London, October 2026 – ONYX Hospitality Group, one of Southeast Asia's leading hospitality management companies, has strengthened its engagement with the UK travel trade through two familiarisation (FAM) trips to Thailand this October, giving travel agents first-hand experience of its Amari, OZO and Oriental Residence brands.
The initiatives, organised in collaboration with leading travel industry partners including Thai Airways, Bangkok Airways, Outrigger and Elephant Hills, form part of ONYX Hospitality Group's continued commitment to supporting UK travel agents with the destination knowledge, product expertise and personal experiences needed to confidently sell Thailand to their customers.
The trips also highlight the growing importance of experiential product training and social media engagement in helping agents inspire travellers and convert interest into bookings.
Showcasing Thailand's diversity with Thai Airways and Bangkok Airways
The first familiarisation trip, taking place from 3–12 October 2026, brought together representatives from leading UK travel companies, including Hays Travel, Trailfinders, Gold Medal, Not Just Travel, Travel Counsellors and Flight Centre.
Organised in collaboration with Thai Airways, Bangkok Airways and other destination partners, the itinerary showcased Thailand's diverse tourism offering, combining immersive nature experiences, island escapes and luxury city stays.
As part of the programme, agents experienced three ONYX Hospitality Group properties:
- Amari Koh Samui: A beachfront resort offering a blend of contemporary Thai hospitality, tropical surroundings and convenient access to Chaweng Beach, ideal for couples, families and leisure travellers.
- Amari Bangkok: A flagship city hotel in the heart of Bangkok's vibrant Ratchaprasong district, providing a convenient base for shopping, dining and exploring the Thai capital.
- Oriental Residence Bangkok: An elegant luxury property on Wireless Road, offering spacious accommodation and refined hospitality, particularly suited to discerning travellers seeking a sophisticated Bangkok stay.
The wider itinerary also included experiences at Elephant Hills' Bush Camp in Chiang Mai, Outrigger Koh Samui and Haad Tien Beach Resort on Koh Tao, demonstrating the potential for UK travel agents to create multi-centre Thailand holidays combining culture, nature, beaches and city experiences.
By experiencing the hotels and destinations first-hand, participating agents gained valuable insights into how ONYX properties can be incorporated into tailored itineraries for different traveller profiles and budgets.
Strong agent demand for Phuket FAM trip
The agents pictured from left to right: Peter (ONYX Sales Representative Germany), Sunanta (Thai Airways), Abby (GoldMedal), Sarah (Bangkok Airways), Nickie (Hays Travel), Rachel (Flight Centre), Olivia (Trailfinders), Alex (Travel Counsellors), James (Not Just Travel)
A second familiarisation trip, organised in partnership with Outrigger and Elephant Hills, focuses on Phuket and features two ONYX Hospitality Group properties, Amari Phuket and OZO Phuket.
The programme has been developed with a particular emphasis on travel agents who are active on social media, recognising the increasing role of digital content and personal recommendations in influencing holiday decisions.
The response from the UK travel trade has been particularly encouraging, with more than 50 applications received despite participating agents being required to fund their own international flights.
This level of interest demonstrates the value agents place on first-hand destination experiences and the opportunity to strengthen their Thailand product knowledge.
The itinerary showcases two distinct accommodation experiences in Phuket:
- Amari Phuket: A beachfront resort overlooking Patong Bay, offering a tranquil coastal setting within easy reach of Phuket's entertainment, shopping and dining attractions.
- OZO Phuket: A contemporary, family-friendly hotel in Kata, designed around comfortable stays, practical amenities and easy access to one of Phuket's popular beaches.
By showcasing both properties, ONYX aims to demonstrate the breadth of its offering in Phuket, helping agents match different holiday styles and customer preferences with the most suitable accommodation.
The selection of socially active agents also creates opportunities to extend the reach of the familiarisation trip beyond the participants themselves, with authentic destination content, hotel experiences and personal recommendations shared through agents' own digital channels.
Investing in UK travel trade relationships
The two initiatives reinforce ONYX Hospitality Group's focus on building long-term relationships with UK travel agents and tour operators, supporting the continued development of Thailand as a key long-haul destination.
Jihai Kim, Vice President, Global Sales & Distribution Strategy & Partnerships, ONYX Hospitality Group, said:
"The UK travel trade remains an important partner for ONYX Hospitality Group, and we believe there is no substitute for experiencing a destination and its hotels first-hand. These familiarisation trips allow agents to discover the distinct personalities of our brands, experience Thailand's incredible diversity and return home with the confidence and knowledge to recommend our properties to their customers.
"We have been particularly encouraged by the response to our Phuket programme, which attracted more than 50 applications despite agents funding their own flights. It demonstrates the appetite among UK travel professionals to invest in their destination expertise. By working closely with our industry partners and engaging agents who are also active on social media, we can extend the impact of these experiences and inspire even more travellers to discover Thailand."
Supporting the UK market
ONYX Hospitality Group continues to strengthen its presence in the UK market through its dedicated UK sales representatives, Andrea Hogg and Michael Wareham, who work closely with travel agents, tour operators and industry partners to increase awareness of the Group's hotel portfolio and develop new commercial opportunities.
Both Andrea and Michael will also attend World Travel Market London 2026, taking place from 3–5 November at ExCeL London, where they will meet UK and international travel trade partners to discuss ONYX Hospitality Group's portfolio and opportunities for future collaboration.
With properties across key destinations including Bangkok, Phuket, Koh Samui, Pattaya and Hua Hin, ONYX Hospitality Group offers UK travel professionals a diverse range of accommodation options spanning upscale beachfront resorts, contemporary lifestyle hotels and luxury urban residences.
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About ONYX Hospitality Group:
ONYX Hospitality Group, a reputable force in the 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 across the region where it has deep expertise. In addition to its brand portfolio, ONYX Hospitality Group also operates additional hospitality services across spa and food & 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
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