Onyx Hospitality Group Elevates Serviced Apartment Experience with Shama Brand Expansion and New Lifestyle Campaign

Onyx Hospitality Group is significantly expanding its Shama serviced apartment brand, reinforcing its commitment to providing unique living experiences. The group is introducing a new lifestyle concept, the "Shama Social Club," and launching the "Live Your Blended Life at Shama" campaign to highlight its "Freedom to Explore" philosophy. This strategic move aims to solidify Shama's position in the growing serviced apartment market.

Key Takeaways

• Onyx Hospitality Group is expanding its Shama serviced apartment brand internationally.
• A new lifestyle concept, "Shama Social Club," is being introduced to foster community and local integration.
• The "Live Your Blended Life at Shama" campaign emphasizes a "Freedom to Explore" philosophy.
• Shama offers three distinct categories: Shama Luxe, Shama, and Shama Hub, catering to diverse guest needs.
• The brand has seen significant growth, with plans for further expansion in Thailand and Southeast Asia.

Strategic Expansion and Brand Evolution

Onyx Hospitality Group is bolstering its Shama serviced apartment brand with ambitious expansion plans and a new lifestyle concept. The "Shama Social Club" aims to create a sense of community among guests, connecting them with their surroundings and fostering social interaction. This initiative is central to the "Live Your Blended Life at Shama" campaign, which underscores Shama's commitment to offering more than just accommodation, but a holistic living experience.

Shama's Unique Value Proposition

The Shama brand distinguishes itself through spacious accommodations designed for various residents, from solo business travelers to families. Properties are strategically located in prime residential areas within city centers, offering convenient access to amenities and transportation. Shama provides essential daily facilities and 24-hour hotel-level care services, ensuring a comfortable and seamless stay that blends lifestyle, work, and relaxation.

The brand operates under three distinct categories: Shama Luxe, Shama, and Shama Hub. Each category offers unique features in terms of room size, location, and décor, catering to a spectrum of customer needs from upper-upscale to upper-midscale preferences.

Growth and Future Outlook

Shama has experienced remarkable growth, with Onyx Hospitality Group managing over 2,500 units across 20 properties in Thailand, China, Hong Kong, and Malaysia. The brand's performance has exceeded targets, and it is projected to generate significantly more revenue compared to pre-COVID-19 levels. Onyx Hospitality Group plans robust expansion in Thailand and Southeast Asia, with new Shama Hub properties launched in Hong Kong and China, and Shama Suasana in Malaysia. Future developments include Shama Hub in Thailand, Shama Luxe in Malaysia, and Shama in Laos.

The "Shama Social Club" will feature monthly curated activities, such as "Explorecation" (floating sound bath), "Workshopping" (personal color workshop), and "Foodventure" (Bangkok food tour), designed to enhance guest experiences and foster connections.

Sources

• Onyx to manage Hong Kong apartments under Shama brand, Serviced Apartment News.
• ONYX Hospitality Group Accelerates Shama Brand Expansion Across Southeast Asia, Hospitality Net.
• Onyx Hospitality Group launches new serviced apartment concept, TTG Asia.
• ONYX Hospitality Group to strengthen serviced apartment brand Shama, Serviced Apartment News.
• ONYX Hospitality Group Expands "Shama" Brand to Strengthen Presence in Serviced Apartment Market and
  Introduces "Live Your Blended Life at Shama" Campaign, Laotian Times.