THAILAND HOTEL CHAINS Amari Transforms Into Onyx
Long established Thai hotel chain Amari Hotels and Resorts has rebranded its group management platform as Onyx Hospitality.
The new multi chain scale approach has introduced brands Saffron positioned at the 5 star level, another entry Ozo at 3 star while retaining Amari at 4 star.
While the chain currently has 11 properties in operation plans call for another 35-40 to come on stream over the next 8 years with a growing emphasis on expansion outside of the country.
Leading hotel brand guru David Keen has worked extensively with Onyx on the new strategic makeover.
The group continues to have strong financial support from its affiliate Ital-Thai Development and has a controlling stake in the legendary Mandarin Oriental hotel in the nation's capital. The namesake luxury Oriental Residence which is currently in the pipeline will be operated as an upscale Saffron.