London, November 2026 – As ONYX Hospitality Group celebrates its 60th anniversary, the Thai hospitality group is bringing its “More of What You Love” concept to life through a carefully curated series of partnerships designed to add new dimensions to the guest experience.
Rather than approaching its milestone year through standalone collaborations, ONYX Hospitality Group is working with partners selected for their heritage, relevance and expertise, and for the different ways in which they can complement the Group’s hospitality offering.
The growing programme includes collaborations with ChaTraMue, Benzilla and Grab – three distinctive partners spanning food and beverage, contemporary art and mobility. While each brings a different strength, together they demonstrate ONYX Hospitality Group’s approach to creating experiences that extend beyond the traditional hotel stay and connect with what travellers value today.
The strategy builds on ONYX Hospitality Group’s six decades of experience in Asia Pacific and its Thai roots, while looking towards the evolving expectations of travellers across the region.
Two Thai-Grown Brands Celebrate Shared Heritage
Collaborations with ChaTraMue - bring together Thai heritage, contemporary creativity and seamless travel experiences
The collaboration with ChaTraMue brings together two Thai-grown brands with deep roots in Thailand and growing recognition across regional markets.
For six decades, ONYX Hospitality Group has developed its approach to hospitality from Thailand, expressing the warmth and authenticity of Thainess through its brands and guest experiences. ChaTraMue similarly draws on its Thai heritage through distinctive flavours, craftsmanship and a commitment to consistent quality.
Bringing the two brands together creates an opportunity to translate this shared heritage into experiences for today’s travellers, combining ONYX Hospitality Group’s expertise in hospitality with one of Thailand’s most recognisable flavour traditions.
The partnership reflects a wider ambition within the anniversary programme: to work with brands that have an authentic connection with consumers while bringing something distinctive and complementary to the ONYX guest experience.
Contemporary Thai Creativity with Benzilla
Collaborations with Benzilla - bring together Thai heritage, contemporary creativity and seamless travel experiences
Another expression of this approach can be seen through ONYX Hospitality Group’s collaboration with Benzilla, the renowned Thai street artist and creator of the distinctive LOOOK character.
Developed through OZO, ONYX Hospitality Group’s upper-midscale lifestyle hotel brand, the OZO x BENZILLA collaboration turns luggage into a canvas for travel memories through four exclusive sticker designs inspired by OZO destinations.
The partnership brings OZO’s Local Pulse brand pillar to life, connecting guests with the colours, stories and character of destinations through Benzilla’s contemporary creative perspective. The stickers become mementoes that guests can take with them beyond their stay – allowing the Good Vibes and memories of one journey to travel with them to the next.
The collaboration also demonstrates how ONYX is using its anniversary partnerships to showcase contemporary Thai talent with relevance beyond Thailand, complementing the more heritage-led elements of the wider programme.
Connecting the Modern Guest Journey with Grab
Collaborations with Grab bring together Thai heritage, contemporary creativity and seamless travel experiences
While ChaTraMue and Benzilla bring Thai heritage and creativity into the guest experience, ONYX Hospitality Group’s partnership with Grab responds to another important aspect of contemporary travel: convenience and connectivity.
The collaboration connects transport, accommodation and dining across the guest journey, supporting travellers from their arrival and hotel stay to exploring local neighbourhoods, attractions and dining experiences.
Across ONYX Hospitality Group’s portfolio of Amari, OZO, Shama and Oriental Residence, the partnership includes the Guest Transport Concierge Service powered by GrabForBusiness, exclusive Grab ride benefits and dining privileges at more than 20 ONYX Dining restaurants through Grab Dine Out, alongside access to GrabFood delivery services.
With Grab operating across Southeast Asia, the collaboration also reflects ONYX Hospitality Group’s regional outlook and its ambition to work with partners that are relevant to the way people increasingly travel, move and discover destinations across Asia.
A Curated Approach to Partnership
Collaborations with ChaTraMue, Benzilla and Grab bring together Thai heritage, contemporary creativity and seamless travel experiences
Although the three collaborations span very different industries, the rationale connecting them is clear: each partner has been selected because it brings a distinctive strength that complements ONYX Hospitality Group and creates additional value or experiences for its guests.
Pornthip Paothong, Vice President, Commercial Marketing, ONYX Hospitality Group, said:
“Our 60th anniversary gives us an opportunity to celebrate six decades of Thai hospitality while also looking at what our guests value from travel today. ‘More of What You Love’ is about creating more reasons for guests to enjoy their time with us, both within our hotels and as they experience the destinations around them.
“Our partnerships have therefore been carefully selected to bring different strengths to the guest experience. ChaTraMue reflects Thai flavours and heritage, Benzilla brings a contemporary expression of Thai creativity, while Grab connects with the way people travel, move, dine and discover destinations today.
“Although each collaboration is very different, they share an ability to complement our hospitality expertise and create experiences that are relevant and meaningful to our guests. Together, they allow us to bring ‘More of What You Love’ to life in different and engaging ways throughout our anniversary year.”
The partnership programme forms part of a broader 60th anniversary celebration through which ONYX Hospitality Group is creating additional reasons for guests to experience and return to its brands.
Across Amari, OZO, Shama and Oriental Residence, the Group continues to build experiences around the individual character of each brand while drawing on six decades of hospitality expertise and deep knowledge of the Asia-Pacific region.
As ONYX Hospitality Group enters its seventh decade, its curated partnership approach provides another way to connect that heritage with contemporary travel – bringing together established brands, creative talent and regional expertise to offer guests “More of What You Love.”
Further partnerships and anniversary experiences will continue to be introduced throughout the Group’s 60th anniversary year.
####
About ONYX Hospitality Group:
ONYX Hospitality Group is a leading hospitality management company in Asia-Pacific, with a complementary portfolio of brands comprising Amari, OZO, Shama and Oriental Residence. Together, these brands serve the diverse needs of business and leisure travellers across the region, where ONYX has deep market expertise. Beyond accommodation, the Group also operates spa and food and beverage businesses. Drawing on six decades of management experience, ONYX delivers innovative hospitality solutions across the region while upholding internationally recognised standards and maintaining operational agility. By building enduring relationships with like-minded business partners, ONYX Hospitality Group delivers distinctive experiences in a dynamic and competitive market, responding to the evolving needs of today’s travellers.
More information: www.onyx-hospitality.com
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
For more information about this release please contact:
For high-resolution photography and additional information, please visit our press centre or contact us: