Donald Lim, CEO of Equatorial Group and Yuthachai Charanachitta, CEO of ONYX Hospitality Group.
Set to open in 2028, the EQ Phuket is set to mark the Equatorial Group’s presence in one of Thailand’s leading tourist destinations. The Equatorial Group recently announced this exciting news through a strategic joint venture with ONYX Hospitality Group, a leading premier management company for luxury hotels, resorts, serviced apartments and residences with an impressive portfolio including Amari, OZO, Shama, and Oriental Residence.
The new development, with a projected total investment of THB 2.5 billion (RM321.42 million), will be located on Kata Beach, one of Phuket’s most scenic locations and will feature stunning hilltop views and direct access to the beach. We spoke to Donald Lim, the CEO of Equatorial Group on how this joint venture marks an exciting opportunity for the Malaysian homegrown hospitality brand.
Why is now the perfect opportunity for this joint venture with ONYX Group?
The synergy between Equatorial Group and ONYX Hospitality Group is undeniable. Both companies share a strong commitment to delivering exceptional guest experiences and a deep understanding of the evolving hospitality landscape.
This partnership allows us to leverage our combined strengths, expertise, and resources to create a truly remarkable project. With the growing demand for luxury travel experiences in Southeast Asia, particularly in Thailand, this is the ideal time to introduce the EQ brand to this vibrant market.
What opportunities do you foresee in this partnership?
This joint venture presents a myriad of opportunities for both Equatorial Group and ONYX Hospitality Group. By combining our expertise, we can create a unique and unforgettable experience for our guests.
This collaboration will enable us to explore new markets, expand our brand reach, and solidify our position as leading players in the hospitality industry. Additionally, we anticipate opportunities for knowledge sharing, operational efficiencies, and innovative approaches to guest services.
What are you most looking forward to for EQ Phuket?
I am most excited about the potential of EQ Phuket to redefine luxury hospitality in Thailand. The breathtaking location, coupled with the exceptional design and world-class amenities, will create a truly unforgettable experience for our guests. I am eager to see how the EQ brand resonates with the Thai market and how it contributes to the growth of the tourism industry in Phuket.
In a crowded market, how does the Equatorial Group approach hospitality?
Equatorial Group differentiates itself in a crowded market by focusing on delivering exceptional guest experiences, personalised service, and innovative design. We believe in creating unique and memorable experiences that resonate with our guests. By paying attention to the finer details and anticipating our guests’ needs, we strive to exceed expectations and build lasting relationships.
How do you think the group has evolved over the years?
Equatorial Group has evolved significantly over the years, adapting to the changing needs of our guests and the industry. We have embraced innovation, technology, and sustainability to enhance our offerings.
We have also expanded our portfolio to include a diverse range of properties, catering to different segments of the market. Our commitment to excellence and our focus on creating unique experiences have been key to our success.
Is there a certain demand that you notice from consumers in the hospitality industry these days?
Consumers today are seeking more than just a place to stay; they are looking for unique experiences, personalised service, and sustainable practices. They value authenticity, local experiences, and wellness offerings. As a result, we are focusing on creating immersive experiences that connect our guests with the local culture and environment.
