Minor Hotels has announced a major brand transformation, shifting toward a more consumer-focused identity and unveiling a refreshed look, upgraded digital platforms, and a streamlined loyalty program. The move marks a strategic milestone as the global hotel group prepares to add nearly 300 new properties by the end of 2027.
The evolution follows the group’s 2018 acquisition of NH Hotel Group — now operating as Minor Hotels Europe & Americas — which tripled its international presence. Today, Minor Hotels unites eight distinctive hotel brands under one umbrella: Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks, and Tivoli.
A New Look and Message
The updated brand identity features a modernized logo with an arrowhead embedded in the “M,” symbolizing direction, discovery, and connection. The group’s new essence — What Matters Most — will be reflected across digital, marketing, and on-property experiences. While each hotel brand will retain its own character, they will collectively benefit from the unified brand’s increased visibility in global campaigns.
Digital Transformation
The relaunched minorhotels.com now serves as a one-stop booking platform for all 560+ properties worldwide, complemented by a new mobile app consolidating all hotel brands. Guests can book stays, manage reservations, request services, and access destination content in a single place. Future updates will integrate dining, spa, and wellness bookings tailored to guest preferences.
Simplified Loyalty: Minor DISCOVERY
The group’s loyalty program has been rebranded from brand-specific versions to a single unified name — Minor DISCOVERY. Members continue to enjoy 4–7% back in DISCOVERY Dollars, exclusive rates, and personalized offers, now accessible across all brands within the app.
Chief Commercial Officer Ian di Tullio said the changes “represent much more than a new identity,” emphasizing that the strategy aims to deliver extraordinary hotel experiences while reinforcing Minor Hotels as a trusted partner for owners and investors.
With new brand architecture dividing properties into Luxury, Premium, and Select segments — and plans to launch at least two additional brands by year’s end — Minor Hotels is positioning itself for rapid global growth while putting guests firmly at the center of its vision.
