ONYX Hospitality Group, a prominent player in Asia Pacific's hospitality sector, is broadening the scope of its loyalty programme, ONYX Rewards, through strategic alliances with MAGURO Group and The Coral Lounge. The move, timed with the company's 60th anniversary celebrations, aims to transform the programme from a hotel-centric benefits scheme into a comprehensive lifestyle platform.
Under the new agreements, ONYX Rewards members will enjoy exclusive privileges at MAGURO Group's premium Japanese dining establishments and at The Coral Lounge's network of airport lounges. This expansion is designed to enhance the travel and lifestyle experiences of the programme's 1.8 million members, who already have access to over 14 partner brands.
Pornthip Paothong, Vice President of Marketing at ONYX Hospitality Group, commented: "As ONYX Hospitality Group celebrates its 60th anniversary throughout 2026, we are not only reflecting on the achievements and experience gained over the past six decades, but are also building on our strong foundations to create new opportunities for the future."
Dining and lounge benefits
The collaboration with MAGURO Group focuses on delivering high-quality dining experiences, aligning with the growing trend of culinary tourism. Meanwhile, the partnership with The Coral Lounge aims to provide comfort and convenience at seven airport locations, catering to the needs of frequent travellers.
These initiatives are part of ONYX's broader strategy to offer more than just hotel stays, creating meaningful experiences and fostering long-term relationships with customers. Benefits from these partnerships have been available to ONYX Rewards members since 15 October 2026.
The move reflects a wider industry shift towards lifestyle-oriented loyalty programmes. For instance, Wyndham Rewards has expanded into holiday rentals, and United Polaris has enhanced its chef-driven menu, both aiming to provide more diverse value to their members.
ONYX's expansion also underscores the importance of partnerships in the hospitality sector. By integrating dining and lounge access, the group is positioning ONYX Rewards as a more holistic programme, appealing to both business and leisure travellers.
With a portfolio that includes brands like Amari, OZO, and Shama, ONYX Hospitality Group continues to strengthen its presence across Asia Pacific. The new partnerships are expected to drive member engagement and loyalty, as the company looks to build on its six decades of experience.
As the travel industry evolves, loyalty programmes are becoming key differentiators. ONYX's latest move demonstrates a commitment to innovation and customer satisfaction, setting a benchmark for other hospitality groups in the region.
