A combination of vigorous sales efforts, new campaign aimed at business event planners, hardware rejuvenation and expanding property portfolio is expected to put Onyx Hospitality Group on the fast track to a stronger performance in the business events segment.
The Thailand-based company launched in July its first chain-wide business events-focused campaign, Onyx Onward – Unlock Double Benefits That Matter Most.
At a time when event planners and event owners are closely watching their budgets while being spoilt by choice across hotel, venue and destination options, Yuthachai Charanachitta, CEO of Onyx Hospitality Group, believes that a perk-led campaign helps his customers to make the right choice quickly.
“There is also the benefit of a double reward since event planners and event owners can gain points towards the Onyx Rewards loyalty programme,” he added.
Sunny Kim, vice president, global sales at Onyx Hospitality Group, shared that the campaign has drawn interest from across various geographical markets.
“We will review the outcomes of this campaign when it ends on October 31, and update the list of benefits, if necessary, for the next edition. We will also see what else we can do (to grow business events bookings) with our strategic partners,” added Kim.
Furthermore, the campaign opens the eyes of event planners and owners to the group’s selection of event-ready hotels. Flagship properies such as Amari Bangkok, Amari Phuket, Oriental Residence Bangkok and Ozo North Pattaya in Thailand; Amari SPICE Penang in Malaysia; and Amari Vang Vieng and Amari Vientiane in Laos; and Amari Colombo in Sri Lanka are prime options.
Amari Bangkok, which emerged recently from major renovations, stands out in the portfolio for business events, as it occupies a central city location and offers more than 564 keys and 18 function rooms, including 15 breakout rooms.
Amari Phuket boasts large outdoor spaces overlooking the Andaman Sea – something that creative events value, remarked Yuthachai. Events with 120 guests can be arranged at the private jetty while the outdoor area of Rim Talay Restaurant can take 120 pax.
Meanwhile, the dual-branded Amari Pattaya and Ozo North Pattaya complex offers event groups a variety of rooms to suit different delegate profiles. There are also 11 indoor and outdoor spaces to choose from.
Amari Bangkok is not the only property to benefit from a modern update. Onyx Hospitality Group is putting Amari Don Muang Airport Bangkok, Amari Buriram and Amari Phuket through an asset enhancement initiative that will result in transformed guestrooms, dining venues and other facilities.
Yuthachai also shared plans to construct a third hotel tower at the Amari Pattaya complex, allowing the addition of the Shama serviced apartment product to be brought into the mix. The Shama tower will offer around 180 keys and allow guests to share the facilities of Amari Pattaya and Ozo North Pattaya.
Yuthachai told TTGmice that a strong relationship with customers is crucial for the group to succeed in the international business events industry. He has tasked his sales teams to “initiate first contact” with the growing number of multinational companies that have set up operations in Thailand. He also hopes to attract regional events to Thailand.
Yuthachai believes that the Onyx Hospitality Group commands strong recognition in Thailand, where it is established and has flourished for the past 60 years, and aims to accomplish the same across Asia where his hotel brands – Amari, Shama, Ozo, and Oriental Residence – are present.
He also shared that the Amari brand will be rejuvenated next year to reflect a stronger upper-scale positioning.
