ONYX Hospitality Group Expands UK Market Reach with October 2026 Thailand Familiarization Tours

[Bangkok, October 22, 2026] — ONYX Hospitality Group is aggressively expanding its footprint in the British travel market through a series of high-impact familiarization trips throughout October 2026. The initiative aims to equip UK-based travel professionals with direct experience of Thailand's luxury and contemporary hospitality sectors to drive higher booking volumes from the UK.

Collaborating with Thai Airways and Bangkok Airways, ONYX is hosting travel agents from major firms—including Flight Centre, Hays Travel, and Trailfinders—across five key properties. These tours focus on the group's three primary brands: Amari, OZO, and Oriental Residence, catering to diverse traveler profiles from luxury seekers to family vacationers.

Strategic Trade Partnerships and Itineraries

The program is divided into two distinct phases designed to showcase Thailand's versatility as a multi-destination destination. The first phase, which ran from October 3 to October 12, 2026, focused on a blend of urban luxury and island escapes. Agents visited the Ratchaprasong shopping district via Amari Bangkok and the high-end Wireless Road area through Oriental Residence Bangkok.

Beyond the capital, the first group transitioned to Koh Samui to inspect Amari Koh Samui, located near Chaweng Beach. To provide a comprehensive view of the Thai tourism ecosystem, the itinerary also included stops at the Elephant Hills Bush Camp in Chiang Mai, Outrigger Koh Samui, and Haad Tien Beach Resort on Koh Tao.

Phuket Market Expansion and Digital Integration

The second phase of the October initiative centers on Phuket, drawing significant interest with over 50 applications from UK agents. Notably, the demand was high enough that participating agents agreed to fund their own international flights to secure a spot on the tour.

This Phuket-based program focuses on two specific properties:

• Amari Phuket: A beachfront resort overlooking Patong Bay, positioned for those wanting proximity to the island's dining and entertainment hubs.
• OZO Phuket: Located in Kata, this property is marketed as a contemporary, family-friendly option with direct beach access.

A significant shift in this program is the integration of social media training. ONYX is specifically targeting agents who utilize video content and photography to influence customer decisions. By encouraging agents to create real-time content, ONYX is leveraging the "creator economy" within the traditional travel trade to reach a broader British audience.

Hotel Portfolio and Route Distribution

The following table outlines the specific properties and target markets featured in the October 2026 trade missions:

Brand	Property	Location	Primary Target Audience
Amari	Amari Bangkok	Bangkok	Urban shoppers & business travelers
Amari	Amari Koh Samui	Koh Samui	Couples & leisure travelers
Amari	Amari Phuket	Phuket	Beachfront & entertainment seekers
OZO	OZO Phuket	Phuket	Families & contemporary travelers
Oriental Residence	Oriental Residence Bangkok	Bangkok	Luxury & high-net-worth individuals

What This Means for Travelers

For British travelers planning a trip to Thailand, this surge in trade agent training translates to more personalized and accurate itinerary planning. Rather than relying on generic brochures, agents from firms like Gold Medal and Travel Counsellors now have first-hand knowledge of the proximity of hotels to key attractions, such as Patong Bay or the Ratchaprasong district.

Travelers can expect:

• Better Tailored Recommendations: Agents can now distinguish between the "contemporary" vibe of OZO and the "luxury" experience of Oriental Residence based on actual site visits.
• Complex Itineraries: Increased cooperation between Bangkok Airways and hotel groups makes "multi-centre" trips (combining Bangkok, Chiang Mai, and the islands) easier to book.
• Verified Content: A rise in authentic video reviews and social media updates from trusted agents regarding room quality and facility standards.

Road to World Travel Market London 2026

The familiarization trips serve as a precursor to a larger commercial push at the World Travel Market (WTM) London. ONYX UK sales representatives Andrea Hogg and Michael Wareham are scheduled to appear at ExCeL London from November 3 to November 5, 2026.

The WTM presence will be used to formalize partnerships with tour operators and expand the distribution of ONYX properties in Pattaya and Hua Hin, completing the group's coverage of Thailand's most vital tourism hubs. Jihai Kim, Vice President of Global Sales & Distribution Strategy & Partnerships at ONYX, stated that these programs are long-term investments in trade relationships rather than short-term promotions.

FAQ: Thailand Travel Trade 2026

Which UK travel agencies are participating in the ONYX tours? Participants include representatives from Flight Centre, Hays Travel, Trailfinders, Gold Medal, Not Just Travel, and Travel Counsellors.

What are the main differences between Amari and OZO hotels? Amari properties generally focus on beachfront resorts and urban luxury for couples and families, while OZO provides contemporary, streamlined accommodation geared toward family-friendly convenience and modern aesthetics.

How does this affect flight bookings for UK tourists? The partnership with Thai Airways and Bangkok Airways suggests a more integrated booking process for travelers wanting to visit multiple Thai cities and islands in one trip.

Where can I find more information on ONYX properties in Thailand? Details are available through registered UK travel agents or via the official ONYX Hospitality Group corporate channels.

Direct trade experience is replacing the brochure in the fight for the British tourist.

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