Onyx appoints Future Brand for brand development in Thailand

The project is focused on deepening the strategic positioning of the brands in the Onyx portfolio, building on recent acquisitions and brand identity investments, and aligning the guest experience with the brand.

Karine Hyon-Vintrou, director of brand marketing at Onyx, said, “This is a very exciting project for us. We see it as a chance to take a strategic approach to the management of our brands, based on real customer insights, in their most important aspect, the guest experience."

Tim Riches, CEO of Future Brand Singapore and chief growth officer for Asia-Pacific, said, “With plenty of government interest in destination and country branding in the Asia-Pacific region, tourism, hospitality and destination branding is an area of focus for us."

Riches believes that Asia-Pacific is a region of strong, up and coming destination brands, with countries offering experiences that are authentic, appealing and good value.

"This is good news for the industry in general, but as competition heats up, more pressure will be on brands at every level to think beyond just logos and sales promotions to experience and influence,” Riches says.