Minor Hotels has announced its transformation into a guest-facing masterbrand, solidifying its position as a global leader in hospitality. This evolution of the group’s commitment to crafting meaningful experiences that resonate with modern travellers, guided by a fresh brand identity, advanced digital platforms, and curated with loyalty and B2B offerings.
The rebrand signals a significant milestone as Minor Hotels prepares to expand its portfolio by nearly 300 properties by 2027. This strategic move follows the 2018 acquisition of NH Hotel Group, which tripled the group’s global footprint and now operates as Minor Hotels Europe & Americas.
Ian Di Tullio, Chief Commercial Officer of Minor Hotels, remarked: “The reimagined Minor Hotels brand is more than a new identity. This transformation, powered by digital innovation and a cohesive loyalty programme, represents our ambition to deliver extraordinary guest experiences and foster strong partnerships with owners and investors. We’re embarking on a new era where Minor Hotels will resonate deeply with both travellers and our stakeholders.”
What Matters Most: The Essence of the Rebrand
At the heart of this transformation is the principle of delivering what matters most to guests, team members, owners, investors, and partners. The new masterbrand strategy brings Minor Hotels’ eight distinct hotel brands—Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks, and Tivoli—together under the Minor Hotels umbrella while maintaining their unique character and offerings.
A Fresh Identity and Renewed Purpose
Minor Hotels’ revamped visual identity features a refreshed colour palette, signature fonts, and captivating imagery. The logo’s arrowhead within the ‘M’ symbolises guidance, connection, and the spirit of discovery, reflecting the brand’s role in shaping unforgettable journeys. The new essence, “What Matters Most,” encapsulates the group’s focus on aligning with the needs and desires of today’s consumers and stakeholders.
A Seamless Digital Experience
Minor Hotels has overhauled its website, transforming it into a consumer-focused platform where guests can explore and book any of the group’s 560+ properties worldwide. Complementing this, a new mobile app serves as a unified portal for all Minor Hotels brands, allowing travellers to manage bookings, access destination insights, and connect with hotel services effortlessly. Continuous updates will integrate restaurants, spa, and wellness offerings, ensuring a highly personalised guest experience.
Streamlined Loyalty: Minor DISCOVERY
Minor Hotels is rebranding its participation in the Global Hotel Alliance’s programme as Minor DISCOVERY, replacing individual brand loyalty programmes such as Anantara DISCOVERY and NH DISCOVERY. This unified approach simplifies access to rewards, including DISCOVERY DOLLARS, elite perks, and exclusive member rates—all conveniently managed through the new app. To celebrate the launch, new members can unlock $100 in DISCOVERY DOLLARS by completing two stays at Minor Hotels properties.
Empowering Professionals with Minor PRO
For B2B customers, Minor Hotels introduces Minor PRO, a consolidated platform catering to event planners, businesses, and travel agents. This initiative simplifies access to services previously offered under different programmes, such as NH PRO and Anantara Journeys, enhancing the group’s appeal to professional clients.
Dillip Rajakarier, Group CEO of Minor International, stated: “Our rebrand represents a natural progression, rooted in over five decades of success. By unifying our brands under the Minor Hotels umbrella, we aim to harness the power of diversity and expertise to drive sustainable growth and elevate the guest experience.”
A Legacy of Excellence
Since its inception in 1978 with the Royal Garden Resort in Pattaya, Thailand, Minor Hotels has grown into a global powerhouse with over 560 properties in 58 countries. Iconic brands like Anantara, Avani, and NH Hotel Group have built their reputation for delivering exceptional hospitality across luxury, premium, and select segments.
With this bold new identity, Minor Hotels is poised to redefine hospitality, creating unforgettable journeys while paving the way for sustained growth and innovation.
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