AMARI, one of Thailand’s premier domestic hotel management companies recently announced the formation of a new corporate structure with the creation of Onyx Hospitality Group to look after its three brands – Amari Hotels & Resorts and the also newly-launched Saffron and Ozo.
Speaking to TTN, Onyx Hospitality Group’s CEO, Peter Henley said: “Amari as a brand will continue to be our core business. We want to take the company to the next level with focus on growth regionally and internationally. We have refocused our efforts with the branding of Amari to make sure it is very clearly a four-star product. However with new developments, we also saw opportunities in the limited segment and thus created the brand Ozo.
“We also recognised the opportunity for a five-star luxury brand and therefore introduced Saffron. With the three brands across different segments, we have become slightly more competitive in the international sphere as we grow internationally.”
Saffron is Onyx’s international luxury offering and is a fresh new brand born out of modern and innovative concepts. Already under construction and scheduled to open its doors in 2011, the first property in the Saffron portfolio will be the Oriental Residence Bangkok.
Ozo is the new select services hotel brand, offering both business and leisure travellers exteriors that are abuzz with activity and speak business and interiors that contrast, with a haven of peace and quiet underscoring the brand’s promise. Sleep. Dream.
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Onyx Hospitality will be conducting road shows in its key markets including Singapore, Hong Kong, the UAE, London, Berlin and China next month to reach out to the trade and raise awareness among potential investors about the rebranding and the new brands.
“We are investing $44.1 million in a corporate growth strategy which will see new properties introduced across the portfolio of brands. We want to position Onyx as a market leader in hospitality management in the Asia Pacific region and we also plan to manage a number of properties in the Arabian Gulf,” said Henley.
“Looking at our growth plans from 11 properties in Thailand to 51 properties in Asia – we’ve seen more interest for the Amari and Ozo brands. The number of Saffron properties will be kept limited.
“In a lot of the countries we are dealing with, be it China, India or the Middle East, there is much more interests in the Amari and Ozo brands. There is a growing awareness that that’s where the profits are, especially in these times.
“We are very excited about the Ozo brand, where focus will be on getting the basics right – a good night’s sleep on a great bed, a good breakfast, great connectivity and all the necessities for a simply comfortable stay.”
The core of Ozo’s design philosophy will be signature to every experience. Exteriors that wow with self check-in pods and touchpads for tech-savvy guests and interiors that are sound and light-proof with a selection of aromas, music and amenities for ultimate relaxation.
Looking ahead, Onyx is currently building its first Saffron property in Bangkok with plans to open another one soon.
“I believe we have Thailand pretty much covered and so the focus for the next couple of years will be in markets beyond Thailand including the GCC, India, Southern China, Vietnam, Cambodia, Indonesia and Australia,” said Henley.
“We have a number of discussions going on including for Ozo properties in Oman, various cities in India, Hong Kong, Thailand and Australia,” he added.
In 2009, the company was down by 25 to 30 per cent in comparison to 2008. While the first quarter of 2010 showed very strong returns, the political unrest in Thailand has affected arrivals again.
“Even though the world went through a global recession, there is a paradigm shift where holidays are now a right,” said Henley. “Besides that, with its amazing tourism offering, Thailand has always been resilient and we are confident that the tourists will come back.”
Last year, travellers from the Middle East booked more than 90,000 room nights with Amari, representing more than 10 per cent of the company’s total hotel inventory. Amari’s Bangkok properties are the most popular, followed by Phuket and Pattaya.
“We are spending a lot of money at our two flagship properties at the Amari Watergate and Amari Coral Beach to upgrade, renovate and extend rooms there, so they reflect the colours and vision of Amari’s new brand concepts,” added Henley.