people. It’s been a journey of continuous learning and one that remains incredibly rewarding.

 As Director of Sales, what’s your core philosophy when it comes to driving growth for a locally owned brand like Villa Resorts in a highly competitive market such as the Maldives?

My core philosophy is anchored in authenticity, adaptability, and relationship-led growth. As a proudly Maldivian brand, our deep-rooted understanding of the destination and culture allows us to deliver hospitality that feels personal and real, something international chains can rarely replicate.

In such a competitive environment, staying agile is key. We continuously adapt to evolving market dynamics, guest expectations, and partner needs. At the same time, I prioritise long-term trust over short-term wins. Sustainable growth doesn’t come from chasing volume; it comes from building loyalty, staying consistent, and showing up for our partners, year after year.

What keeps you motivated and inspired after so many years in the hospitality industry?

It’s the pace of change and the chance to help shape what’s next. Hospitality is an industry where nothing stays still; traveller behaviour, technology, and global trends are always evolving. That constant reinvention is energising.

I also find inspiration in the people I work with. Watching young talent grow, take ownership, and bring fresh perspectives to the table is incredibly motivating. Being able to mentor and contribute to their development has become one of the most fulfilling parts of my role.

 How has your experience across different operational departments shaped the way you lead the sales function today?

My background in operations spanning Guest Services, Reservations, and Front Office has given me a 360-degree understanding of the guest journey. That hands-on experience allows me to align sales strategies with what’s actually happening on the ground.

I have never seen sales as a silo. It’s interconnected with service delivery, product quality, and reputation. Because I’ve worked shoulder-to-shoulder with operational teams, I approach sales with empathy and realism. It helps me lead with clarity, set achievable targets, and ensure our messaging reflects what guests can genuinely expect.

 How has the rebranding from Paradise Island Resort to Villa Nautica influenced your sales strategy and market positioning to attract both repeat and new guests?

The rebranding of Paradise Island to Villa Nautica has been a defining shift, transforming how we present the resort and connect with today’s evolving travellers. While the original brand carried strong recognition, especially among repeat guests, Villa Nautica allowed us to reposition the property as a premium, lifestyle-focused destination inspired by bold design and a distinctive nautical identity.

This theme gave the resort a fresh narrative that resonates with socially driven, image-conscious travellers. It also opened the door to a high-value audience we call “Showboaters”, stylish, outgoing guests drawn to the seafarer lifestyle across five unique segments.

We have since adapted our messaging and content to align with these aspirational personas, while ensuring we maintain the loyalty of long-time guests. In key markets like Europe, the UK, Russia, and the GCC, Villa Nautica now stands out as a modern, vibrant, and experiential island escape elevated in look and feel, yet still rooted in warm, authentic Maldivian hospitality.

 With the evolving landscape of international travel, are there any emerging or untapped source markets that Villa Nautica is targeting for growth in the near future, and what specific approaches are you taking to engage these travelers?

Alongside strengthening our footprint in key markets such as the UK, Europe, Russia, India, China, and the GCC, we are actively exploring opportunities in Southeast Asia, Australia, and the United States.

Rather than take a one-size-fits-all approach, we are tailoring our market entry strategies, which include strategic charter collaborations, roadshow participation, and localised digital content. We are also refining offers to align with cultural expectations and emerging traveller profiles, such as long-stay guests, digital nomads, and experience-led millennials.

 How do you see the Maldives as a destination evolving over the next few years, and where does Villa Nautica fit into that broader narrative?

The Maldives is diversifying beyond its traditional image as a honeymoon destination. Today’s travellers want more than indulgence, they seek purpose, variety, and emotional connection. We’re seeing rising demand for multigenerational travel, solo journeys, wellness-led escapes, and even extended lifestyle stays.

Villa Nautica is uniquely placed within this shift. With its bold, seafarer-inspired design and energetic identity, it resonates with a new generation of socially engaged, style-savvy travellers. We’re focused on curating experiences that are flexible, expressive, and deeply immersive. As the Maldives broadens its narrative, Villa Nautica offers a refreshing, contemporary take that is authentic at its core, but unafraid to break the mould.

Looking back at over 20 years with Villa Resorts, what advice would you give your younger self starting out in hospitality sales?

I would say consistency beats intensity. Focus on relationships, listen more than you speak, and play the long game. It is tempting early on to chase numbers, but true success in sales is built on trust, patience, and persistence.

And don’t shy away from difficult seasons, they teach you the most. The setbacks, the slow periods, the difficult negotiations, these are what sharpen your instincts. Embrace them, stay grounded, and keep moving forward.