This article covers:
• ONYX Hospitality Group’s expansion strategy
• Amari brand growth in Southeast Asia
• New properties in Sri Lanka, Laos, and Thailand
• Emphasis on local culture and stories
Strategic Growth in Emerging Markets
As 2025 unfolds, the ONYX Hospitality Group is making significant strides to position itself as a leader in the hospitality sector in Southeast Asia. With new properties opening in Sri Lanka, Laos, and Thailand, the Bangkok-based company is not only expanding its footprint but also reinforcing the presence of its Amari brand across the region. This ambitious expansion reflects ONYX’s commitment to capturing the essence of Asian hospitality and delivering it with a modern twist, catering to both leisure and business travelers seeking unique experiences.
The expansion strategy of ONYX Hospitality Group is a testament to its vision of becoming the pre-eminent medium-sized hospitality management company in Southeast Asia. Through the introduction of new Amari properties, ONYX aims to tap into the burgeoning tourism markets of Sri Lanka, Laos, and Thailand - countries that are increasingly popular with international tourists for their rich culture, breathtaking landscapes, and friendly locals. The decision to grow the Amari brand in these locations is strategic, leveraging the group’s deep understanding of the region and its potential for tourism growth.
Strengthening the Amari Brand’s Presence
With the opening of Amari Colombo in Sri Lanka and plans for new properties in Laos and Thailand later this year, ONYX is not just expanding its portfolio but also enhancing the Amari brand’s visibility in Southeast Asia. These new additions are expected to offer guests the signature Amari experience, which combines contemporary design and innovative services with a deep respect for local traditions and culture. By doing so, ONYX is setting new standards for hospitality excellence in the region, aiming to attract a diverse clientele looking for premium accommodation options.
The expansion comes at a time when the tourism industry in Southeast Asia is showing signs of robust growth, driven by increasing global travel demand and the region’s appeal as a travel destination. By strengthening the Amari brand’s presence, ONYX Hospitality Group is positioning itself to capitalize on this upward trend. The strategic opening of these properties underscores the group’s confidence in the region’s tourism potential and its commitment to playing a significant role in its development.
Emphasis on Local Culture and Stories
One of the hallmarks of the Amari brand is its emphasis on offering guests a connection to local culture and stories. The new properties in Sri Lanka, Laos, and Thailand are no exception, as they are designed to reflect the unique heritage and traditions of their respective locales. From the architecture and interior design to the food and beverage offerings, every aspect of the guest experience is infused with local flavors and influenced by the community’s way of life. This approach not only enriches the guest’s stay but also promotes cultural exchange and understanding.
Yuthachai Charanachitta, CEO of ONYX Hospitality Group, highlighted the importance of this cultural connection at the Asia Pacific Incentives and Meetings Event (AIME) 2025. He noted that as the company kicks off a pivotal year, its participation in AIME reflects its commitment to redefining hospitality excellence in the Asia-Pacific region. By focusing on local culture and stories, ONYX aims to create memorable experiences that resonate with guests long after their stay, further distinguishing the Amari brand in a competitive market.
Conclusion
The ONYX Hospitality Group’s expansion strategy in Southeast Asia through the development of new Amari properties in Sri Lanka, Laos, and Thailand is a bold move that underscores the company’s confidence in the region’s tourism potential. By strengthening the Amari brand’s presence and focusing on delivering experiences rooted in local culture and stories, ONYX is well-positioned to capture the hearts of travelers seeking authenticity and luxury. As the group continues to grow, its commitment to excellence and innovation in hospitality is set to redefine the industry standard in Southeast Asia and beyond.
