Monday, June 2, 2025

During ITB China 2025, ONYX Hospitality Group launched an expansion strategy based in Thailand, Sri Lanka, and Laos—three rapidly changing markets targeted for high-yield potential for MICE tourism and emerging secondary city attraction. By opening new hotels in strategic locations like Colombo, Vientiane, and Bangsaen, and elevating flagship hotels in Bangkok and Pattaya, ONYX is leveraging the growth opportunity for diversified business events spaces and culturally engaging leisure destinations throughout Southeast Asia, putting it on the leading edge of the region’s new tourism growth cycle.

At the recent ITB China 2025 travel and tourism showcase in Shanghai, ONYX Hospitality Group revealed its strategic vision for regional growth, underscoring the brand’s commitment to expanding its presence across key Asia-Pacific markets. With China ranking among its top three source markets, the group’s future strategy aligns with the evolving demands of modern travelers and the rising momentum of secondary destinations across Southeast Asia.

ONYX Hospitality Group is reinforcing its expansion by unveiling a collection of newly opened properties that target both established urban hubs and emerging leisure markets. These launches represent a calculated move to diversify the brand’s portfolio while meeting the nuanced needs of both leisure and business travelers across Asia.

Among the most notable additions is , a new beachfront landmark hotel situated in the heart of Sri Lanka’s capital. This property reflects ONYX’s dedication to tapping into high-growth tourism zones while delivering signature hospitality in scenic, accessible locations. With a prime coastal address and modern architecture, Amari Colombo is expected to appeal to both regional holidaymakers and international guests looking for luxury in an urban beachfront setting.

Also unveiled was , located in the Laotian capital. This hotel adds a significant foothold in the Indochina subregion, marking a crucial step in ONYX’s ongoing effort to deepen its regional network. Positioned in the heart of Vientiane, the hotel offers a fusion of cultural proximity and contemporary comfort, aligning with the company’s mission to balance local immersion with global standards.

In Thailand, ONYX introduced , a dynamic new property located along the Gulf of Thailand. Ideally located along the corridor connecting Bangkok and Pattaya, Amari Bangsaen is emerging as a dual-purpose destination—attracting both leisure travelers and serving as a rising hub for business events and conferences. The development reflects a broader effort to cultivate Thailand’s secondary destinations—areas outside of the traditional tourist hotspots—which are witnessing increased interest from both leisure travelers and corporate event planners.

As part of its long-term plan, ONYX Hospitality Group is significantly scaling up its focus on the lucrative MICE segment. Urban hospitality offerings have been recalibrated to serve the rising demand for flexible, high-capacity venues that can accommodate everything from executive meetings to major conferences.

and continue to operate as flagship MICE destinations, renowned for their strategic positioning in key urban centres and extensive meeting infrastructure. These properties are fully equipped to handle large-scale gatherings while providing luxury accommodation and streamlined city access.

In particular, benefits from its beachfront locale combined with proximity to Bangkok’s business ecosystem, making it an ideal dual-purpose venue for both conferences and leisure retreats. Meanwhile, Amari Bangkok offers a central location with easy access to the city’s commercial districts, transit hubs, and cultural landmarks—creating a comprehensive solution for corporate events in the capital.

In tandem with geographic expansion, ONYX has launched a wave of property repositioning initiatives aimed at elevating brand value and aligning each hotel with clearly defined guest segments. This effort supports the company’s goal of offering diversified hospitality solutions that cater to distinct customer expectations across the Asia-Pacific region.

One of the standout properties undergoing transformation is a luxury residence in central Bangkok, now reimagined as an upscale urban retreat tailored for premium travelers. Designed for sophisticated travelers, the property now features an enhanced luxury concept with spacious residential units, elevated in-room experiences, and tailored concierge services. This repositioning addresses the needs of discerning visitors who prioritize exclusivity, privacy, and a more refined city stay.

Another significant shift is seen at , which has been redefined as a premium transit and MICE facility. The property now offers unmatched convenience due to its direct, covered connection to Don Mueang International Airport. Its upgraded event and meeting facilities, coupled with seamless access to the city center, position the hotel as an optimal choice for business travelers and airline crews alike.

A central theme in ONYX’s strategy is its increased investment in secondary destinations across Southeast Asia. These regions, while traditionally underserved by international hotel brands, offer robust potential for growth due to improved connectivity, infrastructure investments, and rising domestic travel.

is a prime example of this push. Located in a rapidly developing beachfront district that is increasingly popular with Thai locals and regional travelers, the hotel is designed to offer both leisure and corporate experiences. Its location—within short driving distance of both Pattaya and Bangkok—makes it especially attractive for quick getaways, off-site business meetings, and regional conferences.

Likewise, Amari Vientiane represents ONYX’s strategic entry into a lesser-penetrated but high-potential market. Laos has been gradually positioning itself as a peaceful, nature-rich destination, and the capital’s growing tourism infrastructure makes it an appealing choice for regional travelers seeking authenticity.

By targeting these rising cities, ONYX not only diversifies its revenue base but also contributes to more balanced tourism development in the region—supporting local economies and reducing strain on heavily visited urban centers.

As ONYX continues to scale its portfolio, the group remains focused on operational excellence, brand consistency, and the ability to adapt to dynamic travel trends. Each new property is selected not merely for its location, but for its alignment with future-forward hospitality practices and the group’s commitment to sustainability, technology integration, and guest-centric design.

Future projects will continue to prioritize smart urban design, versatile event spaces, and a balance between leisure and business offerings. Additionally, partnerships with regional governments and private developers will enable ONYX to remain agile in identifying and seizing emerging opportunities in Asia’s evolving hospitality landscape.

China, as a key source market, will remain a cornerstone of ONYX’s international marketing strategy. Through digital engagement, trade relationships, and enhanced loyalty programs tailored for Chinese travelers, ONYX aims to capture a larger share of outbound tourism from the region.

By presenting its expansive development blueprint at ITB China 2025, ONYX Hospitality Group signaled a proactive and future-driven commitment to reshaping the hospitality landscape across Asia. By expanding into secondary cities, upgrading core properties, and enhancing MICE capabilities, the brand is positioning itself as a dynamic player ready to shape the future of Southeast Asia’s tourism economy.

From luxury beachfront escapes in Sri Lanka and urban sanctuaries in Bangkok to strategic entries in Laos and Thailand’s secondary cities, ONYX is demonstrating a comprehensive commitment to delivering excellence, flexibility, and sustainable growth across its portfolio.

These markets, including Sri Lanka and Laos, form the core of ONYX Hospitality’s strategic expansion in which the group is shifting focus to high-potential city markets and emerging MICE tourism destinations in Asia. New urban property launches and urban property upgrades mirror ONYX’s growth drivers through secondary destination development and business travel.

As travel demand continues to evolve, ONYX is not only meeting market expectations but setting new benchmarks for innovation in regional hospitality.