Minor Hotels has announced its evolution as a guest-facing brand and reinforced its commitment in creating innovative and insightful experiences for its guests.
The global hospitality group has reached a major milestone with the brand refresh, which will allow it to add 300 properties to its portfolio before the end of 2027. It also follows the 2018 acquisition of NH Hotel Group, now operating as Minor Hotels Europe & Americas, which tripled the group’s global footprint.
Ian Di Tullio commented, “The reimagined Minor Hotels is more than just a brand relaunch. Our value-driven transformation, powered by enhanced platforms, a streamlined program, and a solid distribution strategy, reflects the ambition of our company to deliver extraordinary hospitality to our guests, and to be the partner that owners and investors choose. We’re excited to enter into a new growth era where Minor Hotels will resonate with travellers as powerfully as it does with our partners.”
The brand evolution is driven by the belief that guests, team members and investors are most important. Owners, partners, and investors are also equally important. Minor Hotels’ new masterbrand strategy brings its eight hotel brands – Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks and Tivoli – and travel experience brands together under the Minor Hotels banner, highlighting the group’s offerings and solidifying Minor Hotels’ perception among its stakeholders.
New Brand Identity
Minor Hotels’ new look is the first thing guests notice. The arrowhead within the ‘M’ of the Minor Hotels logo represents direction and guidance, pointing the way to discovery, connection and adventure, and reflects Minor’s role in shaping meaningful guest journeys. The new visual identity includes a refreshed colour scheme, signature fonts and eye-catching imagery. 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.
Minor Hotels will be present at all consumer touchpoints. This includes digital and mobile platforms, as well as changes to marketing and sales channels. Minor Hotels will be more prominently featured in advertising and multi-brand communications.
Minor Hotels’ hotel brand, each with its own unique character and offering will retain their brand identity and websites. They will also continue to market themselves. The hotel brands will also benefit from the creation of the Minor Hotels brand. Coinciding with the Minor Hotels 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 plans to launch at least two more brands later this year to satisfy the needs of both guests and owners.
Upgrade your digital experience
The group relaunched their website as an informational site for consumers, shifting away from its corporate and development focus. Minor Hotels has launched a new website where guests can now book any of the over 560 Minor Hotels properties and find information about destinations.
Minor Hotels also launched a mobile app. This is a single app that can be used for all of its brands, and it has moved away from brand-specific apps. Minor Hotels is a mobile app that allows travelers to book and manage reservations, as well as gather destination information. Guests can use the app to interact and request services from hotel staff during their stay.
Minor DISCOVERY’s simplified loyalty programme
It will continue recognizing its guests via the Global Hotel Alliance (GHA) loyalty program, GHA DESCOVER, under a brand new name: minor DISCOVERY. Minor DISCOVERY will replace hotel brand-specific monikers – Anantara DISCOVERY, Avani DISCOVERY, NH DISCOVERY, Oaks DISCOVERY, Elewana DISCOVERY, Tivoli DISCOVERY – to streamline member access to one of the most transparent and rewarding hotel loyalty programmes. Minor DISCOVERY rewards and benefits remain the same, including earning 4-7% in DISCOVERY DOLLARS (D$1 = US$1), exclusive member discounts, live local offers, elite perks, and more.
Refreshed B2B Customer proposition
Minor PRO, the newly created Minor PRO, will offer a dedicated area for businesses, professionals, travel agents, event planners, etc. The programme will include all products, communications and services for B2B audiences. It will also include existing programmes with hotel brand names such as NH PRO or Anantara Journeys. Minor PRO will provide its professional customers with solutions that meet their requirements.
Dillip Rajakarier added that the Minor Hotels rebrand was a natural progression, building on our success story of more than five decades. It’s not just about driving revenue or profitability, but also about harnessing our diversity, knowledge and team members in order to achieve sustainable growth over the long term and invest in our guests’ experience. Minor Hotels’ unification of all our hotel brands will help us to strengthen our position in the hospitality industry, and help us achieve our goals.
The brand refresh is the largest evolution of the hotel group in company history. William E. Heinecke bought the Royal Garden Resort, Pattaya Thailand in 1978. Minor Hotels was born. Minor Hotels is now one of the biggest global hospitality players, with over 560 hotels in 58 different countries. This has been mainly due to the expansion and acquisition of the luxury Anantara, premium lifestyle Avani and NH Hotel Group brands NH, NH Collection and nhow, as well the Elewana Collections, Oaks and Tivoli brands.
