Amari creates new hotel management company
Wednesday, 11 Mar, 2010
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The recently re-branded Bangkok-based Amari hotel group is ceating a new hotel management company.
It will cover a new range of brands created to serve different market segments and new developments outside its traditional market in Thailand.
Speaking at ITB in Berlin, owner Yuthachai Charanachitta said more than $44 million was being invested in Onyx Hotel Management.
The new company is to pursue both previously announced expansion plans for Amari and follow that with exapnsion in to the Asia Pacific, Arabian Gulf and Australasian regions.
Onyx launched new luxury hotel brand – Saffron Hotels – and a range of hotels offering ‘select services’ under the Ozo name.
CEO Peter Henley said that ‘ Onyx has been introduced as a platform to provide hotel owners and developers with a broader choice of hotel brands as well as a range of hospitality management services".
The two new brands together with the exisitng Amari name are "individually distinctive yet complementary in terms of positioning but – they have a major thing in common – and that’s that they are based on Asian hospitality and service".
The first property in the Saffron brand is under constructiion with 145 serviced appartmnets and privately owned condominions opening in Bangkok in late 2011.
To complicate matters the hotel will be known as the Oriental Residence Bangkok in defernce to the Charanachitta family’s three generations of association with the famous Oriental brand in the city.
Onyx expects to announce the location of its first Ozo, hotel – with its concentration on quiet guest rooms – shortly and anticipates a major expansion in India where it has recently bought a development company.
by John Bell
Phil Davies
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