ONYX Hospitality Group Positions for Taiwan Growth with 60 Years of Travel Experience

ONYX Hospitality Group is strategically targeting the Taiwanese outbound travel market by leveraging its 60 years of experience and a diverse portfolio of brands including Amari, OZO, and Shama. With Taiwanese arrivals to Thailand surging by 64% year-on-year to 1.2 million in 2024, the group is promoting multi-destination itineraries that combine Thailand and Malaysia to capture rising demand. This expansion reflects a broader industry trend of hospitality leaders capitalizing on visa-free entry and improved regional connectivity to cater to both leisure and business travelers in the Asia Pacific region.

ONYX Hospitality Group, a leading hospitality management firm in Asia Pacific, is intensifying its focus on the Taiwanese market to meet the growing demand for regional travel. Chief Executive Officer Yuthachai Charanachitta highlighted that Thailand and Malaysia represent a powerful multi-destination proposition, noting that Thailand saw over 1.2 million Taiwanese visitors in 2024, a significant 64% increase compared to the previous year. To capitalize on this growth, ONYX is showcasing a cross-border lineup of properties including Amari Hua Hin, Amari Pattaya, Amari Johor Bahru, Amari Kuala Lumpur, OZO North Pattaya, and Amari Don Muang Bangkok, emphasizing their strategic locations near gateway cities and business districts.

The group’s strategy relies on its diverse brand portfolio, which includes the upper-upscale Amari brand, the playful OZO brand, and Shama serviced apartments. Amari properties are positioned as premium, full-service hubs for MICE and leisure, featuring "Ari Service" and a design philosophy that integrates local heritage across locations in Thailand, Malaysia, Bangladesh, Sri Lanka, and Laos. Meanwhile, the OZO brand focuses on functional design and "good vibes" for modern travelers in destinations like Pattaya, Phuket, and Penang. Shama, which operates over 20 properties across Thailand, China, and Malaysia, offers three tiers—Shama, Shama Hub, and Shama Luxe—aimed at providing a community-oriented residential experience through its Shama Social Club lifestyle program.

Beyond accommodation, ONYX is emphasizing its operational agility and comprehensive hospitality services, which include spa and food and beverage concepts such as maai spa, Breeze Spa, Prego, Chom Sindh, and Nila. The group aims to provide seamless travel experiences for time-conscious Taiwanese travelers who benefit from visa-free entry and strong connectivity between major hubs like Bangkok and Kuala Lumpur. By pairing six decades of service expertise with modern flexibility, ONYX seeks to strengthen its position as a preferred choice for the corporate and event market while offering leisure travelers access to vibrant food scenes, culture, and wellness experiences across its regional network.