The company now boasts of fresh identity, enhanced digital platforms, and a streamlined loyalty and B2B strategy. The transformation comes as the group prepares to expand its portfolio by nearly 300 properties by 2027, following its 2018 acquisition of NH Hotel Group, now operating as Minor Hotels Europe and Americas. Chief Commercial Officer, Ian di Tullio, emphasised that the rebrand is more than just a new look, but also “it’s a value-driven shift aimed at delivering exceptional hospitality experiences.” “By consolidating its eight hotel brands, including Anantara, Avani, NH, Oaks, and Tivoli, under one umbrella, Minor Hotels seeks to strengthen its market presence and resonate more powerfully with both travelers and business partners,” he said. The refreshed brand identity introduces a new logo featuring an arrowhead within the "M," symbolising direction and discovery.
This new essence—What Matters Most—will be reflected across digital platforms, marketing campaigns, and guest interactions. Minor Hotels’ individual brands will maintain their distinct identities while benefiting from the overarching masterbrand strategy, which categorises them into Luxury, Premium, and Select segments to help guests make informed travel decisions. According to a statement from the company, a key component of this transformation is an upgraded digital experience. It added that the newly relaunched minorhotels.com now functions as a central booking hub, allowing guests to explore and reserve any of the group’s 560+ properties worldwide. On the other hand, the group has also introduced a unified Minor Hotels mobile app, replacing brand-specific apps. “The app offers features such as booking management, destination guides, and in-stay services, with future enhancements planned for restaurant, spa, and wellness bookings.” Loyalty is another area of focus, with the introduction of Minor DISCOVERY under the Global Hotel Alliance’s (GHA) programme.
