Minor Hotels introduces new master brand strategy to fuel growth and innovation

Minor Hotels has unveiled its evolution into a guest-facing master brand, supported by a new brand identity, enhanced digital experience, and simplified loyalty and B2B propositions to drive strategic growth.

This is the most comprehensive evolution in the company’s history and marks a key step for the global hospitality group, which plans to add nearly 300 properties to its portfolio by 2027. It follows the 2018 acquisition of NH Hotel Group, now operating as Minor Hotels Europe & Americas, which tripled the group’s global presence.

The brand evolution is guided by the aim of delivering what matters most to guests, team members, investors, owners, and partners. Minor Hotels’ new master brand strategy brings together its eight hotel brands – Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks, and Tivoli – under the…