Amari

What Amari does

Amari Hotels and Resorts is a mid-to-upscale hospitality brand headquartered in Bangkok, Thailand, operated as a subsidiary brand of ONYX Hospitality Group, a Thai hospitality company established in 1964 that celebrated its 60th anniversary in 2025. The brand operates 16 hotel and resort properties spanning Thailand, Malaysia, Laos, Bangladesh, and Sri Lanka, with each property positioned to reflect local culture through design, cuisine, and service. The portfolio is split between urban hotels (Amari Bangkok, Amari Don Muang Airport, Amari SPICE Penang, Amari Kuala Lumpur, Amari Johor Bahru, Amari Dhaka, Amari Vientiane, Amari Colombo) and beachfront/leisure resorts (Amari Bangsaen, Amari Pattaya, Amari Hua Hin, Amari Koh Samui, Amari Vogue Krabi, Amari Phuket, Amari Vang Vieng, Amari Buriram United). Core offerings include accommodations across tiers ranging from Superior Rooms through Presidential Suites and Pool Villas, F&B concepts such as the multi-outlet Amaya Food Gallery, Breeze Spa wellness services, and dedicated meeting and event facilities serving the MICE segment.

The technology stack is built on the SynXis property management and booking platform (chain code 21906), which powers direct reservations on amari.com across six language localizations (English, Thai, German, French, Simplified Chinese, Traditional Chinese), the ONYX Rewards loyalty program delivered through iOS and Android mobile applications, and the ONYX Clean hygiene protocol developed in partnership with ECOLAB. Multi-channel distribution combines direct booking, a mobile app, OTAs, and corporate/group sales for MICE clients. Revenue is generated through per-night accommodation rates, food and beverage, spa and wellness services, MICE events and catering, and ancillary services including spa, with the loyalty program functioning primarily as a direct-booking and retention lever rather than a fee-based subscription. Customer segments span leisure travelers, business and MICE clients, repeat loyalty members, and luxury travelers seeking premium suite and villa inventory.

Name

Amari

Legal name

Amari Hotels and Resorts

Website

https://amari.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Amari Hotels and Resorts is a mid-to-upscale Asian hospitality brand under ONYX Hospitality Group, operating 16 properties across Thailand, Malaysia, Laos, Bangladesh, and Sri Lanka, serving leisure, MICE, and luxury travelers with rooms, dining, spa, and event facilities.

Ownership category

akta.pro rank

Product category

Hotel and Resort Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Accommodation (721), Other Traveler Accommodation (72119)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

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

akta.pro secondary industries

Hotel & Resort Restaurants (THAFACAH), Resort Convention Hotels (THAGALAC), Luxury Villas & Residences Resorts (THAGACAM)

Keywords

• Hotel accommodations
• Resort hospitality
• Conference venues
• Loyalty programs
• Spa wellness

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel Accommodation: Primary revenue stream from guest room rentals across 15+ Amari properties in Thailand, Malaysia, Laos, Bangladesh, and Sri Lanka. Revenue is generated through nightly room rates with various room categories including standard rooms, suites, and pool villas.
2. Food and Beverage: Restaurants and bars at each Amari property including signature restaurants like Amaya Food Gallery (all-day dining), La Gritta (Italian), and various lobby bars and pool bars. Revenue from dine-in, takeaway, and catering services.
3. Meetings and Events: Conference and event facilities at Amari properties generate revenue from venue rentals, catering services, and AV equipment for corporate meetings, weddings, and social events.
4. ONYX Rewards Membership: Loyalty programme that drives direct bookings and repeat stays. Members earn points on qualifying charges that can be redeemed for free nights and other rewards, while the programme generates revenue through member engagement and direct booking commissions.
5. Spa and Wellness Services: Breeze Spa treatments and wellness services offered at Amari properties, providing massage, spa treatments, and relaxation services as ancillary revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Amari Hotels & Resorts operates a portfolio of 16 mid-to-upscale hotels and beachfront resorts across Thailand, Malaysia, Laos, Bangladesh, and Sri Lanka. The brand offers guest accommodations across multiple room categories (Superior, Deluxe, Suites, Pool Villas), all-day dining through concepts such as Amaya Food Gallery, Breeze Spa wellness services, and dedicated conference and event facilities. The ONYX Rewards loyalty programme and ONYX Clean hygiene protocol complement the core hospitality offering.

Product overview

Amari Hotels & Resorts is a hospitality brand under ONYX Hospitality Group operating 16 hotel and resort properties across Thailand, Malaysia, Laos, Bangladesh, and Sri Lanka. The portfolio includes properties spanning urban hotels (Amari Bangkok, Amari Don Muang Airport), beachfront resorts (Amari Phuket, Amari Koh Samui, Amari Pattaya, Amari Hua Hin, Amari Bangsaen, Amari Vogue Krabi), and city hotels in regional markets (Malaysia, Laos, Bangladesh, Sri Lanka). Core guest offerings include accommodations across multiple room categories and suite types, all-day dining through Amaya Food Gallery, spa and wellness services via Breeze Spa, meeting and conference facilities, and event spaces. The brand supplements its hospitality services with ONYX Rewards, a loyalty programme with a mobile application for iOS and Android, ONYX Clean health and safety protocols implemented in partnership with ECOLAB, and The Wonderer digital travel magazine. Properties such as Amari Phuket feature dedicated clubhouse facilities (Ocean Wing) with infinity pools and panoramic views, while Amari Pattaya offers multiple pool zones including lap pools, freeform pools with sliders, and children's facilities.

Differentiator

Problem solved

Functional benefit

Brands

• ONYX Rewards: Loyalty program offered by ONYX Hospitality Group for guests of Amari hotels and other group properties
• ONYX Clean
• Amaya Food Gallery
• The Wonderer Magazine
• Amari Pulse

Products and services

• Amari Bangkok Urban hotel in central Bangkok offering accommodation, dining, and event facilities in the Thai capital. Serves both leisure and corporate travelers.
• Amari Don Muang Airport Bangkok Airport hotel near Don Muang Airport in Bangkok catering to transit travelers, short stays, and passengers with early or late flights.
• Amari Bangsaen Coastal hotel along the Bangsaen Beach promenade near Bangkok offering 154 seaside accommodations, dining, wellness amenities, and conference facilities targeting short-break travelers from Bangkok.
• Amari Pattaya Beachfront resort in Pattaya featuring multiple pools, water park facilities, and diverse dining options for families and leisure travelers.
• Amari Hua Hin Seaside resort in Hua Hin offering accommodations with pool facilities in a charming Thai beach town setting.
• Amari Koh Samui Beachfront resort on Koh Samui featuring Thai Village Wing, Garden Wing, and Beach Wing accommodations across 197 rooms, accessible via Bangkok Airways flights.
• Amari Phuket Oceanfront resort set on a headland at Patong Beach with sweeping Andaman Sea views, direct beachfront access, and Ocean Wing clubhouse facilities with infinity pools.
• Amari Vogue Krabi

Quantifiable outcome

• Save an Extra up to 16% Off Year Round with ONYX Rewards
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• ECOLABcoreStrategic or Co-development PartnerGlobal leader in hygiene, safety, and energy technologies. ECOLAB partners with ONYX Hospitality Group to develop and implement the ONYX Clean initiative, which redefines operational hygiene and safety standards across all Amari properties. This partnership provides enhanced cleaning protocols, sanitisation procedures, and safety measures that are particularly important for guest confidence post-pandemic.
• IHC Hospitality SolutionsminorStrategic or Co-development PartnerSustainability partner that shares Amari's commitment to ethics, sustainability philosophy, and dedication to food safety, health, and hygiene. The partnership contributes to Amari's conscious supplier network ensuring sustainable practices throughout operations.
• Tourism Authority of Thailand (TAT)coreOthersGovernment tourism authority providing SHA (Safety and Health Administration) certifications to Amari Thailand properties. TAT awards SHA, SHA PLUS, and SHA Extra PLUS certifications based on compliance with enhanced health and safety measures.
• World Travel & Tourism Council (WTTC)coreOthersGlobal tourism industry body that awards Safe & Secure certification to properties adopting SafeTravels global health and hygiene protocols. Amari Thailand properties have received this certification.
• ONYX RewardscoreGTM or Marketing PartnerProprietary loyalty programme of ONYX Hospitality Group that connects all brand properties (Amari, Oriental Residence, Shama, OZO). Members can earn and redeem points across properties, access member-exclusive rates (up to 16% off), and receive instant confirmation on bookings.
• Bangkok AirwaysminorChannel Partner/ Reseller/ DistributorExclusive airline operator of Koh Samui International Airport. Bangkok Airways offers direct flights to Amari Koh Samui's destination, facilitating guest arrivals. The airline provides integrated ferry and flight packages for travelers.
• Doi Chang CoffeeminorStrategic or Co-development PartnerEthical coffee producer providing Doi Chang coffee capsules for Amari guest rooms, supporting local producers and sustainable sourcing practices as part of Amari's sustainability initiatives.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Shangri-La Hotels and Resorts: Asia-headquartered global luxury and upscale hotel group with deep presence across the same Asian source markets, operating at a broader and more premium scale than Amari.
• Mandarin Oriental Hotel Group: Global luxury hospitality group with flagship Bangkok and Asian properties that compete for high-end leisure and corporate travelers in markets where Amari also operates.
• Pan Pacific Hotels Group: Asia-Pacific hotel group operating upscale and luxury properties across the region, including Malaysia and Sri Lanka, with comparable urban and resort inventory.
• Banyan Tree Holdings: Singapore-based luxury resort operator with strong Southeast Asian beach/island resort presence, competing for premium leisure guests in destinations overlapping with Amari.
• Marriott International (Asia-Pacific): Global hotel giant with a rapidly expanding Asia-Pacific portfolio across luxury, premium, and select-service tiers, representing the principal competitive pressure on Amari's mid-to-upscale positioning.

Direct peers

• Centara Hotels & Resorts: Thai-headquartered hotel group operating full-service and resort properties across Thailand and other Asian markets with a comparable mid-to-upscale positioning and similar cultural-design narrative.
• Anantara Hotels, Resorts & Spas: Operated by Minor Hotels, Anantara runs luxury and upscale resorts across Thailand, Southeast Asia, and the Indian Ocean, directly overlapping with Amari's beach/island resort properties.
• Minor Hotels: Parent of Anantara, Avani, Oaks, and Tivoli brands, operating a comparable Asia-focused portfolio of full-service and resort hotels that overlaps with Amari's positioning and footprint.
• Dusit Thani: Thai hotel company with full-service and resort properties in Thailand and internationally, competing in the same upper-midscale segment with Thai cultural hospitality branding.
• Avani Hotels & Resorts: Minor Hotels' upscale brand with strong presence in Thailand, Malaysia, Sri Lanka, and Southeast Asia, competing head-to-head with Amari in the upper-midscale resort segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/amarihotels
• Instagraminstagram.com/amarihotels
• Xx.com/Amarihotels

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 Amari