Thailand-based ONYX Hospitality Group is ramping up expansion plans across Asia Pacific as it marks its 60th anniversary, with ambitions to grow its portfolio beyond 75 properties by 2030.
The regional hospitality operator, which manages brands including Amari, OZO, Shama and Oriental Residence, is forecasting revenue of about USD 283 million in 2026, up 14% year-on-year. The growth strategy is backed by an investment program worth approximately USD 151 million over the next three years, largely focused on refurbishments and upgrades across existing assets.
From its beginnings operating a single hotel in Thailand six decades ago, ONYX has evolved into a regional hospitality management company with 49 properties spanning hotels, resorts, serviced apartments and luxury residences.
CEO Yuthachai Charanachitta said the company’s Thai roots combined with a regional outlook have been central to its long-term growth across Asia Pacific.
He described the 60-year milestone as “the beginning of the next phase of growth,” with the company focused on strengthening its brands, expanding its regional footprint and delivering long-term value to investors and partners.
The group’s expansion pipeline for 2026 includes new openings such as Shama Sukhumvit 101 Bangkok, Shama Medini and Y Hotel Nanshan Shenzhen Inspired by OZO, reinforcing ONYX’s push into serviced apartments and lifestyle hospitality in key gateway cities.
Future projects also include Shama Rayong, EQ Phuket, Shama Hub Ladprao Bangkok, Shama North Pattaya and Amari Resort & Villas Samui. A major repositioning of Amari Phuket is also planned to enhance the guest experience and refresh the resort.
ONYX said its long-term strategy remains focused on “quality growth” through partnerships and market-specific hospitality concepts rather than rapid expansion alone.
Redefining brands’ positioning
Alongside hotel growth, the company is also targeting stronger asset performance through ONYX RT, with core properties including Amari Bangkok, OZO Samui and OZO Phuket expected to drive portfolio value beyond USD 110 million as international tourism rebounds.
As part of the anniversary celebrations, ONYX has also refined the positioning of its four main brands.
Amari is now positioned in the upper-upscale segment, while OZO has evolved into an upper-midscale lifestyle brand targeting modern travelers seeking streamlined comfort. Shama continues to focus on community-led serviced apartment living, while Oriental Residence is being elevated further into the luxury segment with an emphasis on privacy and personalized service.
The company said the brand refresh forms part of its wider “ONYX Universe” strategy, which focuses on talent development, technology, sustainability, customer engagement and long-term asset performance as the group strengthens its competitiveness across the region.
