SEA: Management company ONYX Hospitality Group has plans to launch its serviced apartment brand Shama in Malaysia, Laos and Thailand.
The Shama portfolio currently features more than 2,500 units across 20 properties.
The brand is divided into three categories: Shama Luxe, Shama, and Shama Hub. Each product differs in room size, location, design, and decoration, ranging from upper-upscale to upper-midscale options.
This year, ONYX launched three Shama properties overseas. Two of these are under the Shama Hub brand, which typically offers self-service laundry facilities, a fitness centre, communal hub spaces, and self-service business cabins.
The latest openings include Shama Hub Qiantang, located in the Dajiangdong area of Hangzhou, China; and the 139-unit Shama Hub Metro South in Hong Kong.
The third property, Shama Suasana, is located in Johor Bahru, Malaysia. It features 87 residences, ranging from one-bedroom suites to executive three-bedroom suites.
In the near future, ONYX plans to launch Shama Luxe in Malaysia, Shama in Laos, and Shama Hub in Thailand.
Earlier this year, the group introduced a new video and marketing campaign, alongside a range of on-property experiences, for its Shama brand. This includes the Shama Social Club – an activity program which connects guests with the local community.
