ONYX Hospitality Group, a leading name in Thailand’s hotel management sector, is celebrating the success of its acclaimed serviced apartment brand, Shama, with the launch of a vibrant new campaign. This campaign, unveiled alongside a fresh brand video, is all about embracing the core values of Shama: “Freedom to Explore” and “Live Your Blended Life at Shama.” It encourages guests to seamlessly integrate work, leisure, and exploration into their daily lives, promoting a holistic lifestyle. By emphasizing immersive experiences and a strong sense of community, Shama is redefining the meaning of serviced apartment living for the modern traveler, transforming each stay into a unique journey of comfort and discovery.
Shama has experienced impressive growth in recent years, mirroring the rise of the serviced apartment market in Thailand and beyond. This growth reflects the increasing demand from travelers who prefer extended-stay accommodations. The “Live Your Blended Life at Shama” campaign further solidifies Shama’s leadership in the market, demonstrating its deep understanding of guests who value comfort, familiarity, and a sense of home away from home.
Yuthachai Charanachitta, Chief Executive Officer of ONYX Hospitality Group, shared, “Shama has seen remarkable growth within the ONYX portfolio, achieving a 200% increase in Thailand over just five years. In Hong Kong, Shama stands as the No. 1 international serviced apartments provider with 7 properties.” He further highlighted, “Currently, ONYX manages over 2,500 units under the Shama brand across 20 properties in Thailand, China, Hong Kong, and Malaysia. The brand’s performance has grown 3% above the target and more than 14% compared to the same period last year. Shama is also projected to generate 52% more revenue compared to pre-COVID-19 levels in 2019.”
Originally a serviced apartment brand from Hong Kong, Shama was acquired by ONYX Hospitality Group in 2010 and has since expanded its footprint both within Thailand and internationally. Shama currently operates six serviced apartments in Thailand, seven in Hong Kong, five in China, and two in Malaysia. The brand offers three distinct categories: “Shama Luxe,” “Shama,” and “Shama Hub,” each tailored to different customer preferences and varying in room size, location, and décor, catering to the upper upscale to the upper midscale market. ONYX Hospitality Group has exciting plans to expand Shama Hub in Thailand, Shama Luxe in Malaysia, and Shama in Laos in the near future.
What sets Shama apart from other serviced apartments is its unwavering focus on spacious accommodations, carefully designed to suit a wide range of residents, from solo business travelers to large families seeking a second home. Shama also provides essential facilities, including 24-hour hotel-quality care services, ensuring residents’ needs are met at all times. All Shama properties are strategically located in residential areas within city centers, surrounded by amenities and offering easy access to travel options. These features enhance both short-term and long-term living, seamlessly blending lifestyle, work, travel, and relaxation to promote overall well-being.
To further solidify this vision, ONYX Hospitality Group has launched the “Live Your Blended Life” campaign, which showcases the multi-dimensional experience of living at Shama under the theme “Freedom to Explore.” A signature feature of the Shama brand, highlighted in the new campaign, is the “Shama Social Club.” This unique lifestyle program is designed to help guests feel at home while traveling. The club connects residents with the local community, creating immersive experiences that foster a sense of belonging. Through carefully curated activities, personalized touches, and thoughtful design, the Shama Social Club taps into the growing trend of enhancing accommodations by blending comfort, community, and cultural immersion.
As part of the “Live Your Blended Life” campaign, three exclusive Shama Social Club activities will be introduced monthly from October to December 2024. These activities reflect the key concepts of blending life’s important moments: “In addition to its prime location and excellent facilities, the Shama Social Club, a lifestyle programme of the Shama brand, will elevate the living experience by fostering connections, familiarity, and integration with surroundings and the local community. This programme is designed to make guests feel welcomed and at home from their very first visit, ensuring they adapt quickly and comfortably to their new environment,” said Yuthachai.
As part of its ambitious expansion strategy, ONYX Hospitality Group is driving significant growth for the Shama brand in Thailand and Southeast Asia. In 2024, the company unveiled three new Shama properties: Shama Hub Metro South in Hong Kong, Shama Hub Qiantang Hangzhou in China, and Shama Suasana Johor Bahru in Malaysia. Looking ahead, a management contract has also been secured for Shama Rayong in Thailand, which is slated to open in 2027.
