Tuesday, March 25, 2025
Thailand-based hospitality giant Minor Hotels has officially rolled out a transformative new chapter in its global growth journey, unveiling a refreshed masterbrand identity that aims to deliver what matters most to its guests while solidifying its presence in the world of modern hospitality.
The rebrand signals a bold evolution for Minor Hotels as it prepares to add nearly Three Hundred properties to its global portfolio by the end of 2027. This strategic shift builds on its 2018 acquisition of the NH Hotel Group—which now operates as Minor Hotels Europe & Americas—a move that tripled the company’s international footprint.
A Guest-First Masterbrand Strategy
At the heart of Minor Hotels’ brand transformation is a commitment to create seamless, personalized, and inspiring guest experiences across its diverse portfolio. The new strategy brings together eight distinctive hotel and travel brands—including Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks, and Tivoli—under a unified Minor Hotels umbrella.
Despite their individual identities, each brand will now benefit from a cohesive parent-brand strategy. A fresh brand architecture categorizes properties into three segments—Luxury, Premium, and Select—helping travelers easily find the best fit for their needs.
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 travelers as it already does with our partners.”
Visual Identity and Brand Essence
A refined visual identity introduces a fresh logo, with the “M” design featuring an arrowhead symbolizing direction, discovery, and deeper guest connection. This modern look is supported by a new color scheme, custom typography, and immersive brand storytelling under the brand essence: “What Matters Most.”
Guests will engage with the new brand across digital channels, mobile platforms, marketing, and in-property experiences—each tailored to reflect the upgraded identity and mission.
Unified Booking and Digital Enhancements
Marking another milestone, minorhotels.com has been relaunched as a fully guest-centric platform. Travelers can now browse and book stays at all 560+ properties from one website, with added destination guides and features to inspire travel decisions.
Alongside the site, a brand-new Minor Hotels mobile app has been introduced, offering guests a one-stop solution to book stays, manage itineraries, and interact with hotel staff. During their visit, users can order room service, request amenities, and discover curated experiences—all within a few taps.
Future digital enhancements will include greater personalization based on guest preferences, integration of wellness and dining offerings, and seamless loyalty management.
Streamlined Global Loyalty Program: Minor DISCOVERY
Minor Hotels has also unveiled Minor DISCOVERY, the streamlined evolution of its loyalty program, formerly known under individual brand names like Anantara DISCOVERY or NH DISCOVERY.
Backed by the Global Hotel Alliance (GHA), Minor DISCOVERY allows members to earn 4–7% back in DISCOVERY Dollars, access exclusive rates, and enjoy local perks and elite privileges. The rebrand simplifies the experience while maintaining the same generous rewards structure.
To celebrate the launch, new members can earn $100 in DISCOVERY Dollars by completing just two stays at Minor Hotels properties.
Dillip Rajakarier, Group CEO of Minor International, parent company of Minor Hotels, 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.”
Empowering Professionals with Minor PRO
On the B2B front, the group introduced Minor PRO, an all-in-one hub for corporate clients, event planners, travel advisors, and partners. This consolidated platform integrates services previously delivered under various brand-specific programs (e.g., NH PRO, Oaks Professionals) and will offer customized solutions tailored to business travel and group bookings.
Looking Ahead
This comprehensive rebrand—the most significant in Minor Hotels’ history—aligns with the company’s goal of continued expansion and deeper guest engagement. With plans to introduce at least two new hotel brands later this year, the hospitality leader shows no signs of slowing down.
Founded in 1978 by William E. Heinecke, Minor Hotels has grown from a single property in Pattaya to a global hospitality powerhouse with over 560 properties in 58 countries. Anchored in its Southeast Asian roots, the brand is now looking forward to its next chapter as a globally recognizable, guest-first masterbrand.
