The Bangkok-based Onyx Hospitality Group will add another 1,500 hotel rooms in new destinations in Thailand and elsewhere in Asia by 2016.
Amari Hua Hin Hotel was opened recently by Onyx Hospitality Group. Another 1,500 hotel rooms are planned for new Asian destinations by 2016 — China, India, Sri Lanka, the Middle East and some provinces in Thailand.
The hotel inventory under its management will increase to almost 8,000 rooms from the existing 6,000 rooms in 33 properties across the continent.
The new destinations will be China, India, Sri Lanka, the Middle East and some provinces in Thailand.
"We are seeking new properties and destinations that have room to grow including Bangkok, Koh Samui and Buri Ram province. Cities such as Shanghai, Hong Kong, Singapore and Dubai still have tremendous growth," said Peter Henley, Onyx's president and chief executive.
Amari Buriram United, a football-themed hotel, is part of a package aimed at putting Buri Ram among the country's top five tourism and sports destinations, able to attract both local and foreign tourists.
"We will add an international motor circuit to the football stadium complex in 2014, which will push Buri Ram to the forefront of sports and leisure tourism in Thailand," said Newin Chidchob, the president of Buriram United FC.
Another key strategy is to match the right brand with the right destination.
Onyx operates five brands _ Oriental Residence Bangkok (luxury accommodation), Amari (upscale hotel), Saffron (luxury hotel), Ozo (mid-scale hotel) and Shama (serviced apartments).
Four new hotels will be launched late this year including the 64-room Amari Buriram United, the 158-room Ozo Sri Lanka Colombo, the 208-room Ozo Chaweng Samui and Shama Heda-Hangzhou with 101 rooms.
Three projects are under construction and will be launched in 2015 _ Amari Ludhiana India, Amari Residence Jomtien and Amari Pecatu Bali.
Nine developers have signed management contracts with Onyx.
The hospitality group still maintains its long-term plan to operate 81 hotels by 2018.
It is confident it can compete with other international hospitality groups on the strength of its service, food and spa treatments with Thai know-how, which is well respected in the global hospitality industry.
Onyx will stage more marketing campaigns this year to create brand awareness after its successful sponsorship of Dancing with the Stars on Channel 7.
Onyx said revenue per available room will rise by 5-10% this year.
It will encourage staff to have multiple skills after paying a higher minimum wage.
Thai tourism boomed in the first half of this year and the bright outlook will continue for the rest of the year.
More tourists from China, India and Russia will visit Thailand despite political concerns.