Minor Hotels unveils a new masterbrand strategy to boost hospitality globally, focusing on digital innovation, enhanced loyalty programs, and expanded distribution.

Minor Hotels has unveiled a bold transformation, evolving into a unified guest-facing masterbrand with a commitment to delivering exceptional and meaningful hospitality experiences. This strategic brand refresh highlights the company’s dedication to meeting the diverse needs of its guests, team members, investors, owners, and partners.

This rebranding milestone comes as Minor Hotels aims to add nearly 300 properties to its portfolio by 2027, continuing its expansive growth since the 2018 acquisition of NH Hotel Group, which now operates as Minor Hotels Europe & Americas. The acquisition significantly expanded the group’s global presence, tripling its footprint worldwide.

The core mission behind this evolution is to focus on what truly matters to all stakeholders. By consolidating its eight hotel brands – Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks, and Tivoli – under the Minor Hotels umbrella, the brand strengthens its identity and enhances its reputation across the hospitality sector.

New Brand Identity

The first noticeable change for guests is Minor Hotels’ fresh new look, featuring a redesigned logo where the arrowhead within the ‘M’ symbolizes direction, connection, and exploration. This rebranding aims to reflect Minor’s role in guiding guests toward enriching journeys. Along with a revamped logo, the brand has introduced a new color palette, updated fonts, and striking imagery that aligns with the group’s evolved message: “What Matters Most.” This voice will resonate across various platforms to engage with today’s consumers, team members, and partners.

Guests will encounter the Minor Hotels brand across all consumer touchpoints, including digital platforms, marketing, and sales channels, with an increased presence in advertising. Multi-brand campaigns will leverage Minor Hotels’ diverse hotel offerings to increase visibility and drive awareness of the overarching masterbrand.

Each of Minor Hotels’ distinct brands will maintain its unique identity, website, and marketing materials. At the same time, these brands will benefit from the strengthened presence of Minor Hotels as a parent brand. To further simplify brand choices for guests, Minor Hotels has reorganized its portfolio into three categories: Luxury, Premium, and Select. This will help guests navigate the diverse options to best suit their travel needs. The company also plans to introduce at least two additional brands later this year to meet evolving market demands.

Enhanced Digital Experience

In line with the rebranding, Minor Hotels has relaunched its website, shifting from a corporate-centric site to a consumer-focused platform. The new site now allows guests to book stays at all of Minor Hotels’ properties, providing a one-stop shop for over 560 locations worldwide. It also offers destination insights and services to enrich the planning process.

In addition, Minor Hotels has introduced a new mobile app that combines the functionalities of individual hotel brand apps into a single, convenient platform. Travelers can book stays, manage reservations, and access destination information all in one place. The app also offers enhanced guest services, allowing users to interact with hotel staff and request services during their stay.

The group will continue enhancing the website and app, integrating more personalized features such as restaurant and wellness bookings, tailored to individual guest preferences.

Streamlined Loyalty Programme under Minor DISCOVERY

The company’s loyalty program has been streamlined under the new Minor DISCOVERY name, consolidating previous programs like Anantara DISCOVERY, Avani DISCOVERY, and NH DISCOVERY into one unified platform. This simplified program offers members access to exclusive benefits, including up to 7% in DISCOVERY DOLLARS (D$1 = US$1), special member rates, live local offers, and VIP perks, all accessible through the app.

To celebrate the relaunch, new members of Minor DISCOVERY can earn $100 in DISCOVERY DOLLARS by completing two stays at Minor Hotels properties. Further details and enrollment information are available on the Minor Hotels website.

Refined B2B Proposition

For business customers, event planners, and travel agents, Minor Hotels has introduced Minor PRO, a new platform that consolidates all professional services and programs. This new B2B hub integrates offerings from existing programs like NH PRO, Anantara Journeys, and Oaks Professionals, making it easier for corporate clients to access tailored solutions.

A Legacy of Growth

This rebranding is the most significant in Minor Hotels’ history, reflecting its ongoing evolution since the company’s inception in 1978. Founded by William E. Heinecke with the purchase of the Royal Garden Resort in Pattaya, Thailand, Minor Hotels has grown into a global hospitality powerhouse with over 560 properties across 58 countries. The company’s expansion has been driven by the growth of its luxury Anantara and lifestyle Avani brands, as well as strategic acquisitions like Elewana Collection, Oaks, Tivoli, and NH Hotel Group’s portfolio.

With its new brand strategy, Minor Hotels is positioned to continue its leadership in the global hospitality industry, offering unmatched experiences and innovative solutions for guests, business partners, and stakeholders alike.

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