Minor Hotels Launches Colbert Collection Brand

New Soft Brand Focuses on Culture, Dining and Independent Hotels

Minor Hotels has introduced Colbert Collection, a new global soft brand that brings together independent hotels under a shared focus on culture, dining and guest experiences.

The brand is designed to connect properties that retain their individual identity while being supported by Minor Hotels’ global systems, including distribution, revenue management and operational expertise.

Colbert Collection draws inspiration from European café culture and aims to centre guest experiences around social interaction, local traditions and culinary offerings.

Brand Strategy and Expansion Plans

The new brand is part of Minor Hotels’ broader growth strategy, which includes expanding its portfolio through management and franchise models alongside existing ownership and lease structures.

Colbert Collection will debut in Italy in spring 2026, with plans to expand into destinations such as the UK, Spain, Austria and the UAE.

The brand will join Minor Hotels’ existing portfolio, which includes multiple hotel brands across different segments, and is positioned to offer independent hotel owners access to a global platform while maintaining their distinct character.

The launch reflects a continued focus on flexible brand offerings and partnerships within the hospitality sector.