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Onyx's Shama brand to debut in the Middle East

Onyx Hospitality Group anticipates growth in Mideast

DUBAI, November 4, 2015

Thailand-based Onyx Hospitality Group is focused on driving the development of its select service brand OZO and boutique serviced apartments, Shama in the Middle East.

A select service hotel experience, OZO appeals particularly to the Saudi market during the long summer months. OZO Kandy Sri Lanka, the fifth property in the portfolio open, has gained a firm foothold in the Middle East outbound market in the short time since its launch, and Onyx is now looking to expand the brand throughout the Gulf region. 

Sharing his experience and predictions at the recent “Serviced Apartment Summit” held in Dubai, UAE, last month, Peter Henley, president and CEO of Onyx Hospitality Group said: “The appeal of serviced apartments has grown considerably in recent years, but is still an under- represented segment amongst international hospitality providers. Onyx has been successfully operating the upscale boutique serviced apartments, Shama, in Asia since 2010, and is now looking forward to the opportunity of expanding the Shama brand into the Middle East.”

A leading provider of boutique serviced apartments in the Hong Kong real estate market, Shama entered mainland China in 2007 and introduced the Shama Lite concept of value-orientated serviced apartments in 2013. Often located in prime commercial and residential areas, Shama Lite is designed to appeal to discerning business travellers and families looking for an affordable stylish home away from home.  This business model ideally suits the current UAE trend of affordable hotel construction, along with the regional demand for serviced apartment living. 

The GCC is predicted to be the largest source market for serviced apartments within the region, currently with few international hotel chains penetrating this area for growth.

Henley continued: “Guests like to know they are staying with a recognised accommodation provider, offering consistently well maintained international standards of service and comfort. Onyx is able to offer just such assurances, having successfully managed properties in the serviced apartment and select service categories for many years across the region.”

Further demonstrating commitment to the ever growing Middle East travel market, Onyx recently participated in the first World Halal Travel Show in Abu Dhabi, alongside the Tourism Authority of Thailand. 

Commenting on the show, Deborah Pascoe, senior vice president Sales & Marketing said: “Onyx offers a number of hotel brands appealing to the traveller looking for Halal compliant accommodations, including Shama and OZO. With a strong Muslim population in Southern Thailand, our hotels are also very aware of the needs and desires of the Muslim traveller.  This makes Onyx properties the ideal choice for Middle Eastern travellers, and for further expansion in the region.” – TradeArabia News Service




Tags: Middle East | Onyx | OZO | Shama |

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