Minor Hotels Sets New Industry Benchmark by Introducing Four Innovative Brands and Entering the Soft Brand Arena for the First Time in Group History

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Minor Hotels has set a bold new benchmark in the global hospitality industry by unveiling four innovative hotel brands and marking its historic debut in the soft brand space. This strategic expansion reflects the group’s ambition to diversify its portfolio, appeal to a broader market spectrum, and strengthen its position in key international destinations. By introducing distinct brand identities tailored to luxury, premium, and select segments, Minor Hotels is not only responding to shifting traveler expectations but also pioneering new guest experiences that blend heritage, design, and flexibility. This move underscores the group’s commitment to innovation, adaptability, and long-term growth in an increasingly competitive hospitality landscape.

Minor Hotels Unveils Four Distinctive New Brands to Accelerate Global Expansion and Strengthen Its Soft Brand Portfolio

Minor Hotels, a globally recognized hotel owner and operator with a presence in 57 countries and more than 560 properties, has announced a bold enhancement of its brand lineup through the introduction of four new hotel brands. This strategic expansion marks a pivotal step for the group as it ventures further into new markets and broadens its appeal across the luxury, premium, and select hotel segments. Significantly, this development includes Minor Hotels’ entry into the soft brand arena for the first time.

The four new brands, each designed with a unique identity and guest experience in mind, include:

The Wolseley Hotels
Inspired by the heritage of the celebrated Piccadilly restaurant, The Wolseley Hotels emerges as a refined luxury brand. It encapsulates timeless British sophistication with an elegant European touch and global perspective. These hotels promise immersive experiences, where graceful hospitality meets intricate design and storytelling. Every Wolseley property offers a sanctuary of poise and cosmopolitan flair, curated with precision and style.

Minor Reserve Collection
As a luxury soft brand, the Minor Reserve Collection is tailored for discerning travelers seeking rare, character-rich accommodations that reflect individuality and sophistication. Each property within this collection has been chosen for its uniqueness and ability to deliver bespoke experiences. From the moment guests arrive, they are immersed in a stay that balances thoughtful innovation with heritage-driven service, ensuring a deeply personalized journey.

Colbert Collection
Positioned in the premium soft brand segment, the Colbert Collection is crafted for those who value exceptional cuisine and meaningful human connection. This global collection of independent hotels celebrates authenticity and individuality through food-driven experiences, cultural storytelling, and community-centered interactions. From curated itineraries to memorable culinary moments, Colbert properties create environments where people come together and connect through shared passions.

iStay Hotels
Designed for the select-service category, iStay offers a vibrant and budget-conscious experience for modern travelers. Emphasizing comfort, efficiency, and affordability, iStay properties are ideal for guests looking for hassle-free stays in major urban destinations. With a focus on clean design, seamless service, restful sleep, and smart technology, iStay delivers everything a traveler needs—without unnecessary frills.

These newly introduced brands will operate alongside Minor Hotels’ established names such as Anantara, Tivoli, Avani, NH Collection, Elewana Collection, Oaks, nhow, and NH Hotels. Together, they form a diversified brand ecosystem that reflects the company’s ambition to meet evolving traveler expectations while also creating new value for property owners.

The latest expansion follows the official evolution of the Minor Hotels masterbrand earlier in March 2025. This milestone introduced a unified branding platform aimed at boosting the group’s global visibility and operational synergy. Backed by substantial investment in digital infrastructure and enhanced distribution capabilities, this transition also streamlined guest engagement with the rollout of the Minor DISCOVERY loyalty programme—now covering all Minor Hotels brands under one umbrella.

This unified brand architecture is designed to give Minor Hotels a competitive edge, both in terms of scaling its global presence and strengthening relationships with hotel owners, guests, and travel partners. The launch of its new brand portfolio exemplifies the group’s focus on agility and innovation within a changing hospitality landscape.

By integrating these fresh concepts—especially its inaugural soft brands—Minor Hotels not only reinforces its brand diversity but also unlocks access to new development opportunities in markets where distinctive, experience-led hospitality is in high demand.

As the company continues its trajectory of growth, the introduction of The Wolseley Hotels, Minor Reserve Collection, Colbert Collection, and iStay reaffirms its commitment to shaping the future of travel, one unique stay at a time.

Ian Di Tullio, Chief Commercial Officer of Minor Hotels, commented, “We have meticulously crafted each new brand to capture specific opportunities in the market, enabling us to meet the evolving needs of modern travellers and owners alike. By expanding our brand offering to address new segments, we are empowering our partners, delighting our guests, and accelerating our global growth strategy. These additional brands are instrumental in helping us reach our growth target of 850 properties by the end of 2027.”

Minor Hotels sets a new industry standard by launching four dynamic hotel brands and entering the soft brand segment for the first time. This strategic move expands its global footprint while catering to evolving guest preferences across luxury, premium, and lifestyle segments.

Minor Hotels is currently engaged in advanced discussions to explore new development opportunities across all its brand portfolios. Initial property announcements for The Wolseley Hotels, Minor Reserve Collection, Colbert Collection, and iStay are anticipated to be unveiled in the near future.