Meet the revamped Minor Hotels: hospitality group unveils new master brand strategy for growth

Minor Hotels transforms into a guest-centric brand with a powerful new identity, enhanced digital experience and centralised loyalty and B2B propositions.

Minor Hotels has announced a strategic reprovisioning in which the company is repositioning its masterbrand as an instantly recognisable guest-focused brand. With this evolution, Minor Hotels underscores its commitment to delivering innovative and high-quality hospitality experiences that meet guests' needs.

This rebranding marks a major milestone for the global hotel group and kicks off the addition of nearly 300 new hotels by the end of 2027. The rebranding follows the acquisition of NH Hotel Group in 2018, now operating as Minor Hotels Europe & Americas, which tripled the group's global presence.

A new era of growth

Ian Di Tullio, chief commercial officer of Minor Hotels, explains: "Our revamped Minor Hotels brand is more than just a new visual identity; it reflects our ambition to provide exceptional hospitality and be the preferred choice for investors and owners. By bringing all our brands together under the Minor Hotels masterbrand, we are entering a new era where Minor Hotels will resonate as powerfully with travellers as it does with our business partners."

The core principle behind this development is to deliver what really matters to guests, employees, investors and partners. The revamped master brand strategy unites Minor Hotels' eight hotel brands - Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks and Tivoli - under one recognisable umbrella. This strengthens Minor Hotels' positioning as a leading player in the hospitality sector.

A powerful new brand identity

The most visible change is the new, modern look of Minor Hotels. The striking new logo features an arrow in the 'M', symbolising direction and hospitality during the guest's journey. The visual identity is enhanced with an updated colour palette, recognisable fonts and dynamic photography. The new brand essence - What Matters Most - and tone of voice ensure consistent and inspiring communication with guests and stakeholders.

Guests will encounter the Minor Hotels brand more frequently and prominently through digital and mobile platforms, marketing campaigns and on-site at the hotels. Multi-brand communication and advertising will increase awareness of Minor Hotels as an umbrella brand, while the individual hotel brands will retain their own identity. The brand architecture has also been updated with three distinct segments - Luxury, Premium and Select - to help guests choose the right hotel experience.

Renewed digital experience

With the relaunch of minorhotels.com transforms its website from a corporate platform to a user-friendly consumer website. For the first time, guests can use one central platform to book all 560 of Minor Hotels' hotels and find travel information.

In addition, Minor Hotels is introducing a new mobile app that bundles all hotel brands. This says goodbye to separate apps for each hotel brand. Travellers can use the app to manage bookings, request hotel services and communicate with the hotel team. The app will be continuously developed to further optimise functionality and personalisation.

Loyalty programme Minor DISCOVERY

Minor Hotels' loyalty programme, integrated into the global GHA DISCOVERY programme, gets a new name: Minor DISCOVERY. This replaces brand-specific names such as Anantara DISCOVERY and NH DISCOVERY, giving members easier access to rewards and benefits. Members enjoy unchanged benefits, including 4-7% payback in DISCOVERY DOLLARS (D$1 = US$1), exclusive and attractive member offers.

On the occasion of the launch, new Minor DISCOVERY-members a welcome bonus of $100 DISCOVERY DOLLARS after two stays at Minor Hotels. To register and learn more about the promotion, members can visit minorhotels.com.

Enhanced B2B proposition with Minor PRO

For corporate clients, Minor Hotels introduces Minor PRO, a central platform for businesses, event planners and travel agents. This programme unites existing B2B initiatives, such as NH PRO and Anantara Journeys, under one umbrella, providing corporate clients with more efficient and flexible solutions to suit their needs.

Dillip Rajakarier, CEO of Minor Hotels and Group CEO of Minor International, adding: "This re-branding is a logical next step in our success story that spans more than five decades. It is not only about growth and profitability, but also about leveraging our diversity, expertise and talents to create a sustainable future and exceptional guest experiences. By uniting our brands and travel experiences under the Minor Hotels umbrella, we are strengthening our position in the hospitality sector and delivering on our growth strategy."

The transformation of Minor Hotels is the most far-reaching in the company's history. Minor Hotels' origins date back to 1978 when founder William E. Heinecke bought the Royal Garden Resort in Pattaya, Thailand. Since then, Minor Hotels has grown into one of the largest global hospitality players with more than 560 hotels in 58 countries.