Soneva created the category. Then everybody followed them. Over time, what made Soneva distinctive became category convention and what was once unique had become expected.

At a time when luxury was largely defined by formality, excess and traditional markers of status, Soneva introduced a different vision - one rooted in simplicity and meaningful experiences. Its approach reshaped guest expectations and influenced an entire generation of hospitality brands, establishing many of the principles that now define modern luxury travel.