ONYX Hospitality Group, a leading company in the Asia-Pacific region specializing in the management of hotels, resorts, serviced apartments, and luxury residences, as well as restaurants and spas, has announced its growth strategy on the occasion of its 60th anniversary. The company aims for total revenue of 10.33 billion baht in 2026, representing a 14% growth from the previous year, and plans to expand its portfolio to over 75 properties by 2030, reflecting the strength of its business and continuous expansion in the Asia-Pacific region. An investment budget of 5.5 billion baht has been set for the next three years, focusing on the development and enhancement of existing assets.

Over the past six decades, ONYX Hospitality Group has grown from managing a single hotel in Thailand to becoming a regional hospitality business with a diverse portfolio of brands, including Amari, OZO, Shama, and Oriental Residence, covering prime locations in Thailand and several countries in the Asia-Pacific region. Each brand has its unique identity and clear positioning to effectively meet the needs of modern travelers across various segments. Currently, ONYX operates a total of 49 hotels and projects and is poised to exceed 75 properties in the Asia-Pacific region by 2030, with a solid growth strategy and an investment plan of 5.5 billion baht.

Mr. Yuthachai Jaranachit, CEO of ONYX Hospitality Group, stated: “Over the past six decades, ONYX has accumulated experience and expertise, evolving from managing a single hotel in Thailand to expanding regionally, gaining the trust and confidence of partners and customers continuously.

This growth has occurred on a strong foundation of Thai identity, combined with a global perspective and a focus on regional markets, which has been a key driver of the group's business.

On this 60th anniversary, we see it not only as a reflection of past successes but also as the beginning of future growth. We remain committed to expanding our business regionally, enhancing our brands, and creating long-term value for our partners, investors, and customers, while also developing the organization in a balanced and sustainable manner, contributing to the elevation of service standards and driving the Thai hospitality industry forward in the long term.”

Continuing to Expand Business Proactively to Strengthen Portfolio for Long-Term Growth

ONYX Hospitality Group continues to expand its business in the Asia-Pacific region under the vision of being the Best Medium-sized Hospitality Management Company in Asia-Pacific. In 2026, the company plans to launch new projects, including Shama Sukhumvit 101 Bangkok, Shama Medini, and Y Hotel Nanshan Shenzhen Inspired by OZO, reflecting its expansion into both serviced apartments and lifestyle hotels in key economic cities of the region.

At the same time, the company also has plans for ongoing project developments, such as Shama Rayong, EQ Phuket, Shama Hub Ladprao Bangkok, Shama North Pattaya, and the luxury project Amari Resort & Villas, Samui, along with significant renovations of Amari Phuket to enhance asset potential and guest experiences.

The company aims to expand its portfolio from 49 to over 75 properties by 2030, focusing on quality growth through long-term partnerships and designing business models suitable for each market.

In addition to regional expansion plans, ONYX Group is also focused on driving growth through effective asset management and investment, with ONYXRT being another key mechanism to propel the company's growth, supported by low interest rates, recovering investor confidence, and the return of over 35 million international tourists. In 2026, the company expects that Core Assets, which include Amari Bangkok, OZO Samui, and OZO Phuket, will add value to the investment portfolio, targeting a total value of over 4 billion baht.

Enhancing Brand Groups to Reinforce Clear Identity and Positioning

On the occasion of its 60th anniversary, ONYX Hospitality Group is enhancing its overall brand through a long-term plan under the concept of “ONYX Universe,” which is a corporate strategy framework developed to support future growth, covering all aspects of business operations, from developing personnel potential, technology, sustainability, brand strength, marketing and revenue efficiency, customer relationships, food and beverage business, to asset management for long-term returns. This approach will be a crucial foundation to enhance competitive capabilities in the region and effectively and sustainably meet the diverse needs of travelers and residents.

The ONYX Group has also developed and repositioned its four main brands to enhance clarity in differentiation and align more closely with current market demands:

Amari has repositioned itself in the upper-upscale segment, emphasizing warm Thai hospitality, combined with an understanding of each area and the unique characteristics of each destination.

OZO is an upper-midscale lifestyle hotel that has developed and enhanced its services to meet the needs of modern travelers seeking seamless stay experiences, complete with essential amenities and increased comfort.

Shama is a serviced apartment brand focused on creating a living experience under the concept of Joy of Living, fostering vibrant communities and delivering thoughtfully designed living experiences that blend comfort, quality, and meaningful lifestyle, catering to both short-term and long-term stays.

Oriental Residence has been elevated to convey a more refined definition of luxury, reflecting serene elegance with privacy at its core, paying attention to every detail through meticulously designed services.

This brand enhancement reflects ONYX Hospitality Group's approach to creating clear differentiation to support future growth and business expansion.

With a foundation of success over 60 years, ONYX Hospitality Group remains committed to driving growth through regional business expansion, brand enhancement, and continuous organizational development, adhering to the concept of conducting business based on strong Thai roots combined with a global perspective, with a focus on regional growth as a key strategy to become the best medium-sized hospitality management company in Asia-Pacific while delivering sustainable value to partners, investors, customers, and the regional tourism industry in the long term.