AUSTRALIA | Minor Hotels has unveiled the evolution of its masterbrand into a guest-facing brand and reinforced its commitment to creating innovative and insightful hospitality experiences that deliver what matters most to its guests.
The brand refresh marked a significant milestone for the global hospitality group as it paved the way to add nearly 300 properties to its portfolio by the end of 2027. It also followed the 2018 acquisition of NH Hotel Group, now operating as Minor Hotels Europe & Americas, which tripled the group’s global footprint.
“The reimagined 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,” said Ian Di Tullio, Chief Commercial Officer of Minor Hotels.
“By uniting our brands, 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. The 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 banner, highlighting the group’s offerings and solidifying Minor Hotels’ perception among its stakeholders.
New brand identity
The first thing guests will notice is a fresh new look. The arrowhead within the ‘M’ of the 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 will share Minor Hotels’ stories in tune with the needs and desires of today’s consumers, stakeholders and team members.
Guests will begin interacting with the brand through all consumer touchpoints, starting with digital and mobile platforms and other changes involving marketing and sales channels and at 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.
Coinciding with the 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 minorhotels.com 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 and 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.
The group will continuously increase functionality and personalisation on MinorHotels.com and the Minor Hotels app, drawing from user preferences and incorporating guest feedback.
Simplified loyalty programme under Minor DISCOVERY
Minor Hotels will continue to recognise its guests through the Global Hotel Alliance’s (GHA) loyalty programme, GHA DISCOVERY, under a new name: Minor DISCOVERY.
Rewards and benefits for members of Minor DISCOVERY are unchanged, including earning four to seven percent back in DISCOVERY DOLLARS, exclusive member rates, live local offers and elite perks.
To mark the new programme’s launch, new Minor DISCOVERY members can unlock USD 100 in DISCOVERY DOLLARS by completing two stays at Minor Hotels properties.
Refreshed B2B customer proposition
Businesses, professionals, event planners and travel agents will have a dedicated space in the newly created Minor PRO. The programme encompasses all the products, services and communications for B2B audiences, including existing programmes under hotel brand-specific names, such as NH PRO, Anantara Journeys and Oaks Professionals.
“The Minor Hotels rebrand is a natural progression for us, building on a success story spanning more than five decades. It isn’t just about driving revenue and profitability; it’s also about harnessing the strength of our diversity, our knowledge and our team members to achieve long-term sustainable growth and invest in the guest experience,” said Dillip Rajakarier, CEO of Minor Hotels and Group CEO of Minor International.
“Unifying all our hotel brands and travel experiences 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. Its 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.
