Minor Hotels launches new masterbrand strategy designed to reshape the guest experience, elevate digital platforms, and streamline its global identity.
The rebrand unites eight diverse hotel brands and travel experience offerings under one powerful umbrella, aligning the group’s vision for growth through 2027.
The transformation follows the group’s acquisition of NH Hotel Group in 2018, which significantly expanded its footprint across Europe and the Americas. Now, with over 560 properties in 58 countries, Minor Hotels is repositioning itself not just as a group of brands, but as a cohesive masterbrand aimed at delivering “what matters most” to guests, partners, and team members worldwide.
One of the most visible changes is the new visual identity. The refreshed Minor Hotels logo features an arrowhead built into the letter “M,” symbolizing direction and discovery. It’s paired with a vibrant color palette, bold fonts, and photography that reflects the brand’s commitment to meaningful guest journeys. Guests will encounter this refreshed look across digital platforms, marketing, advertising, and on-property experiences.
The masterbrand now brings together the group’s eight existing hotel brands—Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks, and Tivoli—while allowing each brand to retain its own unique identity and website. Minor Hotels will also group these brands into three clear categories—Luxury, Premium, and Select—to help travelers easily choose the best fit for their travel style and needs.
Coinciding with this launch is the debut of a completely reimagined website, minorhotels.com. For the first time, guests can explore destination guides, book rooms across all hotel brands, and access exclusive deals from one centralized platform. The consumer-facing site marks a shift away from Minor Hotels’ previous corporate and development focus, giving guests a seamless, digital-first experience.
To complement the new website, Minor Hotels has also launched a single mobile app that brings all brands under one digital roof. Travelers can use the app to make bookings, manage their stays, explore local attractions, and even request in-hotel services during their visit. Ongoing upgrades to the app and website will integrate dining, wellness, and personalized recommendations, based on user feedback and preferences.
The loyalty program has also received a major upgrade. The former brand-specific programs such as Anantara DISCOVERY and NH DISCOVERY have now been unified under the name Minor DISCOVERY. The program continues to operate within the Global Hotel Alliance (GHA), offering guests 4–7% back in DISCOVERY Dollars (D$), exclusive rates, and access to local experiences. All benefits remain intact, but access is now streamlined through one platform, with new members eligible for a $100 reward after completing two qualifying stays.
For business clients, event organizers, and travel agents, Minor Hotels is introducing Minor PRO—a comprehensive B2B platform that replaces previously separate brand programs like NH PRO and Oaks Professionals. Minor PRO will serve as a one-stop shop for corporate bookings, event services, and travel trade partnerships, offering enhanced functionality and dedicated support.
Dillip Rajakarier, Group CEO of Minor International, emphasized that the rebrand is about more than aesthetics. It’s a long-term strategy focused on sustainable growth, guest satisfaction, and leveraging the strength of the company’s team and diversity. With nearly 300 new properties planned by the end of 2027, the rebrand positions Minor Hotels to be a globally recognized masterbrand across key markets.
The group’s rebranding initiative is the most significant in its history. It builds on a legacy that began in 1978, when founder William E. Heinecke acquired the Royal Garden Resort in Pattaya, Thailand. Since then, Minor Hotels has become one of the world’s largest hospitality groups, known for its diverse offerings and strong regional identities. The new strategy doesn’t replace the individual character of its hotel brands—it enhances them through alignment, innovation, and shared values.
As travel continues to evolve, Minor Hotels aims to stay ahead by focusing on what modern travelers want most: simplicity, personalization, and experiences that leave lasting impressions. Through its new masterbrand, digital transformation, and loyalty evolution, Minor Hotels is preparing for the future—one journey, one guest, and one discovery at a time.
