Minor Hotels Reveals New Masterbrand Strategy Driven by Digital, Loyalty and Distribution

Minor Hotels’ shift towards guest engagement, bolstered by a refreshed brand identity, improved digital experience, and streamlined loyalty and B2B offerings, drives strategic growth.

By Priyal Dutta 25 Mar 2025 in Hotel Hotels

New Update

Minor Hotels' New Digital Strategy

Minor Hotels has revealed its transformation into a guest-centric masterbrand, reaffirming its dedication to crafting innovative and meaningful hospitality experiences that prioritize guest needs.

This brand refresh represents a crucial milestone for the global hospitality group, setting the stage for the addition of nearly 300 properties to its portfolio by the end of 2027. Additionally, it follows the 2018 acquisition of NH Hotel Group, now functioning as Minor Hotels Europe & Americas, which significantly expanded the group’s global presence.

*Ian Di Tullio, Chief Commercial Officer of Minor Hote*ls

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 central aim of the brand evolution is to provide what is most important to guests, team members, investors, owners, and partners. Minor Hotels’ revised master strategy consolidates its eight hotel brands – Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks, and Tivoli – along with its travel experience brands under the Minor Hotels name, emphasizing the group’s offerings and strengthening Minor Hotels’ reputation among its stakeholders.

New Brand Identity

Guests will first notice the new appearance of Minor Hotels. The arrowhead in the ‘M’ of the logo symbolizes direction and guidance, leading the way to discovery, connection, and adventure, highlighting Minor's commitment to crafting meaningful guest experiences. The visual identity is enhanced by a revamped color palette, distinctive brand fonts, and striking photography. With the new brand essence—What Matters Most—and voice, Minor Hotels aims to share its stories in alignment with the needs and aspirations of today’s consumers, stakeholders, and team members.

Guests will engage with the Minor Hotels brand at every consumer touchpoint, beginning with digital and mobile platforms, along with updates in marketing and sales channels, and throughout Minor Hotels’ properties. They can also anticipate encountering Minor Hotels more often and prominently via multi-brand communications and advertising, leveraging the strength of its hotel brands to enhance awareness of the overarching brand.

Minor Hotels will keep the distinct identity and marketing of each of its unique hotel brands, alongside their dedicated websites. They will gain from the concurrent development of the overall Minor Hotels brand. As part of this rebranding effort, the group has refreshed its brand structure, organizing its hotels into three categories: Luxury, Premium, and Select. This reorganization aims to assist guests in choosing the right brand for their travel preferences. Additionally, the group intends to broaden its hotel brand portfolio to meet the desires of guests and owners, with a minimum of two new brands set to launch later this year.

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