An updated brand identity will be rolled out across existing properties and new acquisitions in Australia and New Zealand, including a refreshed food and beverage concept.
"The strategic shift will bring the full-service hotel and resorts experience to life, and will include mixed-use applications in property common areas," Minor Hotels announced.
Grab-and-go pantries stocked with travel essentials, local produce and branded merchandise will offer convenience while lobbies will serve barista-made coffee and freshly baked goods.
There will a focus on ‘family-style’ communal dining and a signature, gourmet lamington unique to each location.
Elevated bathroom amenities will feature a new signature scent of citrus, lavender, and eucalyptus.
The new brand identity will feature a new logo and colours palette, with vibrant yellow and signature Oaks stripe.
“The strategic repositioning of Oaks marks a pivotal step in elevating our position in the market," says Ian Di Tullio, Chief Commercial Officer, Minor Hotels, a master of corporate speak.
" With our revitalised service culture, and addition of lifestyle elements to contemporise our offer, we’re creating a more resonant brand experience for today’s travellers. In a sector that has remained largely undifferentiated, the transformation repositions Oaks for global growth, further strengthening confidence amongst our investors and developers.”
Dillip Rajakarier, Group CEO of Minor International, added: “This repositioning marks a significant step in the continued evolution of a brand that has earned its place in the hearts of travellers for more than 33 years.
"As we build on that legacy, we’re focused on creating meaningful, experience-led travel destinations meeting the needs of both our corporate and leisure guests. With over 55 Oaks properties and growing, this transformation reflects our long-term vision for sustainable growth and reinforces our commitment to delivering world-class hospitality.”
See oakshotels.com for more info.
