Thailand: Hotel management company ONYX Hospitality Group has introduced a new video and marketing campaign, alongside on-property experiences, for its serviced apartment brand Shama.
ONYX has launched the Live Your Blended Life campaign under its Shama brand. A key feature of Shama, and part of the new campaign, is the Shama Social Club – an activity program which connects guests with the local community.
Three exclusive Shama Social Club activities will be introduced each month, designed to “reflect the three main concepts of blending the right moments in life”. These include:
• The Explorecation (explore and vacation) activity, which will take place in October, featuring a Floating Sound Bath experience.
• The Workshopping (work and shopping) activity, scheduled for November, will feature a Personal Colour Workshop. The session will help guests to understand their individual colour profiles and use this knowledge to select the most suitable work clothes.
• The Foodventure (food and adventure) activity, taking place in December, will feature a Taste of Life event – a bike tour through Bangkok, sampling local food and learning photography tips.
Yuthachai Charanachitta, chief executive officer of ONYX Hospitality Group, said: “The Shama Social Club will elevate the living experience by fostering connections, familiarity, and integration with surroundings and the local community. This programme is designed to make guests feel welcomed and at home from their very first visit, ensuring they adapt quickly and comfortably to their new environment.”
Shama, a serviced apartment brand originally from Hong Kong, was acquired by ONYX Hospitality Group in 2010. The Shama brand encompasses three categories: Shama Luxe, Shama, and Shama Hub.
In Thailand, there are six Shama serviced apartments with an additional seven in Hong Kong, five in China, and two in Malaysia. ONYX plans to expand Shama Hub in Thailand, Shama Luxe in Malaysia, and Shama in Laos.
Charanachitta added: “Shama has seen remarkable growth within the ONYX portfolio, achieving a 200 per cent increase in Thailand over just five years. In Hong Kong, Shama stands as the number one international serviced apartments provider with seven properties.
“Currently, ONYX manages over 2,500 units under the Shama brand across 20 properties in Thailand, China, Hong Kong, and Malaysia. The brand’s performance has grown three per cent above the target and more than 14 per cent compared to the same period last year. Shama is also projected to generate 52 per cent more revenue compared to pre-COVID-19 levels in 2019.”
