Equatorial Group collaborates with Onyx Hospitality Group to expand into Thailand with EQ Phuket

For Onyx Hospitality Group, known for managing a diverse portfolio of brands like Amari, OZO, and Shama, EQ Phuket marks a strategic alignment. CEO Yuthachai Charanachitta emphasises the complementary strengths: “Our experience enables us to tailor our approach to the specific needs of each target market. At EQ Phuket, we will leverage our knowledge of local markets, cultural nuances, and guest expectations to create a distinctive and memorable resort experience.”

Set against the idyllic backdrop of Kata Beach, EQ Phuket leverages its dual hilltop and beachfront settings to craft a truly unique guest experience. The hilltop offers panoramic ocean views and a serene retreat, while the beachfront provides direct access to vibrant water activities. This harmonious blend ensures that guests experience the best of Phuket’s natural beauty.

See also: Bill Bensley: Eco-luxury hotels’ design rebel

“We believe this dual setting is key to crafting a truly unique experience for our guests. With 180 spacious units, EQ Phuket is designed to offer the perfect balance of hilltop serenity and beachfront luxury. With world-class amenities and exclusive beachfront facilities, we are confident that EQ Phuket will offer an unparalleled experience to both regional and international visitors,” explains Lim.

Additionally, both groups aim to have EQ Phuket’s commitment to sustainability stand out as a cornerstone of its development. With 50 per cent of the resort’s area dedicated to greenery, including the preservation of large trees, the project aligns with both companies’ environmental goals. Sustainable materials, energy-efficient systems, and water conservation measures underscore a dedication to minimising the carbon footprint while supporting local communities.

“Our ethos is to protect the environment for future generations. EQ Phuket will incorporate a range of sustainable initiatives, including energy-efficient design, water conservation measures, using local and sustainable materials and implementing energy-efficient systems,” affirms Lim. 

Don’t miss: The best luxury resorts in Asia for a tranquil and tropical escape

EQ Phuket serves as a significant milestone for both companies’ expansion strategies. For the Equatorial Group, this project represents a bold step beyond Malaysia, setting the stage for future collaborations in other vibrant destinations. For Onyx, the resort aligns with its broader vision to grow its luxury portfolio and strengthen its foothold in Southeast Asia.

“EQ Phuket is a key component of our group’s strategy to expand its luxury portfolio and strengthen its presence in Southeast Asia. By partnering with Equatorial Group, we are combining our strengths to create a world-class resort that will appeal to discerning travellers from around the globe. It also opens up new opportunities for future expansion across the region,” says Charanachitta. 

As Lim reflects on the venture’s potential, he adds: “Thailand is a key market for our growth strategy. The country’s strong tourism industry and increasing demand for luxury experiences make it an ideal location for the EQ brand. We expect EQ Phuket to be a flagship property for the brand and to set a new standard for luxury hospitality in Southeast Asia.”

EQ Phuket is set to open its doors in 2028 and will be built on about 12 acres of land featuring 186 units of varying sizes and configurations with more details to be finalised. Both Lim and Charanachitta affirmed that this partnership has the potential to create many more exciting opportunities, such as more collaborations and the expansion of the EQ brand to other destinations.

NOW READ

Chin Wong traces the movement of the Chinese diaspora at Restaurant Shu

Tatlergram: Inside Tatler Malaysia’s 50 Shades of Fun party

How Asia’s retail titans are fulfilling the evolving wants and wishes of shoppers