Minor Hotels reveals masterbrand strategy with enhanced digital, loyalty focus

SOUTH AFRICA – Minor Hotels has launched a new masterbrand strategy featuring a refreshed brand identity, an improved digital experience, and streamlined loyalty and B2B propositions, which aims to drive strategic growth and elevate guest engagement.

Minor Hotels has unveiled a brand refresh, marking a significant milestone as the group aims to add nearly 300 properties to its portfolio by the end of 2027.

This evolution follows its 2018 acquisition of NH Hotel Group, now operating as Minor Hotels Europe & Americas, which tripled the company’s global footprint.

The rebrand is designed to enhance guest experiences, strengthen brand cohesion, and reinforce Minor Hotels’ positioning among stakeholders.

It unites its eight hotel brands, Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks, and Tivoli, under a unified masterbrand strategy while maintaining their distinct identities.

Additionally, Minor Hotels’ travel experience brands will now operate under the same umbrella, ensuring a seamless offering across its global network.

A key aspect of the refresh is the introduction of a dynamic new visual identity.

The Minor Hotels logo now features an arrowhead within the ‘M’, symbolizing direction, discovery, and adventure.

This is complemented by a refreshed color palette, signature brand fonts, and visually compelling photography.

The new brand essence, “What Matters Most,” aligns messaging with the evolving preferences of guests, investors, owners, and partners.

Guests will experience these changes across all touchpoints, from digital platforms and marketing channels to in-property branding.

The group will leverage multi-brand communications and advertising to enhance visibility and reinforce Minor Hotels’ overarching identity.

While individual hotel brands will retain their unique positioning and websites, they will benefit from the overarching Minor Hotels brand strategy.

As part of this transformation, the group has restructured its portfolio into three segments, Luxury, Premium, and Select, to guide travelers in choosing the right brand for their needs. Additionally, two new brands are set to launch later this year, expanding Minor Hotels’ diverse offerings.

A major digital overhaul accompanies the rebrand.

The relaunched minorhotels.com now serves as a consumer-focused platform, allowing guests to book any of the group’s 560+ properties in one place.

The company has also introduced a new mobile app, replacing individual brand-specific apps. This single app enables guests to book stays, manage reservations, access destination guides, and engage with hotel services in real time during their visit.

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.