Amari Hotels has launched a new management company at this year’s ITB which will encompass its three new brands.
Onyx Management Company will encompass the existing Amari brand as well as its three new ones - a mid-market boutique brand called Ozo, a five-star brand called Saffron and a residential brand called Oriental Residences.
Speaking exclusively to Breaking Travel News at this year’s ITB Onyx owner Yuthachai Charanachitta (pictured right) said the new brands were designed to appeal to a broader segment of the market.
“We have owned and operated Amari for 33 years and we felt the time was right to launch new brands into the market,” he said.
“Ozo is our three-star brand which is aimed at that segment of the market which is after affordable luxury.
“Saffron is our five-star brand which is aimed at the luxury end of the market. And we are also building residential accommodation which we will brand under the Oriental name.”
Chief operating officer Peter Henley (pictured left) said the hotels would open in phases throughout this year and next and will initially launch in Thailand before being rolled out to regional destinations.