ONYX Hospitality Group, a prominent luxury hotel, resort, serviced apartment, and residence management company in Southeast Asia, continues to expand its Shama brand with a new initiative aimed at enhancing the guest experience. The “COLOUR Your Life” experience is the latest offering in the “Live Your Blended Life at Shama” initiative.

This initiative underscores Shama’s commitment to creating a true home-away-from-home, blending comfort, convenience, and a sense of belonging from the moment guests arrive. The brand offers a unique opportunity for guests to immerse themselves in the local culture and forge meaningful connections, ensuring an authentic and enriching stay.

The activity is part of the Shama Social Club, an exclusive lifestyle programme designed to bring guests together and help them acclimate to their new surroundings. The programme features year-round activities based on three key concepts that blend life’s important moments:

• Explorecation (Explore + Vacation): The Floating Sound Healing session invites guests to unwind and find tranquility as they float on water, immersing themselves in calming sound waves to achieve emotional and physical balance.
• Workshopping (Work + Shopping): The COLOUR Your Life workshop teaches guests how to select the right colours to enhance their personal style, boost their aura, and elevate their appearance, helping them feel confident as they shop for clothes, cosmetics, accessories, or choose new hair colours.
• Foodventure (Food + Adventure): The Taste of Life experience takes guests on a cycling tour through the historic streets of Bangkok, where they explore local cuisine and sights while learning photography techniques to capture vibrant moments.

In November 2024, the COLOUR Your Life workshop will focus on helping participants discover colours that align with their personal branding and identity. By applying the psychology of colour selection, this workshop aims to increase confidence, enhance charm, and leave a lasting first impression. Choosing the right colours can positively impact how individuals feel and how others perceive them.

This activity not only fosters connections among Shama guests but also supports their ability to adapt to new environments, aligning with the Shama brand’s ethos of integrating life seamlessly into fresh contexts. This initiative aligns with Shama’s overarching communication campaign, “Live Your Blended Life at Shama,” which encourages guests to embrace local experiences and create their own unique journey.

Yuthachai Charanachitta, Chief Executive Officer of ONYX Hospitality Group, said, “The goal of the Shama Social Club is to support our residents—primarily long-stay guests—in adapting to their new environments while also engaging with local community residents. Additionally, the programme aims to connect Shama guests with one another, fostering a network of travellers who can share new insights and information. Therefore, the activities of the Shama Social Club go beyond merely taking guests to popular tourist attractions; they are designed to help guests seamlessly blend into their new location while simultaneously experiencing the essence of the local culture surrounding their accommodation.”

Shama is a renowned serviced apartment brand celebrated for its spacious, thoughtfully designed accommodations, catering to diverse residents—from solo business travelers to families seeking a cozy second home. With a commitment to comfort and convenience, Shama offers a host of amenities that make daily living seamless, including round-the-clock care services with the quality of a hotel, available every day of the week. Strategically located in vibrant city centers, Shama properties are nestled in residential neighborhoods, providing easy access to local attractions and excellent transport links. This ideal blend of location and service supports both short-term and long-term stays, offering a harmonious balance of work, leisure, and well-being, making Shama a true home away from home.

Shama currently manages a portfolio of serviced apartments across Asia, including six properties in Thailand, seven in Hong Kong, five in China, and two in Malaysia.

The brand features three distinctive formats: Shama Luxe, Shama, and Shama Hub, designed to meet the needs of various guests, ranging from upper upscale to upper midscale preferences. Looking ahead, ONYX Hospitality Group plans to expand Shama Hub in Thailand, Shama Luxe in Malaysia, and Shama in Lao PDR, further strengthening the brand’s presence across Asia.

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