Pictured: the recently-opened Shama Yen-Akat.

Thailand-based Onyx Hospitality Group has reinforced its expansion plan, with a strategic focus on Malaysia as well as its home nation.

The Asian hospitality group is on track to operate 54 properties by 2025. Onyx’s current portfolio numbers 44 properties, with an additional 10 properties in development.

Malaysian march

As the company strives towards a goal of becoming Asia’s leading hospitality provider, a number of signings and openings across its portfolio are planned for next year and beyond.

Malaysia is set to be the first country to operate all three Onyx brands (Ozo, Shama and Amari) outside of Thailand. The country’s pipeline includes the 198-key Ozo Medini Iskandar (Q4 2022), the 232-room Shama Medini Iskandar (Q1 2023) and Shama Suasana Johor Bahru (Q1 2023). This will bring the total number of properties in Malaysia to seven by the end of 2023.

Recent Malaysian additions include Amari Spice Penang, a 453-site directly connected to Spice Convention Centre, and Amari Kuala Lumpur, a new 252 room hotel linked to Aspire Tower, KL Eco City Mall and The Garden Mall.

Bangkok doubling

Serviced apartment brand, Shama is also reinforcing its position in Bangkok’s short- and extended-stay market, doubling its presence in the Thai capital by the end of 2022.

Shama Yen-Akat opened earlier this year, and in October, Shama Petchburi 47 (formerly Amari Residence Bangkok) and Shama Ekamai Bangkok (formerly Ekamai Gardens Bangkok) joined the current Shama portfolio. This will bring the total number of Shama’s in the city to six by the end of this year.

Amari inventory

Upscale brand Amari’s second property in the Maldives, Amari Raaya Maldives is set to open in Q1 2023. The 200-villa private island resort will occupy a secluded island in the Raa Atoll, located northwest of the Maldivian capital of Male. The resort will feature seven dining concepts, a Maai Spa, and a kids club. Amari Maldives will join Amari Havodda Maldives, further boosting the brand’s presence in the Maldives.

In Sri Lanks, Amari Colombo is due to open in 2023. Upon completion, the 24-storey property will offer 180 rooms and suites along with a signature all-day dining restaurant, spa and Voyager Lounge. Other highlights include a rooftop pool, bar and recreation centre and a Thai specialty restaurant, all offering views of the ocean and the city skyline. The hotel will also offer dedicated executive floors with access to an executive lounge.

Further expansions

The group is also increasing its footprint in Laos and Japan, with Amari Hotel Vientiane and Amari Niseko, respectively.

The former will comprise 250 keys, with amenities including a street market-style Amaya Food Gallery, a specialty restaurant, creative meetings facilities, Breeze Spa, an outdoor pool and fully equipped fitness centre. While the latter will add 126 rooms in a variety of studio, one-bedroom suite and two-bedroom suite configurations to a mixed-use development.

Existing enhancements

Onyx is also investing and developing its existing portfolio of properties to ensure they continue to engage guests. Following a US$100 million investment to redevelop Amari Pattaya and Ozo North Pattaya, Amari Watergate in Bangkok has also completed its own recent refurbishment, investing US$32 million.

The upgrades include a new collection of premier rooms and suites with contemporary interiors inspired by the Watergate neighbourhood’s life and culture. Italian restaurant Prego is also poised to make its Bangkok debut later this year.

Consistent appeal

Yuthachai Charanachitta, owner and CEO, Onyx Hospitality Group, said: “I am grateful that we have a clear and cohesive growth strategy which aims to minimise the impact of external factors on our business.

“In addition to expanding our regional footprint, we are also poised to reposition our three core brands, Amari, Ozo and Shama in response to the evolving consumer landscape, this includes the recent refresh of some of our existing key properties. Competition is fierce, particularly in Thailand, and we need to make sure we are consistently working on our brand appeal for both investors and guests.”

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