Published on
September 17, 2025
ONYX Hospitality Group, a leading hotel management company in Southeast Asia, is set to reinforce its long-term commitment to Japan with a focused sales mission aimed at strengthening its trade relationships and positioning itself for future growth in the region. The initiative is part of ONYX’s broader strategy to expand its presence in Northeast Asia, with the Japan Sales Mission taking place from 29th September to 3rd October 2025.
The sales mission, which will consist of one-on-one meetings with key travel partners, highlights ONYX’s emphasis on consultative engagement. The company is focused on building long-term, mutually beneficial relationships within Japan’s travel trade, aiming to tailor its offerings to meet the evolving preferences of Japanese travellers.
ONYX’s Strategic Commitment to Japan
Japan is an essential market for ONYX Hospitality Group, with the company noting that success in the region requires consistency, depth, and cultural alignment. Mr. Yuthachai Charanachitta, CEO of ONYX Hospitality Group, emphasized the importance of strong, ongoing partnerships with travel agents and tour operators, stating, “Success here relies on strong, ongoing partnerships with travel agents and tour operators, and we are fully committed to nurturing these relationships. This sales mission is a key part of our long-term strategy to tailor our offerings to the evolving needs of Japanese travellers and steadily grow our presence through thoughtful, partner-led development.”
Showcasing Thailand’s Appeal to Japanese Travellers
The upcoming sales mission will shine a spotlight on ONYX’s key properties in Thailand, a destination highly popular among Japanese tourists. Thailand is a sought-after destination for several niche markets, including medical and wellness tourism, golf travel, and the long-stay and retirement segments, all of which are especially attractive to Japanese travellers. ONYX’s diverse portfolio across key Thai destinations uniquely positions the company to cater to these markets, providing a mix of luxury, comfort, and accessibility for Japanese visitors.
Bangkok and Phuket consistently rank among the top destinations for Japanese tourists. ONYX’s flagship properties in these locations, including Amari Bangkok, Amari Phuket, Amari Pattaya, OZO North Pattaya, and Shama Lakeview Asoke Bangkok, reflect the varied preferences of the Japanese market. These properties span the spectrum of hospitality offerings, from the warm, family-friendly service of Amari to the modern and stylish appeal of OZO and the spacious serviced apartments provided by Shama.
Expanding Beyond Major Destinations
Beyond established destinations, ONYX is also exploring emerging areas in Thailand, where growing interest from Japanese travellers is creating new opportunities. Chonburi Province, home to popular beach towns such as Bangsaen and Pattaya, presents exciting prospects for ONYX’s properties, particularly Amari Pattaya, OZO North Pattaya, and the newly opened Amari Bangsaen. Located just 85 kilometers southeast of Bangkok, Amari Bangsaen’s proximity to Pattaya makes it an appealing option for Japanese visitors looking to explore secondary Thai destinations.
Similarly, Khao Lak, in Phang Nga Province, near Phuket, represents a promising market for Amari Vogue Krabi, located nearby in Krabi Province. This highlights ONYX’s efforts to cater to the growing demand for off-the-beaten-path destinations in Thailand, providing more options for Japanese travellers who seek quieter, less crowded locations.
Enhancing Connectivity and Partner Engagement
ONYX’s strong focus on Japan is supported by robust air connectivity between Thailand and Japan. With direct flights from major Japanese cities such as Tokyo, Osaka, Nagoya, and Fukuoka to Thailand, the ease of travel enhances the appeal of ONYX’s Thai properties for both leisure and business travellers, as well as long-stay visitors. This strong connectivity further supports ONYX’s efforts to deepen its presence in the Japanese market.
The sales mission will also highlight properties under the newly established ONYX Hospitality Real Estate Investment Trust (ONYXRT), which includes four high-performing leasehold properties: Amari Bangkok, Amari Pattaya, OZO Pattaya, and OZO Phuket. These properties have consistently achieved high occupancy rates above 80%, and featuring them in the Japan sales mission demonstrates ONYX’s integrated approach, combining operational excellence with asset optimization to maximize value across its portfolio.
Strengthening ONYX’s Position in Japan
Through its Japan Sales Mission, ONYX Hospitality Group is reaffirming its commitment to the Japanese market by strengthening strategic relationships with leading wholesalers, online travel agents (OTAs), and retail agencies. This mission aims to highlight ONYX’s dedication to aligning its offerings with the evolving preferences of Japanese travellers while gathering valuable market insights to inform future product and marketing development. The initiative underscores ONYX’s focus on sustainable growth, deepening its footprint in this important market for years to come.
As ONYX continues to expand its presence in Northeast Asia, the Japan Sales Mission marks a significant step in its broader vision for long-term growth in the region. By focusing on deepening existing partnerships and exploring new opportunities, ONYX Hospitality Group is set to strengthen its position as a leading player in the Japanese market, offering tailored solutions for Japanese travellers seeking diverse and exceptional experiences in Thailand.
Photo: ONYX Hospitality Group
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