May 2026: ONYX Hospitality Group recently hosted a targeted Europe Sales Mission, reaffirming its commitment to the European travel trade while strengthening relationships with key industry partners. The initiative provided an opportunity to update agents and operators first-hand on the group’s diverse portfolio and continued growth.
A leading hospitality management company in Asia-Pacific, ONYX Hospitality Group specialises in hotels, resorts, serviced apartments and luxury residences. Its portfolio spans a range of travel styles through its core brands — Amari, OZO, Shama and Oriental Residence — catering to leisure, business, short and long-stay travellers alike.
The sales mission included a series of meetings with major EU travel companies alongside partner engagement with the Tourism Authority of Thailand UK and FR. The initiative underlined the strategic importance of the EU market and ONYX’s long-term commitment to deepening trade relationships.
The EU market continues to represent a key source market for ONYX Hospitality Group, supported by sustained demand for Thailand and the wider Southeast Asia region. In 2025, the group reported strong performance from these markets, with EU market growth exceeding 20% compared to 2024. This growth reflects increasing brand awareness and a continued appetite for high-quality travel experiences in the region.
The ONYX sales team met with partners across the UK, West Germany, France and the Benelux region, further strengthening relationships across key source markets.
As ONYX celebrates its 60th anniversary in 2026, marking six decades of delivering memorable hospitality experiences, the group is further focused on expanding its strategic partnerships and showcasing its management expertise through its portfolio of distinctive brands.
Trade engagement remains central to this strategy. Initiatives such as sales missions and familiarisation trips enable agents to gain first-hand experience of ONYX properties, equipping them with the confidence and insight needed to effectively recommend destinations and products to their clients.
Among its brands, Amari continues to resonate strongly with EU travellers, known for its blend of warm Asian hospitality and contemporary comfort. OZO appeals to modern travellers seeking vibrant locations, smart design and a strong focus on quality sleep experiences, while Shama offers stylish serviced apartments designed for flexibility and making every day feel like home.
At the luxury end of the portfolio, Oriental Residence Bangkok stands out as a refined urban retreat. A member of Small Luxury Hotels of the World, the property has been awarded a prestigious MICHELIN Key for two consecutive years in 2024 and 2025, reinforcing its reputation as one of Bangkok’s most distinguished addresses.
The sales mission was led by Jihai Kim, VP, Global Sales, ONYX Hospitality Group, accompanied by the Group’s EU Sales Representatives. They were joined by senior hotel representatives from key Amari and OZO properties, offering partners valuable insights into some of the most popular hotels for the EU market.
Jihai Kim, VP, Global Sales – EMEA & Oceania, ONYX Hospitality Group, added: “The European markets remain incredibly important for ONYX Hospitality Group, and opportunities such as this sales mission are invaluable in strengthening our connections with key partners. We were delighted to meet with partners across West Germany, the UK, France and the Benelux region. Engaging face-to-face allows us to better understand the evolving needs of each market while showcasing the depth and diversity of our portfolio. We look forward to continuing to build these relationships and driving mutual growth together.”
With strong momentum, ONYX Hospitality Group remains well positioned to further strengthen its trade partnerships and drive continued growth throughout 2026 and beyond, as it celebrates its pivotal 60th anniversary year.
For more information on ONYX Hospitality Group please visit: www.onyx-hospitality.com
# # #
About ONYX Hospitality Group:
ONYX Hospitality Group, a reputable force in Asia-Pacific hospitality industry, operates a collection of comprehensive yet complementary brands - Amari, OZO, Shama and Oriental Residence - catering to the distinctive needs of discerning business and leisure travellers in Southeast Asia where their expertise lies. In addition to its brand portfolio, ONYX Hospitality Group also operates additional hospitality services across spa and food and beverage. With six decades of management experience, the company extends its innovative solutions throughout the region, upholding internationally recognised standards and ensuring optimal operational manoeuvrability. By fostering enduring relationships with like-minded business partners, ONYX Hospitality Group delivers unparalleled experiences in a dynamic and competitive market, meeting the ever-evolving demands of travellers.
More information: www.onyx-hospitality.com
For more information about this release please contact:
For high-resolution photography and additional information, please visit our press centre or contact us:
Find us on social media:
Follow us on Instagram: https://www.instagram.com/onyxhospitalitygroup/
Follow us on LinkedIn: https://www.linkedin.com/company/onyx-hospitality-group/
Follow us on Facebook: https://www.facebook.com/ONYXHospitalityGroup