Onyx focuses on southeast Asia with 11-strong pipeline

Pictured: rendering of the UMCity Medini Lakeside complex in Medini Iskandar, Malaysia, containing the Shama Medini and Ozo Medini Iskandar hotels.
Thailand-headquartered Onyx Hospitality Group is setting its sights on further growing its portfolio in southeast Asia under a ‘quality growth, quality partnerships’ strategy.

Its journey to recover and grow its footprint currently comprises a pipeline of 11 hotels, resorts and serviced apartments.

More in Malaysia

Malaysia in particular is a significant market for Onyx, given its large size and high purchasing power, including the large number of inbound business travellers.

By the end of this year, with the opening of Shama Johor Bahru and Shama Medini, the latter alongside Ozo Medini Iskandar within the multi-purpose UMCity Medini Lakeside complex, Onyx will have all three of its core brands, Amari, Ozo and Shama, in Malaysia – the first country outside of Thailand to house the full trio.

Brand profile

Amari is the group’s upper-upscale brand that aims to deliver memorable experiences to hotel guests, while Ozo is a lifestyle hotel brand that focuses on delivering a great night’s sleep and fun. Completing the trio, Shama is a serviced apartment brand for expatriates and long-stay customers.

Onyx’s portfolio includes 44 properties across Thailand, Malaysia, China including Hong Kong, Maldives, Bangladesh and Laos. 18% of these are invested by the group and 82% are under management contracts.

Strategic renaissance

Under development, Amari is undergoing a strategic renaissance to deliver new experiences to meet evolving guests’ needs. Internationally, the brand will soon be officially unveiling Amari Kuala Lumpur and Amari Spice Penang in Malaysia as well Amari Raaya Maldives, which is slated to open this summer.

Under the Ozo brand, in addition to properties in Pattaya, Koh Samui and Phuket and Penang, Ozo Medini will open in Medini Iskandar, Malaysia. Within the Shama brand, with six current properties in Bangkok and 10 in China including Hong Kong, the group is set to open two properties in Malaysia, Shama Johor Bahru and Shama Medini this year.

Long-term partnerships

Quality partnerships are considered a key success factor for Onyx, as it seeks to grow business through strategic long-term partnerships. The firm feels its strategy is in line with the current business trend that sees investors wanting to reinvigorate their businesses with assistance from strong brands. 

The group believes the diverse portfolio of assets for all target groups and established recognition built on flexibility, accessibility and adaptability helps gain trust from both local and foreign investors such as Buriram United, SP Setia and UMLand in Malaysia, JR Kyushu from Japan, Tai Hung Fai from Hong Kong and Panchshil from India.

Poised segments

Onyx’s CEO, Yuthachai Charanachitta, said: “The group has launched the ‘quality growth, quality partnerships’ strategy to further strengthen its business in Thailand and overseas, particularly in Southeast Asia.

“Post-pandemic, the tourism industry in this region was one of the first to bounce back and as travellers and expatriates are eyeing the region for their holidays, business or new homes, Onyx, with our core brands Amari, Ozo and Shama, is poised to capture and boost growth in each segment.

“Under the strategy, quality growth plays to Onyx’s strengths with its Thai roots and extensive regional experience eyeing Thailand, Malaysia, Hong Kong and Maldives as part of its strategic destinations for investment and expansion in 2023.“