Esin Gural Argat is one of a small number of women to found a global luxury hospitality brand, and her two Maldives resorts, JOALI and JOALI BEING, are built around a bet that the definition of luxury travel is shifting under the industry's feet. Luxury has shifted from having more to feeling more, she has said, and her resorts are designed around that idea rather than around another round of amenities.
JOALI, her first resort, is framed around what she calls the joy of living, using art installations, design, and storytelling meant to make guests slow down and actually notice where they are, rather than treating the property as a backdrop. JOALI BEING takes that idea further, built specifically around wellbeing as the foundation of the stay rather than as a spa menu tacked onto a beach holiday. Both resorts include above water villas typical of Maldives luxury properties, but Argat's pitch is less about the villas themselves and more about what happens inside them.
At JOALI BEING, that starts before guests arrive. The resort uses pre arrival wellness assessments to shape each guest's itinerary, then builds the stay around biophilic design meant to promote calm and reflection. The programming mixes fairly intense modern wellness tools, including sauna, banya, watsu, and cryotherapy, with an approach Argat describes as blending science with ancient wisdom, aimed at individual guests rather than a single fixed program everyone follows.
Argat leads with an empathy driven style that shows up in how she talks about design itself. She wants spaces that create an emotional response, helping guests breathe more deeply, feel more present, and reconnect with themselves, rather than simply looking impressive in photos. True luxury, she has said, is about how a place makes you feel.
That framing puts Argat in a growing camp of hospitality leaders betting that transformation, not relaxation alone, is what wealthy travelers are actually shopping for now. Moments of joy, inspiration, and genuine connection, in her words, are what she wants guests carrying home long after checkout, a harder thing to build than another infinity pool, and one she is staking two resorts on.