ONYX Hospitality Group Expands Pattaya Presence With New Shama North Pattaya Project

ONYX Hospitality Group partners with Japan’s JR Kyushu Group for a new Pattaya development

Thailand’s long-stay hospitality market continues to attract international investment, and the latest move comes from ONYX Hospitality Group and Japan’s Kyushu Railway Company, which have announced a joint venture to develop Shama North Pattaya.

Signed on 20 May 2026, the agreement marks another strategic step in ONYX Hospitality Group’s expansion within Thailand’s Eastern Economic Corridor (EEC), one of the country’s most important tourism and economic growth zones.

The upcoming Shama North Pattaya project will combine serviced apartment living with hotel-style hospitality, targeting both short-stay and long-stay travelers increasingly drawn to Pattaya for work, leisure, and lifestyle relocation.

What is Shama North Pattaya?

Shama North Pattaya will be developed under ONYX Hospitality Group’s Shama brand, which specializes in serviced apartments and extended-stay living experiences.

Strategically located in North Pattaya, the project is designed to respond to growing demand from travelers seeking more flexible and residential-style accommodation options while still enjoying hotel services and amenities.

According to ONYX Hospitality Group, the property will focus on:

• Long-stay travelers

• International residents

• Leisure guests

• Business travelers connected to the EEC

The project also strengthens ONYX’s hospitality cluster in Pattaya, where the group already operates properties under its Amari and OZO brands.

Why is Pattaya becoming more attractive for long-stay hospitality?

Pattaya has evolved far beyond its traditional beach tourism identity. Today, the city is increasingly positioned as a lifestyle and investment destination tied closely to Thailand’s EEC development strategy.

The EEC continues to attract:

• International businesses

• Infrastructure investment

• Foreign professionals

• Long-term expatriate residents

• Extended-stay leisure travelers

For hospitality brands, this creates rising demand for accommodations that feel more like homes while still offering professional hospitality services.

According to ONYX Hospitality Group CEO Yuthachai Charanachitta, the Shama brand has been developed around deep understanding of the long-stay market and the evolving expectations of modern residents.

He noted that comfort, flexibility, and a genuine sense of home remain central to the brand’s approach, particularly as travelers increasingly blend work, leisure, and longer-term stays.

How does this strengthen ONYX Hospitality Group’s growth strategy?

The joint venture represents ONYX Hospitality Group’s second major international partnership under its strategic expansion plan, reflecting continued confidence from global investors in Thailand’s hospitality sector.

The collaboration also builds on the success of Shama Lakeview Asoke Bangkok, a serviced apartment property managed by ONYX on behalf of JR Kyushu Group. The property has become one of Bangkok’s recognized long-stay addresses within the central business district.

For ONYX, the partnership demonstrates a growth strategy centered not only on expanding property numbers, but also on cultivating long-term international relationships with globally respected partners.

Yuthachai Charanachitta stated that the company sees future potential in the long-stay segment and remains committed to strengthening Thailand’s position as a leading destination for long-term residents.

Why are Japanese investors continuing to invest in Thailand’s hospitality sector?

The partnership also reflects broader Japanese investor confidence in Thailand’s economic outlook and tourism resilience.

Toshihiro Mori said JR Kyushu Group sees strong potential in Pattaya as a leading resort destination within the EEC and expressed confidence in ONYX Hospitality Group’s operational expertise.

The collaboration signals how Thailand’s hospitality industry continues to attract international capital, particularly in sectors connected to long-stay travel, lifestyle living, and mixed-use hospitality experiences. At the same time, it highlights the growing ability of Thai hospitality brands to compete and expand through strategic partnerships with global corporations.

What does this mean for Thailand’s hospitality industry?

The development of Shama North Pattaya reflects several larger travel and hospitality trends shaping Thailand in 2026:

• Growing demand for long-stay and hybrid living experiences

• Increased investment in EEC destinations

• Rising popularity of serviced apartments

• Expansion of lifestyle-focused hospitality brands

• Stronger cross-border hospitality collaborations

As travelers increasingly seek flexibility, residential comfort, and destination-based living, hospitality brands are adapting by creating spaces that blur the line between hotels and homes.

For Pattaya, projects like Shama North Pattaya further reinforce the city’s transformation into a more diversified travel and lifestyle destination beyond traditional tourism.

[PHOTO: Courtesy of ONYX Hospitality Group]