ONYX Hospitality Group sets sights on Malaysia for expansion

Thailand-based ONYX Hospitality Group is building on its expansion plan setting sights on Malaysia. According to ONYX Hospitality Group, Malaysia is set to be the first country to operate all three ONYX brands overseas – which are Amari, Shama and OZO. MARKETING-INTERACTIVE has reached out to ONYX Hospitality Group for more information.

ONYX’s strategic expansion in Malaysia is set to continue with OZO Medini Iskandar for its fourth quarter this year. Moving forward with Shama Medini Iskandar in the first quarter of 2023 and Shama Suasana Johor Bahru during the same period. This will bring the total number properties in Malaysia to seven, by the end of 2023.  

Yuthachai Charanachitta, ONYX Hospitality Group's owner and CEO said, “Since the pandemic, we have been affected by the same issues as the rest of the hospitality industry. The financial instability of some source markets is forcing us to evaluate and re-focus our marketing efforts. Thailand has bounced back relatively quickly, thanks to the government’s intervention, but the recent challenge will take some time to overcome. I am grateful that we have a growth strategy which aims to minimise the impact of external factors on our business.” 

Charanachitta said in addition to expanding the group's regional footprint, the group is also poised to reposition the three core brands in response to the evolving consumer landscape, this is including an improvement in some of our existing key properties. "Competition is fierce, particularly in Thailand, and we need to make sure we are consistently working on our brand appeal for both investors and guests,” he added.

In September the group established its Amari SPICE Penang in 9 September 2022. The property is directly connected to SPICE Convention Centre, Amari SPICE Penang provides convenient access to SPICE Arena, SPICE Aquatic Centre and SPICE Canopy. Another addition to its expansion in the same month was Amari Kuala Lumpur, where it was opened on 19 September 2022.

Furthermore, the hospitality group is also expanding into the Maldives, Laos, Sri Lanka, Hong Kong and Japan.

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