From left to right, K.Yuthachai Charanachitta, Chief Executive Officer, K.Niwat Vaitayamongkol, Senior Director, Brand & Marketing Communications, K.Dennis Chong, Area General Manager, Shama Bangkok — Photo by Onyx
Shama

ONYX Hospitality Group, Thailand’s premier hotel management company, proudly celebrates the success of its renowned serviced apartment brand, Shama, with the launch of an exciting new campaign designed to encapsulate its core ethos.

The campaign, accompanied by a new brand video, is centred on the concepts ‘Freedom to Explore’ and ‘Live Your Blended Life at Shama’, offering guests the perfect balance of work, leisure, and exploration in a seamless, integrated lifestyle. By focusing on creating immersive experiences and fostering a strong sense of community, Shama is redefining serviced apartment living for the modern traveller, transforming each stay into a personalised journey of discovery and comfort.

The "Shama" brand has seen continuous growth in recent years, aligning with the expanding serviced apartment market in Thailand and internationally. This growth reflects the increasing demand from travellers seeking long-term accommodation solutions. In response to this trend, the "Live Your Blended Life at Shama" campaign is launching to reaffirm Shama’s leadership in the serviced apartment market. The campaign highlights Shama’s deep understanding of its target audience, who seek accommodation that offers comfort and familiarity, becoming their second home.

YuthachaiCharanachitta, Chief Executive Officer of ONYX Hospitality Group, stated, “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 also said, “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.”

Shama, a serviced apartment brand originally from Hong Kong, was acquired by ONYX Hospitality Group in 2010 and has since been expanding both in Thailand and internationally. In Thailand, there are 6 Shama serviced apartments, with an additional 7 in Hong Kong, 5 in China, and 2 in Malaysia. The Shama brand encompasses three distinct categories: “Shama Luxe,” “Shama,” and “Shama Hub.” Each offers unique features in room size, location, and décor to cater to a range of customer needs, from upper upscale to upper middle scale. ONYX Hospitality Group also 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 emphasis on room size. Shama offers spacious accommodation, meticulously designed to meet the needs of various residents, from solo business travellers to large families seeking a second home for every family member. Additionally, Shama provides essential facilities for daily life, including 24-hour hotel-level care services for residents.

All Shama properties are situated in residential areas within city centres, surrounded by amenities and offering convenient travel options. These features enhance both short-term and long-term living experiences, and encourage well-being, seamlessly blending lifestyle, work, travel, and relaxation.

To reinforce this concept, ONYX Hospitality Group has launched the “Live Your Blended Life” campaign, which showcases the multi-dimensional experience of living at Shama under the “Freedom to Explore” theme.

A key feature of the Shama brand, and part of the new campaign, is the "Shama Social Club," which plays a vital role in making guests feel truly at home while travelling. This unique lifestyle programme connects residents with the local community, creating an immersive experience that fosters a sense of belonging. With carefully curated activities, personalised touches, and thoughtful design, the Shama Social Club embraces a growing trend in hospitality - enhancing the accommodation experience 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 each month. From October to December 2024, these activities will reflect the three main concepts of blending the right moments in life:

  • The Explorecation (explore + vacation) activity will take place in October, featuring a Floating Sound Bath experience. Guests will have the opportunity to relax and unwind with soothing sounds by the pool in a tranquil atmosphere.
  • The Workshopping (work + shopping) activity, scheduled for November, will feature a Personal Colour Workshop. This session will help guests understand their unique colour profiles and use this knowledge to select work clothes that enhance their confidence and appearance in a new environment.
  • The Foodventure (food + adventure) activity, happening in December, will feature a Taste of Life event. Guests will embark on a bike tour through the historic city of Bangkok, sampling local flavours and learning photography tips to capture the vibrant experiences, adding a touch of delight and fun to their lives.

“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.

For the Shama brand’s expansion goals, ONYX Hospitality Group plans robust growth in Thailand and Southeast Asia. In 2024, the company launched three new Shama locations: Shama Hub Metro South in Hong Kong, Shama Hub Qiantang Hangzhou in China, and Shama Suasana Johor Bahru in Malaysia. Additionally, a management contract has been signed for Shama Rayong in Thailand, scheduled to open in 2027.

About ONYX

ONYX Hospitality Group operates four diverse yet complementary brands – Saffron, Amari, Shama and OZO - each catering to the distinctive requirements of today's business and leisure travellers. The group reaches beyond its Thai roots to offer innovative management solutions across the Indian Ocean, Arabian Gulf and Asia-Pacific regions. Visit www.onyx-hospitality.com.