Minor Hotels Transforms Brand Strategy to Accelerate Growth, Enhance Loyalty, and Prioritize Unmatched Guest Satisfaction - Travel And Tour World (2025)

Tuesday, March 25, 2025

Minor Hotels‘ strategic growth is propelled by a refreshed brand identity, improved digital engagement, and streamlined loyalty and B2B offerings, creating a more guest-focused approach.

Minor Hotels has introduced a bold transformation, positioning itself as a guest-centered masterbrand and reaffirming its dedication to providing innovative and meaningful hospitality experiences that prioritize guest satisfaction.

This brand evolution marks a major step forward for the global hospitality leader, with plans to expand its portfolio by nearly 300 properties by 2027. It also builds on the 2018 acquisition of NH Hotel Group, now known as Minor Hotels Europe & Americas, which significantly expanded the group’s global presence.

Ian Di Tullio, Chief Commercial Officer of Minor Hotels,commented: “The reimagined Minor Hotels 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. By uniting our brands under the Minor Hotels masterbrand, 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 core focus of Minor Hotels’ brand transformation is to prioritize the needs of its guests, employees, investors, owners, and partners. The new masterbrand strategy unites the group’s eight hotel brands – Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks, and Tivoli – along with its travel experience offerings, all under the Minor Hotels umbrella. This strategic alignment reinforces the group’s diverse offerings and strengthens its reputation among stakeholders.

Fresh Brand Identity

The most noticeable change for guests is Minor Hotels’ newly reimagined visual identity. The arrowhead within the ‘M’ of the Minor Hotels logo symbolizes direction, guidance, and the path to discovery, connection, and adventure. This element reflects Minor Hotels’ commitment to creating meaningful guest experiences. The updated visual identity also incorporates a refreshed color palette, new brand fonts, and striking photography. The brand’s new essence, “What Matters Most,” along with its voice, is crafted to resonate with the desires and needs of today’s consumers, stakeholders, and team members.

Guests will interact with Minor Hotels through various touchpoints, beginning with its digital and mobile platforms. This update extends to marketing and sales channels as well as the group’s properties. Minor Hotels will also increase its visibility through multi-brand communications and advertising, leveraging the power of its diverse hotel brands to elevate awareness of the overarching Minor Hotels identity.

While Minor Hotels’ individual brands—each with its own unique identity—will maintain their distinct look, websites, and marketing strategies, they will all benefit from the overarching Minor Hotels rebranding efforts. Alongside this transformation, Minor Hotels has introduced a new brand architecture, categorizing its hotels into three segments: Luxury, Premium, and Select. This will help guide guests in selecting the ideal brand for their travel preferences. Additionally, Minor Hotels plans to expand its portfolio with at least two new brands launching later this year to further meet the needs of guests and owners.

Enhanced Digital Experience

The relaunch of minorhotels.com marks a shift from a corporate-focused site to a consumer-friendly platform. For the first time, guests can now book stays at over 560 properties under the Minor Hotels umbrella, while also accessing useful destination information.

Minor Hotels has also introduced a unified mobile app, eliminating the need for individual hotel brand-specific apps. This app allows travelers to book stays, manage reservations, and explore destination details. During their stay, guests can use the app to interact with hotel staff and request services, enhancing the overall experience.

The functionality and personalization of the app and website will continually improve, incorporating feedback from users and adding new features like integration with the group’s restaurants and spa offerings.

Simplified Loyalty Program with Minor DISCOVERY

Minor Hotels continues its partnership with the Global Hotel Alliance’s (GHA) loyalty program, now rebranded as Minor DISCOVERY. This simplified program replaces individual brand-specific loyalty names, such as Anantara DISCOVERY and NH DISCOVERY, offering streamlined access to one of the most transparent and rewarding loyalty schemes in the industry.

Minor DISCOVERY members can still enjoy the same perks, including earning 4-7% back in DISCOVERY DOLLARS (D$1 = US$1), exclusive member rates, local offers, and elite benefits—all accessible through the app. To celebrate the launch, new Minor DISCOVERY members can earn $100 in DISCOVERY DOLLARS by completing two stays at Minor Hotels properties. For more details on the promotion and enrollment, members can visit minorhotels.com.

Revamped B2B Customer Offering

For business professionals, event planners, and travel agents, Minor Hotels has introduced Minor PRO—a dedicated space for all B2B offerings. This new program consolidates various brand-specific services, such as NH PRO, Anantara Journeys, and Oaks Professionals, into one comprehensive platform. Minor PRO is designed to provide tailored solutions that meet the specific needs of professional clients.

Dillip Rajakarier, Group CEO of Minor International,added: “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 team members to achieve long-term sustainable growth and invest in the guest experience. Unifying all our hotel brands and travel experiences under the Minor Hotels umbrella will help us strengthen our positioning in the hospitality industry and help us deliver on our growth ambitions.”

The brand refresh represents the most significant transformation in the history of Minor Hotels. Established in 1978 when founder William E. Heinecke acquired the Royal Garden Resort in Pattaya, Thailand, Minor Hotels has since grown into a major global hospitality force. Today, the company operates over 560 properties across 58 countries, fueled by the expansion of its homegrown luxury brand Anantara and the premium lifestyle Avani brand, along with the acquisitions of Elewana Collection, Oaks, Tivoli, and NH Hotel Group’s NH, NH Collection, and nhow brands.