It is late afternoon on the island of Nosy Boraha—known to the world as Île Sainte-Marie—off Madagascar’s northeast coast. The Indian Ocean stretches in front of us, blue as a painter’s dream, and a whisper of salt rides on the warm breeze. Philippe Kjellgren, the Co-founder of the new luxury hotel brand Voaara, sits barefoot on the terrace of the resort’s pool villa, sipping a chilled glass of fresh cocktail. He is relaxed, yet there is an unmistakable glint in his eye—the look of a man who has turned a dream into something tangible, something extraordinary.
Kjellgren, a Swedish entrepreneur with a rich background in luxury hospitality with such projects as PK’s List, speaks with an ease that makes one feel like an old friend. But his journey to Voaara is anything but ordinary—it is a story of nostalgia, serendipity, and a deep reverence for the wild beauty of Madagascar.
A Love Affair with Madagascar
“I grew up here,” he says, leaning back as the last rays of sun stretch across the wooden deck. “When I was 12, my father worked on a hydroelectric project, and we lived in Madagascar. Every holiday, we would come to Sainte-Marie. That was 45 years ago, and I remember it like it was yesterday—miles of untouched beaches, forests teeming with life, a place that felt as though time had forgotten it.”
He pauses, his gaze drifting toward the horizon. “I came back 25 years later, and nothing had changed. Then again in 2017 with my wife. We traveled the world, searching for beauty in its purest form, and I had this urge to return, to see if Sainte-Marie was as incredible as I remembered.”
It was.
“And then we found this place. There was a small hotel here, but the land itself—it felt sacred. It had to be the first Voaara.”
The name, he explains, comes from Malagasy: voaara, meaning “sacred nature,” or “forbidden fruit.” The land holds deep spiritual significance for the local people. “There are two sacred spots here,” he says. “One on the hill behind us, where ceremonies and sacrifices take place and another—the lagoon below—where they believe mermaids still live.”
Reimagining Luxury in the Wild
Voaara is not a resort in the conventional sense. It is a retreat, a carefully curated experience of barefoot luxury. “We wanted to preserve as much as possible,” Kjellgren explains, gesturing to the open-air villa where we sit. “This used to be the reception and restaurant of the old hotel. We kept a few walls, but beyond that, everything is new—designed to blend into the landscape, using natural materials, respecting the essence of Madagascar.”
The architecture is a dance between wabi-sabi minimalism and African aesthetics—organic textures, thatched roofs, handwoven raffia, and an unspoken invitation to slow down. “Most of the furniture is locally crafted,” he says, running a hand over a sleek wooden table. “We worked with artisans across Madagascar, selecting materials that tell a story of this land. In some decorations, we even used petrified wood over 50 million years old (Madagascar produces, by far, the largest commerical quantity of brown petrified wood sold on the world market).”
The resort at the moment features 1 luxury villa and 7 spacious bungalows, all carefully positioned on the beach to offer breathtaking views while maintaining the utmost privacy. Each accommodation is a sanctuary in itself, designed in a boho chic style. Expansive terraces, outdoor rain showers, airy spaces, and the most luxurious bedding & linen set the tone for intimate moments with nature. Sustainability is a core principle, ensuring that Voaara remains environmentally conscious with 100% solar energy while offering an unparalleled level of comfort.
A Culinary Journey Through Continents
If there is one thing Philippe is passionate about beyond design, it is food. “For me, hospitality has three pillars—service, design, and food. If you get all three right, everything else falls into place.”
Enter Aleixandre Sarrion, a Spanish chef from London, who comes to Voaara four times a year to train the team and curate new menus. The concept? Spanish-Mediterranean cuisine with Asian influences, using the best of Malagasy ingredients. “We’re talking ceviches, tiraditos, Spanish paella, tacos, and jamón ibérico,” Philippe says with a grin. “We even bring in Wagyu from South Africa soon.”
Everything else—the vanilla-scented lobster, the citrus-marinated tuna, the perfectly charred squid—comes from the island itself.
Sacred Waters and Wild Adventures
Voaara is not just about indulgence; it is about immersion. Beyond the infinity pools and sun-drenched decks, the real magic lies in the raw beauty of Sainte-Marie. “The water here is crystal clear,” Kjellgren says. “You can snorkel, dive, deep-sea fish. We have one more boat coming soon for serious fishing trips.”
A true hidden gem of the resort is the Piscine Naturelle—a natural swimming pool. This serene oasis is the perfect place to spend a day unwinding with drinks and snacks.
For those seeking an intimate dining experience, the Bird’s Nest offers private dinners, with a special focus on sushi. On request, Voaara also arranges dugout dinners, offering an exclusive dining experience on the beach.
Another evening delight is Voaara’s open-air cinema, where guests can unwind under the stars, watching films with a state-of-the-art sound system and enjoying a delicious pizza.
For those drawn to the ocean, 15 kilometers of pristine beach stretch out on the island’s northern shore where Voaara is situated. This untouched coastline is a paradise for those looking to walk, sunbathe, or simply enjoy the tranquility of a remote beach. With not abuilding in sight, it feels as though you’ve stepped into a postcard, where the sounds of the ocean and the call of distant birds are the only things that accompany your steps.
Voaara’s coastal location also offers access to a 20-kilometer-long lagoon, perfect for kite surfing. The gentle winds and crystal-clear waters make it a fantastic spot for both beginners and experienced surfers. For those looking for a different kind of thrill, Voaara also offers wing foiling and surfing. The resort has a small local wave, ideal for intermediate surfers, providing a safe and sandy environment to learn and practice. But for seasoned professionals, just 40 minutes from Voaara lies a world-class wave, straight out to the sea towards Madagascar. Known for its size and power, it offers a challenging experience for expert surfers looking to test their skills.
For those drawn to land, there are quad-bike excursions to the historic lighthouse—built by Gustave Eiffel’s team—tours through local villages, and visits to the piscine naturelle, a series of natural rock pools carved by the sea.
For those with a more philanthropic spirit, Voaara offers a chance to visit the local orphanage, where over 50 children live. Many guests take the opportunity to donate, offering both financial support and items that can help improve the children’s lives.
In addition, Voaara also organizes day trips to Ile aux Nattes, a beautiful island located just to the south. After a relaxing canoe ride over, you can spend the day exploring the charming island, with its small restaurants and laid-back atmosphere.
For a truly unforgettable adventure, Voaara offers a lemur safari to Nosy Manga Be, also known as King Kong Island. This island, once an inspiration for the 1937 film “King Kong,” is a haven for wildlife enthusiasts. You can also pair Voaara with Masoala Forest Lodge known for its incredible nature, as it’s easy to reach by boat.
But perhaps the most mesmerizing experience of all is witnessing the annual migration of humpback whales. From June to September, these gentle giants travel from Antarctica to the warm waters of Madagascar to breed and give birth. Sainte-Marie is one of the best places in the world to see them, and from Voaara, the spectacle is unparalleled.
“The whales come incredibly close to the coastline,” Kjellgren says, his voice tinged with wonder. “You can see them from your beach house, but the best spot is The Nest. It’s surreal—watching a mother and her calf glide through the water, just a few hundred meters away.”
The island is also rich in history. Sainte-Marie is famously home to the Pirates of the Indian Ocean. The island’s role as a hideout for pirates, including the infamous William Kidd, has left behind a fascinating legacy. Pirate cemeteries with graves of notorious pirates can be explored, where guests can learn about the island’s historical significance while enjoying its natural beauty.
A Place Unspoiled by Time
Sainte-Marie, unlike many island destinations, remains untouched by mass tourism. “There are no five-star chains here, no mega-resorts,” Kjellgren says. “It’s raw, pure. That’s why people come—they want something different.”
And it is different. There is no rush, no crowds, no comparison to the polished perfection of Mauritius or Seychelles. Instead, there is an authenticity, an innocence even.
“The people here haven’t been corrupted by the digital age,” he muses. “No one is chasing trends.”
He laughs, but there is a certain wistfulness in his voice. “That’s why they’re happy. They aren’t caught in the cycle of wanting more. Life is simple, and simple can be beautiful.”
A Destination for the Curious and the Free
So who comes to Voaara? Philippe Kjellgren sees three types of travelers.
“First, those looking for a new barefoot luxury destination—people who might otherwise go to the Seychelles, Mauritius, or Zanzibar. Then, those finishing an African safari who want a post-safari beach escape. And finally, the South Africans escaping their winter—it’s just a three-and-a-half-hour flight from Johannesburg.”
Beyond the usual sun-seekers, there are the explorers—the ones drawn to the island’s pirate history, the ancient Baobabs of western Madagascar, and the wild expanse of Masoala National Park. “We can arrange it all,” Kjellgren says. “From here, you can take a boat to Masoala in two and a half hours—it’s the only lodge in Madagascar with that access.”
The Future of Voaara
Though already a masterpiece of understated luxury, Voaara Madagascar is just beginning. “We’re expanding carefully,” Kjellgren says. “We’ll add 6 beach and 8 hilltop villas, 20 bungalows, a new spa with a beauty salon, a gym with pilates reformers and yoga classes, a lap pool, and a kids’ club. But we’re in no rush. It is the first hotel of the Voaara brand, but we are expecting to open a few more in the near future.”
As the sky deepens to a shade of violet, and the scent of grilled seafood drifts from the open-air kitchen, there is an undeniable feeling that Voaara is something rare—a place not just to stay, but to feel.
“In the end,” Philippe says, watching the tide pull softly against the shore, “we built with my wife Vi the kind of place we’d want to escape to.”
Voaara Madagascar is now open to guests seeking an unparalleled blend of luxury and untouched nature. For reservations, visit voaara.com.
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