ONYX Hospitality Group drives its Shama Brand expansion across Southeast Asia: What new you need to know?

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ONYX Hospitality Group is accelerating the international growth of its Shama serviced apartment brand, which has gained strong popularity among business and professional travelers.

Shama’s recent openings include Shama Hub Qiantang in Hangzhou, China, Shama Hub Metro South in Hong Kong, and Shama Suasana in Johor Bahru, Malaysia, with additional plans for new developments in Malaysia, Laos, and Thailand.

This expansion caters to the rising demand for high-quality, long-term accommodations in prime residential and commercial districts.

The Shama portfolio now spans over 2,500 units across 20 properties, distinguishing it as a leading serviced apartment brand, particularly in Hong Kong.

Each property features thoughtfully designed residences aimed at providing comfort and convenience for various guest needs, from solo business travelers to families seeking extended stays.

ONYX Hospitality’s Chief Executive Officer, Yuthachai Charanachitta, highlighted that Shama’s origins in Hong Kong have fueled its success, driving a strategy to bring “home away from home” comfort with international-standard service across Southeast Asia.

This expansion aligns with ONYX Hospitality’s long-term vision of becoming a leading medium-sized hospitality management company within the region.

In addition to offering diverse stay formats—such as Shama Luxe, Shama, and Shama Hub—the brand emphasizes community through initiatives like the Shama Social Club, which provides guests with locally inspired activities and encourages connections within the surrounding community.

These developments underscore ONYX Hospitality’s mission to deliver a seamless blend of exceptional Asian hospitality and world-class standards across its portfolio, which also includes brands like Amari, OZO, and Oriental Residence.