ONYX Hospitality Group Elevates Shama Serviced Apartments with New Lifestyle Concept and Ambitious Expansion

ONYX Hospitality Group is set to significantly expand its Shama serviced apartment brand, introducing a new "Shama Social Club" lifestyle concept and planning for 10 new properties by 2025. This strategic move aims to enhance the guest experience by fostering community and connection, capitalizing on the growing demand for serviced accommodations.

Key Takeaways

• Launch of "Shama Social Club" lifestyle concept.
• Addition of 10 new Shama properties by 2025, primarily in Thailand and one in Malaysia.
• Focus on community, contemporary living, and local integration.
• Shama brand has seen substantial growth, with plans for further expansion.

Shama Social Club: A New Lifestyle Concept

The "Shama Social Club" is designed to create a vibrant community for like-minded global travelers who value social interaction and new experiences. This concept is built upon three core pillars: Contemporary Living, emphasizing stylish and practical interior design; Without Boundaries, offering activities to help residents acclimate to their local surroundings; and Thoughtful Gestures, providing touches that make guests feel at home. Each Shama property will leverage this platform to offer locally tailored programs, including events, food and drink experiences, and community engagement initiatives.

Expansion Plans and Market Growth

ONYX Hospitality Group plans to add 10 new Shama properties by 2025, with nine slated for Thailand and one in Malaysia. This expansion is driven by the strong recovery of the serviced apartment segment post-COVID-19 and Thailand's position as a regional economic hub attracting expatriates. The group has seen significant growth, with a 200% increase in Shama properties in Thailand over five years and Shama being the number one international serviced apartment provider in Hong Kong. Currently, ONYX manages over 2,500 units across 20 Shama properties in Thailand, China, Hong Kong, and Malaysia, with projections indicating revenue growth beyond pre-pandemic levels.

Shama Brand Evolution and Offerings

Originally from Hong Kong and acquired by ONYX Hospitality Group in 2010, the Shama brand has evolved to include three distinct categories: "Shama Luxe," "Shama," and "Shama Hub." These cater to various needs, from upper upscale to upper middle scale. Shama properties are known for their spacious accommodations, designed to feel like a second home, and are strategically located in residential areas within city centers, offering convenience and essential amenities. The "Live Your Blended Life at Shama" campaign further emphasizes the brand's commitment to providing a comfortable, familiar, and engaging living experience that seamlessly blends lifestyle, work, and relaxation.

New Shama Hub Properties

As part of its expansion, ONYX has launched new "Shama Hub" properties, such as Shama Hub Qiantang Hangzhou in China and Shama Hub Metro South in Hong Kong. These locations are designed to foster creativity, flexibility, and community engagement, featuring amenities like self-service laundry, fitness centers, communal hub spaces, and business cabins. These hubs are strategically located in vibrant neighborhoods, offering easy access to local culture and attractions, further enhancing the guest experience through the Shama Social Club lifestyle program.

Sources

• ONYX Hospitality Group to strengthen serviced apartment brand Shama, Serviced Apartment News.
• ONYX Hospitality Group and Sincere Holdings Group Partner to Develop Shama Service Apartments in 12 Cities
  Across China, Hotel Online.
• Thai-based ONYX Hospitality Group to expand Shama brand to China, Malaysia and Thailand in 2024, The Edge Malaysia.
• ONYX Hospitality Group Expands “Shama” Brand to Strengthen Presence in Serviced Apartment Market and
  Introduces “Live Your Blended Life at Shama” Campaign, Sin Chew Daily.
• Onyx Hospitality Group launches new serviced apartment concept, TTG Asia.