Minor Hotels has introduced a significant transformation, unveiling a new guest-facing master brand designed to enhance its presence and drive strategic growth. This evolution includes a refreshed brand identity, an upgraded digital experience, and streamlined loyalty and B2B offerings.
This is the most comprehensive rebranding in the company’s history and represents a major milestone for the global hospitality group, which aims to expand its portfolio by nearly 300 properties by 2027. The brand evolution follows the 2018 acquisition of NH Hotel Group, now operating as Minor Hotels Europe & Americas, which tripled the group’s global footprint.
The new strategy consolidates Minor Hotels’ eight hotel brands—Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks, and Tivoli—under the Minor Hotels name. This unification highlights the group’s diverse offerings and strengthens its position among guests, team members, investors, owners, and partners.
The brand’s updated visual identity features an arrowhead integrated into the ‘M’ of the logo, symbolizing direction and guidance. The refreshed design includes a new color palette, fonts, and photography. The essence of the brand, “What Matters Most,” reflects the needs of today’s consumers, stakeholders, and team members.
Guests will engage with the Minor Hotels brand across digital platforms, mobile apps, marketing, sales channels, and on-property experiences. The brand will also increase its visibility through multi-brand communications and advertising efforts to raise awareness.
