Minor Hotels Unveils Game-Changing Masterbrand Strategy Focused on Digital, Loyalty, and Distribution

Avani+ Riverside Bangkok Hotel

and Anantara Riverside Bankgkok Resort

In a bold step forward, Minor Hotels has introduced a transformative masterbrand strategy that is set to redefine the hospitality experience for guests and partners alike. The strategy comes with a new visual identity, an enhanced digital experience, and an upgraded loyalty program, marking a new era of growth for the global hotel giant.

A Fresh Look, A New Era for Minor Hotels

The unveiling of Minor Hotels' new masterbrand is not just a rebranding exercise but a forward-thinking approach to hospitality that puts guests at the heart of the experience. The new logo, featuring an arrowhead within the 'M,' symbolizes direction, guidance, and discovery – all central to the Minor Hotels experience. Along with the fresh logo, a refined color palette, updated fonts, and dynamic photography bring the brand’s identity to life, aligning it with the evolving needs of today's travelers.

The change is not just aesthetic but foundational. By uniting its diverse portfolio of eight hotel brands under one cohesive masterbrand, Minor Hotels aims to provide a seamless guest experience, both digitally and physically. The rebranding emphasizes "What Matters Most" – a commitment to delivering meaningful journeys for guests while enhancing its role as a partner of choice for investors and hotel owners.

A Unified Digital Experience for All Guests

One of the most exciting aspects of Minor Hotels' rebrand is its focus on a more personalized and user-friendly digital experience. The company has relaunched minorhotels.com as a consumer-centric platform, allowing travelers to book stays at any of Minor’s 560+ properties worldwide. With a simplified interface, the site now offers rich destination content, making it easier than ever to plan and book trips.

Adding to the convenience is the launch of the Minor Hotels mobile app. This new app allows users to book stays, manage reservations, and access local destination guides, all in one place. Guests can also use the app during their stay to interact with hotel staff, request services, and personalize their experience on the go. As the platform evolves, Minor Hotels plans to introduce even more features, including personalized wellness offerings and dining options based on user preferences.

Streamlining the Loyalty Program with Minor DISCOVERY

NH Collection Helsinki Grand Hansa

Minor Hotels is also simplifying its loyalty program. Previously divided by brand, the GHA DISCOVERY program has now been consolidated into Minor DISCOVERY. This unified loyalty program offers guests access to a host of benefits across Minor’s entire portfolio of brands, including Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks, and Tivoli.

Members of Minor DISCOVERY can earn up to 7% back in DISCOVERY DOLLARS (D$), enjoy exclusive member rates, and gain access to live local offers, all available via the Minor Hotels app. To celebrate the launch of the new program, Minor DISCOVERY is offering a special promotion where new members can unlock $100 in DISCOVERY DOLLARS by completing two stays at any Minor Hotels property.

New Opportunities for Business and Professionals

Minor Hotels is not just focusing on consumer-facing initiatives but also on improving its B2B proposition. The introduction of Minor PRO, a new program dedicated to business professionals, event planners, and travel agents, provides tailored services and solutions for corporate clients. By consolidating existing programs like NH PRO, Anantara Journeys, and Oaks Professionals, Minor Hotels ensures that its professional customers can access a broad range of services and products designed to meet their needs.

Looking Ahead: A Vision for Growth and Innovation

The rebranding of Minor Hotels is a major milestone in the company’s evolution, particularly as it prepares for the addition of nearly 300 properties to its portfolio by 2027. With its global footprint expanding through the 2018 acquisition of NH Hotel Group, Minor Hotels is poised for even greater success. Its focus on digital innovation, streamlined loyalty, and a cohesive brand identity will undoubtedly resonate with travelers and owners alike.

For more information about Minor Hotels and to experience their new digital platforms, visit minorhotels.com.