Amari the first Onyx Brand to Undergo Development Programme

Thailand-based Onyx Hospitality Group has unveiled a global brand building and marketing strategy for the shaping of its hospitality brands under its management, including Amari, Ozo, Shama and Saffron.

Onyx was formed in 2010 in order to create a platform for multi-brand expansion, moving beyond Thailand to seek hospitality management opportunities in Asia Pacific and the Middle East.

At the same time, Onyx also launched two new hotel brands: a luxury brand - Saffron, and a select service offering called Ozo. These brands complemented the established mid to upscale Amari brand. Then, in the fall of 2010 Onyx acquired established serviced apartment brand Shama, further expanding the groups offering and portfolio.

The first property to fully introduce the new brand initiatives is the 223-room Amari Hua Hin which opened in August 2012. Duncan Webb, Onyx’s chief brand & communications officer, explained: “We have conducted extensive research across the Asia Pacific region whereby we spoke to guests who regularly stay in our market segment and found out what they look for in a hotel. From this research we have clearly defined our customer and developed a number of hallmarks which aim to enhance the overall guest experience, from arrival through to departure. We want to create a memorable voyage of discovery in which our guests share modern Asia at its finest. With the launch of Amari Hua Hin it was exciting to see our concepts become a reality, and we are already receiving a lot of positive feedback from our guests.”

At Amari Hua Hin, guests will be introduced to an Amari Host, a guide who will be able to acquaint them with attractions to suit them, enabling them to really connect with Hua Hin. Another feature designed to assist guests connect to the hotels locale is Destination Amari, a web portal full of information on nearby sites, bars, restaurants and local festivals and events.

A key theme running throughout the new signature initiatives at Amari Hua Hin is the concept of bringing people together, whether a group of friends or colleagues or a family. The hotel has been designed in a way that encourages guests to share experiences. Friends might enjoy a ‘barista lesson’ at Coral Lounge, families can play games by the pool or business associates could participate in an interactive brainstorm in one of the meeting rooms.

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