ONYX Hospitality Group is positioning its Bangkok residences for travellers whose time in the city increasingly blends business assignments, relocation, healthcare, family commitments and everyday life.
Shama Yen-Akat Bangkok is among six Bangkok serviced apartment properties ONYX is positioning for travellers whose stays blend work, family, healthcare and everyday living.
- ONYX Hospitality Group is positioning six Shama properties in Bangkok around longer and more flexible stays linked to work, relocation, healthcare and family needs.
- The highlighted properties span neighbourhoods including Yen-Akat, Asoke, Sukhumvit, Petchburi and Ekamai, with access to business districts, hospitals, public transport and local amenities.
- Shama’s “The Joy of Living” strategy emphasises everyday routines and neighbourhood connection rather than treating serviced apartments solely as places to sleep.
- Shama Social Club and Shama Friends are designed to help longer-stay guests meet neighbours, join activities and connect with the surrounding community.
(NEWS) BANGKOK, Thailand, 2026-Sep-14 — /Travel PR News/ — Bangkok stays that fall somewhere between a hotel visit and a temporary move are becoming the focus of a new positioning push from Shama. The serviced apartment brand is highlighting six properties across the Thai capital for travellers whose time in the city may be driven by repeated business trips, relocation, medical appointments, family commitments or short-term professional assignments rather than a conventional holiday.
The strategy comes from ONYX Hospitality Group, Shama’s parent company, which said in a September 14 brand update that it is responding to what it describes as the rise of “multi-city living.” ONYX points to a mix of use cases: professionals commuting between cities, executives beginning new roles, hybrid workers on temporary assignments, parents staying near children or family events, and travellers coming to Bangkok for health checks or recovery.
Rather than presenting that pattern as a new accommodation category, Shama is using it to sharpen the role of serviced apartments within its portfolio. The brand’s “The Joy of Living” philosophy centres on giving guests enough space, facilities and neighbourhood access to maintain familiar routines over stays that may run for weeks, months or longer.
Everyday routines become part of the product
The distinction matters because extended-stay guests often need more than the functions of a standard hotel room. Shama’s current Bangkok portfolio combines furnished accommodation with features intended to support daily living, while the brand places particular emphasis on connections to workplaces, public transport, hospitals, schools, shops, cafés and restaurants.
That approach is also visible in Shama’s broader brand positioning, which pairs “The Joy of Living” with a “Connected Neighborhood” concept. The idea is to make the surrounding district part of the stay rather than treating the residence as a self-contained base.
For corporate travel and relocation, the appeal is straightforward: an employee moving for a new role or returning regularly for an assignment can keep a more residential routine while remaining close to business districts. For family or medical stays, location near hospitals, transport and everyday services may be just as important as traditional hotel amenities.
Six Bangkok properties, six different urban settings
Shama Yen-Akat Bangkok is being positioned as a quieter residential option with convenient access to Sathorn, Silom and Rama III. The property is pet-friendly and offers studios through two-bedroom apartments, giving it relevance for guests who want to stay outside Bangkok’s busiest central corridors while remaining connected to major business areas.
At the other end of the spectrum, Shama Lakeview Asoke Bangkok places guests in one of the city’s most connected central districts. Its Asoke location provides access to BTS Skytrain and MRT services, with Queen Sirikit National Convention Center, Terminal 21, The EM District and Benjakitti Park among the nearby business and lifestyle anchors. That makes the property particularly aligned with executives, business travellers and families who want central-city convenience.
Shama Sukhumvit Bangkok serves another central-city use case. The residence is within reach of Nana and Phloen Chit BTS stations and is about 800 metres from Bumrungrad International Hospital, making the location relevant both to business travel and to guests whose time in Bangkok includes healthcare appointments or supporting family members receiving treatment.
Further along Sukhumvit, Shama Sukhumvit 101 Bangkok is aimed at guests who want a more residential setting while retaining access to the city by rail and expressway. The property is close to True Digital Park and within walking distance of Bang Chak and Punnawithi BTS stations, placing it near a cluster used by technology companies, start-ups and young professionals.
Healthcare is also central to the location strategy at Shama Petchburi 47 Bangkok. The serviced apartments sit next to Bangkok Hospital and within reach of Rama IX, Thonglor and Ekkamai. The property combines a quieter residential setting with access to major medical facilities and business districts, fitting the temporary-stay profile ONYX is targeting.
Shama Ekamai Bangkok, meanwhile, focuses on longer-term residential living around Ekamai and Thonglor. The property is set close to restaurants, cafés and local services, with Ekkamai BTS station about one kilometre away. Its furnished apartments and shared spaces are intended for guests settling into the neighbourhood rather than simply passing through it.
Community programming is part of the long-stay pitch
Across the brand, Shama is using two programmes — Shama Social Club and Shama Friends — to add a social layer to the extended-stay model. ONYX says the programmes are intended to create opportunities for guests to meet neighbours, join activities and become more familiar with the communities around each property.
That is an important part of the strategy because the latest Shama campaign is not built around a new opening or a single new amenity. Instead, it repackages an existing network of serviced apartments around the changing reasons people may need to live temporarily in Bangkok and the expectation that accommodation should support work, family life, healthcare and leisure without forcing those needs into separate trips.
The positioning also sits within ONYX Hospitality Group’s wider “More of What You Love” platform as the Thai hospitality company marks 60 years in the sector. ONYX says it is continuing to differentiate its brands around distinct travel and lifestyle needs, with Shama occupying the space between short hotel stays and more settled urban living.
For Bangkok travellers, the practical takeaway is a more segmented choice of serviced-apartment locations rather than a one-size-fits-all proposition: central Asoke and Sukhumvit for transport and business access, Petchburi for proximity to medical facilities, Yen-Akat and Ekamai for a more residential rhythm, and Sukhumvit 101 for guests whose routines extend toward the city’s eastern business and technology districts.
