ONYX Hospitality Group Launches Shama Hub: A New Era in Serviced Apartments

ONYX Hospitality Group has announced the expansion of its Shama brand in Hong Kong with the introduction of Shama Hub, a fresh concept in serviced apartments. This innovative offering aims to redefine modern living by blending work, leisure, and community engagement, catering to the evolving needs of today’s travelers.

Key Takeaways

  • Launch of Shama Hub in Hong Kong and China.
  • Focus on community engagement and flexible living.
  • Introduction of the Shama Social Club to enhance guest experiences.
  • Expansion plans include new properties across Southeast Asia.

Shama Hub: A New Concept in Serviced Living

Shama Hub represents a significant evolution in the serviced apartment market, designed to provide more than just accommodation. It emphasizes creativity, flexibility, and community, making it an ideal choice for both short- and long-term stays.

Located in vibrant neighborhoods, Shama Hub properties are strategically positioned to allow guests to immerse themselves in local culture while enjoying modern amenities. Each property features a variety of room types, from studios to larger units, ensuring comfort and functionality for all residents.

Unique Features of Shama Hub

  • Community-Centric Design: Shama Hub properties are designed to foster social interaction among residents, creating a sense of belonging.
  • Comprehensive Amenities: Each location includes self-service laundry, fitness centers, communal spaces, and business cabins to enhance convenience.
  • Shama Social Club: This lifestyle program connects residents through curated activities, promoting engagement with the local community.

Expansion Plans and Market Growth

The Shama brand has seen remarkable growth, with a 200% increase in Thailand over the past five years. Currently, ONYX manages over 2,500 units across 20 properties in Thailand, China, Hong Kong, and Malaysia. The brand is projected to generate 52% more revenue compared to pre-COVID-19 levels.

In 2024, ONYX Hospitality Group plans to launch three new Shama locations:

  1. Shama Hub Metro South in Hong Kong
  2. Shama Hub Qiantang in Hangzhou, China
  3. Shama Suasana in Johor Bahru, Malaysia

Additionally, a management contract has been signed for Shama Rayong in Thailand, set to open in 2027.

Conclusion

With the launch of Shama Hub, ONYX Hospitality Group is poised to redefine the serviced apartment experience, offering a unique blend of comfort, community, and cultural immersion. This expansion not only strengthens the Shama brand's presence in the market but also sets a new standard for modern living in serviced accommodations.

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