ONYX Hospitality Expands Across Asia with Bold New Openings and a Focus on Quality Over Quantity

Bangkok Hotel News: ONYX Hospitality Group is making strategic waves in Southeast Asia’s fiercely competitive hospitality market with a calculated expansion into key destinations such as Thailand, Laos, Sri Lanka, and Malaysia. With a deep-rooted presence and over 50 years of experience, this Thailand-based group is not chasing sheer volume but rather refining its signature offerings through well-positioned, high-quality properties that stand out for their guest-centric experiences, design, and service consistency.

While many hospitality giants are locked in an arms race for global footprint, ONYX Hospitality Group continues to pursue a deliberate, high-touch approach. Currently managing 47 properties and aiming to grow to around 70 in the next few years, the group is sharply focused on maintaining the integrity and strength of its four flagship brands—Amari, OZO, Shama, and Oriental Residence. This Bangkok Hotel News report explores how ONYX is delivering on this vision by launching new properties that offer a distinct blend of localized elegance, international standards, and regional appeal.

New Landmark Properties Across Asia

At the heart of ONYX’s expansion is the unveiling of new properties across South and Southeast Asia. Among the most anticipated additions is Amari Colombo, which opened in December 2024 in the bustling capital of Sri Lanka. With 167 meticulously designed rooms, rooftop dining, and a panoramic pool area, the hotel is a standout destination for both leisure travelers and corporate guests. Its proximity to major business hubs and cultural attractions gives it a unique competitive edge in the region.

In Laos, Amari Vientiane opened on March 1, 2025. Overlooking the tranquil Mekong River, this upscale property brings together Thai and Lao influences in a thoughtfully curated space of 248 rooms. Notable features include a luxurious rooftop restaurant, the signature Breeze Spa, and the highest executive lounge in Vientiane—positioning the hotel as a new benchmark for hospitality in the country.

Thailand’s own Amari The Tide Bangsaen is slated for a May 2025 debut. This project, a rebranding of the well-known Tide Resort in Chonburi Province, emphasizes both leisure and business functionality. Its beachfront location, just a short drive from Bangkok and Pattaya, makes it an accessible retreat for urban travelers while offering an authentic Thai coastal vibe.

A Deep Understanding of the Market

Unlike brands that rush toward hypergrowth, ONYX Hospitality is embracing a strategy centered on sustainability and market understanding. The Amari brand, in particular, continues to enjoy strong loyalty from key source markets such as Australia, Europe, Singapore, and broader Asia. Its consistent delivery of upscale experiences tailored to MICE (Meetings, Incentives, Conferences, and Exhibitions) clientele, families, and FITs (Free Independent Travelers) ensures a steady and diverse stream of guests.

The group’s commitment to quality over quantity is further exemplified by its decision to focus its expansion efforts within the Southeast Asian region. According to internal projections, Amari alone posted a 16% revenue increase in 2023 over pre-pandemic figures, followed by another 19% gain in 2024. Expectations for 2025 are equally promising, with projected growth of 15% fueled by carefully planned openings and increasing traveler confidence in the region.

An Ecosystem of Distinct Hospitality Brands

ONYX Hospitality’s multi-brand strategy sets it apart in a region teeming with hospitality competitors. Each brand under the group’s portfolio has been deliberately crafted to cater to specific traveler profiles.

Amari, the flagship brand, offers city hotels and premium resorts that blend modern sophistication with local charm. From the iconic Amari Phuket and Amari Koh Samui to urban landmarks like Amari Kuala Lumpur and Amari SPICE Penang, the brand has consistently impressed with its adaptability across environments.

OZO is tailored for the tech-savvy, experience-driven traveler. Properties such as OZO Chaweng Samui, OZO North Pattaya, and OZO Kata Phuket offer a vibrant yet relaxed environment, positioning the brand as a smart choice for younger and digitally inclined travelers.

Shama, ONYX’s serviced apartment brand, includes three tiers—Shama Luxe, Shama, and Shama Hub. These options cater to long-stay guests and business travelers seeking home-like amenities in urban settings. Meanwhile, Oriental Residence, with its one existing property in Bangkok’s diplomatic district, serves as the group’s ultra-luxury proposition and has already been recognized with a Michelin Key rating and inclusion in the Small Luxury Hotels (SLH) portfolio.

Malaysia and the Joint Venture Horizon

Malaysia continues to be a key part of ONYX’s strategic blueprint. Amari Kuala Lumpur and Amari SPICE Penang have solidified the group’s presence in this market, capturing both business and leisure traffic in high-demand zones. The company’s upcoming joint venture with Malaysia’s Equatorial Group—EQ Phuket, scheduled to open in 2028—is set to introduce another distinctive luxury brand under the ONYX umbrella.

This calculated and regional-focused expansion showcases ONYX’s commitment to building long-term value rather than chasing short-lived growth spikes. Each project reflects a nuanced understanding of local consumer behavior, infrastructure development, and demand dynamics.

What Lies Ahead for ONYX

The future for ONYX Hospitality is shaping up to be both ambitious and grounded. While the company has no current plans to expand into the Pacific region, its firm focus on Southeast Asia is already bearing fruit. As the region’s travel and tourism industry rebounds, ONYX stands well-positioned to take advantage of emerging opportunities through its robust brand portfolio and strong operational foundations.

Rather than expanding indiscriminately, the company is choosing to perfect each opening—ensuring that every new hotel or resort not only meets international standards but also reflects the unique culture and spirit of its location. From the rooftop views in Vientiane to beachfront tranquility in Bangsaen, the ONYX brand family continues to enrich the hospitality scene with authenticity, flair, and customer focus.

With upcoming openings, strategic collaborations, and a seasoned approach to brand development, ONYX Hospitality is on a steady ascent to becoming one of the most respected and recognized names in Asia’s mid- to high-tier hospitality sector.

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