Should I Keep Maldives Complete Going?

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You would think that after 16 years, maintaining Maldives Complete would get easier, but it seems every year it just gets harder. Not because it is growing (actually, the traffic has been pretty constant…another frustration), but rather because I am working harder just to stand still. In recent years, I wonder whether my latest research trip will really be my last. The balance of the considerable financial cost of hosting and researching not to mention the hours of work against the benefit of engaging with the Maldives travel industry as a participant rather than a spectator is getting less and less favourable.

The increasing challenges include:

  • Commodization of Content: When I started, content on the destination was hard to find. It existed mostly in paper travel catalogues from travel agencies (remember them?) which actually served as the source for lots of my early pictures. Now content and photos are everywhere. The issue used to be “there are so many resorts how do I choose?”, but now it’s “there’s so much content how do I choose?”. Supposedly such a situation could lead to a demand for curation, but that is not happening really (and AI could very possibly leapfrog the requirement for it).
  • Google Games: SEO (Search Engine Optimisation) on Google has now become a purely mercenary process with position going to the highest bidder with the deepest pockets (not me) and Google is even downgrading non-advertisers to make them harder to find (so they can optimise click-through revenue on their promoted sites). For a good analysis of this dynamic, watch “Why Google Search is Falling Apart”.
  • “Influencer” Fatigue: I’ve written a couple of pieces about these disfunctional wannabes ruining content creation (“9 Top Tips for Maldives Influencer Collaboration”, “10 Things Luxury Resorts Look For In An ‘Influencer Collaboration’”).
  • Corporatization of Properties: Corporates don’t go for distinctive. They go for cookie-cutter convention. Coasting on the destination’s natural beauty and climate made famous in the Instagram age, so many corporate resorts shun true creativity. Global marketing departments focus on quantity over quality more concerned with KPI numbers than captivating content.
  • Tragedy of the Commons: The people who should value a superfan of a destination are the destination themselves. I understand that most of the benefit of the Maldives Complete site is the country itself rather than any individual resort as I am helping people get to the destination, but not making any guidance about where to go (ie. no shilling). In the early days, the MMPRC was hugely supportive (especially Aima Hudhaa), but in recent years it is just focused on trade shows and international operators.
  • Indirect Benefit: “Most widely bookmarked Maldives site in the travel industry” is how one Maldives travel specialist described Maldives Complete. Its benefit to resorts is indirect (ie. it helps agents who help people choose a particular resort) and doesn’t help marketing managers with the numerical metrics.
  • Content Harder to Create – After 2600+ “Best of the Maldives” posts, it gets harder to find new true distinctives and originals. I struggled to write about a property I visited recently because even though it was a great property, it was very similar in spec and approach to lots of others in its price class.

In many ways, the Maldives has grown up as a travel destination and doesn’t need my help anymore. It is gratifying to receive the piles of fan (e)mail raving about how helpful Maldives Complete was for their travel planning, but crowd-based support hasn’t extended much beyond the kindly worded thank-yous. For the vast majority of people, the Maldives is a once-in-a-lifetime trip. So while they appreciate my help, once they have visited, they have no further use for me. And those who can afford to come repeatedly either (a) like to repeat their favourite resort (saves doing research and taking chances on somewhere new), or (b) have admins and agents to do their research for them.

The net result is that the website is a lot of work and expense for diminishing benefit to me.

I’m not looking for VIP treatment nor blagging complimentary stays (like the hordes of irritating “influencer” wannabes), but it also doesn’t seem right to pay extra (because I end up paying full rack racks and can’t shop for deals) along with added expensive transfers (which run around $500 and I am changing resort every day or every other day) for an experience is not a relaxing holiday in paradise, but instead running around taking photos for the database, researching pieces, getting resort information and material al for the purpose of helping the property and destination.

Patrick Staerke, Jason and Victoria Kruse, Sonu Shivdasani, and Scott Le Roi are old school industry leaders who fell in love with the Maldives long before it was the darling of Instagram. They have been the stalwarts of support who have been vital in keeping the site alive for one and a half decades. Also, the avid fans of the site like Francisco Negrin and Paola Lamperti not only buoyed me up with their enthusiasm for the site, but also helped extensively with the research.

I remain hopeful that the main benefits of Maldives Complete are a valuable resource for the destination and its prospective guests:

  • Utility: Sometimes it seems like the marketing departments do everything possible to make it hard to get the basic information you want to for your prospective visit. Lots of eye-candy photos of palm trees, spa candles and sunsets without the practical details people seek out. Also, putting everything into an interactive database helps with the most common question “With so many resorts, how do I choose?”
  • Unified – A key aspect of its usefulness is its unifying ALL resorts (not just a selection) – past, present and future – into one place to make for easier reference and comparison.
  • Unbiased: It’s near impossible to find an objective source of information on the resort. With so much money at stake, the vast majority of content is promoting some inventory.

So, should I keep it going? Any ideas about how to get more support?

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Maldives Complete-ly by the Numbers 2024

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Complete-ly by the numbers 2024

Happy 16th Anniversary to Maldives Complete. The site motors along – resorts sending me material, fans sending me “Best Ofs” they’ve spotted, prospective guests sending kudos as well as queries for their trip planning. It’s still an expensive endeavour for the site maintenance, hosting, and research trips.

One of the costs of its longevity is legacy technology. When I developed it on ASP.net active server pages, it was the state of the art for the web. Now, I needed upgrade my machine which forced me into full 64-bit mode (no more 32-bit emulation), which meant completely new versions of various applications, which meant that lots of the tools I had come to rely on for site development and maintenance no longer worked. So I had to embark on a two-month technical project to upgrade all my tools and the code for the site.

Social media engagement has completely plateaued (and thinking of dropping Twitter, aka X, completely because it is so useless for small properties and just geared to big players (and people kibbitzing the big guys). After the surge of the late teens (2015-2018) where there was double-digit net new (ie. the new resorts minus the ones taken out of commission for refurb or just shut down) resorts online, the growth plummeted during the COVID years, but has now hit double-digits again for the first time in 6 years.

The blogging has tapered to a pretty steady “every 3 days” pace, when earlier in its history it has been mostly every other day and very early, nearly every day.

I appreciate all of the support from the destination fans and industry.

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Best of the Maldives: Glass Floor Treatment Room – Joali Being

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Joali Being - glass floor treatment room

Some of the classiest treatment rooms in the Maldives are situated overwater and feature a glass portal under the treatment table so you can be lulled into more a relaxed state looking at the tranquil waters sloshing about below with its colourful tropical fish cruising by. Joali Being has given its entire treatment a glass floor so you are immersed in the aquatic tranquillity the moment you enter.

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Best of the Maldives: Depth-Adjustable Coral Nursery– Nova

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Nova - coral regneration

The more challenges that climate change throws at the Maldives, the more create innovation it throws right back. The latest approach to coral regeneration is Nova’s depth-adjustable coral nursery. Developed by Nova Marine Biologist, Toby Corren with guidance from Dr. Inga Dehnert during the early stages, the depth of the line with the coral pieces are adjusted by shortening or lengthening the ropes attached to the horizontal propagation ropes which are anchored at the bottom with D-ring anchor points. The main objective of this depth flexibility is to help mitigate stress responses from increased sea surface temperatures in the upper water columns, especially during bleaching events. The project is currently focused on fast-growing scleractinian corals, but they plan to expand the nursery to include a broader range of species in the future.

Nova - coral regeneration 2

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Best of the Maldives: Pelagic Divers – Tiger Shark Specialty

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I’ve already highlighted how Fuvahmulah and Pelagic Divers are specialists in the tiger diving experience, but also thanks to Pelagic Divers, you can be one too. They not only offer a “Tiger Shark” PADI Speciality Course, but they were the ones who actually developed it.

  • · “Pelagic Divers Fuvahmulah has announced a new partnership with PADI, the world’s leading scuba diving training organisation. Together, they are introducing a Tiger Shark Specialty Course, designed specifically for divers who want to safely and responsibly dive with tiger sharks in the unique waters of Fuvahmulah, Maldives. This course has been personally designed and written by Ahmed Inah, the owner of Pelagic Divers Fuvahmulah. It is based on Inah’s years of experience shark diving in Fuvahmulah and is designed to enable divers to share his passion for responsibly scuba diving with tiger sharks in the area. Whether you are a beginner or an experienced diver, this course will provide you with the knowledge and skills you need to safely and responsibly dive with these majestic creatures in Fuvahmulah. The Tiger Shark Specialty Course includes two training dives with tiger sharks, as well as theory and an exam. It is designed to teach divers the basic safety protocols for diving with tiger sharks in Fuvahmulah and is only available through Pelagic Divers Fuvahmulah.”
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Maldives of the Americas

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Ray Caye Belize

We were intrigued by Belize because the coral reef off its eastern coast features islands allegedly the most similar to the Maldives of anywhere in the world. I had featured it in my popular “Maldives Methadone” post. We thought that we could enjoy the tropical island (with diving) holiday while also having a few days to explore the rainforest jungle (a bit like the Maldives+Sri Lanka combo popular in the Indian Ocean). We also thought it would be fun to try a “Maldivian” experience somewhere else in the world.

To remind everyone, the criteria for “Maldives-like” includes:

  • Small size (able to walk around the circumference)
  • Tropical
  • Accessible, quality snorkeling
  • Blue tapestry seascape
  • Remoteness (ie. “middle of the ocean” feel with mainland not in sight)
  • Calm ocean from protective atoll/barrier reef

Why bother with “Methadone” when the Maldives itself offers so many options?

  • Cost – Maldives is one of the priciest destinations on the planet so seeking lower priced options.
  • Access – Somewhere closer to North/South America especially, but also Asia/Pacific
  • Variety – A bit of a different culture, history, locale, etc.

We booked a stay a Ray Caye about 30-minute flight from the international airport in Belize City to Placencia and then 50 minute speedboat ride from there.

What was like the Maldives…

· Blind-Taste Test – If you were to blindfold me and drop me down on Ray Caye without telling me where I was and asked me if it was the Maldives, I would really struggle. It definitely has both the look and vibe of most Maldive resorts. Palm trees, coral sand, azure tapestry seascape.

  • Seascape – Green caterpillar-like islands on the ocean’s horizon with azure tapestry stretching out.
  • Landscape – Tropical, palm trees, walking pines, mangroves.
  • Warm water, ie. 26-30 degrees Celsius, where you don’t need a wetsuit for diving
  • Pricing was actually comparable to similar properties in the Maldives (we spent about $1000 BB in a oceanside luxury villa with a plunge pool)

The particular property of Ray Caye was really like the EARLY Maldives (ie. early 2000s) which might have particular appeal to those nostalgic for the simpler, less-luxurified times. Staying at several other on-land Belize resorts en route to Ray Caye, we started observing that the Belize tourism industry is considerably less mature than certainly the Maldives. Another case in point was that when I was at the World Travel Market last week, they were the only Central American country without a booth. Aspects that took us back a decade or more include:

  • One room, rustic airport arrivals with only one other plane on the tarmac
  • Top hotels really 4+ star
  • Limited modern conveniences (ie. Internet only in lobby in some resorts, no TVs)
  • Big diving draw with familiar aquatic creatures like reef sharks, nurse sharks, dolphins, turtles, sting rays, eagle rays, jacks, and even whale sharks

The mainland non-resort areas of Belize reminded me a lot of Fuvamulah in general development, standard of housing and infrastructure (eg.limited mobile data and wifi, commercial establishments).

The one aspect which actually outshone the Maldives was the coral. Belize is also facing considerable coral bleaching with its hard corals, but its soft coral is the most extensive and varied we have ever seen.

There were telltale signs that this was not quite the Maldives…

  • Seascape – Extent of the azure sea was not quite as expansive. It seems like the general ocean topology is about a couple metres deeper than that of the Maldives. As a result, few variegated blues stand out and you don’t find ocean-level features like sand bars.
  • Sealife – Not as much marine life (especially the small fish which is partially down to the scourge of the invasive lion fish that feed on them).
  • Staff freely circulate and hang out in guest areas (which is a more congenial vibe)
  • Bird life slightly different with pelicans instead of herons as the prime fishing fowl. Also, osprey and frigates soar from tree to tree instead of flying fox bats.
  • Limited spa (with therapist off for extended periods of time and only a few treatments available)
  • Less “remote” feeling as you can see the mountains of Guatemala and Belize in the western distance (even though they are not very prominent and mostly shrouded by horizon clouds)
  • Belize has a more diverse landscape of atolls than the Maldives and a good number of islands are not at all Maldivian-like as they are quite big (eg. featuring big multi-story hotels).

As I mentioned, we combined our island stay with several nights in the Belize rainforest, specifically the resorts Caves Branch and Sleeping Giant, akin to the popular stays in Sri Lanka often combined with the Maldives. The former lodges were like screened-in porches in the middle of the jungle which made the connection with the outside surroundings very intimate. Sort of akin to what a water villa is to the ocean, the “treehouses” (more like “treetop houses”) are to the jungle. Instead of seeing marine life around you, the sensory experience hits most at night when the sounds of the jungle are around you. Especially the howler monkeys who sound like some sort of alien space saber tooth tigers when they get into their howling action.

Here is a summary of our week long itinerary (ours was stretched to 12 days for more diving and rainforest excursions) which is a good framework to start from for a first trip to the destination:

  • DAY 1:
    • Arrive Belize International.
    • Stay at Caves Branch / Sleeping Giant (90 minute transfer from airport)
  • DAY 2:
    • Excursions: Mayan ruins, Cave adventure
    • Stay at Caves Branch / Sleeping Giant
  • DAY 3:
    • Excursions: Explore Placencia, beach and beach bars
    • Stay at 3 Iguanas, Placencia (90 minute transfer)
  • DAY 4:
    • Excursions: Money River and Manatee tour
    • Stay at 3 Iguanas
  • DAY 5:
    • Relax or Water Activity
    • Stay at Ray Caye (50 minute transfer from Placencia)
  • DAY 6:
    • Stay at Ray Caye
    • Relax or Water Activity
  • DAY 7:
    • Return travel

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Best of the Maldives: Sleep Therapy – Joali Being

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Joali Being - sleep therapy

One would think that of all places, the relaxed chill of the indolent Maldives would be the last place where one would need help sleeping. But sleep is a bit more complicated than that. Global visitors will confront jet lag. High-powered go-getters can often have trouble shifting gears to decompress. People of a certain age (like us) often suffer from disrupted sleep patterns. And even the blessing of the poolside laying about can make it difficult to get a full night’s sleep because you have rested so much during the day. Joali Being now how has a treatment for anyone who not only wants a relaxing holiday, but also guidance on restful nights even after the vacation is over – sleep therapy:

  • ·Regulate and improve your sleeping patterns. By addressing the underlying health imbalances that may be contributing to your sleep concerns, this Wellbeing Programme ensures that not only will you rest better whilst on holiday but also after you return home.”
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Best of the Maldives: Tarot Reading – The Standard

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The Standard - tarot 1

The Standard features a practitioner who can tell you a story about yourself…now and in the future. They host tarot card reader/healer, Aritra:

  • “My reading process is a mix of intuition, connection with the universe, and trust in the cards. When I do a tarot reading, it’s important that my aura is clear and my energy is calm and receptive. This helps me connect deeply with the cards and the person I’m reading for. I start by creating a peaceful environment, sometimes with candles or soothing music, to enhance the focus and energy flow. As I shuffle and lay out the cards, I concentrate on the questions or concerns at hand. The cards act as a bridge, allowing messages and insights to pass through. Each card’s symbols and stories guide the reading, providing clarity and perspective. It’s a process of tuning into the energies and allowing the messages to unfold naturally.”

The Standard - tarot 2

The Standard - tarot 3

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