Buzz around White Lotus raising UK holiday interest in Thailand 

The buzz around the latest series of The White Lotus set in Thailand has triggered strong demand from the UK, according to Onyx Hospitality Group.

The Asia-based parent company of the Amari, OZO, Shama and Oriental Residence brands reported a 31.5% increase in UK room nights and a 36.1% rise in room revenue for January and February compared to the same period in 2024.

The company expects the UK’s appetite for travel to Thailand to continue to grow with the start of Norse Atlantic Airways flights from Gatwick to Bangkok up to four times a week from October 26, tapping into growing demand for affordable long-haul travel.

Meanwhile, Malaysia has become the first country outside Thailand to feature all three of Onyx brands, while the company has also opened new properties in Sri Lanka and Laos, with more developments underway. 

Onyx Hospitality Group UK sales director Andrea Hogg said: "We are delighted to see such a strong uplift in bookings from the UK market, reinforcing the appeal of our properties across Thailand and beyond. 

“With travellers increasingly seeking both quality and value, ONYX Hospitality Group is well-positioned to offer exceptional experiences, from vibrant city stays to relaxing beachfront retreats. 

“We’ve seen particularly strong demand for both OZO Chaweng Samui and Amari Koh Samui, with the buzz surrounding the White Lotus television series likely contributing to the heightened interest in the destination.

“Additionally, we’re seeing a growing number of families choosing Thailand, drawn by its affordability and the family-friendly amenities at many of our properties, including spacious family rooms and suites, a variety of activities suited to all ages, and diverse dining options that cater to every taste.”

She added: “As we move further into 2025, we remain committed to working closely with our trade partners to build on this momentum and continue delivering outstanding guest experiences. Collaboration with the trade is key for us.”

Agents and operators can access training videos, factsheets, images, and reels for their social media by following the group on a dedicated platform on Myhablo providing travel professionals with the latest industry updates, marketing materials, and training resources.

Hogg added: “We’re also excited to be attending the upcoming Myhablo training event in Glasgow this May, where we look forward to connecting with agents and operators in the region."