Minor Hotel Says UK Growth is Necessary, While US Business Expands

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Swagata Dey

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September 12, 2026 22:25 GMT+5:30

Image Credit: Minor Hotel

Minor Hotel Says UK Growth is Necessary, While US Business Expands as the hospitality group focuses on strengthening its international market presence, increasing brand awareness and creating new business opportunities. The reason behind the need for UK Growth is Minor Hotels’ aim to attract more UK travellers and business clients to its European properties while continuing to benefit from strong demand from the US Business market. According to Pia Möller from Minor Hotels Group Germany, the company already welcomes many clients from the United States but wants to improve engagement with the UK market. Speaking during an exclusive interview at IMEX Frankfurt 2026, Minor Hotels highlighted its wider strategy of promoting its brands beyond NH Hotels, developing new opportunities and responding to changing hospitality trends, including evolving MICE demand and the rise of bleisure travel.

Minor Hotels Group Highlights Brand Expansion, UK Growth and Changing MICE Trends at IMEX Frankfurt 2026

Minor Hotels Group is using IMEX Frankfurt 2026 as a key platform to strengthen brand awareness, connect with global clients and explore new business opportunities, according to Pia Möller and Jan Hummel from Minor Hotels Group Germany.

In an exclusive interview with Travel And Tour World, recorded live at IMEX Frankfurt 2026, the representatives discussed the company’s goals, market opportunities, changing MICE booking patterns and the growing influence of bleisure travel.

The interview highlighted Minor Hotels Group’s focus on increasing awareness of the wider Minor brand portfolio beyond NH Hotels, attracting more business from markets such as the UK and strengthening relationships through face-to-face industry connections.

Why Does Minor Hotels Value IMEX Frankfurt as a Major Business Platform?

Pia Möller and Jan Hummel described IMEX Frankfurt as one of the most important events for meeting existing clients, connecting with potential partners and creating new business opportunities.

Möller explained that she was looking forward to the event because of the quality of connections it creates.

“I’m feeling very well because I’m very looking forward for IMEX. It’s all the time the best connection for the year because we meet our clients and something new to potential,” she said.

Jan Hummel also highlighted the importance of the event within Germany’s hospitality and business travel landscape.

“IMEX for me as well is actually the biggest event here in Germany that we have where we meet all our clients, meet new clients and yeah have a good time as well,” Hummel explained.

The representatives emphasised that personal interaction remains important in hospitality, where relationships and direct conversations play a major role in developing business partnerships.

How Is Minor Hotels Working to Increase Brand Awareness Beyond NH Hotels?

One of the main goals discussed during the interview was increasing awareness of the Minor Hotels brand.

Möller explained that while NH Hotels has stronger recognition among customers, Minor Hotels wants to communicate more about the wider group and its different brands.

“The whole company goals are that we need to be well known because Minor as a brand is not well known by now,” she said.

She explained that many customers currently associate the company more strongly with NH Hotels.

“It’s only the NH focus more of the hotels and as we’re under the umbrella of Minor we want to share a little bit more about our brands which are under the umbrella of that,” Möller added.

Minor Hotels is therefore focusing on:

• improving overall brand recognition,
• promoting its wider portfolio,
• introducing new brands,
• creating stronger market awareness.

What Are Minor Hotels’ Goals for Future Business Growth?

Minor Hotels is also focused on generating more business opportunities through stronger market engagement.

Möller explained that increasing brand visibility and introducing new brands are important parts of the company’s future strategy.

“We will also place new brands. So this is also a focusing point that we have on the goals,” she said.

The company aims to use platforms such as IMEX Frankfurt to connect with potential clients and increase awareness among travel and business communities.

The event provides an opportunity for Minor Hotels to introduce its portfolio to new audiences and strengthen relationships with existing partners.

Why Is the UK Market an Important Opportunity for Minor Hotels?

Minor Hotels explained that while the company welcomes business from all markets, the UK represents an important opportunity for future growth.

Möller highlighted that the company already receives strong business from the United States but would like to increase UK engagement.

“We love every client who was coming,” she said.

“We have a lot coming from the US by now and we would love to have more from the UK business,” she added.

She explained that one reason for this focus is the current hotel presence in the UK.

“We don’t have that much hotels over there at the moment but we want to get the UK market be better booking us in the other European countries,” Möller said.

The goal is to encourage more UK travellers and business customers to choose Minor Hotels properties across Europe.

How Are MICE Booking Trends Changing for Hotels?

During the interview, Minor Hotels highlighted changing booking behaviours within the MICE sector.

The representatives explained that the industry is experiencing a mix of short-term and long-term booking patterns.

One major trend is that some bookings are arriving much closer to the travel date.

“They are having short terms which are coming very directly until two weeks or three weeks or four weeks in advance only,” Möller explained.

However, trade fair-related business often requires longer planning periods.

“If you have booking on the trade fair business is more on the long-term way,” she said.

This creates a balance between immediate demand and long-term planning.

Hotels must adapt to both:

• short-term MICE requests,
• planned trade fair bookings,
• changing client expectations.

How Is Bleisure Travel Influencing Business Travel Demand?

A major trend discussed during the interview was the rise of bleisure travel, where business travellers combine work trips with leisure experiences.

Möller explained that travellers increasingly want to add leisure elements to their business journeys.

“A pleasure trend is coming like clients want to have like leisure also when they are traveling,” she said.

Hummel agreed, highlighting that leisure elements are becoming more visible in business travel patterns.

“Definitely the pleasure part is coming out as well,” he said.

The trend reflects changing traveller expectations, where business trips are no longer only focused on meetings but can also include personal experiences and extended stays.

Why Are Face-to-Face Meetings Still Important in Hospitality Business?

The Minor Hotels representatives emphasised that physical events like IMEX Frankfurt remain valuable because they allow businesses to build stronger relationships.

They explained that digital communication cannot fully replace direct meetings.

“It’s very cool to meet everybody here,” one representative said.

They highlighted that meeting people personally creates stronger connections compared with only communicating through digital channels.

“This is the best connection to see faces and you are immediately calling faces more than you call a number or a client which you only see on an email address,” they explained.

For Minor Hotels, IMEX Frankfurt provides an important opportunity to maintain relationships, meet new partners and understand market trends directly.

Key Takeaways From Minor Hotels Group at IMEX Frankfurt 2026

Conclusion

Minor Hotel Says UK Growth is Necessary, While US Business Expands as the hospitality group balances strong existing markets with new international growth opportunities. The reason behind prioritising UK Growth is the company’s ambition to increase recognition among UK travellers and business customers while encouraging more bookings across its European hotel portfolio. At the same time, expanding US Business continues to provide an important foundation for Minor Hotels’ global strategy. Insights shared at IMEX Frankfurt 2026 show how the company is adapting to changing hospitality trends, including shorter MICE booking windows, rising bleisure demand and the importance of direct client relationships. By strengthening its UK presence while maintaining momentum from the US market, Minor Hotels aims to build a broader international customer base and create sustainable growth opportunities across its expanding hospitality portfolio.