Global hospitality group Minor Hotels has revealed a significant brand evolution, marking a milestone in its journey to becoming a “guest-facing master brand”.
The brand refresh signifies a key development for the group, as it plans to add nearly 300 properties to its portfolio by the end of 2027.
Go deeper with GlobalData
The evolution follows the 2018 acquisition of NH Hotel Group, now operating as Minor Hotels Europe & Americas, which expanded the group’s presence worldwide.
Minor Hotels’ refreshed master brand strategy consolidates its eight hotel brands and travel experience brands under one banner.
The group’s hotel brands, which include Anantara, Elewana Collection, NH, Oaks, and Tivoli, will maintain their individual identities, websites and marketing strategies.
Alongside the rebranding, Minor Hotels has restructured its brand architecture into three categories—Luxury, Premium, and Select—to assist guests in choosing the appropriate brand for their travel needs.
The hospitality group also plans to expand its portfolio, introducing at least two new brands later this year.
Minor Hotels has relaunched its website, transitioning it from a corporate focus to a consumer-centric platform. Guests can now book any of the group’s over 560 properties through a unified website and access comprehensive destination information.
A new mobile app has also been launched, consolidating functionality previously spread across brand-specific apps, allowing travellers to book stays, manage bookings, and interact with hotel services.
The group will also focus on enhancing the functionality and personalisation of both the website and the app, integrating restaurant, spa, and wellness offerings based on user preferences and feedback.
The loyalty programme, previously known as GHA Discovery, has been rebranded to Minor Discovery, unifying the loyalty experience across the group’s brands while maintaining existing rewards and benefits.
To celebrate the launch of Minor Discovery, new members can earn $100 in Discovery Dollars after completing two stays at Minor Hotels properties.
For B2B audiences, including businesses, professionals, event planners, and travel agents, Minor Hotels has introduced Minor PRO, a dedicated programme that consolidates all B2B products, services, and communications.
Minor Hotels chief commercial officer Ian Di Tullio said: “The reimagined Minor Hotels brand represents more than just a new identity. Our value-driven evolution, powered by enhanced digital platforms, a streamlined loyalty programme, and a strong distribution strategy, reflects our ambition to deliver extraordinary hospitality experiences to our guests and be the partner of choice for owners and investors.
“By uniting our brands under the Minor Hotels master brand, we’re excited to enter a new era of growth where Minor Hotels will resonate as powerfully with travellers as it already does with our partners.”
