Onyx Hospitality Group, a leading company in Southeast Asia specializing in hotel, resort, service apartment, and luxury residential management, is advancing into the service apartment market in Thailand by announcing a collaboration with Sena Development Public Company Limited to develop service apartments under the Shama brand in prime locations of Bangkok. This initiative aims to meet the growing demand from both Thai and international residents, starting with the "Shama Sukhumvit 101" project, a service apartment located in a prime area of Sukhumvit, surrounded by leading mixed-use projects, offices, shops, restaurants, and comprehensive lifestyle amenities. The project promises a comfortable living experience that feels warm and homely, catering to long-term guests, with services set to commence in January 2026.

Onyx Hospitality Group and Sena HHP 6 Company Limited, a joint venture between Sena Development and strategic partner Hankyu Hanshin Properties from Japan, have officially signed a collaboration agreement to upgrade 86 rooms in the "Piti Sukhumvit 101" project, one of Sena Development's potential projects, into premium service apartments under the brand "Shama Sukhumvit 101."

With contemporary design and style combined with Onyx Hospitality Group's international management and service standards, "Shama Sukhumvit 101" is positioned as a service apartment that truly meets the living needs of urban dwellers, offering not only the comfort of home but also aligning with the modern lifestyle of residents in every aspect.

Mr. Yuttachai Jaranachit, CEO of Onyx Hospitality Group, stated that this collaboration marks an important step for Onyx in expanding its service apartment business in Thailand, particularly in prime locations like Sukhumvit, where there is a continuous increase in demand for long-term accommodation from both Thai and international residents. Onyx sees Sukhumvit 101 as a highly potential area with a public transport system connecting to the city center, surrounded by business centers, office buildings, educational institutions, and regional logistics centers, indicating a high demand for housing from business travelers and expatriate families, making it an ideal location for developing a service apartment project.

“Shama Sukhumvit 101 not only reflects the growth of Onyx Hospitality Group in the Thai market but also reinforces the brand's commitment to providing a stylish, contemporary service apartment experience with a prime location and international service standards. The goal is for Shama to be more than just a residence but a comfortable and warm space that feels like home. Through this collaboration, Onyx Hospitality Group has been entrusted by Sena HHP 6 Company Limited to manage the project comprehensively, enhancing service quality and resident experience, establishing marketing, sales, and operational systems that align with Onyx's international standards, as well as managing personnel, training, revenue management systems, and supporting technology to ensure Shama Sukhumvit 101 becomes a premium service apartment that truly meets customer needs,” Mr. Yuttachai said.

Associate Professor Dr. Kesara Thanyalakphak, Managing Director of Sena Development Public Company Limited, stated, “This collaboration stems from the shared intention of Sena HHP 6 Company Limited and Onyx Hospitality Group to elevate the service apartment project under the Shama brand to international management and service standards. With Onyx's expertise and proven success as a leader in hotel, resort, and service apartment management in Southeast Asia, we are confident that under Onyx's management, Shama Sukhumvit 101 will become a service apartment project that resonates with customers, whether they are Thai clients, international business travelers, or families seeking a second home.”

For Sena, this collaboration represents another significant step reflecting the organization's stance as a Sustainable Living Leader, focusing on developing projects under the SENA Low Carbon concept to promote a lifestyle that tangibly reduces carbon emissions simply by living in Sena's projects. This also creates value in living that encompasses quality of life, society, and the environment.

This project is being developed within "Piti Sukhumvit 101," one of Sena's premium condominium brands, distinguished by meticulous design in every aspect, including design, function, specifications, and amenities that truly meet the lifestyle of executive-level customers while providing maximum privacy in living spaces. Additionally, it integrates the Low Carbon Living concept, allowing residents to live comfortably while caring for the environment every day.

Sena continues to uphold its Lifelong Trusted Partner approach, committed to being the most reliable and trustworthy brand throughout every stage of customers' lives. We do not just develop "housing" but aim to enhance "sustainable quality of life in every dimension" so that homeowners, clients, partners, employees, communities, society, and the environment can coexist happily and sustainably forever.

The "Shama Sukhumvit 101" project is located in a high-potential area in Bangkok's business and lifestyle district, near BTS Punnawithi and Bangjak, surrounded by leading business centers and office buildings such as True Digital Park, the largest technology and startup hub in Southeast Asia, M Tower, the headquarters of Bangchak Corporation Public Company Limited, BHIRAJ TOWER at BITEC, a premium office building connected to the BITEC exhibition and convention center, etc. It is also close to educational institutions like Anglo Singapore International School and Wells International School, and not far from important industrial zones and logistics centers such as Bangplee Industrial Estate, WHA Mega Logistics Center, and Frasers Property Logistics Park.

The project consists of 86 service apartment units, each with a usable area of over 40 square meters to more than 60 square meters, all stylishly decorated according to contemporary design standards, fully equipped with amenities such as a fitness center, swimming pool, first aid room, EV charger, and automated parking, along with Shama's unique services, including the “Shama Social Club,” a lifestyle program that curates activities to connect and foster relationships, familiarity, and a sense of belonging between guests and the residential area, enhancing the feeling of being part of a community that integrates the lifestyles of guests together. This is a key concept of the Shama brand to provide a high-quality living experience for both short-term and long-term guests.

Shama Sukhumvit 101 is indeed another standout service apartment project managed by Onyx Hospitality Group, suitable for business travelers and executives, expatriate families, as well as long-term business travelers seeking premium accommodation in the city center. The announcement of this collaboration with Sena HHP 6 Company Limited strengthens Onyx Hospitality Group's competitive capabilities, enabling rapid and stable business expansion in Thailand, while moving forward to become a market leader in service apartments in the region, under the vision of being the best medium-sized service management company in Southeast Asia.