VOILÀ Hotel Rewards enters Thai market with Amari’s Chorus Rewards

LONDON – November 9, 2010 — The ONYX Hospitality Group (OHG) has signed an exclusive partnership agreement with VOILÀ Hotel Rewards (www.vhr.com) to unveil a guest loyalty program for hotels, resorts and residences within the Amari brand, the centerpiece of the ONYX portfolio. The new customer loyalty program, Chorus Rewards, will launch in November at the 2010 World Travel Market (WTM) in London.

VOILÀ is the world’s number one loyalty program that unites a network of nearly 250 four- and five-star independent hotels and luxury brands around the world. The recent partnership makes ONYX the only Thai-based, Thai-owned hotel group in the VOILÀ global network.

Commenting on the development, Peter Henley, CEO of ONYX said, “It is very exciting for us to launch our own customer loyalty initiative in conjunction with VOILÀ and offer customers the opportunity to benefit from their continued loyalty to the Amari brand.”

“We spent a lot of time evaluating the opportunities available to us and are excited to be embarking on this venture with VOILÀ, a company with a proven track record of expertise in this area,” continued Henley. “VOILÀ delivers an ever-increasing membership base from hotels worldwide. Plus, program members can reap additional benefits in the entertainment and travel sectors.”

Every Chorus Rewards member will earn 10 points for every eligible U.S. Dollar spent with Amari as well as enjoying priority check-in and a variety of exclusive offers upon enrollment. After additional stays, members can achieve elevated status in the program and receive complimentary room upgrades (subject to availability) and other desirable perks. Members also enjoy access to a wide range of redemption options including complimentary hotel nights, airline miles and entertainment rewards.

“We could not have wished for a better partner in the Thai market. The ONYX Management team and their portfolio of growing brands are second to none. Our partnership will support ONYX’s strategic development in launching a fully bespoke loyalty program for their frequent guests, helping them to drive increased repeat bookings across a wonderful network of hotels in Thailand and, very soon, India as well. Chorus Rewards members will also be able to earn and redeem points in any of the other 250+ hotels participating in the VOILÀ program worldwide, thereby making the Chorus Rewards program the benchmark for hotel loyalty programs in Thailand. Moreover, the addition of the Amari properties to the global VOILÀ network will allow the members of all other VOILÀ programs to increase their points earnings when travelling to Thailand for business or leisure,” said Gabi Kool, senior vice president and managing director of VOILÀ Hotel Rewards.

Upon making its announcement at the 2010 World Travel Market, special guest, Tony Hadley, lead singer of Spandau Ballet and recent visitor to Amari Vogue Krabi and Amari Watergate Bangkok will be presented with the very first Chorus Rewards membership.

Free membership in Chorus Rewards will be available at: www.chorusrewards.com.


With over 45 years industry experience, ONYX Hospitality Group is one of Asia-Pacific’s leading hotel management companies that combines the expertise of a truly global executive team with the hospitality excellence for which Asia is renowned. ONYX operates three diverse yet complementary hotel brands – Saffron, Amari and Ozo – each catering to the distinctive requirements of today’s business and leisure travellers. ONYX reaches beyond its Thai roots to offer innovative management solutions across the Indian Ocean, Arabian Gulf and Asia-Pacific regions. For more information please visit www.onyx-hospitality.com.


VOILÀ (www.vhr.com) is the world’s number one loyalty program that unites a network of more than 230 four- and five-star independent hotels and luxury brands. The program first launched in 2008 and has developed a reputation among travelers who like to stay in original, up-market independent properties for its compelling promotions, ease of use and simple, quick redemption process.

VOILÀ’s co-branded, fully customized guest loyalty programs support travelers who frequent Swissbel Hotels and Resorts, Kayumanis, Husa Hotels, Coral Hotels & Resorts, Hoteles Lucerna, Continental Hotels Group, and Great Hotels Organisation.

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For Additional Information:

VOILÀ Hotel Rewards:
Mr. Peter Gorla
Vice President of Marketing
Direct: +1 (949) 260-9538
E-Mail: peter@vhr.com