From award-winning urban retreats to stunning waterfront escapes: How Thailand’s homegrown hospitality powerhouse is reshaping the region’s accommodation landscape
Few developments in Southeast Asia’s hospitality scene have captured my attention as consistently as the remarkable ascent of ONYX Hospitality Group. Having spent years traversing the region’s ever-evolving hotel landscape, I’ve watched with genuine interest as this Thai-rooted hospitality management company has strategically expanded its footprint while maintaining the distinctive character that sets its properties apart from the global mega-chains.
The past few months have brought particularly noteworthy developments for ONYX, with the group not only collecting an impressive haul of accolades at the prestigious Traveller Review Awards 2025 but also unveiling ambitious expansion plans that include stunning new properties in Sri Lanka, Laos, and Thailand. For travellers seeking authentic yet refined accommodation experiences across Southeast Asia, these developments merit closer attention.
ONYX Hospitality Group manages diverse properties across Asia, from urban retreats to beachfront escapes.
Exceptional Guest Experiences Recognised: Unpacking the Traveller Review Awards
In the notoriously fickle world of hospitality, where guest expectations continually evolve and online reviews can make or break reputations, ONYX Hospitality Group has achieved something remarkable: consistent excellence across its diverse portfolio. This was formally acknowledged at Booking.com’s 13th annual Traveller Review Awards, where ONYX secured recognition for an impressive 26 properties spanning Thailand, Malaysia, Laos, and China (including Hong Kong).
What caught my eye beyond the individual property accolades was ONYX’s chain-level recognition—an 8.4 overall rating that distinguishes it as one of the few hotel brands in Thailand to receive this honour. Having stayed at numerous ONYX properties over the years, I can attest that this recognition reflects genuine operational consistency rather than clever marketing.
The group’s highest-rated property, Shama Hub Metro South Hong Kong, earned an exceptional 9.2 rating, while even the “lowest” scoring property in the recognised portfolio still achieved a very respectable 8.1. This narrow performance band speaks volumes about ONYX’s quality control systems and service culture across vastly different markets and property types.
As Yuthachai Charanachitta, CEO of ONYX Hospitality Group, noted, “This recognition is a testament to the hard work and dedication of our team across all our properties, and we remain committed to setting new standards in the hospitality industry.” Based on my experiences at their properties, from urban serviced apartments to beachfront resorts, this commitment to excellence manifests in genuine ways that enhance the guest experience rather than just ticking boxes.
Shama Hub Metro South Hong Kong earned ONYX’s highest rating of 9.2 in the Traveller Review Awards 2025.
Beyond the Numbers: What Makes ONYX Properties Stand Out
Having explored many of the 26 award-winning ONYX properties, I’ve noticed certain consistent elements that contribute to their strong guest ratings. Unlike some international chains that can feel interchangeably bland regardless of location, ONYX properties—particularly under their flagship Amari brand—manage to balance international standards with authentic local character.
The Oriental Residence Bangkok (8.9 rating) exemplifies this approach with its elegant Thai-influenced design elements that never veer into clichéd territory. Similarly, Amari Vogue Krabi (8.7 rating) incorporates traditional southern Thai architectural elements while maintaining the comfort standards expected by international travellers.
What further distinguishes ONYX properties is their thoughtful location strategy. Rather than clustering exclusively in obvious tourist zones, the group has established presence in diverse destinations, from expected hotspots like Phuket and Koh Samui to less-travelled locations like Buriram in Thailand’s northeast. This geographic diversity provides travellers with consistent quality across both mainstream and emerging destinations.
The group’s impressive regional spread is evident in its award winners, which include properties in:
- Thailand: Bangkok, Phuket, Krabi, Koh Samui, Pattaya, Hua Hin, Buriram
- Malaysia: Penang, Kuala Lumpur, Johor Bahru
- China & Hong Kong: Hong Kong, Hangzhou
- Laos: Vang Vieng
This regional footprint offers particularly valuable consistency for business travellers moving between Asian commercial hubs and leisure travellers combining urban and resort destinations.
Ambitious Expansion: New Flagship Properties for 2025
While industry recognition provides validation for past efforts, ONYX’s recently announced expansion plans signal an ambitious vision for the future. The group has unveiled three significant new properties under its Amari brand for 2025, each bringing distinctive character to emerging or evolving destinations.
Amari Colombo, Sri Lanka has already opened its doors, marking the brand’s entry into this captivating island nation. With 167 rooms in the heart of Sri Lanka’s vibrant capital, this property serves as both a sophisticated urban retreat and gateway to the country’s diverse attractions. Having recently explored Colombo myself, I can attest to the city’s rising appeal as both a standalone destination and launching point for broader Sri Lankan adventures.
The property’s rooftop pool offering panoramic city views particularly caught my attention, as did the introduction of Prego Italian restaurant—marking its Sri Lankan debut. For business travellers, the exclusive Club Pahana executive lounge provides a refined space for both work and relaxation, while leisure guests benefit from proximity to cultural landmarks like Gangaramaya Temple and Victoria Park.
Amari Vientiane, Laos, scheduled to open in March 2025, represents another strategic expansion that aligns with my observations about Laos’ growing appeal as a destination. Positioned along the banks of the legendary Mekong River, this 248-room property promises to elevate Vientiane’s luxury accommodation options with its blend of modern Lao and Thai design elements.
At just 4.8 kilometres from Wattay International Airport, the hotel offers practical convenience for business travellers while providing leisure guests with an elegant base for exploring Laos’ charming capital. Having watched Vientiane evolve over the years from sleepy backwater to increasingly sophisticated small capital, I see this property filling an important gap in the city’s premium accommodation offerings.
Amari The Tide Bangsaen, set to open in May 2025, introduces a fresh concept to Thailand’s eastern seaboard. Located in Chonburi Province just over an hour from Bangkok, this beachfront property reimagines the existing Tide Resort with ONYX’s signature contemporary Thai approach. With 154 rooms and suites directly across from Bangsaen Beach, it offers an accessible coastal escape for Bangkok residents and international visitors alike.
This location struck me as particularly shrewd—Bangsaen remains primarily a domestic tourism destination despite its proximity to Bangkok, offering international visitors a more authentic Thai beach experience than the heavily developed Pattaya just 45 minutes south. The property’s versatile meeting spaces accommodating up to 900 participants also position it well for the MICE market in a region undergoing significant economic development.
Amari Bangsaen is set to open in May 2025
Refreshing the Existing Portfolio: Enhancing Guest Experiences
Beyond new openings, ONYX has demonstrated commitment to maintaining the freshness of its existing portfolio—an approach I always look for when assessing hospitality groups, as it indicates long-term thinking rather than just ribbon-cutting excitement.
The enhancements at Amari Koh Samui exemplify this philosophy. The property has completed a stunning new swimming pool in its Garden Wing, representing the resort’s third dedicated pool. Having visited this property previously, I appreciate how this addition complements the resort’s family-friendly character while further differentiating the experience in each wing.
Particularly clever is the introduction of updated room categories in the Garden Wing, including Superior Pool Side, Superior Pool View, and Superior Garden View options, allowing guests to select their preferred perspective. The upcoming Tropical Pool Side Connecting Rooms, launching May 2025, address a practical need for families and groups travelling together who want both togetherness and privacy.
These enhancements reflect ONYX’s attention to evolving traveller preferences—in this case, recognising the growing importance of multi-generational travel and the desire for outdoor amenities following the pandemic-era emphasis on open-air experiences.
Amari Koh Samui has enhanced its Garden Wing with a stunning new swimming pool and updated room categories.
Strategic Implications for Travellers: Why ONYX’s Growth Matters
Beyond the corporate achievements, ONYX’s expansion and recognition carry several practical implications for travellers in the region:
Consistent Quality Across Diverse Destinations: For those exploring multiple locations across Southeast Asia, the group’s expanding footprint offers reliable quality standards without sacrificing local character. Having personally experienced the frustration of wildly varying hotel standards when moving between destinations, I value the consistency ONYX properties provide, particularly in secondary locations.
Authentic Thai Hospitality DNA: Unlike some international chains that apply a generic global template, ONYX’s Thai roots inform its approach to hospitality across all markets. This translates to thoughtful service touches, design elements that respect local aesthetics, and dining concepts that balance international standards with regional flavours.
Loyalty Benefits Across a Wider Network: Members of ONYX Rewards, the group’s loyalty programme, now enjoy an expanded network for earning and redeeming points. While not as extensive as global mega-chains, the focused regional presence delivers meaningful benefits for frequent travellers within Southeast Asia and select destinations beyond.
Pioneering Presence in Emerging Destinations: ONYX has demonstrated willingness to enter markets ahead of major international chains, as evidenced by properties like Amari Vang Vieng in Laos (8.6 rating). This creates opportunities for travellers seeking quality accommodations in destinations not yet dominated by mass tourism.
Looking Ahead: What’s Next for ONYX?
Based on the group’s recent trajectory and industry trends, several potential developments seem likely for ONYX in the coming years:
Further Regional Expansion: Vietnam and the Philippines represent logical next steps for the group’s Southeast Asian coverage, with both markets experiencing strong tourism growth and increased demand for upscale accommodations with authentic character.
Brand Evolution: While Amari remains the group’s flagship brand, the strong performance of serviced apartment brand Shama (with multiple properties scoring above 9.0) suggests potential for expanded lifestyle-focused offerings targeting longer-stay guests and digital nomads.
Enhanced Sustainability Focus: ONYX has already implemented various sustainability initiatives across its portfolio, but growing consumer expectations and regulatory requirements will likely drive more comprehensive approaches, potentially becoming a more prominent aspect of the brand identity.
Technology Integration: The group’s strong guest satisfaction scores suggest effective balancing of human service and technological convenience—an approach likely to evolve further as guest expectations around digital experiences continue to advance.
The Traveller’s Verdict: Is ONYX Worth Your Attention?
Having experienced numerous ONYX properties across different brands and destinations, I find their continued expansion and recognition genuinely encouraging for travellers seeking authentic yet refined accommodations in the region.
What particularly impresses me about the group’s approach is their commitment to maintaining distinctive character within a consistent quality framework. Unlike some Thai hospitality brands that lean heavily on traditional aesthetics or international chains that can feel generically global, ONYX properties strike a thoughtful balance—contemporary and comfortable while still connecting meaningfully to their locations.
For travellers planning multi-destination journeys across Southeast Asia and beyond, the group’s growing footprint offers valuable consistency without monotony. Their strategic presence in both established tourism hubs and emerging destinations provides options for diverse itineraries with reliable accommodation standards throughout.
The high ratings across ONYX’s portfolio—now formally recognised through the Traveller Review Awards—align with my personal experiences at their properties. While no hotel group achieves perfection across every location, ONYX’s remarkably consistent performance band suggests reliable quality control systems that translate to positive guest experiences.
As Thailand’s homegrown hospitality powerhouse continues its thoughtful expansion across the region, travellers stand to benefit from increased choice, consistent quality, and distinctive experiences that reflect the best of both local character and international standards. Whether in established destinations like Phuket and Bangkok or emerging locations like Vientiane and Colombo, ONYX properties offer a compelling option for discerning travellers seeking authentic Asian hospitality with contemporary comforts.
