ONYX Hospitality Group Showcases Growth Strategy and New Properties at ITB China 2025

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ONYX Hospitality Group, a leading force in the Asia-Pacific hospitality landscape, is set to reaffirm its commitment to the thriving Chinese travel market during ITB China 2025.

Scheduled from 27th to 29th May at the Shanghai World Expo Exhibition & Convention Center, the event provides an ideal platform for ONYX to showcase its forward-looking growth strategy, innovative product offerings, and dedication to meeting the evolving needs of Chinese travelers.

The Chinese market remains a cornerstone of ONYX’s revenue and growth plans, ranking consistently among its top three geo-source markets. The group reports continued strong performance in 2025, driven by robust demand in both leisure travel and the Meetings, Incentives, Conferences, and Exhibitions (MICE) segments.

Insights from Leadership: Navigating the Dynamic Chinese Travel Market

Yuthachai Charanachitta, CEO of ONYX Hospitality Group, emphasized the importance of agility and data-driven strategies in responding to rapidly shifting travel patterns. “The Chinese traveler’s behaviour is evolving, with last-minute bookings and demand for flexibility shaping the market,” he said. “Our portfolio enhancements and tailored MICE offerings position ONYX well to capitalize on these trends and sustain growth.”

This approach aligns closely with the Chinese government’s broader tourism development goals. According to the China Tourism Academy and the Ministry of Culture and Tourism of the People’s Republic of China, efforts are underway to stimulate outbound travel through policies encouraging diversified destinations and experiences, alongside promoting business tourism and cultural exchange.

Tailored Hospitality: The ONYX Ethos

ONYX Hospitality Group’s vision—to become the best medium-sized hospitality management company in Southeast Asia—is underpinned by a “tailored approach to hospitality.” This ethos translates into a diverse and adaptable portfolio designed to meet the nuanced preferences of distinct traveler segments, particularly the discerning and fast-growing Chinese market.

With properties spanning leisure resorts, urban hotels, and MICE venues, ONYX’s flexibility allows it to deliver personalised experiences that cater to both relaxation and business needs.

Spotlight on Key Properties at ITB China 2025

At ITB China, ONYX will prominently feature several newly launched and strategically important properties that exemplify the group’s growth ambitions:

• Amari Colombo, Sri Lanka: This beachfront landmark blends modern luxury with Sri Lankan cultural elements, attracting travelers seeking authentic coastal retreats.
• Amari Vientiane, Laos: A new addition to ONYX’s Indochina portfolio, Amari Vientiane offers sophisticated urban comfort in Laos’s capital, expanding the group’s presence in emerging Southeast Asian markets.
• Amari Bangsaen, Thailand: Positioned near Bangkok and Pattaya, this coastal property is emerging as a promising MICE and leisure destination. Amari Bangsaen exemplifies ONYX’s strategy to develop high-potential secondary cities, offering a blend of business facilities and resort-style amenities.

Expanding MICE Footprint Across Southeast Asia

The MICE sector remains a critical growth engine for ONYX, with a focus on both major metropolitan hubs and vibrant secondary cities. Flagship MICE properties like Amari Bangkok and Amari Pattaya are well-established as premier venues for large-scale conferences and corporate events, thanks to their prime locations and comprehensive facilities.

Amari Bangsaen complements this portfolio by offering beachfront meeting spaces and a scenic environment conducive to hybrid events, destination conferences, and incentive travel — all of which are in increasing demand among Chinese and international clients.

This expansion dovetails with regional tourism strategies such as Thailand’s Tourism Development Plan 2021-2030, which highlights MICE tourism as a key pillar for economic diversification and international visitor growth.

Strategic Repositioning of Key ONYX Brands

Reflecting evolving guest expectations, ONYX has strategically repositioned several properties to sharpen their market appeal:

• Oriental Residence Bangkok has been elevated to a luxury sanctuary, attracting sophisticated urban travelers and long-stay guests with its blend of contemporary design, spacious residences, and personalised Thai hospitality.
• Amari Don Muang Airport Bangkok now serves as a leading transit and MICE hotel, leveraging its direct access to Don Mueang International Airport. Its enhanced event spaces and proximity to Bangkok’s city centre make it ideal for business travelers and event organisers seeking convenience and connectivity.

Commercial and Market Strategy: Agility and Personalisation

ONYX’s commercial strategy in 2025 embraces the flexibility demanded by Chinese travelers, focusing on optimising pricing, availability, and targeted offers to accommodate last-minute booking trends. The group’s expanding MICE portfolio spans diverse product categories and destinations, ensuring that offerings meet the needs of both large-scale and intimate events.

This market-responsive approach is crucial given China’s evolving travel landscape, where digital platforms, mobile bookings, and tailored experiences are increasingly important. The group’s proactive stance aligns with research from the China Outbound Tourism Research Institute, which highlights the significance of technology and personalisation in shaping outbound travel trends.

ONYX’s Role in Supporting Sustainable and Inclusive Tourism

While driving growth, ONYX remains committed to sustainable tourism principles. This includes prioritising eco-friendly practices in hotel operations, engaging with local communities, and developing culturally respectful experiences that reflect the diverse heritage of host destinations.

This commitment aligns with global frameworks such as the United Nations’ Sustainable Development Goals (SDGs), particularly Goal 8 (Decent Work and Economic Growth) and Goal 12 (Responsible Consumption and Production), which are increasingly incorporated into national tourism policies across Asia-Pacific.

Invitation to ITB China 2025

ONYX Hospitality Group invites delegates, partners, and media professionals to visit its booth at ITB China 2025, located in Hall 1, Stand No. L43. The company will present its dynamic portfolio, growth strategy, and new developments, showcasing how ONYX continues to shape Asia’s hospitality future through innovation, authentic experiences, and responsiveness to market shifts.

Conclusion: ONYX’s Vision for the Future of Hospitality in Asia-Pacific

ONYX Hospitality Group’s active participation at ITB China 2025 underscores its leadership role in the region’s hospitality sector. With a clear vision, a tailored approach, and a portfolio that blends established properties with exciting new destinations, ONYX is well-positioned to capitalise on China’s outbound travel market and the broader Asia-Pacific opportunity.

Supported by strategic government initiatives and global tourism trends, ONYX’s growth story exemplifies how agile, data-driven hospitality management can meet evolving traveler needs and drive sustainable sector development.