ONYX Hospitality Group Expands Across Asia with New Hotels, Luxury Resorts, and Lifestyle Projects
- Manta
- May 13
- 3 min read
From Phuket and Samui to Shenzhen and Pattaya, ONYX Hospitality Group unveils an ambitious pipeline of new openings as it marks its 60th anniversary
As travel across Asia continues to rebound with renewed energy, ONYX Hospitality Group is entering its next chapter with an ambitious expansion strategy focused on new hotel openings, luxury resorts, and lifestyle-driven hospitality experiences across the region.
Celebrating its 60th anniversary this year, the Thailand-rooted hospitality company has announced plans to expand its portfolio from 49 properties to more than 75 by 2030, backed by a THB 5.5 billion investment plan over the next three years.
Known for brands including Amari, OZO, Shama, and Oriental Residence, ONYX is now doubling down on both regional growth and property transformation as it positions itself for a new generation of travelers.
At the center of the expansion are several new openings planned for 2026. These include Shama Sukhumvit 101 Bangkok, designed to strengthen the group’s serviced apartment presence in the capital, alongside Shama Medini and Y Hotel Nanshan Shenzhen Inspired by OZO, which will expand the company’s reach into key regional gateway cities.
Beyond immediate openings, ONYX is also building a robust pipeline of future developments that reflect changing travel habits across Asia. Among the upcoming projects are Shama Rayong, Shama Hub Ladprao Bangkok, and Shama North Pattaya, all aimed at travelers seeking longer stays, flexible living, and community-driven hospitality experiences.
Luxury leisure destinations also form a major part of ONYX’s future vision. The group continues to move forward with EQ Phuket, a new luxury beachfront resort on Kata Beach developed in partnership with Equatorial Group. The project is expected to become one of Phuket’s notable new high-end openings when completed.
In Koh Samui, ONYX is developing Amari Resort & Villas Samui, while also undertaking a major transformation of Amari Phuket aimed at revitalizing the long-established resort and elevating the guest experience for modern luxury travelers.
According to Yuthachai Charanachitta, Chief Executive Officer of ONYX Hospitality Group, the company sees its anniversary not simply as a milestone, but as the beginning of a new era of regional growth.
“We see this milestone not merely as a reflection of our past achievements, but as the beginning of our next phase of growth,” he said. “Looking ahead, we remain committed to expanding our regional footprint, strengthening our brands, and creating long-term value for our partners, investors and customers.”
That future growth will also be supported by the group’s long-term strategic framework known as “ONYX Universe,” which focuses on areas including sustainability, technology, customer engagement, food and beverage, and talent development.
At the same time, ONYX has refined the positioning of its hotel brands to better align with evolving traveler expectations. Amari is being repositioned within the upper-upscale segment with a stronger emphasis on Thai hospitality and local character, while OZO is evolving into a more elevated lifestyle-focused brand for modern travelers seeking streamlined comfort.
For the serviced apartment sector, Shama continues to focus on flexible living and community experiences, while Oriental Residence is moving toward a more refined expression of understated luxury and privacy.
The expansion comes at a time when Thailand and the wider Asia-Pacific region are seeing strong tourism momentum, supported by recovering international travel demand and increasing investor confidence. ONYX expects core properties including Amari Bangkok, OZO Chaweng Samui, and OZO Phuket to continue increasing in value as regional tourism strengthens.
With new openings spanning city stays, beachfront resorts, serviced apartments, and luxury leisure destinations, ONYX Hospitality Group’s next decade appears focused on building a broader lifestyle ecosystem across Asia, one designed around the evolving ways people now live, work, and travel.
[PHOTO: Courtesy of ONYX Hospitality Group]
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