Shama Serviced Apartments Set for Global Expansion, Blending Home Comforts with Hotel Luxuries

Shama Serviced Apartments, a brand under ONYX Hospitality Group, is significantly expanding its global presence, particularly in Greater China and across the Asia-Pacific region. The brand is known for its unique hybrid model, offering fully equipped accommodations that combine the comforts of home with the impeccable standards and services of a hotel, catering to both business and leisure travelers.

Key Takeaways

• Shama is expanding its global footprint, with a focus on Greater China and the Asia-Pacific.
• The brand offers a blend of home comforts and hotel luxuries, targeting modern travelers.
• New "Shama Hub" concept emphasizes creativity, flexibility, and community engagement.
• The "Shama Social Club" provides immersive local experiences and fosters a sense of belonging.
• ONYX Hospitality Group sees strong growth potential in the serviced apartment market.

Expanding Global Reach

Established in 1996 and acquired by ONYX Hospitality Group in 2010, Shama has built a strong reputation for its serviced apartments. The brand is now looking to increase its global footprint, with ongoing discussions for new properties in various Asia-Pacific countries. This expansion is driven by the growing demand for flexible, comfortable, and well-equipped accommodations for both short and long stays.

The Shama Experience

Shama aims to provide a "sweet spot" between leased residences and conventional hotels. Its offerings cater to a diverse clientele, including corporate employees on short-term assignments and leisure travelers seeking enhanced space and home-like comforts. The brand emphasizes a "no boundaries" lifestyle program, designed to help guests immerse themselves in the local culture, explore neighborhoods, and discover local amenities and hidden gems.

Innovative Concepts and Community Focus

ONYX Hospitality Group has introduced "Shama Hub," an extension of the Shama brand that celebrates creativity, flexibility, and community engagement. Shama Hub properties are strategically located in vibrant neighborhoods, offering amenities like self-service laundry, fitness centers, and communal hub spaces. The "Shama Social Club" is a key initiative within Shama Hubs, designed to foster a sense of community and connect residents with the unique essence of each locale through curated activities.

Growth and Future Outlook

Shama has experienced significant growth, with ONYX Hospitality Group managing over 2,500 units under the Shama brand across 20 properties in Thailand, China, Hong Kong, and Malaysia. The brand's performance has exceeded targets, with projections showing substantial revenue growth compared to pre-COVID-19 levels. Future expansion plans include new Shama locations in Thailand and Southeast Asia, further solidifying its position in the serviced apartment market.

Sources

• Shama Serviced Apartments to expand its global footprint, Hong Kong Business.
• Shama serviced apartments fuse luxury lifestyle with a warm, personal touch, Hong Kong Business.
• Onyx to manage Hong Kong apartments under Shama brand, Serviced Apartment News.
• Onyx Hospitality Group launches new serviced apartment concept, TTG Asia.
• ONYX Hospitality Group Expands “Shama” Brand to Strengthen Presence in Serviced Apartment Market, Hospitality Net.