Shama serviced apartments fuse luxury lifestyle with a warm, personal touch

Guests who lay down their travel bags at Shama’s stylish serviced apartments, having inhaled the energy in the city for the first time, should not have to wonder about wandering in the neighbourhood to figure out the locality, or labour to find things they need most. They can find answers to their long list of inquiries within the walls of the apartments themselves.

So the morning after the check-in search for a place to hit the treadmill should be considered done. Friday evening and the expat could be searching for an opportunity to socialise. The weekend is at hand and that is just the opportunity to sharpen up the backswing and improve clubhead speed in preparation for a round of golf. Parents are visiting and the guest needs to book an out-of-the-ordinary choice for dinner.

For all this and then some, Shama is prepared to point guests in the right direction for services under its ‘no boundaries’ lifestyle proposition.

The service also allows long-term tenants the privilege of access to private clubs such as the KEE Club where invitee-only occasions are a regular occurrence. Shama’s relationship with the KEE Club has endured a decade.

Shama, which means tranquility in Sanskrit, stands out from the crowd with this personalised service, which complements the style and luxury the serviced apartments promise.

“We like to fast-track the social lives of our tenants,’’ says Elaine Young, who launched the first boutique serviced apartments with 20 units on Elgin Street in SoHo in 1996.

She points out that activities arranged for tenants and those that are brought within their reach, foster a sense of belonging during their stay in Hong Kong. Young adds that insider knowledge of the neighbourhood, such as the chief executive’s favourite restaurant, shared with Shama’s tenants, make their life in Hong Kong a pleasure.

“Most tenants are corporates. We know what they like,’’ says Young.

Young, who admits being passionate about the hospitality sector, says she also loves interior design and takes great satisfaction in being able to source materials such as fabrics and fixtures.

Locations of Shama properties are chosen after extensive research. The fact that properties are in the heart of a city’s prime commercial and/or residential district, allow residents numerous advantages – be it the convenient transport links, proximity to cultural and entertainment venues, or the easy access to essential amenities, such as grocery stores and laundry services.

The Shama brand came into being in 2001. In 2002, the flagship Shama Causeway Bay with 110 individual apartments was established. In 2007, Shama made the leap into mainland China with the opening of the first property Shama Luxe, positioned at the premier level. Located in Xintiandi Shanghai, it provides 100 apartments.

Two years ago, the luxury boutique serviced apartment portfolio Young built up with her partners, was acquired by ONYX Hospitality Group, a leading Asian hotel management company based in Thailand.

The ONYX portfolio of four brands Saffron, Shama, Amari and OZO, continues to evolve with more assets being added in Hong Kong and beyond its shores, including as far as Sri Lanka and Qatar, where in-bound visitor numbers are rising at doubledigit rates.

Shama’s footprint is growing in mainland China with management contract signed for a new development in Hangzhou in Zhejiang Province - Shama HEDA Hangzhou is to open in 2013 providing 101 luxuriously appointed one and two bedroom units and it will mainly cater to business travellers. The property features a fully equipped business centre and swimming pool. Other facilities include a children’s play area and tenants lounge.

Shama has now built up a portfolio of a dozen luxury boutique apartments in Hong Kong, Bangkok, Dalian and Shanghai.

• BANGKOK
Shama Sukhumvit Bangkok

• DALIAN
Shama Luxe Grand Central Dalian

• HONG KONG
Shama Causeway Bay
Shama Central
Shama Fortress Hill
Shama Hollywood
Shama Midlevels
Shama Tsim Sha Tsui

• SHANGHAI
Shama Luxe at Xintiandi
Shama Luxe Huashan
Shama Century Park
Shama Xujiahui

• HANGZHOU
Shama HEDA (opening soon in 2013)

FAST FACTS

• In 1996 Elaine Young introduces the first boutique serviced apartments with 20 units on Elgin Street in the Soho district of Hong Kong (Property sold in 1997)

• Shama brand established in 2001

• First property in China opens in 2007 under the new premier tier Shama Luxe

• ONYX Hospitality Group acquires Shama in 2010

• Shama celebrates 10th Anniversary in 2011