Onyx Hospitality Group has outlined its growth strategy as it marks its 60th anniversary, with plans to expand its portfolio and strengthen its presence across Asia-Pacific.
The group is targeting total revenue of 10.33 billion baht (US$280 million) in 2026, representing a 14 per cent year-on-year increase. It also plans to grow its portfolio from 49 properties to more than 75 by 2030, supported by an investment of 5.5 billion baht over the next three years, largely focused on upgrading existing assets.
Onyx currently operates across multiple segments, including hotels, serviced apartments and residences, under brands such as Amari, Ozo, Shama and Oriental Residence. The group’s expansion strategy centres on strengthening its position in key regional markets through a mix of new developments and asset enhancement.
Several projects are scheduled to open in 2026, including Shama Sukhumvit 101 Bangkok, Shama Medini and Y Hotel Nanshan Shenzhen, Inspired by Ozo. The development pipeline also includes projects such as Shama Rayong, EQ Phuket and Amari Resort & Villas, Samui.
The group is also focusing on asset management to support long-term value growth. Its core assets, including Amari Bangkok and Ozo properties in Samui and Phuket, are expected to contribute to a portfolio valuation exceeding four billion baht.
Alongside expansion, Onyx has refined the positioning of its four core brands. Amari is focused on the upper-upscale segment, while Ozo targets the upper-midscale lifestyle category. Shama continues to focus on serviced apartment living, and Oriental Residence is positioned within the luxury segment.
Onyx Hospitality Group CEO Yuthachai Charanachitta said the company has grown from managing a single hotel in Thailand into a regional operator across Asia-Pacific, supported by a strong Thai foundation, global outlook and focus on key regional markets.
He added: “Looking ahead, we remain committed to expanding our regional footprint, strengthening our brands, and creating long-term value for our partners, investors and customers, while continuing to develop the organisation in a balanced and sustainable manner. At the same time, we are dedicated to playing an active role in elevating service standards and supporting the long-term advancement of Thailand’s hospitality industry.”
