Minor Hotels to Expand Portfolio with Two New Brands Amid Commercial Evolution
The Thai hospitality group reveals plans for new luxury and upscale soft brands as part of a broader rebranding strategy.
Minor Hotels has announced its intention to introduce at least two new brands to its portfolio in 2025, positioning itself to capitalize on opportunities in the independent hotel market.
Ian Di Tullio, the chief commercial officer of Minor Hotels, stated that the initiative aims to convert independent hotel properties into branded hotels, improving distribution efficiency for hotel operators.
The forthcoming soft brands will include one in the luxury segment and another for upscale accommodations, providing a more flexible alternative compared to hard brands such as Anantara and Tivoli, which require meeting stringent heritage and criteria standards.
This strategic move is expected to appeal to a diverse group of hotel investors in Southeast Asia and the Middle East.
With over 560 properties across eight brands in 58 countries, Minor Hotels is poised to leverage its global reach amid evolving customer expectations and technological advancements.
The new master brand identity will enhance guest experiences and streamline bookings, offering travelers a unified platform through a newly launched website and mobile application, reflecting the integration of digital technology in the hospitality sector.
The group categorizes its hotel offerings into luxury, premium, and select segments, each maintaining distinct brand identities under the Minor Hotels umbrella.
As part of the Global Hotel Alliance loyalty program, the company's loyalty membership has been integrated into Minor Discovery, which boasts a membership base of over 30 million guests.
Additionally, Minor Hotels has rolled out the Minor Pro platform to cater to business-to-business clients, facilitating services for companies, event planners, and tourism representatives to drive direct bookings to its hotels.
The group's expansion strategy targets the addition of nearly 300 properties by 2027, primarily through management agreements and franchising, reflecting a commitment to growth despite ongoing global economic challenges.
Di Tullio noted the advantages of maintaining a balanced portfolio across various regions, providing more stability compared to competitors focused on single geographical markets.
As the hospitality industry continues to evolve, Minor Hotels seeks to reinforce its leadership position through innovative rebranding and expansion efforts.
Ian Di Tullio, the chief commercial officer of Minor Hotels, stated that the initiative aims to convert independent hotel properties into branded hotels, improving distribution efficiency for hotel operators.
The forthcoming soft brands will include one in the luxury segment and another for upscale accommodations, providing a more flexible alternative compared to hard brands such as Anantara and Tivoli, which require meeting stringent heritage and criteria standards.
This strategic move is expected to appeal to a diverse group of hotel investors in Southeast Asia and the Middle East.
With over 560 properties across eight brands in 58 countries, Minor Hotels is poised to leverage its global reach amid evolving customer expectations and technological advancements.
The new master brand identity will enhance guest experiences and streamline bookings, offering travelers a unified platform through a newly launched website and mobile application, reflecting the integration of digital technology in the hospitality sector.
The group categorizes its hotel offerings into luxury, premium, and select segments, each maintaining distinct brand identities under the Minor Hotels umbrella.
As part of the Global Hotel Alliance loyalty program, the company's loyalty membership has been integrated into Minor Discovery, which boasts a membership base of over 30 million guests.
Additionally, Minor Hotels has rolled out the Minor Pro platform to cater to business-to-business clients, facilitating services for companies, event planners, and tourism representatives to drive direct bookings to its hotels.
The group's expansion strategy targets the addition of nearly 300 properties by 2027, primarily through management agreements and franchising, reflecting a commitment to growth despite ongoing global economic challenges.
Di Tullio noted the advantages of maintaining a balanced portfolio across various regions, providing more stability compared to competitors focused on single geographical markets.
As the hospitality industry continues to evolve, Minor Hotels seeks to reinforce its leadership position through innovative rebranding and expansion efforts.
