Minor Hotels makes major changes to its Oaks brand

Minor Hotels has announced a change of direction for its Oaks brand, which will shift away from serviced apartments to become a full-service hotel, resorts and suites.

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.

Renowned chef to lead a dance into the future

 

Food and dance are not natural bedfellows but I am told that a renowned chef is set to link up with the Queensland Ballet.

The Thomas Dixon Centre in West End, home of Queensland Ballet, the Van Norton Li Community Health Institute and Ausdance Queensland, ise set to name a famous chef to oversee its culinary offerings. 

VenuesLive, the new hospitality partner for the Thomas Dizon Centre, says it is "ready to create an exciting new dining, function and event destination in Brisbane".

Managing director Daryl Kerry said VenuesLive was committed to delivering world-class culinary experiences in Thomas Dixon Centre’s dining and event settings.

“Our vision is to curate immersive experiences across all spaces, elevating the overall ambiance and creating lasting memories for all who visit,” he said.

VenuesLive says it will partner with "a celebrated Australian chef"  to create "a stunning new restaurant experience" for Brisbane. 

The centre’s café will feature innovative menus in line with culinary trends while prioritising locally sourced, fresh, and seasonal ingredients. Additionally, a market section will offer artisanal products, baked goods, take-home meals, and high-end grab-and-go items.

VenuesLive also aims to bring Thomas Dixon Centre to life as a venue for a variety of events, from corporate functions to private celebrations, with a new function and events menu offering. 

“Our approach very much focuses on customisation and collaboration to suit our clients’ specific needs and preferences," says Kerry. 

"But the creative foundations of Thomas Dixon Centre, with its spectacular rooftop terrace with city views, a dramatic theatre and unique event spaces gives us the opportunity to create unforgettable experiences along with culinary excellence.” 

Queensland Ballet chair Brett Clark said the partnership will enable Thomas Dixon Centre to be activated as a cultural, lifestyle and foodie destination, offering a distinct and memorable experience. 

“When we designed Thomas Dixon Centre, we placed people at its core. Yes, our artists and arts workers but also others who might be interested in a living, breathing home where creativity thrives,” he said.

“In the arts, we’re all about connecting with emotion and experience. Welcoming VenuesLive now means that we can deepen that experience within our own home. This immersive experience is what we hoped to be able to provide for as many people as possible.”

A building that started its life as a shoe factory in 1908, the Thomas Dixon Centre has been transformed into a world-class performing arts destination and cultural precinct. It features a state-of-the-art 350-seat theatre, rooftop terrace, public art and multiple function spaces, as well as dance studios, a wardrobe workshop and arts’ workers spaces.

I’m assured the chef will be named soon.