The hospitality group is positioning 11 Amari, OZO, Shama and Oriental Residence properties around flexible, self-paced trips as solo travel gains momentum in 2026
ONYX Hospitality Group is highlighting 11 Thailand properties as options for solo trips spanning Bangkok, beach destinations and interest-led travel in Buriram.
- ONYX Hospitality Group is positioning 11 properties in Thailand for solo travellers, spanning Bangkok, coastal resorts and Buriram.
- Bangkok options cover hotel, serviced apartment and luxury residence formats, while the coastal line-up extends through Pattaya, Hua Hin, Phuket, Krabi and Koh Samui.
- The campaign emphasises location, safety, transport access, dining, wellness, local culture and flexibility rather than introducing a new solo-specific rate or package.
- Skyscanner reports an 83% year-on-year rise in hotel bookings using its solo-traveller search filter in its 2026 trend data.
(NEWS) BANGKOK, Thailand, 2026-Sep-14 — /Travel PR News/ — Solo travel is becoming less of a niche accommodation question and more of a full itinerary strategy, with travellers increasingly looking for stays that make it easy to move independently between neighbourhoods, restaurants, beaches, wellness facilities and local experiences. That shift is now shaping how hotel groups package their portfolios for guests travelling on their own.
Bangkok-headquartered ONYX Hospitality Group is leaning into that market with a new solo-travel campaign built around 11 properties across Thailand. Rather than introducing a dedicated single-traveller rate, the group is positioning a mix of hotels, serviced apartments and residences around flexibility, location, safety, transport access and the freedom to set an individual pace.
The timing reflects a broader 2026 travel trend. Skyscanner’s 2026 solo-travel data says hotel bookings using its “solo traveller” search filter rose 83% year on year, while its wider trend research points to travellers building trips around personal interests and connections rather than standardised itineraries. ONYX’s approach follows that same direction, using different destinations and property formats to appeal to travellers who may want a city break, a beach stay, a work-and-leisure trip or a journey built around a specific passion.
Bangkok options range from city hotel to serviced apartment
In Bangkok, ONYX is presenting three distinct bases for independent travellers. Amari Bangkok, in the Ratchaprasong area, is pitched as the most conventional city-hotel option, with access to shopping, restaurants, cafés, attractions and public transport. Guests can also keep downtime within the hotel through its swimming pool and Breeze Spa.
Shama Yen-Akat offers a different model for people combining travel with work or planning a longer stay. Its serviced apartment format adds larger living areas and a more residential rhythm, giving solo guests more scope to organise the day around remote work, neighbourhood exploration or extended downtime rather than a fixed hotel schedule.
For travellers looking for a quieter city base, Oriental Residence Bangkok is being positioned around privacy and a more discreet residential atmosphere. Together, the three Bangkok properties show how the group is trying to broaden the idea of a solo stay beyond a standard hotel room, with accommodation style becoming part of the travel decision.
Thailand’s coast supplies the largest share of the solo-travel line-up
Most of the campaign is concentrated in Thailand’s beach destinations. Amari Pattaya provides access to Pattaya’s beachfront, restaurants, cafés and local attractions, while Amari Hua Hin is aimed at travellers who want a slower seaside break with beach walks and independent dining around one of Thailand’s established resort towns.
Farther south, Phuket gives solo travellers two contrasting bases. Amari Phuket combines views across the Andaman Sea with access to Patong Beach and its busy visitor district. OZO Phuket, close to Kata Beach, is positioned for guests who want to move easily between the beach, cafés, restaurants, night markets and activities such as surfing.
Krabi adds a quieter alternative. Amari Vogue Krabi sits on Tubkaek Beach, where ONYX is emphasising the combination of sea and mountain scenery and a more relaxed setting. The property gives the campaign a nature-led option for travellers who want less nightlife and more time centred on the resort and surrounding landscape.
On Koh Samui, the group is again using location to differentiate the experience. Amari Koh Samui is framed as a relaxed island base with access to the broader destination, while OZO Chaweng Samui places travellers directly on Chaweng Beach near restaurants, cafés and nightlife. The distinction matters for solo guests because being able to choose between a quieter resort atmosphere and a more social, walkable setting can shape the entire trip.
Buriram extends the concept beyond rest and wellness
The most interest-led option in the line-up is Amari Buriram United. Located near Chang Arena and Chang International Circuit, the hotel gives sports-focused travellers a base for football and motorsport events while also opening the door to regional food, Isan culture and local sightseeing. Its inclusion widens the campaign beyond the familiar city-and-beach formula and suggests that solo travel can be organised around a hobby or event as much as around rest.
That variety is central to ONYX’s “More of What You Love” positioning. The group says solo travellers increasingly weigh practical considerations such as confidence in property standards, convenient locations, safety, transport access and proximity to restaurants and attractions alongside the more emotional appeal of time alone and self-directed discovery.
For the travel industry, the notable point is what the campaign does not introduce. ONYX has not announced a new solo-only room category, single-occupancy discount or packaged itinerary. Instead, it is using existing properties and destination attributes to speak directly to a traveller segment whose needs are often defined by convenience and autonomy rather than by a conventional package.
That makes the strategy less about selling solitude and more about reducing friction. A central urban location, a serviced-apartment layout, a walkable beach district or proximity to a sports venue can all make independent travel easier without fundamentally changing the hotel product.
ONYX currently says it has 44 properties in operation across six countries, with its core hospitality brands including Amari, OZO and Shama alongside Oriental Residence. In Thailand, the new solo-travel push turns that multi-brand footprint into a set of distinct travel styles, giving guests a choice between city energy, coastal downtime, nature and special-interest travel while keeping the journey firmly on their own terms.
