THAILAND: ONYX Hospitality Group has unveiled lifestyle concept and expansion plans for serviced apartment brand, Shama.
The group is aiming to create a new lifestyle concept, Shama Social Club, as well as adding 10 new properties to its portfolio by 2025.
There will be nine new properties in Thailand, and one in Malaysia.
Yuthachai Charanachitta, owner and CEO of ONYX Hospitality Group said: “The serviced apartment segment has continued its recovery pace since many countries relaxed their COVID-19 travel restrictions. As a result, we are seeing more expatriates relocating to Thailand. As ASEAN rises as a regional economic hub, Thailand is in a strong position to capitalise on this growth, as it has always been well served with the infrastructure and services to appeal to incoming expats.”
Charanachitta explained that even at the height of the pandemic, serviced apartments were seeing a growth rate of at least 20 per cent. In Thailand, the occupancy rate stayed well above 50 per cent, particularly in the upper-upscale market that targets expatriates.
The new lifestyle concept, Shama Social Club, is aimed at guests who are looking to connect with the places they are staying on a social and community level.
The goal is to bring together a like-minded community of global travellers who love connection and value social interactivity and new experiences. The social club concept stems from Shama’s three main brand pillars:
Contemporary living: Bespoke interior design that is practical and stylish,
Without boundaries: Activities and programmes to acclimatise residents to the locale, and
Thoughtful gestures: Considerate touches help residents connect to the environment and feel right at home from the first day of their stay.
Each Shama property will use the social club platform to deliver locally-tailored programmes of activities, events, games, social occasions, food and drink, music, as well as a variety of guest service hallmarks, including corporate social responsibility initiatives such as serving the local community food bank, and interactivity with local vendors.
ONYX Hospitality Group took over the Hong Kong-based Shama brand, in 2010 and has expanded in Hong Kong, China and Thailand. The group currently operates six Shama properties in Thailand and ten properties in Hong Kong and China.
In 2019 The Italthai Group, the owner of Onyx Hospitality Group, announced it was modernising its business by franchising its brands overseas.
