Travelers now seek more than just lavish accommodations and the focus has shifted to meaningful connections and personal fulfillment. Shafraz Fazley, a self-made entrepreneur and one of the leading figures in Maldives tourism, has recognized this shift and transformed his company into an innovative travel club aimed at delivering deeply personal and transformative journeys.
Launched in late 2024, OV Traveller Club is poised to elevate the luxury travel experience, offering members exclusive access to tailor-made adventures that explore both the world and one’s inner self.
From Exclusive Resorts to Personal Odyssey
The story of the company is as much about the development as it is about travel. Fazley, whose name has become synonymous with high-end tourism in the Maldives, began his journey in 2006 with Viluxur Holidays, a venture that opened the floodgates for Chinese tourists to the Maldives and Sri Lanka. But it was his 2013 creation, OV Holidays, that truly set the stage for what was to come.
Specializing in high-end luxury travel, OV Holidays quickly became a go-to for royal families, celebrities, and influential business figures from around the world, especially in the Middle East. However, the evolving travel landscape following the pandemic presented new challenges.
With the proliferation of luxury resorts and the rise of value-driven travel, OV Holidays faced balancing exclusivity with broader market demands. Shafraz responded by evolving the business model to focus on authentic, personalized travel, and thus, OV Traveller Club was born.
“We realized that luxury, for our clients, was no longer about extravagance. It was about creating space for reflection, personal growth, and deep connections,” Shafraz explains.
According to a report by Grand View Research, the global luxury travel market was valued at $1.4 trillion in 2023 and is projected to reach $2.5 trillion by 2030. Yet, this growth is accompanied by a seismic shift in traveler priorities. A 2024 survey by Virtuoso, a network of luxury travel agencies, revealed that 82 percent of high-net-worth travelers now prioritize experiences that offer personal growth over traditional luxury amenities.
It was this shift that prompted Fazley to evolve OV Holidays into something more profound. The club’s mission is to curate journeys that go beyond the surface of luxury travel, delving into the realms of personal development, cultural immersion, and sustainable tourism.
Crafting Journeys of the Soul
At the heart of OV Traveller Club lies a philosophy that transcends traditional luxury travel to offer deeper, more enriching experiences. Transitioning from a traditional travel agency to a membership-based club was a strategic move that required visionary leadership. Dr. Nisha Abu Bakar, Director of the OV Traveller Club, played a significant role in guiding this change. She has been instrumental in aligning the club’s offerings with the growing demand for responsible, meaningful travel.
The club has garnered interest from over 70,000 prospective members—including past clients, referrals, and new prospects—a testament to the growing demand for meaningful travel experiences that combine luxury with personal growth.
The Economics of Enlightenment
OV Traveller Club redefines luxury travel with a unique approach that prioritizes loyalty and personalized experiences over traditional pricing structures. The club offers an exclusive loyalty program that provides members with valuable perks and benefits tailored to their travel preferences. With the luxury travel segment expected to grow at a compound annual growth rate (CAGR) of 8.9 percent from 2023 to 2030, the club is positioning itself at the forefront of a lucrative and expanding market. The club’s emphasis on sustainability and responsible tourism aligns with the growing trend of eco-conscious travel, which experienced a 30 percent increase in demand among luxury travelers in 2023. However, perhaps the most revealing statistic comes from within.
“Our vision for OV Traveller Club is not just about providing luxury. It is about creating a space where every journey becomes an opportunity for self-discovery and meaningful connection,” Fazley reflects on the journey ahead
OV Traveller Club stands as a beacon for those seeking not just to travel but to develop truly. It is not just riding the wave, it is creating ripples that promise to reshape the very essence of luxury travel for years to come.
