LuxCrest: Redefining Maldives Resort Marketing with a Unified Approach

Tuesday 4th of February 2025

For nearly 20 years, Nina Fleischmann-Torosyan, the CEO and founder of LuxCrest, has been deeply embedded in the Maldives’ luxury resort scene. With a hand in shaping some of the most renowned properties—such as Cheval Blanc Randheli, Velaa Private Island, and Park Hyatt Maldives—she has witnessed firsthand the country’s dramatic rise in global tourism, from half a million visitors to two million today.

Building on her extensive experience, Nina founded LuxCrest with a unique vision: marketing, communications, and sales should operate as a unified strategy. The agency’s core belief, ‘marketing + communications = sales,’ reflects her understanding that separating these functions often dilutes impact. Instead, LuxCrest fosters a cohesive approach, producing stronger, more effective results for its exclusive client base.

Unlike larger firms, LuxCrest is a boutique agency, carefully curating its client portfolio to ensure that each resort receives personalized attention. With more than 160 resorts in the Maldives offering similar breathtaking landscapes, LuxCrest’s focus is on helping each property stand out by crafting bespoke brand narratives tailored to specific international markets. The agency has a strong presence across Germany, Switzerland, Austria, Benelux, Spain, Italy, the UK, and Central and Eastern Europe, where it skillfully connects resorts with the right audience.

The agency's team boasts an impressive wealth of hospitality experience, having visited over 2,000 luxury hotels worldwide, including more than 80 resorts in the Maldives alone. Nina’s own involvement in the opening of seven Maldivian resorts gives her a deep understanding of the evolving needs of travelers. Today’s luxury guests seek more than just overwater villas; they are looking for wellness offerings, fine dining, and innovative activities like Padel and pickleball.

For Nina, LuxCrest is more than just an agency—it’s an extension of each resort’s own team. She explains, “The hotel’s success is our success.” The team’s pride in guiding resorts from concept to completion is evident in the long-term relationships they build with clients, working closely with international travel designers, media outlets, and agents to ensure a resort’s message reaches its ideal audience.

In today’s competitive luxury travel market, LuxCrest’s integrated approach ensures resorts in the Maldives stay relevant and continue to thrive.