Onyx Hospitality Group Fuels Southeast Asian Expansion with Shama Serviced Apartments

Onyx Hospitality Group is significantly expanding its Shama serviced apartment brand across Southeast Asia, driven by strong demand from business and leisure travelers. The group aims to solidify Shama's position as a leading serviced apartment provider in the region, emphasizing a "home away from home" experience with international service standards.

Key Takeaways

• Robust Growth: Shama has experienced a 200% increase in Thailand over five years and ranks as the No. 1 international serviced apartment provider in Hong Kong.
• Strategic Expansion: New properties are opening in Malaysia, Laos, and Thailand, with recent additions including Shama Hub Qiantang in Hangzhou, Shama Hub Metro South in Hong Kong, and Shama Suasana in Johor Bahru.
• Diverse Offerings: The brand caters to various needs with three formats: Shama Luxe, Shama, and Shama Hub, each offering distinct room sizes, locations, and designs.
• Community Focus: The "Shama Social Club" initiative fosters connections among guests and with the local community through curated activities.

Shama's Strategic Expansion in Southeast Asia

Onyx Hospitality Group is accelerating the international expansion of its Shama serviced apartment brand, responding to positive feedback from both business and professional travelers. The brand has recently seen new openings such as Shama Hub Qiantang in Hangzhou, China; Shama Hub Metro South in Hong Kong; and Shama Suasana in Johor Bahru, Malaysia. Future developments are planned for Malaysia, Laos, and Thailand, underscoring a commitment to strengthening its presence in the region.

The increasing preference for serviced apartments among international business and work-related travelers seeking long-term accommodation in residential areas within commercial districts has fueled Shama's remarkable growth. With a portfolio exceeding 2,500 units across 20 properties, Shama has established itself as a leading name in serviced apartments.

Redefining Serviced Apartment Living

Shama differentiates itself through thoughtfully designed rooms tailored to suit the living needs of diverse residents, from solo business travelers to extended families. The brand also offers facilities catering to daily life requirements, complemented by 24/7 hotel-level care services. Properties are strategically located in prime residential areas within city centers, surrounded by amenities and offering convenient transport links, enhancing both short-term and long-term stays.

To cater to varying lifestyles, Shama offers services in three distinct formats: “Shama Luxe,” “Shama,” and “Shama Hub.” Each format varies in room size, location, design, and decoration, ensuring a wide range of customer requirements are met, from upper-upscale to upper-midscale options.

Fostering Community and Lifestyle

A key element of the Shama brand experience is the "Shama Social Club." This lifestyle program is designed to foster connections and relationships among guests, as well as encourage integration with the surrounding community. By blending diverse lifestyles and offering carefully selected activities and attentive staff support, Shama cultivates a sense of belonging within its communities.

Recent campaigns like "Live Your Blended Life" highlight Shama's commitment to offering guests the perfect balance of work, leisure, and exploration. This includes unique monthly activities such as the "Explorecation" Floating Sound Bath, the "Workshopping" Personal Colour Workshop, and the "Foodventure" Taste of Life event, all aimed at enriching the guest experience.

Future Outlook and Brand Vision

Onyx Hospitality Group aims to become "The Best Medium-sized Hospitality Management Company in Southeast Asia." Through continuous development and a strong reputation, the group seeks to lead the hospitality industry in the region. The Shama brand, in particular, is poised for robust growth in Thailand and across Southeast Asia, with plans to establish it as a premier serviced apartment brand by offering services that make guests feel at home while delivering an exceptional international-standard experience.

Sources

• ONYX Hospitality Group Accelerates Shama Brand Expansion Across Southeast Asia, Hospitality Net.
• ONYX Hospitality Group Expands “Shama” Brand to Strengthen Presence in Serviced Apartment Market, Hospitality Net.
• Shama to capitalise on demand for serviced apartment living with new lifestyle concept, whilst adding 10 new
  properties to its portfolio by 2025, Hospitality Net.
• ONYX Hospitality Group Sets Sights on Establishing "Shama" as Thailand’s Leading Serviced Apartment Brand -
  Laotian Times, Laotian Times.
• Onyx Hospitality Group launches new serviced apartment concept, TTG Asia.