Minor Hotels has announced the launch of Colbert Collection, a new premium soft brand designed to bring together independent hotels under a shared philosophy centred on cultural connection and experiential travel.
The brand targets travellers seeking emotionally driven experiences, with a focus on individuality, culinary storytelling and a strong sense of place.
Inspired by European café culture and hospitality heritage
Colbert Collection draws its identity from the atmosphere of Parisian boulevard cafés and the original Colbert bistro in London, part of The Wolseley Hospitality Group, which is owned by Minor International.
The concept emphasises conviviality, shared experiences and the role of food and culture in shaping memorable stays. Each hotel within the collection will retain its distinct identity, while aligning with a broader brand sensibility described as refined, expressive and culturally rooted.
A soft brand built around emotion and individuality
At the core of the Colbert Collection are three guiding pillars:
The art of gathering – encouraging social connection through shared cultural and culinary experiences
The art of place – embedding each property within the creative and historical context of its destination
The art of taste – positioning food and drink as central storytelling elements
The model allows independent hotels to maintain their individuality while benefiting from Minor Hotels’ global distribution, operational systems and commercial infrastructure.
Chief executive Dillip Rajakarier said the launch reflects changing traveller expectations and new opportunities within the premium segment.
“Colbert Collection represents a new chapter for Minor Hotels,” he said, highlighting its appeal to both guests and owners seeking flexibility alongside global support.
Strengthening Minor Hotels’ asset-light growth strategy
The new brand forms part of Minor Hotels’ broader expansion strategy, which increasingly prioritises asset-light growth through management and franchise agreements.
Colbert Collection joins an extensive brand portfolio that includes Anantara, Tivoli, Avani, NH Collection and nhow, among others, expanding the group’s offering in the fast-growing soft brand segment.
The model is particularly aimed at independent hotel owners looking to improve commercial performance while retaining brand identity, supported by access to global sales channels, revenue management systems and loyalty platforms.
First launch planned in Italy with global expansion to follow
The Colbert Collection will debut in Italy in spring 2026, with further expansion planned across culturally rich destinations including the United Kingdom, Spain, Austria and the United Arab Emirates.
The rollout underscores Minor Hotels’ ambition to scale its global presence while catering to a growing segment of travellers seeking more personalised, design-led and culturally immersive hospitality experiences.
Positioned for a growing premium soft brand segment
With Colbert Collection, Minor Hotels is entering a competitive but rapidly expanding segment where flexibility, storytelling and local authenticity are becoming key differentiators.
By combining independent character with global operational backing, the group is positioning the new brand as a platform for both owners and travellers seeking a more nuanced and experience-led approach to hospitality.
