Minor Hotels has unveiled the evolution of its masterbrand into a guest-facing brand and reinforced its commitment to creating innovative and insightful hospitality experience.
The brand refresh marks a significant milestone for the global hospitality group as it paves the way to add nearly 300 properties to its existing portfolio of more than 560 properties and 81,000 keys, by the end of 2027. It also follows the 2018 acquisition of NH Hotel Group, now operating as Minor Hotels Europe & Americas, which tripled the group’s global footprint.
“The reimagined Minor Hotels brand represents more than just a new identity,” Minor Hotels chief commercial officer, Ian Di Tullio, said. “Our value-driven evolution, powered by enhanced digital platforms, a streamlined loyalty program, 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 masterbrand, 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.”
The guiding principle behind the brand evolution is to deliver what matters most to guests, team members, investors, and owners and partners. Minor Hotels’ new masterbrand strategy brings its eight hotel brands – Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks and Tivoli – and travel experiences together under the Minor Hotels banner, highlighting the group’s offerings and solidifies Minor Hotels’ perception among its stakeholders.
New brand identity
The first thing guests will notice is Minor Hotels’ fresh new look. The arrowhead within the ‘M’ of the Minor Hotels logo represents direction and guidance, pointing the way to discovery, connection and adventure, and reflects Minor’s role in shaping meaningful guest journeys. The visual identity is completed with a refreshed colour palette, signature brand fonts and eye-catching photography. The new brand essence – What Matters Most – and voice share Minor Hotels’ stories in tune with the needs and desires of today’s consumers, stakeholders and team members.
Guests can interact with Minor Hotels brand through all consumer touchpoints, starting with digital and mobile platforms and other changes involving marketing and sales channels and at Minor Hotels’ properties. They can also expect to see Minor Hotels more frequently and prominently through multi-brand communications and advertising, utilising the power of its hotel brands to drive awareness of the umbrella brand.
Minor Hotels’ hotel brands, each with a unique character and offering, retain their brand identity, websites and marketing. They also benefit from the development of the overarching Minor Hotels brand, done in tandem with the hotel brands. Coinciding with the Minor Hotels rebrand, the group has updated its brand architecture to categorise its hotel brands into three segments – Luxury, Premium and Select – to guide guests’ decisions on selecting the right brand for their travel needs. The group also plans to expand its hotel brand portfolio to fulfil guest and owner needs, with at least two additional brands launching later this year.
Upgraded digital experience
The group has relaunched their website as a consumer site, shifting its focus from a corporate and development-centric site. For the first time, guests can book any of Minor Hotels’ over 560 properties on one Minor Hotels website as well as find destination information.
Minor Hotels has also launched a new mobile app, creating a single go-to app for all its brands and moving away from hotel brand-specific apps. Travellers can use the Minor Hotels app to book stays, manage bookings and gather destination information. During their stay, guests can enhance their experience by using the app to interact with hotel team members and request services.
Simplified loyalty program under Minor DISCOVERY
Minor Hotels continues to recognise its guests through the Global Hotel Alliance’s (GHA) loyalty program, GHA DISCOVERY, under a new name: Minor DISCOVERY. It replaces hotel brand-specific monikers – Anantara DISCOVERY, Avani DISCOVERY, NH DISCOVERY, Oaks DISCOVERY, Elewana DISCOVERY, Tivoli DISCOVERY – to streamline member access to one of the most transparent and rewarding hotel loyalty programs. Rewards and benefits for members of Minor DISCOVERY are unchanged, including earning 4-7 per cent back in DISCOVERY DOLLARS (D$1=US$1), exclusive member rates, live local offers and elite perks.
Refreshed B2B customer proposition
Businesses, professionals, event planners and travel agents have a dedicated space in the newly created Minor PRO. The program encompasses all the products, services and communications for B2B audiences, including existing program s under hotel brand-specific names, such as NH PRO, Anantara Journeys and Oaks Professionals. Minor PRO offers its professional customers solutions that meets their needs.
“The Minor Hotels rebrand is a natural progression for us, building on a success story spanning more than five decades,” Minor Hotels CEO and Minor International Group CEO, Dillip Rajakarier, said.
“It isn’t just about driving revenue and profitability; it’s also about harnessing the strength of our diversity, our knowledge and team members to achieve long-term sustainable growth and invest in the guest experience. Unifying all our hotel brands and travel experiences under the Minor Hotels umbrella will help us strengthen our positioning in the hospitality industry and help us deliver on our growth ambitions.”
The brand refresh is the most comprehensive evolution of Minor Hotels in the company’s history. Minor Hotels’ origins trace back to 1978 when founder William E. Heinecke purchased the Royal Garden Resort in Pattaya, Thailand. Since then, Minor Hotels has become one of the largest global hospitality players with over 560 properties in 58 countries, driven by the expansion of the home-grown luxury Anantara and premium lifestyle Avani brands, and the acquisition of the Elewana Collection, Oaks, Tivoli and NH Hotel Group’s NH, NH Collection and nhow brands.
