Onyx unveils strong pipeline

The popular Amari Phuket ... Onyx announced several new properties at WTM London

Thailand-based ONYX Group announced its expansion plan, with a strategic focus on its home territory of Thailand and neighbouring destination, Malaysia. The leading Asian hospitality group is on track to operate 54 properties by 2025. ONYX currently operates 44 properties, with an additional 10 properties in development.

Commenting on the group’s recent performance, Yuthachai Charanachitta, Owner & CEO, ONYX Hospitality Group said: “Since the pandemic, we have been affected by the same issues as the rest of the hospitality industry. The financial instability of some source markets is forcing us to evaluate and re-focus our marketing efforts. Thailand has bounced back relatively quickly, thanks to the government’s intervention, but the recent challenge will take some time to overcome. 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.”

Malaysia is set to be the first country to operate all three ONYX brands, outside of Thailand. ONYX’s strategic expansion in Malaysia is set to continue with OZO Medini Iskandar (Q4 2022), Shama Medini Iskandar (Q1 2023) and Shama Suasana Johor Bahru (Q1 2023). This will bring the total number properties in Malaysia to seven, by the end of 2023.

The opening of Amari Raaya Maldives (Amari’s second property in the Maldives) is slated for 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.

Amari Colombo Sri Lanka will open in 2023. Upon completion, the 24-storey property will offer 180 rooms and suites along with 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 unparalleled views of the ocean and the city skyline. The hotel will also offer dedicated executive floors with access to an executive lounge.