Minor Hotels evolves Oaks brand into full-service hotel, resort and suites

Minor Hotels has revealed it will evolve Oaks Hotels, Resorts & Suites, from serviced apartments to full-service hotel, resort and suites brand.

The strategic shift will reinvigorate the brand with a service focus, the introduction of unique operating hallmarks and a refreshed brand identity. 

A series of scalable and differentiated brand hallmarks will bring the full-service hotel and resorts experience to life and will include mixed-use applications in property common areas.

Grab-and-go pantries stocked with travel essentials, local produce and branded merchandise will offer convenience with a nod to local culture. Integrated lobbies will serve barista-made coffee and freshly baked goods, providing opportunities for both guests and locals to stay, work and play.

Brought to life by a service culture rooted in hospitality, the series of brand hallmarks will include a refreshed food and beverage offering with focus on ‘family-style’ communal dining and a signature, gourmet lamington bespoke to each location.

In-room touches reflect the brand’s renewed energy. Elevated bathroom amenities feature a new signature scent of citrus, lavender, and eucalyptus, designed to reinvigorate. A night-time ritual with calming sounds and suppertime snacks helps to ensure guests experience a sound sleep. Wellness remains central, with yoga and meditation classes accessible via in-room TVs, along with an invitation to sunrise swims and run clubs at select properties.

The new brand identity introduces a bold logo and colour palette, with vibrant yellow and signature Oak’s stripe. Property interiors embrace designs layered with colour and patterning, warm timber textures, soft neutrals, and lush indoor greenery to bring the outside in. The new brand applications and hallmarks will offer a unified guest experience, that is distinctively Oaks.

“The strategic repositioning of Oaks marks a pivotal step in elevating our position in the market,” Minor Hotels chief commercial officer, Ian Di Tullio, said.

“With our revitalised service culture, and addition of lifestyle elements to contemporise our offer, we’re creating a more resonant brand experience for today’s travellers. In a sector that has remained largely undifferentiated, the transformation repositions Oaks for global growth, further strengthening confidence amongst our investors and developers.”

The new Oaks brand and service applications will be gradually rolled out across existing properties and new acquisitions.

“This repositioning marks a significant step in the continued evolution of a brand that has earned its place in the hearts of travellers for more than 33 years,” Minor International, Group CEO Dillip Rajakarier said.

“As we build on that legacy, we’re focused on creating meaningful, experience-led travel destinations meeting the needs of both our corporate and leisure guests. With over 55 Oaks properties and growing, this transformation reflects our long-term vision for sustainable growth and reinforces our commitment to delivering world-class hospitality”.

Travel Weekly is heading to Brisbane’s new Minor Hotels-operated Queen’s Wharf Residences today and will have more news on the evolution of the brand.