Shama Group

What Shama Group does

Shama Group operates a portfolio of serviced apartments and hotels under the Shama brand, organized into three tiers: Shama Luxe Serviced Apartments (premium), Shama Serviced Apartments (mid-market core), and Shama Hub Serviced Apartments (flexible, creative-segment). The company runs 17 properties across four markets: Thailand (six Bangkok properties), Hong Kong SAR (five properties), mainland China (Daqing, Hangzhou, Changchun), and Malaysia (Johor Bahru). Legal entity Shama Management Limited is registered in Thailand, with operational headquarters shared with parent ONYX Hospitality Group at 847 Petchburi Road, Bangkok. The portfolio is supported by a centralized technology stack including the Synxis booking engine, the ONYX Rewards mobile application (iOS/Android), Google Analytics for digital marketing, and smart-room IoT features such as casting-enabled 4K TVs and wireless charging docks at select properties.

Shama's business model is primarily recurring subscription-style rental of fully furnished apartments on nightly, weekly, and monthly billing, with extended-stay corporate contracts (30+ nights) representing a key revenue pillar. The pricing is tiered by apartment size and market, ranging from approximately 23,100 HKD/month for Hong Kong studios to 120,000 THB/month for two-bedroom Bangkok suites, alongside nightly packages such as the pet-friendly Stay, Play, Wag Away program. Ancillary revenue is generated through on-site food and beverage venues (Brunch Paradiso, Brainwake Cafe, Cool Chili, The Coffee Club) and the cross-brand ONYX Rewards loyalty program, which provides member-exclusive rates of up to 16% off and drives direct bookings. Distribution spans the official website (shama.com in four languages), the ONYX Rewards mobile app, OTAs, and direct corporate sales channels. The customer base includes business travelers and corporate clients (primary), families, long-stay leisure travelers, and pet-friendly travelers.

The company sits within ONYX Hospitality Group, a Thailand-headquartered multi-brand hospitality operator celebrating its 60th anniversary in 2026 and also controlling Amari, OZO, and Oriental Residence. Strategic differentiators include the Shama Social Club community platform, the Shama Neighbourhood Guide for local discovery, the ECOLAB-partnered ONYX Clean hygiene program, multiple Thai and WTTC safety certifications, and The Wonderer digital travel magazine. The company is privately held with no disclosed funding rounds, ownership percentages, or revenue figures; management team details are also not publicly disclosed in the source data.

Name

Shama Group

Legal name

Shama Management Limited

Website

https://shama.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Shama Group operates 17 serviced apartment and hotel properties across Thailand, Hong Kong, China, and Malaysia under three sub-brand tiers, serving business travelers, families, and long-stay leisure guests via nightly and monthly rentals, supported by ONYX Hospitality Group.

Ownership category

akta.pro rank

Product category

Serviced Apartments

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Serviced Apartments & Aparthotels (THAGAEAB)

akta.pro secondary industries

Luxury serviced apartments (premium) (THAMACAE), Serviced Extended-Stay Apartments & Aparthotels (THAMAFAC), Luxury Serviced Residences (THAGAEAJ)

Keywords

• Serviced apartments
• Extended stay hotels
• Aparthotel accommodation
• Corporate housing
• Hospitality loyalty programs

Headquarters

HQ city

Central

HQ country

Hong Kong SAR China

HQ region

Asia

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Serviced Apartment Rentals: Core revenue from nightly, weekly, and monthly rental of serviced apartments and hotel rooms across 17 properties in Thailand, Hong Kong, China, and Malaysia. Revenue varies by room type (studio to 3-bedroom), duration of stay, and property location.
2. Extended Stay Contracts: Long-stay rentals with monthly billing for business travelers and digital nomads requiring accommodations for 30+ nights. Properties offer dedicated long-stay packages with discounted rates.
3. Food and Beverage: Revenue from on-site dining venues including Brunch Paradiso (pet-friendly café), Brainwake Cafe, Cool Chili Restaurant, and The Coffee Club at various Shama properties.
4. ONYX Rewards Membership: Loyalty program that drives direct bookings and customer retention through exclusive member rates, point accumulation, and redemption for free nights at participating properties across Southeast Asia and Indian Ocean.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Shama Group operates a portfolio of serviced apartments and aparthotels under three sub-brands (Shama Luxe, Shama Serviced Apartments, and Shama Hub) across 17 properties in Thailand, Hong Kong, China, and Malaysia. The offering combines fully equipped apartment-style units with kitchens, living areas, and workspaces with hotel-grade housekeeping, 24/7 concierge, and on-site food and beverage. Extended-stay monthly rentals (30+ nights) and the ONYX Rewards loyalty program are central to the business.

Product overview

Shama Hotels & Serviced Apartments operates a multi-tiered portfolio of hospitality brands under the ONYX Hospitality Group. The offering comprises three distinct brand tiers: Shama Luxe (premium luxury serviced apartments), Shama Serviced Apartments (core mid-range offering), and Shama Hub (creative, flexible accommodation for younger travelers). Properties span six destinations across Asia including Bangkok (6 properties), Hong Kong (6 properties), Daqing, Hangzhou (3 properties), Changchun, and Johor Bahru, Malaysia. The portfolio is supported by the ONYX Rewards loyalty program, ONYX Rewards Mobile App for booking and concierge services, The Wonderer digital travel magazine, and the ONYX Clean health and safety program developed with ECOLAB.

Differentiator

Problem solved

Functional benefit

Brands

• Shama Luxe Serviced Apartments: Luxury serviced apartments offering refined ambiance, impeccable service, and supreme comfort for solo travelers, couples, and families on extended stays.
• Shama Serviced Apartments
• Shama Hub Serviced Apartments

Products and services

• Shama Luxe Serviced Apartments Luxury tier of Shama's serviced apartment portfolio offering refined ambiance and supreme comfort for solo travelers, couples, and families on extended stays in select Asian urban locations.
• Shama Serviced Apartments Core mid-range Shama serviced apartment offering providing fully equipped kitchens, workspaces, and hotel-level housekeeping in vibrant neighborhoods across China, Thailand, and Malaysia for brief visits or extended stays.
• Shama Hub Serviced Apartments Hotel and serviced apartment brand combining creativity with flexibility in vibrant Asian neighborhoods, designed as a cosy home base that supports exploration, with smart-room technology and monthly subscription rates for 30+ night stays.
• ONYX Rewards Loyalty Program Subscription-style loyalty program providing exclusive member rates, points accumulation and redemption, early check-in/late check-out, complimentary upgrades, and discounts at F&B and spas across ONYX Hospitality Group properties.
• ONYX Rewards Mobile Application Mobile app for direct booking, online check-in (up to 48 hours pre-arrival), member-only pricing, digital membership cards with tier status, and real-time Live Chat concierge support for ONYX Rewards members.
• ONYX Clean Health and Safety Program Standardized hygiene and safety program developed with ECOLAB featuring enhanced cleaning protocols, UV-C sterilization, hand sanitization stations, and safety consultation implemented across all Shama properties.

Quantifiable outcome

• Save up to 16% off year-round with ONYX Rewards membership
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ECOLAB (艺康集团)coreStrategic or Co-development PartnerECOLAB is a global leader in hygiene and safety technology. Partnership involves ONYX Clean initiative that redefines operational hygiene and safety standards across all Shama properties. ECOLAB provides expertise in sanitization protocols, UV-C sterilization technology, and ongoing safety consultation.
• IHC Hospitality SolutionsminorStrategic or Co-development PartnerSustainability partner sharing commitment to ethics, sustainability philosophy, and dedication to food safety, health, and hygiene. Partnership supports Shama's sustainability goals including eco-friendly initiatives and conscious operations.
• Doi Chang CoffeeminorOthersEthical coffee supplier providing Doi Chang coffee capsules in guest rooms, supporting local producers in Thailand.
• ONYX Hospitality GroupcoreOthersShama is a brand under ONYX Hospitality Group, which operates multiple hotel brands including Amari, OZO, Oriental Residence, and Shama. The group celebrated its 60th anniversary in 2026 and provides centralized loyalty program (ONYX Rewards), marketing, and operational support.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Ascott Limited: CapitaLand's serviced residence arm — the market leader in Asia serviced apartments with brands including Ascott, Citadines, and Somerset, directly overlapping Shama's offering across the same Asian metros.
• Frasers Hospitality: Frasers operates Capri by Fraser, Fraser Suites, Fraser Place, and Modena across Asia — comparable premium and mid-tier serviced apartments targeting business and family long-stay guests in similar cities to Shama.
• Oakwood (Maple Investments): Oakwood Premier and Oakwood Studios compete directly with Shama Luxe and Shama Hub tiers across Asian gateway cities with similar premium serviced-apartment positioning.
• Lanson Place: Boutique-style serviced residences in Hong Kong, Shanghai, and Singapore targeting extended-stay executives — directly comparable to Shama Luxe tier in core Asian financial hubs.
• Pan Pacific Serviced Suites: UOL Hotels' premium serviced suite brand in Bangkok, Singapore, Kuala Lumpur, and Yangon — a direct regional peer targeting the same extended-stay business traveler and family segment.
• Somerset Serviced Residence: Also under The Ascott Limited, Somerset targets the same family and business extended-stay segment as Shama with properties across China, Southeast Asia, and the Middle East — a closely aligned competitor.
• Citadines Apart'hotel: Ascott's flexible extended-stay aparthotel brand, comparable to Shama Hub in mid-tier urban locations across Asia, offering flexible-stay apartments for digital nomads and project-based travelers.
• Modena by Frasers Hospitality: Frasers' select-service aparthotel brand targeting modern business travelers with shorter long-stays — closely comparable to Shama Hub's value-oriented, tech-enabled positioning across Asian cities.

Broad incumbents

• Marriott Executive Apartments: Marriott's upscale extended-stay tier competes with Shama Luxe across Asia as part of a much larger global hospitality portfolio, offering stronger loyalty reach through Marriott Bonvoy but less Asia-specific localization.

Emerging players

• Adagio Original: Accor and Pierre & Vacances' aparthotel brand expanding across Asia — comparable to Shama's flexible mid-stay concept, though historically European-anchored.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ShamaLifestyle
• Instagraminstagram.com/shamaservicedapartments

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shama Group