How Minor Hotels Is Reimagining Global Travel With A Unified Masterbrand Identity

Published on March 27, 2025

Minor Hotels unveils bold masterbrand transformation to unify guest experiences, elevate digital presence, and define global identity

Minor Hotels has launched a sweeping new masterbrand strategy that redefines its presence in the global hospitality landscape. Designed to create a seamless guest experience, strengthen its digital offerings, and solidify its identity across markets, the transformation marks a major milestone in the company’s evolution.

This strategic rebrand brings together eight distinct hotel and experience brands under a single, cohesive umbrella—without diluting their individual character. The move sets the foundation for Minor Hotels’ growth ambitions through 2027, positioning the group as a connected and forward-thinking force in global travel.

The brand overhaul follows Minor Hotels’ acquisition of NH Hotel Group in 2018, a pivotal moment that significantly extended its reach across Europe and the Americas. Today, the group operates more than 560 properties across 58 countries. With this masterbrand shift, Minor Hotels is presenting itself not just as a collection of brands but as a unified experience provider committed to delivering “what matters most” to guests, partners, and employees around the world.

A new visual identity with purpose and direction

Central to the rebranding effort is a bold new visual identity. The redesigned logo now features a directional arrow subtly embedded in the “M” of Minor Hotels—a symbol of progress and discovery. The updated branding is supported by dynamic colors, contemporary typography, and immersive imagery that underscores the group’s focus on meaningful travel and authentic guest journeys. This fresh visual language will be seen across the brand’s online platforms, advertising, and hotel environments worldwide.

Eight brands, three tiers, one vision

The masterbrand architecture aligns all eight of the group’s hotel brands—Anantara, Avani, Elewana Collection, NH Hotels, NH Collection, nhow, Oaks, and Tivoli—under one strategy while preserving their unique identities and dedicated websites. To simplify the booking experience, Minor Hotels has categorized its portfolio into three guest-centric tiers: Luxury, Premium, and Select. This tiered structure helps travelers easily identify the offering that best suits their needs, whether they seek opulence, comfort, or value.

Reimagined digital platforms for seamless travel planning

A major part of this transformation is the launch of a fully redesigned consumer website, minorhotels.com. For the first time, travelers can access destination content, browse the full brand portfolio, secure reservations, and discover exclusive deals from a single digital home. The new website replaces the company’s former corporate-focused domain and delivers a user-first experience optimized for global travelers.

Complementing the website is a new unified mobile app, designed to enhance the guest experience before, during, and after their stay. The app enables bookings, itinerary management, destination exploration, and real-time service requests—all within one platform. Future app updates will introduce features like integrated dining options, wellness scheduling, and AI-driven personalization, all shaped by guest behavior and feedback.

Minor DISCOVERY loyalty program creates one rewarding experience

Minor Hotels has also revamped its loyalty program, bringing together brand-specific schemes like Anantara DISCOVERY and NH DISCOVERY into a single, all-encompassing platform: Minor DISCOVERY. Operating under the Global Hotel Alliance (GHA), the program continues to offer members exclusive perks, including 4–7% in DISCOVERY Dollars (D$), VIP rates, and curated local experiences. New members can now earn a $100 reward after completing just two eligible stays. The streamlined platform simplifies access to rewards and enhances guest recognition across all Minor properties.

Introducing Minor PRO for business and trade partners

For corporate clients, travel planners, and trade professionals, the rebrand introduces Minor PRO, a consolidated B2B platform replacing previous programs like NH PRO and Oaks Professionals. This all-in-one portal provides access to corporate bookings, event planning tools, trade partnerships, and professional support. By integrating services across its global portfolio, Minor PRO aims to provide greater efficiency and convenience for industry stakeholders.

With its masterbrand initiative now live, Minor Hotels is entering a new era—one where every touchpoint is connected, every guest interaction is intentional, and every journey is made more meaningful. This bold repositioning reflects the group’s commitment to innovation, authenticity, and delivering tailored experiences at every level of travel.

Minor Hotels is undergoing the most transformative brand evolution in its history—a bold step forward rooted in a legacy that began in 1978 when founder William E. Heinecke acquired the Royal Garden Resort in Pattaya, Thailand. From those humble beginnings, the company has grown into one of the world’s leading hospitality groups, celebrated for its rich diversity and strong regional identities across continents.

Rather than overshadowing the unique essence of its individual hotel brands, the new strategy strengthens them by bringing alignment, fostering innovation, and reinforcing shared values across the entire portfolio. Each brand retains its own distinct voice and culture while gaining the benefits of being part of a cohesive, future-focused masterbrand.

With global travel habits evolving rapidly, Minor Hotels is positioning itself to meet the needs of today’s guests—who crave convenience, tailored experiences, and authentic connections. This rebrand reflects a proactive vision: a streamlined digital experience, a unified loyalty platform, and a guest-first mindset designed to inspire memorable journeys.

By uniting its portfolio under one forward-looking identity, Minor Hotels isn’t just adapting to change—it’s leading it. This new chapter is built around clarity, connection, and care—for every traveler, in every destination, at every step of the journey.