AMARA

What AMARA does

Amara Hotels & Resorts is a privately held, Singapore-owned hospitality group that owns and operates four upscale hotels and resorts across three Asian markets: Amara Singapore (389 rooms, CBD), Amara Sanctuary Sentosa (140 rooms, resort), Amara Bangkok (250 rooms, Bangrak district), and Amara Shanghai (343 rooms, Jing'An district — soft opened February 2024). Founded around 1986, the group generates revenue through four primary streams: room accommodation across standard to suite tiers, food and beverage (anchored by heritage Thai brand Thanying operating since 1988 and in-house concepts like Element, Cafe Oriental, AkaAza Bar, BLU, and FLO), meetings and events (Grand Ballrooms and function rooms including up to 550-guest pillar-free ballroom in Shanghai), and ancillary recreational/wellness services.

The underlying technology platform is built around the third-party SynXis booking engine (Sabre-owned), which powers direct reservations on amarahotels.com, member login, loyalty integration, and connectivity to global distribution systems (Amadeus, Sabre, Galileo, Worldspan) for travel agent and corporate bookings. The complimentary Amara Members Programme drives direct booking via 12% best-rate discounts and curated partner offers. Marketing channels blend direct e-commerce, email loyalty engagement, organic social, PR/earned media, and content-led storytelling around local experiences and culinary programming.

The go-to-market is a horizontal, direct-to-consumer motion targeting business travelers, leisure travelers, MICE/corporate groups, and families, complemented by media/influencer partnerships and GDS-enabled corporate travel access. The group pursues premium positioning through GSTC sustainability certification (August 2024), contemporary design collaborations (Studio HBA, FARM Design Studio), and curated neighbourhood and culinary experiences, while maintaining fully owned operations across all four properties.

Name

AMARA

Legal name

Amara Hotels & Resorts

Website

https://amarahotels.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

101–250 employees

Short description

Amara Hotels & Resorts is a Singapore-owned hospitality group operating four upscale hotels and resorts across Singapore, Bangkok, and Shanghai, targeting business and leisure travelers through direct booking, loyalty programme, and GDS-enabled distribution.

Ownership category

akta.pro rank

Product category

Upscale Hotel and Resort Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Accommodation (721)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)

akta.pro primary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

Keywords

• Upscale hotel accommodation
• Resort and meeting venues
• Corporate MICE events
• Loyalty hospitality programme
• Signature dining restaurants

Headquarters

HQ city

Bukit Merah

HQ country

Singapore

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel Accommodation: Room revenue from 389-room Amara Singapore, 140-room Amara Sanctuary Sentosa, 250-room Amara Bangkok, and 343-room Amara Shanghai. Includes various room categories from standard rooms to luxury suites with club lounge access.
2. Food and Beverage: Multiple dining venues across properties including: Amara Singapore (Thanying Thai restaurant, Cafe Oriental, Lobby Bar), Amara Shanghai (Thanying, BLU All Day Dining, FLO Lobby Bar), Amara Bangkok (Element Restaurant, AkaAza Rooftop Bar, The Barista), and in-room dining services.
3. Events and Meetings: Meeting spaces, grand ballrooms, and function rooms for corporate events, weddings, and social gatherings. Amara Singapore features Grand Ballroom and four function rooms on Level 3. Amara Shanghai offers pillar-free Grand Ballroom accommodating up to 550 guests.
4. Recreational Services: Spa treatments, rooftop pools, fitness centers, and wellness services. Amara Bangkok offers in-room massage services, yoga classes, and rooftop infinity pool with city views.
5. Membership Programme: Complimentary Amara Members Programme driving direct bookings with exclusive member rates and perks.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Amara Hotels & Resorts is a Singapore-owned collection of four upscale hotels and resorts (1,122+ rooms across Singapore, Bangkok, and Shanghai) offering accommodation, award-winning signature dining, versatile meeting and event spaces, wellness facilities, and a complimentary loyalty programme targeting modern business and leisure travellers in key Asian gateway cities. The portfolio spans urban CBD hotels, an island resort on Sentosa, and a luxury property in Shanghai, unified by the Sanskrit brand promise of "everlasting" hospitality that blends contemporary design with authentic local experiences.

Product overview

Amara Hotels & Resorts is a Singaporean-owned collection of four upscale hotels operating across Asia's key gateway cities: Amara Singapore (389-room urban hotel in CBD), Amara Sanctuary Sentosa (140-room colonial-charm resort), Amara Bangkok (250-room hotel in Bangrak), and Amara Shanghai (343-room luxury property in Jing'an). The portfolio spans both urban hotels and resort properties, unified by the brand promise of 'everlasting' hospitality. Core products include accommodation across multiple room categories (Deluxe, Premier, Club Rooms, Suites), signature dining venues (Thanying for Royal Thai cuisine, Cafe Oriental for local Singapore fare, Element Restaurant for Thai and Western cuisine, AkaAza rooftop bar, BLU All Day Dining, FLO Lobby Bar), and extensive event spaces including ballrooms and meeting facilities. Supporting services include the complimentary Amara Members Programme loyalty scheme, spa and wellness treatments, club lounges with exclusive privileges, and curated local neighbourhood experiences. The brand positions itself around contemporary design, authentic hospitality, and connections to local culture and communities.

Differentiator

Problem solved

Functional benefit

Brands

• Amara Members Programme: Complimentary loyalty programme offering best rate guarantees, exclusive deals, and member-only perks across all Amara properties.
• Thanying
• Element
• Cafe Oriental
• AkaAza Bar
• Lobby Bar
• BLU All Day Dining
• FLO Lobby Bar

Products and services

• Amara Singapore A 389-room upscale urban hotel in Singapore's Central Business District offering sleek design, modern amenities, an award-winning collection of dining options, flexible meeting spaces, and easy access to iconic city landmarks for business and leisure travellers.
• Amara Sanctuary Sentosa A 140-room and suite resort on Sentosa Island housed in colonial-era military quarters, surrounded by tropical gardens, featuring elegant villas, exclusive infinity pools, beach access, a heritage-inspired Glass Pavilion, and proximity to attractions like Universal Studios.
• Amara Bangkok A 250-room upscale hotel in Bangkok's historic Bangrak district offering panoramic city skyline views, a rooftop infinity pool, versatile meeting spaces, in-room spa and wellness services, and proximity to Patpong Night Market and vibrant F&B venues.
• Amara Shanghai A 343-room luxury hotel in Shanghai's Jing'an district featuring contemporary design with Asian-inspired elegance, a connecting 100 AM office tower, retail options, and a pillar-free Grand Ballroom accommodating up to 550 guests for events.
• Amara Members Programme Complimentary loyalty programme offering 12% savings on the Best Flexible Rate at select properties, exclusive offers not available on other platforms, member-only perks, and curated offers from Amara partners, integrated with the SynXis booking engine.
• Thanying Restaurant Royal Thai cuisine restaurant located at Amara Singapore (and Amara Shanghai), pioneering Thai dining since 1988 with authentic sour, sweet, and spice flavours crafted with precision under Head Chef Tamawat Itthipornwithool.
• Element Restaurant All-day dining restaurant at Amara Bangkok with indoor and al fresco seating, serving Thai signature dishes alongside Western favourites including Pad Thai, curries, and the Amara Signature burger.
• AkaAza Bar Rooftop bar at Amara Bangkok overlooking the city skyline, designed for unwinding with signature cocktails and panoramic Bangkok views.
• BLU All Day Dining International all-day dining restaurant at Amara Shanghai offering global cuisine from Singaporean to Japanese and local flavours through buffet and à la carte service.
• FLO Lobby Bar Chic lobby bar at Amara Shanghai serving coffee, cocktails, and bar bites for casual gatherings and business meetups.
• Cafe Oriental Dining destination at Amara Singapore reimagining Singapore's beloved local favourites in a sophisticated setting, offering lunch, high tea, and dinner service.
• Lobby Bar at Amara Singapore Intimate Lobby Bar at Amara Singapore designed for meaningful conversations, complementing the property's contemporary redesign.
• Meeting and Event Spaces Versatile meeting spaces at Amara properties including the Grand Ballroom and four function rooms on Level 3 at Amara Singapore and a pillar-free Grand Ballroom accommodating up to 550 guests at Amara Shanghai, designed for corporate events and gatherings.
• Wedding Services Bespoke wedding offerings across Amara properties including customised venues, renowned chefs, creative menus, and professional wedding planning teams for intimate events and grand celebrations.
• Spa and Wellness Services Spa and wellness offerings across Amara properties including in-room massage services at Amara Bangkok (Aroma Massage, Thai Massage, Head/Back/Shoulder/Foot Massage, Facial treatments, and office syndrome relief), yoga classes, and rooftop pools with city views.
• Club Lounges Executive club lounge access at Amara properties offering complimentary breakfast, evening cocktails and canapés, personalised services, and late check-out for club-level guests.
• Local Experiences Programming Curated neighbourhood experiences across Amara properties including heritage tours, Thai cooking classes, Chao Phraya River cruises, the Local Legends dining series featuring Singapore culinary icons, and access to local attractions.

Quantifiable outcome

• GSTC certification achieved for sustainable tourism operations

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered minor and core.

• Into The WildminorStrategic or Co-development Partner · 27 March 2026Partnership to launch Sentosa Survival Camp Staycation for June school break. A family-focused outdoor adventure experience at Amara Sanctuary Sentosa targeting young explorers and building confidence through hands-on activities.
• FARM Design StudiominorStrategic or Co-development PartnerCross-disciplinary design studio engaged for Amara Sanctuary Sentosa refreshed interiors. Renowned for holistic spatial approach, FARM designed biophilic elements blending contemporary aesthetics with nature-inspired design.
• Studio HBA (Hirsch Bedner Associates)minorStrategic or Co-development PartnerRenowned hospitality design firm collaborated on Amara Singapore's meeting and event spaces transformation, including Grand Ballroom and function rooms redesign on Level 3.
• SynXiscoreTechnology or IntegrationSynXis booking engine powers amarahotels.com reservations, member login, and property management integration across all four properties. Enables direct booking with Best Rate Guarantee.

Scale indicators4 records

Recent moves7 records

Expansion highlights3 records

Direct peers

• Pan Pacific Hotels Group: Singapore-headquartered upscale/luxury hotel group operating across Asia-Pacific gateway cities including Singapore, Bangkok, and Shanghai. Most directly comparable independent Asian operator with similar positioning, multi-city footprint, and business/leisure traveller focus.
• Park Hotel Group: Singapore-based hotel owner-operator with multiple brands across Asia gateway cities including Singapore CBD and Bangkok. Directly comparable in scale, independent ownership structure, and Asian upscale positioning.
• Far East Hospitality: Singapore-headquartered hospitality group operating hotels, serviced residences, and lifestyle properties across Asia. Comparable as a Singapore-owned multi-property operator targeting both business and leisure travellers in regional cities.
• Capella Hotels and Resorts: Singapore-based luxury hotel operator with flagship Capella Singapore on Sentosa Island. Directly competes with Amara Sanctuary Sentosa for luxury leisure and event business in the same resort destination.
• Carlton Hotel Singapore: Singapore CBD upscale hotel operating in the Bras Basah-Bugis district. Directly comparable urban Singapore competitor targeting business and leisure travellers with similar MICE event facilities.
• Royal Plaza on Scotts: Singapore Orchard Road upscale hotel with club lounge positioning similar to Amara Singapore's club-level offerings. Comparable independent upscale operator in Singapore targeting business travellers.

Broad incumbents

• Shangri-La Hotels and Resorts: Hong Kong-headquartered luxury hotel group with extensive Asian footprint including Singapore, Bangkok, and Shanghai. Larger incumbent competitor operating at the luxury tier with global distribution and IHG-affiliated Kerry Hotels brand.
• Mandarin Oriental Hotel Group: Hong Kong-headquartered luxury hotel group with iconic Asian properties and strong presence in Singapore and Bangkok. Larger incumbent competing for the same luxury business and leisure traveller with global brand recognition.
• Millennium Hotels and Resorts: Singapore-headquartered multi-brand hotel group operating upscale and midscale properties across Asia including Bangkok. Larger incumbent competitor with broader portfolio (The Copthorne, M Hotel, Studio M) and greater distribution scale.

Regional players

• Dorsett Hospitality International: Hong Kong-based hotel group with upscale and midscale properties across Asia-Pacific including Shanghai. Comparable multi-city Asian operator; serves as a regional competitor particularly relevant for Amara's Shanghai positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/amarahotels
• LinkedInlinkedin.com/company/amara-hotels-and-resorts

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

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 AMARA