ONYX Hospitality Group has unveiled plans to strengthen its serviced apartment brand, Shama. Aiming to lead the serviced apartment segment, Shama is planning to open nine new properties in Thailand, and one in Malaysia, boosting its portfolio with 10 new properties by the end of 2025.
ONYX Hospitality Group took over the Hong Kong-based Shama brand, in 2010 and has since expanded the brand’s footprint in Hong Kong, China and Thailand. The group currently operates six Shama properties in Thailand and ten properties in Hong Kong and China. The serviced apartment sector has remained resilient throughout the pandemic. Since the relaxation of regional COVID-19 restrictions, consumer confidence has increased, resulting in a return of expatriate relocations, business travel, and the recovery of leisure travel.
Mr Yuthachai Charanachitta, Owner and CEO of ONYX Hospitality Group, said: “The serviced apartment segment has continued its recovery pace since many countries relaxed their COVID-19 travel restrictions. As a result, we are seeing more expatriates relocating to Thailand. As ASEAN rises as a regional economic hub, Thailand is in a strong position to capitalise on this growth, as it has always been well served with the infrastructure and services to appeal to incoming ex-pats.” “Serviced apartments globally remained resilient, even at the height of the pandemic, seeing a growth rate of at least 20%. In Thailand, the occupancy rate stayed well above 50%, particularly in the upper-upscale market that targets expatriates.” Mr Yuthachai added.
Introducing a new lifestyle concept, Shama Social Club Recognising that many serviced apartment guests are strangers to their city, Shama looks to connect its guests with the fabric of the local community. Shama has launched Shama Social Club, which aims to bring together a like-minded community of global travellers who love connection and value social interactivity and new experiences. Shama Social Club aims to enhance the overall visitor experience, connecting guests to each distinct neighbourhood. The social club concept stems from Shama’s three main brand pillars:
1. Contemporary living: Bespoke interior design that is practical and stylish,
2. Without boundaries: Activities and programmes to acclimatise residents to the locale, and
3. Thoughtful gestures: Considerate touches help residents connect to the environment and feel right at home from the first day of their stay.
Understanding the importance of local people, Shama Social Club aims to mobilise the local community surrounding each property, encouraging locals to join in and interact with guests. Each Shama property will use the social club platform to deliver locally-tailored programmes of activities, events, games, social occasions, food & drink, and music, as well as a variety of guest service hallmarks, including corporate social responsibility initiatives such as serving the local community food bank, and interactivity with local vendors.