Minor Hotels has unveiled its evolution into a “guest-facing masterbrand.” The brand refresh marks a significant milestone for the group as it paves the way to add nearly 300 properties to its portfolio by the end of 2027. It also follows the 2018 acquisition of NH Hotel Group, now operating as Minor Hotels Europe & Americas, which tripled the group’s global footprint.
Minor Hotels’ new strategy brings its eight hotel brands—Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks and Tivoli—and travel experience brands together under the Minor Hotels banner.
Refreshed B2B Customer Proposition
Businesses, professionals, event planners and travel advisors will have a dedicated space in the newly created Minor PRO. The program encompasses all the products, services and communications for B2B audiences, including existing programs under hotel brand-specific names, such as NH PRO, Anantara Journeys and Oaks Professionals.
New Brand Identity
Guests will notice a fresh new look when they interact with the Minor Hotels brand through all consumer touch points, starting with digital and mobile platforms and other changes involving marketing and sales channels and at the group’s properties.
The group’s hotel brands will retain their brand identity, websites and marketing. Coinciding with the Minor Hotels rebrand, the group has updated its brand architecture to categorize its hotel brands into three segments—Luxury, Premium and Select. The group also plans to expand its hotel brand portfolio, with at least two additional brands launching later this year.
Upgraded Digital Experience
Furthermore, Minor Hotels has relaunched www.minorhotels.com as a consumer site, shifting its focus from a corporate and development-centric site. Guests find information on the group’s more than 560 properties as well as find destination information on the site.
Minor Hotels has also launched a new mobile app, creating a single app for all its brands, moving away from hotel brand-specific apps. Travelers can use the app to book stays, manage bookings and gather destination information. During their stay, guests can use the app to interact with hotel team members and request services.
Simplified Loyalty Program
Minor Hotels will continue to recognize its guests through the Global Hotel Alliance’s (GHA) loyalty program, GHA Discovery, under a new name: Minor Discovery. Minor Discovery will replace hotel brand-specific monikers—Anantara Discovery, Avani Discovery, NH Discovery, Oaks Discovery, Elewana Discovery and Tivoli Discovery—to streamline member access to one of the most transparent and rewarding hotel loyalty programs. Rewards and benefits for members of Minor Discovery are unchanged, including earning 4 to 7 percent back in Discovery Dollars, member rates, live local offers and perks, all accessible within the app.
Tip: To mark the new program’s launch, new Minor Discovery members can unlock $100 in Discovery Dollars by completing two stays at Minor Hotels properties.
Related Stories
Minor Hotels Aiming for 200 New Openings in Next Three Years
Now Open: Avani Museum Quarter Amsterdam Hotel