An upscale extension of Amari Koh Samui
Amari Samui Resort and Villas will sit alongside Amari Koh Samui, which already operates on Chaweng Beach, on the island’s east coast. ONYX Hospitality Group presents it as a more exclusive extension of the existing resort, aimed at guests seeking more space, privacy and personalised service.
The programme comprises more than 65 suites and private pool villas, all on the beachfront. The new complex will have its own Club Lounge, swimming pool, restaurants and leisure facilities. Its guests will also have access to all the facilities and services of Amari Koh Samui.
The group is targeting couples, families and a discerning international clientele. Its aim is to combine the intimacy of a boutique retreat with the infrastructure of an established resort.
Over €18 million for a 2029 opening
The investment exceeds €18 million (more than THB 700 million). Construction is due to begin in the first quarter of 2028, with the first guests expected in the third quarter of 2029.
This approach allows the group to move upmarket on a site it already operates. It draws on the reputation of the Amari brand and an existing operation, limiting the exposure that a wholly new development would carry in an island market.
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ONYX‘s Quality-Led Growth strategy
The project forms part of the group’s Quality-Led Growth strategy, which is built on rigorous selection of opportunities, prime locations and long-term value creation. Rather than expanding its network at any cost, ONYX is focusing on strengthening its existing brands and assets.
ONYX Hospitality Group’s ambition is to build a distinctive and sustainable hotel portfolio across Asia-Pacific, guided by quality-led growth and long-term value creation. Its priority goes beyond expanding its footprint: the group is strengthening its brands, enhancing the guest experience and investing in destinations with genuine prospects for sustainable growth, explains Yuthachai Charanachitta, Group CEO of ONYX Hospitality Group.
For the chief executive, Amari Samui Resort and Villas exemplifies this approach. By building on the success of Amari Koh Samui and introducing a more exclusive beachfront offering, he says, the group is reinforcing the Amari brand’s presence in Thailand’s premium resort segment. He adds that the investment reflects the group’s confidence in Koh Samui’s long-term potential, its commitment to exceptional hospitality and ONYX’s standing among the region’s leading hotel groups.
A Thai operator with a regional footprint
Based in Bangkok, ONYX Hospitality Group manages a portfolio of complementary brands: Amari, OZO, Shama and Oriental Residence. Together they serve both business and leisure travellers across Asia-Pacific. The group also runs spa and food and beverage businesses.
With six decades of experience in hotel management, ONYX relies on long-term partnerships with owners and investors. It upholds international standards while retaining a high degree of operational agility.
Koh Samui, a premium market under competitive pressure
Analysis – The announcement comes as Koh Samui’s upscale supply continues to grow. In April 2026, Club Med signed its first Exclusive Collection resort in Thailand on the island with Central Group Capital: 303 rooms, with opening scheduled for the second half of 2028. By opting for a small-scale extension centred on pool villas, ONYX is targeting a high-yield guest segment without increasing its land exposure on the island.
At a glance by The Hospitality Tribune
ONYX Hospitality Group unveils Amari Samui Resort and Villas, Koh Samui
Investment of more than THB 700 million (over €18 million)
More than 65 beachfront suites and private pool villas on Chaweng Beach
Exclusive extension of the existing Amari Koh Samui, with a dedicated Club Lounge, pool and dining venues
Construction to start in Q1 2028, opening scheduled for Q3 2029
Part of ONYX’s Quality-Led Growth strategy to strengthen the Amari brand in Thailand’s premium resort segment
