ONYX Hospitality Group Brings Thai Tea, Art and Smarter Travel Together

Marking 60 years in hospitality, ONYX teams up with ChaTraMue, Thai artist Benzilla and Grab Thailand to introduce new dining, lifestyle and travel experiences across its hotel brands

What do Thai tea, street art and ride-hailing have in common? They are all part of how ONYX Hospitality Group is rethinking the guest experience as it marks 60 years in the hospitality business.

Under its “More of What You Love” campaign, the Thailand-based hospitality group is collaborating with three familiar names: ChaTraMue, the century-old Thai tea brand; Benzilla, a contemporary Thai artist; and Grab Thailand, the digital platform widely used for transport, food delivery and everyday services.

The partnerships bring different elements of Thai culture and modern travel into ONYX's hospitality portfolio, which includes Amari, OZO, Shama and Oriental Residence.

Rather than focusing solely on accommodation, the collaborations look at the smaller experiences that shape a trip, from what guests drink and discover to how they move around a destination.

Thai Tea Gets a New Setting with ChaTraMue

For many visitors to Thailand, Thai tea is one of the country's most recognizable flavors. ChaTraMue, whose history dates back to 1925, has helped make the distinctive orange-colored drink a familiar part of everyday Thai life.

Its collaboration with ONYX will introduce new menus, beverages and guest experiences across participating hotels and restaurants.

The idea is to take something deeply rooted in Thai food culture and present it in different hospitality settings, from familiar tea drinks to new interpretations created for different occasions.

For international visitors, the partnership offers another way to experience a recognizable part of Thailand's culinary identity. For Thai guests, it brings a familiar brand into new dining environments.

Specific menus, participating venues and availability dates have yet to be announced.

Benzilla Adds a Creative Touch to OZO

The second collaboration moves from food and beverage into art and design.

OZO, ONYX's contemporary hotel brand, has partnered with Thai artist Benzilla to create a collection of four specially designed luggage stickers.

Known for his bold visual style, Benzilla brings a playful interpretation of travel to the collection, turning an everyday suitcase into a space for personal expression.

The stickers are designed as travel keepsakes, reflecting OZO's youthful personality while introducing guests to contemporary Thai creativity.

It is a small but accessible way of connecting hospitality with the local art scene, particularly for younger travelers who enjoy collecting souvenirs with a distinctive design identity.

Grab Thailand Makes Exploring Easier

While ChaTraMue and Benzilla focus on cultural and creative experiences, the partnership with Grab Thailand addresses a more practical side of travel.

The collaboration aims to connect ONYX hotels, restaurants and lifestyle experiences with Grab's digital platform, bringing together transport, dining and destination discovery.

For travelers, particularly those visiting an unfamiliar city, convenience can make a significant difference. Being able to arrange transportation, explore dining options and access services through a familiar app can simplify the journey.

The partnership also provides opportunities for ONYX to connect with guests before they arrive, during their stay and after they leave.

Further details about specific services and benefits have not yet been announced.

More Than Just a Hotel Stay

The three partnerships reflect a broader direction in hospitality, where hotels increasingly look beyond rooms and facilities to offer experiences connected to local culture and everyday lifestyles.

For ONYX, the collaborations also provide an opportunity to draw on its Thai heritage while responding to changing travel habits.

“Our 60th anniversary celebrates our Thai roots and the hospitality experience we have built over the past six decades, while also looking at what guests value today,” said Pornthip Paothong, Vice President, Brand and Marketing, ONYX Hospitality Group.

“‘More of What You Love’ is about giving people more reasons to enjoy their time with us – from the hotels they stay in and the food they discover to the destinations they explore.”

The initiatives will be introduced across ONYX's hospitality ecosystem, which spans urban hotels, resorts, serviced apartments and luxury residences in Asia-Pacific.

With further collaborations and activities planned throughout the year, ONYX is using its anniversary to explore how established hotel brands can remain relevant to travelers who increasingly value convenience, local experiences and personal connections with the places they visit.

[PHOTO: Courtesy of ONYX Hospitality Group]