Global Hotel News: Strong Regional Vision and Global Ambition
ONYX Hospitality Group is accelerating its regional footprint with an ambitious strategy to manage over 50 properties by the end of 2025 and more than 75 by 2030. The Bangkok-based company, known for its premium brands such as Amari, OZO, Shama, and Oriental Residence, is preparing to unveil major new openings and future plans at the upcoming World Travel Market (WTM) 2025 in London. Known for combining Thai hospitality traditions with modern global standards, ONYX continues to position itself as a driving force in Asia’s competitive hotel landscape. This Global Hotel News report reveals how ONYX’s latest expansion plans and market focus signal confidence in Southeast Asia’s evolving tourism recovery.
ONYX Hospitality Group unveils bold expansion across Southeast Asia with new Amari, OZO, Shama, and Oriental Residence openings driving its 2025 growth strategy.
Image Credit: Onyx Hospitality
Strategic Openings Strengthening Southeast Asia Presence
ONYX’s new developments are designed to consolidate its leadership in regional hospitality. Among its most anticipated projects are:
-Amari Bangsaen, Thailand: A new beachfront property located just outside Bangkok in Chonburi province, blending leisure, events, and corporate convenience in a tranquil setting.
-Amari Colombo, Sri Lanka: Bringing contemporary sophistication to Colombo’s city center, this property combines luxury with authentic Sri Lankan charm.
-Amari Vientiane, Laos: Set along the Mekong River, this new hotel enhances the group’s footprint in Indochina with ONYX’s signature warmth and personalized service.
Each of these openings reflects ONYX’s long-term goal to strengthen tourism infrastructure and deliver exceptional guest experiences across emerging destinations.
Focusing on the UK Travel Market
While expanding in Asia, ONYX is turning its attention to the lucrative UK market. The group expects stronger visitor flows from the UK following new flight connections such as Norse Atlantic Airways’ direct service from London Gatwick to Bangkok launched in October 2025, and the upcoming Manchester-Bangkok route in November. These connections are anticipated to boost leisure and MICE travel into Thailand and its neighboring countries. CEO Yuthachai Charanachitta emphasized that WTM London will allow ONYX to reconnect with global partners, presenting its “tailored approach to hospitality” centered on sustainability, flexibility, and meaningful guest experiences.
Diverse Brand Portfolio Driving Growth
ONYX’s strength lies in its four distinctive brands, each catering to specific traveler profiles.
-Amari focuses on luxury beachfront resorts and event-ready urban properties such as Amari Phuket, Amari Vogue Krabi, and Amari Bangkok.
-OZO appeals to younger, experience-driven travelers, offering stylish comfort in destinations like Phuket and Koh Samui.
-Oriental Residence Bangkok delivers refined city living with award-winning dining and has earned a One MICHELIN Key for two consecutive years.
-Shama targets long-stay business and family travelers with home-style comfort, exemplified by Shama Lakeview Asoke Bangkok and upcoming Shama Rayong.
Expansion Beyond Thailand and Future Goals
The group’s regional growth is also focused on Malaysia, where demand for ONYX’s brands continues to increase. Its management approach, blending local cultural integration with global hospitality standards, gives ONYX an edge in developing markets. The company also aims to solidify its leadership in the serviced apartment segment, with Shama spearheading this push across multiple ASEAN economies.
Engaging Global Partners at WTM 2025
ONYX will be present at the Tourism Authority of Thailand Pavilion (Stand N10-210) in the Asia Hall at WTM 2025. Its executive team, alongside representatives from flagship properties like Amari Phuket and Amari Koh Samui, will discuss partnerships, new markets, and the evolving hospitality demands of international travelers.
As global tourism rebounds, ONYX Hospitality Group stands as a shining example of Southeast Asian resilience and innovation. With a clear vision, diverse brand strategy, and strong leadership, the group is redefining regional hospitality through service excellence and sustainable growth. The company’s expansion momentum underlines Thailand’s continued importance as a hub for world-class tourism investment and innovation in the post-pandemic era.
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