Hotel group goes large with four new brands

 

I can’t think of anything the world needs less of than more new hotel brands.

Minor Hotels, a leading global hotel owner and operator with more than 560 properties across 57 countries, disagrees.

Minor this week announced the strategic expansion of its brand portfolio with the addition of four new hotel brands, including the group’s first “soft” brands.

It says the newly launched brands will support Minor Hotels’ continued growth by enabling it to expand into new markets and provide distinctive hospitality offerings across the luxury, premium and select segments.

Soft brands are a hybrid between independent hotels and core-branded properties.  

The new brands include:

The Wolseley Hotels: a luxury brand that will blend British elegance with European flair and global influence. The aim is to create "elegant, immersive spaces that hum with the rhythm of cosmopolitan life".

Minor Reserve Collection: A "luxury soft" brand, Minor Reserve Collection is designed for travellers who seek "thoughtful, tailored stays that balance innovation and time-honoured hospitality".

Colbert Collection: A "soft" brand in the premium segment, will be aimed at those with a passion for "culinary excellence and genuine social connections". 

iStay Hotels: Will offer stays that are "fun and affordable, comfortable and convenient, delivered with minimal fuss". 

These brands join Minor Hotels’ existing portfolio of hotel brands - Anantara, Elewana Collection, Tivoli, NH Collection, Avani, nhow, NH and Oaks. 

“We have meticulously crafted each new brand to capture specific opportunities in the market, enabling us to meet the evolving needs of modern travellers and owners alike," says Ian Di Tullio, Chief Commercial Officer of Minor Hotels. 

"By expanding our brand offering to address new segments, we are empowering our partners, delighting our guests, and accelerating our global growth strategy. 

"These additional brands are instrumental in helping us reach our growth target of 850 properties by the end of 2027.”

The first property announcements for The Wolseley Hotels, Minor Reserve Collection, Colbert Collection and iStay are expected in the coming months.