BANGKOK, THAILAND – ONYX Hospitality Group, a prominent leader in the Asia-Pacific travel and lodging sector, is celebrating its 60th anniversary with a strategic reimagining of the guest experience. Under the banner of its year-long campaign, “More of What You Love,” the group has announced a series of high-profile collaborations with ChaTraMue, renowned artist Benzilla, and digital mobility giant Grab Thailand.
By weaving together Thai heritage, contemporary creative expression, and digital convenience, ONYX aims to bridge the gap between traditional hospitality and the modern traveler’s lifestyle. The move signals a pivot toward more experiential, integrated travel, ensuring the group remains relevant as it enters its seventh decade of operations.
The culinary pillar of this campaign features a partnership with the iconic tea brand ChaTraMue. With roots dating back to 1925, ChaTraMue brings a deep sense of Thai nostalgia to the table. ONYX plans to leverage this shared cultural heritage by introducing exclusive menus and signature beverages across its hotel network, offering guests unique interpretations of Thailand’s most beloved flavors.
Simultaneously, the OZO brand is injecting a sense of playfulness into the guest journey through a creative collaboration with internationally recognized Thai artist, Benzilla. Known for his bold, contemporary style, Benzilla has designed a collection of four exclusive luggage stickers. These artistic pieces serve as a physical bridge between the hotel and the world beyond, allowing guests to personalize their travel gear while carrying a piece of OZO’s youthful, vibrant identity with them wherever they venture.
Addressing the logistical demands of the modern traveler, ONYX has also partnered with Grab Thailand. This digital integration is designed to make the guest journey seamless, linking Grab’s extensive ecosystem—spanning mobility, food delivery, and service discovery—directly to ONYX’s properties. By embedding the group into a platform that travelers already use for their everyday needs, ONYX is significantly reducing friction in the guest experience, both during and beyond the duration of their stay.
Pornthip Paothong, Vice President of Brand and Marketing at ONYX Hospitality Group, emphasized that these partnerships are a direct response to evolving consumer expectations. “Our 60th anniversary celebrates our Thai roots, but it is also an opportunity to look at what guests value today,” Paothong stated. “‘More of What You Love’ is about giving people more reasons to enjoy their time with us—from the food they discover to the destinations they explore.”
As the group looks ahead, these collaborations with Amari, OZO, Shama, and Oriental Residence represent a broader commitment to innovation. With a history of hospitality expertise spanning six decades, ONYX is positioning itself as a forward-thinking entity that balances its deep-rooted Thai identity with the fast-paced, interconnected demands of contemporary global tourism. Additional initiatives are expected to roll out throughout the remainder of the anniversary year.
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