Minor Hotels, a leading hospitality group based in Bangkok, is embarking on a bold rebranding initiative designed to unify its portfolio under a single global master brand. This strategic move aims to refine the guest experience, simplify digital interactions, and further strengthen Minor Hotels’ competitive position in the global hospitality market.
The company’s extensive portfolio, which includes brands like Anantara, Avani, Elewana Collection, NH Hotels, NH Collection, nhow, Oaks, and Tivoli, will now operate under the umbrella of Minor Hotels. While each individual brand retains its distinct identity, the overarching parent brand will foster greater recognition and cohesion across all offerings. The portfolio is categorized into three tiers: Luxury, Premium, and Select, helping guests easily navigate the company’s diverse accommodations.
A central feature of the rebranding is a revamped visual identity. Minor Hotels’ new logo, incorporating an arrowhead within the ‘M,’ symbolizes direction and exploration, reflecting the company’s mission to guide guests to memorable and enriching experiences. Along with this, the refreshed visual theme brings updated typography, colors, and imagery to reflect the company’s commitment to delivering value and exceptional experiences. 
In conjunction with the rebranding, Minor Hotels has launched a redesigned website and mobile app to offer a seamless digital experience. Guests can now explore and book stays across Minor Hotels’ global portfolio, which spans more than 560 locations. The integrated mobile app consolidates functionalities from several individual brand apps, enabling guests to manage reservations, access destination details, and complete bookings with ease.
The company has also integrated its loyalty programs into the new Minor DISCOVERY platform. Merging previous schemes like Anantara DISCOVERY and NH DISCOVERY, the new unified program offers members various benefits, including up to 7% in DISCOVERY Dollars and exclusive member rates, all available through the app. To celebrate the launch, new members can earn $100 in DISCOVERY Dollars after two stays at Minor Hotels properties.
For business clients, event planners, and travel agents, Minor Hotels introduces Minor PRO, a platform that consolidates corporate booking tools and services, streamlining B2B engagement and providing tailored solutions for professional clients.
Minor Hotels’ ongoing digital transformation began a decade ago, focusing on system upgrades that included ERP, e-commerce, and property management platforms. The company has since implemented a range of guest-facing technologies such as mobile check-in, smart room controls, and voice-activated devices. Sustainability initiatives, including paperless workflows, further enhance the company’s commitment to operational excellence.
In 2024, Minor Hotels partnered with Kyriba to optimize its treasury functions, improving liquidity and financial management, while adopting Oracle’s OPERA Cloud PMS to enhance system deployment and real-time analytics. These technological advancements align Minor Hotels with the broader hospitality industry’s trend of embracing innovation to improve guest experiences and streamline operations.
The rebranding and digital initiatives are aligned with global hospitality trends, seen in companies like Accor and Marriott, which are also driving digital transformations. These efforts reflect the industry’s push to leverage technology in responding to evolving customer demands and operational challenges.
Through this major rebranding and technology integration, Minor Hotels reinforces its commitment to providing exceptional and innovative hospitality experiences, setting the stage for continued growth and market leadership in the evolving travel landscape.
