Secondary hotels launch new brand identity to cheer on strategy

Minor Hotels has pushed its evolution toward a guest-facing master brand and reinforced its commitment to creating innovative and insightful hotel experiences that provide guests with what matters most.

The brand refresh marks a major milestone for global hotel groups 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 and now operates in Europe and America for small European hotels, which is triple the global reach of the group.

“The reimagined secondary hotel brand represents more than just a new identity. Our value-driven evolution, powered by an enhanced digital platform, streamlined loyalty programs and strong distribution strategies, reflects our ambition to deliver extraordinary recruiters among our guests and numerous partners, investors in your guests and classes. Excited to enter a new era of growth, small hotels will resonate with travelers as they do with our partners.”

The guiding principle behind brand evolution is to deliver the most important things to guests, team members, investors, owners and partners. Minor Hotels’ new Masterbrand Strategy brings its eight hotel brands – Anantara, Avani, Elewana Collection, NH, NH, NHOW, NHOW, OAKS and TIVOLI, the travel experience brand jointly introduces the group’s products under Minor Hotels Banner and consolidates the group’s interests.

New brand identity

The first thing guests will notice is the new look of Minor Hotels. The arrows in the “M” of the small hotel logo represent direction and guidance, pointing to the path of discovery, connection and adventure, and reflecting the role of minors in shaping meaningful guest journeys. The visual logo is completed with a refreshed palette, iconic brand fonts and compelling photography. The best of the new brand and the voice will match the needs and desires of today’s consumers, stakeholders and team members.

Guests will interact with secondary hotel brands through all consumer touchpoints, starting with digital and mobile platforms and other changes involving marketing and sales channels and secondary hotel properties. They can also expect to see secondary hotels more frequently through multi-brand communications and advertising, leveraging the power of their hotel brands to drive awareness of umbrella brands.

Minor Hotels’ hotel brands have unique features and products that will retain their brand identity, website and marketing. They will also benefit from the development of the overall small hotel brand completed simultaneously with the hotel brand. The group coincides with the minor hotel reinvention, which has updated its brand building to divide its hotel brand into three parts: Luxury, Quality and Choice – directs guests’ decisions about choosing the right brand for their travel needs. The group also plans to expand its hotel brand portfolio to meet the needs of guests and owners, with at least two additional brands launching later this year.

Upgraded digital experience

The group restarts MinorHotels.com As a consumer website, shifting its focus from corporate and development-centric websites. For the first time, guests can book over 560 properties in Minor Hotels on a secondary hotel website and find destination information.

Minor Hotels has also launched a new mobile app that creates a preferred app for all its brands and stays away from hotel-specific brands. Travelers can use the secondary hotel app to book accommodation, manage bookings and collect destination information. During their stay, guests can use the app to interact with hotel team members and request services to enhance their experience.

The group will continue to improve functionality and personalization MinorHotels.com and secondary hotel applications, including restaurants, spas and wellness products that integrate the group, and draw inspiration from user preferences and incorporate guest feedback.

A few findings under a simplified loyalty program

Secondary Hotels will continue to recognize its guests through GHA Discovery, the Global Hotel Alliance (GHA) loyalty program, and under the new name: Secondary Discovery. The secondary discovery will replace the nicknames of hotel-specific brands – Anantara Discovery, Avani Discovery, NH Discovery, Oaks Discovery, Elewana Discovery, Tivoli Discovery – simplifying member access to one of the most transparent and meaningful hotel loyalty programs. Rewards and benefits for minor discovery members have not changed, including earning 4-7% of revenue at the discovery dollar ($1 = $1), exclusive membership rates, on-site local quotes and elite allowances, all of which are conveniently accessible in the app.

To mark the release of the new plan, new secondary discovery members can unlock $100 of discovery dollars by completing two accommodations in the secondary hotel property. To register and learn more about the promotion, members can visit MinorHotels.com.

Refresh B2B customer proposition

Businesses, professionals, event planners and travel agencies will have a dedicated space among newly created secondary professionals. The program covers all products, services and communications for B2B audiences, including existing programs under hotel-specific brand names such as NH Pro, Anantara Journeys and Oaks Professionals. Minor Pro will provide solutions for professional customers that meet their needs.

Dillip Rajakarier, CEO of the Group of Small International Small International Small International, the parent company of Minor Hotels, added: “Minor Hotel Reshaping is a natural progress for us, building on a success story spanning fifty years. It’s not just about driving revenue and profitability; it’s about leveraging our diversity, our knowledge and team growth to achieve our diversity and team experiences to achieve all travel and gain all the scope of business in all travels. It will help us strengthen our position in the hospitality industry and help us achieve growth ambitions.”

Brand refresh is the most comprehensive development of hotels in the company’s history. The origins of Minor Hotels date back to 1978 when founder William E. Heinecke purchased the Royal Garden Resort in Pataya, Thailand. Since then, the secondary hotel has become one of the largest hotels in the world with more than 560 properties in 58 countries, driven by the expansion of the local luxury Anantara and Premium Lifestyle Avani brands, and has acquired NH, NH, NH, NH, NH, NH, NH, NH, NH, NH, NH, NH, NH, NH and NH HOW and NHOW of Elewana Collection, Oaks, Tivoli, Tivoli, Tivoli and NH Hotel Group and NH Hotel Group.