Minor Hotels has unveiled its evolution into a guest-facing master brand, supported by a new brand identity, enhanced digital experience, and simplified loyalty and B2B propositions to drive strategic growth.

This is the most comprehensive evolution in the company’s history and marks a key step for the global hospitality group, which plans to add nearly 300 properties to its portfolio by 2027. It follows the 2018 acquisition of NH Hotel Group, now operating as Minor Hotels Europe & Americas, which tripled the group’s global presence.

The brand evolution is guided by the aim of delivering what matters most to guests, team members, investors, owners, and partners. Minor Hotels’ new master brand strategy brings together its eight hotel brands – Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks, and Tivoli – under the Minor Hotels name, highlighting the group’s offerings and strengthening its perception among stakeholders.

Minor Hotels’ refreshed look features an arrowhead within the ‘M’ of the logo, symbolising direction and guidance. The updated visual identity includes a new colour palette, brand fonts, and photography. The brand’s new essence, What Matters Most, and voice reflect the needs of today’s consumers, stakeholders, and team members.

Guests will engage with the Minor Hotels brand across digital, mobile, marketing, sales channels, and properties. The brand will also feature more prominently in multi-brand communications and advertising to raise awareness.

Minor Hotels’ hotel brands will maintain their individual identities, websites, and marketing, while benefiting from the development of the overarching Minor Hotels brand. Alongside the rebrand, the group has updated its brand architecture, categorising its hotel brands into three segments – Luxury, Premium, and Select – to help guide guests in choosing the right brand for their travel needs. The group also plans to expand its portfolio with at least two new brands launching later this year.

In addition, the group has relaunched its website as a consumer-focused platform, shifting from its previous corporate and development focus. Guests can now book stays at any of Minor Hotels’ 560+ properties and access destination information all in one place.

Minor Hotels has also introduced a new mobile app, replacing brand-specific apps. Travellers can use the app to book and manage their stays, access destination details, and interact with hotel staff to request services during their stay.

The group will continually enhance functionality and personalisation on both the website and app, integrating restaurants, spa, and wellness offerings based on user preferences and guest feedback.

Minor Hotels will continue recognising guests through the Global Hotel Alliance’s loyalty programme, now rebranded as Minor Discovery. This replaces individual hotel brand names to simplify access to the programme. Rewards remain the same, including four to seven per cent back in Discovery Dollars (D$1=US$1), exclusive rates, local offers, and elite perks, all accessible via the app.

Minor Pro will offer businesses, professionals, event planners, and travel agents a dedicated space, combining all B2B products, services, and communications, including existing programmes like NH PRO, Anantara Journeys, and Oaks Professionals – providing tailored solutions to meet professional customers’ needs.

Dillip Rajakarier, group CEO of Minor International, commented: “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.”