ONYX Hospitality Group Celebrates 60th Anniversary with Revenue Target of THB 10.33 Billion and THB 5.5 Billion Investment Plan, Reinforcing Its Leadership in Asia-Pacific Hospitality

ONYX Hospitality Group, a leading hospitality management company in the Asia-Pacific region, specialising in hotels, resorts, serviced apartments, luxury residences, restaurants, and spas, has announced its growth strategy in celebration of its 60th anniversary. The company is targeting total revenue of THB 10.33 billion in 2026, representing a 14% increase from the previous year, alongside plans to expand its portfolio to more than 75 properties by 2030.

To support long-term growth and strengthen its position across the region, ONYX Hospitality Group has allocated an investment budget of THB 5.5 billion over the next three years, with a primary focus on enhancing and upgrading existing assets.

Over the past six decades, ONYX Hospitality Group has evolved from operating a single hotel in Thailand into a regional hospitality powerhouse with a diverse portfolio of brands, including Amari, OZO, Shama, and Oriental Residence. The company’s properties span key destinations across Thailand and the Asia-Pacific region, with each brand offering a distinct identity tailored to the needs of modern travellers across different market segments.

Currently, ONYX Hospitality Group manages 49 properties and aims to expand to more than 75 properties across Asia-Pacific by 2030 through a sustainable and strategic growth plan supported by the THB 5.5 billion investment initiative.

Driving Regional Expansion and Long-Term Growth

Yuthachai “Top” Charanachitta, Chief Executive Officer of ONYX Hospitality Group, stated: “Over the past six decades, ONYX Hospitality Group has built extensive expertise and experience, growing from a single hotel operation in Thailand into a trusted regional hospitality company. This growth has been driven by our strong Thai roots, combined with an international outlook and a clear regional focus — values that continue to shape our business direction.”

“Our 60th anniversary is not only a reflection of past achievements, but also the beginning of our next phase of growth. We remain committed to expanding across the region, strengthening our brands, and creating long-term value for partners, investors, and guests, while contributing to the continued development of Thailand’s hospitality industry.”

Under its vision of becoming “The Best Medium-sized Hospitality Management Company in Asia-Pacific,” ONYX Hospitality Group continues to pursue aggressive regional expansion.

New projects scheduled to open in 2026 include:

• Shama Sukhumvit 101 Bangkok
• Shama Medini
• Y Hotel Nanshan Shenzhen Inspired by OZO

These developments reflect the company’s strategic expansion into serviced apartments and lifestyle hotels across major economic hubs in the region.

Future developments also include:

• Shama Rayong
• EQ Phuket
• Shama Hub Ladprao Bangkok
• Shama North Pattaya
• Amari Resort & Villas, Samui

Additionally, the company plans a major transformation of Amari Phuket to further enhance guest experiences and asset value.

Strengthening Asset Management and Investment Growth

Beyond regional expansion, ONYX Hospitality Group continues to drive growth through strategic asset management and investment initiatives, with ONYXRT serving as a key mechanism in supporting long-term growth.

Supported by favourable factors such as lower interest rates, recovering investor confidence, and the return of more than 35 million international tourists, the company expects its core assets — including Amari Bangkok, OZO Samui, and OZO Phuket — to generate significant value for its investment portfolio, targeting a combined asset value exceeding THB 4 billion in 2026.

Elevating the Brand Portfolio Through the “ONYX Universe” Strategy

As part of its 60th anniversary strategy, ONYX Hospitality Group is also strengthening its overall brand positioning through a long-term framework known as the “ONYX Universe.”

The strategy encompasses all aspects of the business, including talent development, technology, sustainability, brand strength, marketing and revenue performance, customer relationships, food and beverage operations, and long-term asset management.

The initiative is designed to enhance the company’s competitiveness across the Asia-Pacific region while effectively responding to the evolving needs of travellers and residents.

As part of this transformation, ONYX Hospitality Group has refined the positioning of its four core brands:

Amari

Amari has reinforced its position within the upper-upscale segment by highlighting warm Thai hospitality, local cultural understanding, and destination-driven experiences.

OZO

OZO continues to evolve as an upper-midscale lifestyle hotel brand designed for modern travellers seeking seamless stays, essential conveniences, and enhanced comfort.

Shama

Shama strengthens its serviced apartment offering under the concept of “Joy of Living,” creating vibrant communities and thoughtfully designed living experiences suited for both short- and long-term stays.

Oriental Residence

Oriental Residence has elevated its luxury positioning by emphasising understated elegance, privacy, and highly personalised service with meticulous attention to detail.

The brand enhancements reflect ONYX Hospitality Group’s commitment to creating clear differentiation and strengthening its foundation for future business expansion.

Building on six decades of success, ONYX Hospitality Group remains committed to driving sustainable growth through regional expansion, brand enhancement, and continuous organisational development. Guided by strong Thai roots, a global perspective, and a regional growth strategy, the company aims to become the leading medium-sized hospitality management company in Asia-Pacific while delivering long-term value to partners, investors, guests, and the broader tourism industry.