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.
In an exciting move that promises to reshape the landscape of global hospitality, Minor Hotels has announced a significant brand refresh that impacts travelers and industry stakeholders alike. This evolution signifies a milestone for the global hospitality group, with plans to expand its portfolio to nearly 300 properties by the end of 2027, adding to its current assets of over 560 properties and 81,000 keys. This growth trajectory follows the strategic acquisition of NH Hotel Group in 2018, which tripled the group’s global footprint and diversified its offerings.
“The reimagined Minor Hotels brand represents more than just a new identity,” said Ian Di Tullio, Chief Commercial Officer at Minor Hotels. “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.” The brand aims to resonate equally with travelers and strategic partners, indicating an era of robust growth and visibility.
The Guiding Principles of Evolution
At the heart of this evolution is a commitment to what truly matters to its stakeholders. Minor Hotels is consolidating its eight distinct hotel brands under the masterbrand banner, which includes renowned names such as Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks, and Tivoli. This restructuring not only clarifies the group’s diverse offerings but also enhances its perception in the eyes of guests, team members, investors, and partners.
A Fresh Visual Identity
One of the most striking changes in this rebrand is the new visual identity of Minor Hotels. The logo now features an arrowhead within the ‘M’, symbolizing direction, guidance, and the promise of adventure. This new logo reflects Minor’s commitment to shaping meaningful experiences for its guests. Coupled with a refreshed color palette, signature fonts, and vibrant photography, the new branding encapsulates the essence of Minor Hotels, encapsulated in the phrase “What Matters Most.” This guiding message aligns the brand’s storytelling with the evolving needs and desires of contemporary travelers.
Guests can now expect a seamless interaction with the Minor Hotels brand through all consumer touchpoints, including revamped digital and mobile platforms. The brand will be featured prominently across all marketing channels, ensuring that its presence is felt across diverse customer bases and enhancing brand awareness.
Each of Minor Hotels’ brands retains its identity, websites, and marketing strategies, ensuring that they can grow while benefiting from the overarching innovative strategies of the new masterbrand. Furthermore, Minor Hotels has updated its brand architecture, categorizing its offerings into Luxury, Premium, and Select segments. This streamlined classification aids guests in selecting the right accommodations that meet their specific travel needs, with plans to introduce at least two additional brands to their portfolio later this year.
Enhanced Digital Experience
In an era increasingly driven by technology, Minor Hotels has revamped its website to create a consumer-focused platform. This shift allows travelers to book any of Minor Hotels’ properties directly through a single site, offering essential destination information alongside this. Additionally, a new mobile app consolidates all brands into a single user-friendly platform. Guests can manage bookings, access destination information, and interact with hotel staff for enhanced service during their stay, creating a streamlined and integrated travel experience.
Streamlined Loyalty Program
Aligning with its commitment to guest satisfaction, Minor Hotels has simplified its loyalty program, transitioning from several brand-specific programs to a unified one called Minor DISCOVERY. This streamlined approach enhances member access and maintains the transparency and rewards structure that members appreciate while simplifying their experience. With benefits such as earning 4-7 percent back in DISCOVERY DOLLARS, exclusive rates, and elite perks, Minor DISCOVERY aims to enhance guest loyalty and satisfaction.
Focus on B2B Opportunities
Recognizing the significance of B2B relationships, Minor Hotels has introduced Minor PRO, designed specifically for businesses, professionals, event planners, and travel agents. This program consolidates the existing services and communications tailored to professional audiences, providing targeted solutions that meet diverse needs and further solidifying Minor Hotels’ reputation in the business sector.
Minor Hotels’ CEO, Dillip Rajakarier, describes this brand refresh as a natural evolution of the company, built on over five decades of success. “It isn’t just about driving revenue and profitability; it’s about strengthening our diversity and investing in the guest experience,” he remarked. “Unifying all our hotel brands and travel experiences under the Minor Hotels umbrella will help us deliver on our growth ambitions.”
This comprehensive brand refresh marks a significant moment in Minor Hotels’ ongoing journey, reflecting its legacy while paving the way for innovative growth strategies aimed at enhancing the hospitality experience for all stakeholders involved. Originating from the purchase of Royal Garden Resort in Pattaya, Thailand, in 1978, Minor Hotels continues to evolve, affirming its place as one of the largest global players in hospitality.