Onyx Hospitality Group Fuels Expansion of Shama Serviced Apartments Across Hong Kong and Southeast Asia

Onyx Hospitality Group is significantly expanding its Shama serviced apartment brand, with a strong focus on Hong Kong and the broader Southeast Asian market. This strategic growth aims to meet the increasing demand for flexible, community-focused accommodation solutions for both business and leisure travelers.

Key Takeaways

• Onyx Hospitality Group is actively expanding its Shama serviced apartment brand.
• The expansion targets key markets in Hong Kong and Southeast Asia.
• New Shama Hub properties have recently opened in Hong Kong and China, with more planned.
• The brand emphasizes a "blended life" concept, integrating work, leisure, and community.

Shama's Growing Footprint

Onyx Hospitality Group has announced a robust expansion for its Shama serviced apartment brand, with a particular emphasis on strengthening its presence in Hong Kong and across Southeast Asia. This strategic move is driven by the growing demand for serviced apartments that offer a blend of comfort, convenience, and community engagement for modern travelers.

In Hong Kong, Shama has solidified its position as a leading international serviced apartment provider. The brand has seen significant growth, with multiple properties now operating and more planned. A notable recent addition is Shama Island North, a collaboration with Tai Hung Fai Group, which features a mix of hotel rooms and serviced apartments. This partnership underscores Onyx's commitment to expanding its offerings in the region.

Embracing the "Blended Life" Concept

The Shama brand is redefining serviced apartment living through its "Live Your Blended Life" campaign, which centers on the idea of "Freedom to Explore." This philosophy encourages guests to seamlessly integrate work, leisure, and exploration into their stay. Shama properties are strategically located in vibrant residential areas within city centers, offering easy access to amenities and transportation.

Key to this concept is the "Shama Social Club," a lifestyle program designed to foster a sense of community and connect residents with the local culture. Through curated monthly activities like "Explorecation," "Workshopping," and "Foodventure," Shama aims to create an immersive and welcoming environment, making guests feel at home.

New Openings and Future Plans

Recent expansions include the launch of Shama Hub properties, such as Shama Hub Metro South in Hong Kong and Shama Hub Qiantang in Hangzhou, China. These properties are designed to enhance convenience and social interaction with amenities like fitness centers, communal hub spaces, and business cabins.

Looking ahead, Onyx Hospitality Group has ambitious plans for further growth in Thailand and Southeast Asia. Future developments are slated for Malaysia, Laos, and Thailand, with specific concepts like Shama Luxe, Shama, and Shama Hub being introduced in new markets. The group aims to establish Shama as a premier serviced apartment brand across the region, offering a "home away from home" experience with international-standard services.

Differentiated Offerings

Shama distinguishes itself through spacious accommodations, meticulously designed to cater to diverse needs, from solo business travelers to extended families. Properties offer essential facilities for daily living, complemented by 24-hour hotel-level care services. The brand operates under three distinct categories – Shama Luxe, Shama, and Shama Hub – each offering unique features in room size, location, and décor to meet a range of customer preferences from upper-upscale to upper-midscale segments.

Sources

• Onyx to manage Hong Kong apartments under Shama brand, Serviced Apartment News.
• ONYX Hospitality Group Expands “Shama” Brand to Strengthen Presence in Serviced Apartment Market, Hospitality Net.
• Onyx Hospitality Group launches new serviced apartment concept, TTG Asia.
• ONYX Hospitality Group Accelerates Shama Brand Expansion Across Southeast Asia, Hospitality Net.
• Onyx signs fourth Hong Kong Shama property with Tai Hung Fai Group, Serviced Apartment News.