ONYX Hospitality Group, a leading company in hotel, resort, service apartment, and luxury accommodation management in Southeast Asia, has announced the success of its "Shama" brand, reinforcing its concept of providing service apartments that enhance the living experience under the idea of "Freedom to Explore." The brand aims to create familiarity and a sense of belonging within the community for guests at Shama. Over the years, Shama has shown continuous growth, aligning with the expanding service apartment market both in Thailand and internationally, catering to travelers seeking long-term accommodations. The company has also launched the campaign "Live Your Blended Life at Shama: Blend Every Moment That Matters in Life at Shama" to emphasize its leadership in the service apartment market, understanding the needs of guests looking for a second home.

Mr. Yuttachai Jaranachit, CEO of ONYX Hospitality Group, stated, "Shama has been a standout brand for ONYX Hospitality Group, with a remarkable growth of 200% in Thailand over the past five years. In Hong Kong, Shama is the number one international service apartment provider, with seven locations. Currently, ONYX operates over 2,500 units under the Shama brand across 20 locations in Thailand, China, Hong Kong, and Malaysia. Our current performance has exceeded our target by 3% and has grown by over 14% compared to the same period last year. We expect to see a 52% increase in revenue compared to the pre-COVID-19 period in 2019."

Shama is a service apartment brand that originated in Hong Kong, acquired by ONYX Hospitality Group in 2010, and has been continuously expanding both in Thailand and abroad. In Thailand, there are six Shama service apartments, seven in Hong Kong, five in China, and two in Malaysia. The Shama brand includes "Shama Luxe," "Shama," and "Shama Hub," each differing in room size, location, and design to meet the diverse needs of customers ranging from upper upscale to upper middle scale. In the near future, ONYX plans to expand Shama Hub in Thailand, Shama Luxe in Malaysia, and Shama in Laos.

What sets Shama apart from other service apartments is the spacious room sizes, thoughtfully designed to accommodate various living styles, from solo business travelers to large families seeking a second home. Shama also offers amenities that cater to daily living needs, along with 24/7 hotel-standard resident services. Each Shama location is situated in prime residential areas, surrounded by amenities and easy access to transportation. These features enhance both short-term and long-term living experiences, promoting a seamless blend of lifestyle, work, travel, and relaxation, allowing guests to feel that Shama is their second home, providing happiness and warmth with every stay.

To reinforce this concept, ONYX Hospitality Group has launched the campaign "Live Your Blended Life: Blend Every Moment That Matters in Life at Shama," which showcases various dimensions of living at Shama under the theme of Freedom to Explore. A highlight of the campaign is the "Shama Social Club," a lifestyle program offering activities that connect guests at Shama and foster a sense of community with the local environment and residents. This program integrates the diverse lifestyles of guests through carefully curated activities. The Shama Social Club ensures that guests feel welcomed, warm, and part of the community, as if they are at their own home from the moment they arrive. Under the campaign Live Your Blended Life, three exclusive Shama Social Club activities will be offered each month from October to December 2024, representing three main ideas of blending moments that matter in life:
• Explorecation (Explore+Vacation) in October will feature a Floating Sound Bath activity for guests to relax with soothing sounds in a pool setting.
• Workshopping (Work+Shopping) in November will include a Personal Colour Workshop to help guests understand their personality traits and use them as inspiration for shopping work attire that boosts confidence in new environments.
• Foodventure (Food+Adventure) in December will present a Taste of Life activity, taking guests on a cycling tour to taste and explore the old town of Bangkok while learning photography skills to enhance their enjoyment of life.

“In addition to excellent locations and top-notch amenities, the Shama Social Club lifestyle program will elevate the living experience, fostering relationships, familiarity, and connections between guests and the surrounding community. The feeling of welcome, warmth, and belonging will help guests feel at ease and comfortable, as if they are at their own home from the moment they arrive, allowing them to adapt quickly and seamlessly to their new environment,” Mr. Yuttachai added.

Looking ahead, ONYX Hospitality Group plans to strengthen the Shama brand's business expansion in Thailand and Southeast Asia. In 2024, three new Shama locations have already opened: Shama Hub Metro South in Hong Kong, Shama Hub Qiantang in Hangzhou, China, and Shama Suasana in Johor Bahru, Malaysia. Additionally, a management contract for Shama Rayong has been signed, set to open in 2027. Notable highlight locations for Shama include:

Shama Yen-Akat Bangkok is located in the rapidly developing business district of Silom and Sathorn, offering a tranquil and comfortable atmosphere for guests, and is pet-friendly with amenities for pets. It is surrounded by facilities, shops, and numerous dining options, allowing guests to relax and enjoy exquisite dining and boutique shopping. The vibrant Nang Linchee Marketplace is just a three-minute walk away, and it is only 2.5 kilometers from Lumpini Park, making it popular among fitness enthusiasts, as well as being close to Central Plaza Rama 3 and Thonglor Veterinary Hospital.

Shama Ekamai Bangkok is situated in the heart of a community mall and popular dining area in Ekamai-Thonglor, designed to reflect the vibrant urban environment while surrounded by lush greenery. It is also pet-friendly and is just a 30-minute drive from the central business districts of Asoke and Rama 4, and only five minutes from popular dining spots in Ekamai-Thonglor. Additionally, it is a mere 160 meters from Big C Supercenter Ekamai, catering to all shopping, dining, and other needs.

Shama Lakeview Asoke Bangkok is located in the heart of Asoke, offering close views of the lush Benjakitti Park. This accommodation is surrounded by various landmarks, providing guests with numerous options for relaxation and sightseeing, including Benjakitti Park, a central city park, and proximity to landmark shopping centers, restaurants, and entertainment venues. Guests at Shama Lakeview Asoke can enjoy the best quality of life in Bangkok, as this area is a hub for the city's finest amenities.

Shama Petchburi 47 Bangkok is located in a quiet yet accessible area, adjacent to Bangkok Hospital and just five minutes from Piyavate Hospital. It is close to expressways and major roads leading to the city center, ideal for guests seeking relaxation amidst nature while maintaining comfort and convenience, as well as health-conscious individuals. There are also boutique shops and spas offering health products, traditional Thai massage, and herbal treatments, making it a perfect place for long-term stays with various relaxation options.

Shama Sukhumvit Bangkok is located in an area designed to provide a living experience filled with relaxation in the vibrant and culturally diverse city center. This location features a lush garden that maintains the freshness of nature alongside modernity, with meticulous design catering to travelers seeking spacious interiors that feel airy and comfortable. This accommodation offers ample common areas and various amenities suitable for all ages, making it perfect for large families.

Shama Suasana Johor Bahru, Malaysia, is located in the heart of Johor Bahru, surrounded by numerous dining and shopping options at the renowned Zenith Mall, just five minutes away. The public transport system nearby makes it easy to explore the city, including customs checkpoints, immigration, and quarantine inspection points (CIQ), along with historical sites and various fun activities.