Minor Hotels aims for significant growth by 2027
- Minor Hotels is unifying its brands under one name to improve recognition among consumers.
- The company plans to add over 300 hotels to its global network by 2027, with a focus on luxury and premium segments.
- This rebranding and expansion position Minor Hotels to become a major player in the global hospitality industry.
In Thailand, Minor Hotels is undertaking a major rebranding initiative that will see its various hotel brands unified under a single name. This strategy aims to enhance consumer recognition and improve brand visibility among potential customers. The company's approach, termed a 'guest-facing pivot,' intends to make Minor Hotels less of a behind-the-scenes name and more of a prominent choice for travelers who might be unfamiliar with their properties, many of which are located in Asia. By focusing not only on business-to-business relationships but also on direct consumer opportunities, Minor Hotels is positioning itself for a broader market reach. By the year 2027, Minor Hotels has announced plans to incorporate over 300 hotels into its global portfolio. Notably, about one-third of these properties will cater to the luxury segment, aligning with established brands such as Anantara, Tivoli, and the Elewana Collection. In addition to luxury offerings, the company is placing emphasis on premium segments which can appeal to both business and leisure travelers through brands like NH Collection, nhow, and Avani. The remaining portion of this significant expansion will consist of various hotel types, including many conversions from existing brands. The rebranding movement extends to Minor's loyalty program, which will now be known as Minor DISCOVERY. This new program aims to consolidate the loyalty initiatives associated with each specific hotel brand (e.g., Anantara DISCOVERY and Tivoli DISCOVERY) into a unified system, simplifying the process for members who earn and redeem points. By enhancing clarity and streamlining operations, the company hopes to foster increased engagement with its customer base. This strategy intends to underscore the linkage among all Minor Hotels properties and ensure a consistent experience across the board. Furthermore, the rebranding effort is reflective of Minor's goal to emerge as a formidable entity in the competitive global hospitality landscape. With the consolidation of its brand identity, the company is likely better equipped to become a choice brand for travelers worldwide. Stakeholders believe that by improving brand visibility and leveraging its diverse portfolio, Minor Hotels can not only attract new customers but also retain existing clientele looking for a distinctive travel experience.