Minor Hotels has unveiled a new masterbrand strategy that aims to unite its eight hotel brands and travel experiences, with a focus on “What Matters Most” to guests, team members and stakeholders.
Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks and Tivoli and travel experiences come together under the Minor Hotels banner, with at least two additional brands launching later this year.
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 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,” Di Tullio said.
“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 new-look ‘M’ in the Minor Hotels logo represents direction and guidance, “pointing the way to discovery, connection and adventure”, alongside a refreshed colour palette, signature brand fonts and eye-catching photography.
The group has categorised its hotel brands into three segments – Luxury, Premium and Select – to guide guests on selecting the right brand for their needs.
A relaunched minorhotels.com has shifting its focus from a corporate and development-centric site to a consumer-facing one. 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, moving away from hotel brand-specific apps.
Minor Hotels guests will continue to avail of loyalty benefits through the Global Hotel Alliance’s (GHA) loyalty programme, GHA Discovery, under a new name, Minor Discovery, which will replace hotel brand-specific monikers – Anantara Discovery, Avani Discovery, NH Discovery, Oaks Discovery, Elewana Discovery, Tivoli Discovery.
A dedicated space in the newly created Minor PRO will target businesses, professionals, event planners and travel agents.
“The Minor Hotels rebrand is a natural progression for us, building on a success story spanning more than five decades,” said Dillip Rajakarier, CEO of Minor Hotels and Group CEO of Minor International.
“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.”
Minor Hotels is set to add nearly 300 properties to its portfolio by the end of 2027.