By Orit Naomi, HTN staff writer - 3.29.2025
Minor Hotels, a Bangkok-based global hospitality group, has embarked on a comprehensive rebranding initiative aimed at unifying its diverse portfolio under a single master brand. This strategic move seeks to enhance guest experiences, streamline digital interactions, and solidify the company’s position in the global market.
The rebranding effort consolidates Minor Hotels’ eight distinct brands—Anantara, Avani, Elewana Collection, NH Hotels, NH Collection, nhow, Oaks, and Tivoli—under the overarching Minor Hotels identity. Each brand retains its unique character and dedicated website while benefiting from the collective strength and recognition of the parent brand. To assist guests in navigating the diverse offerings, the portfolio has been organized into three categories: Luxury, Premium, and Select.
A key component of this rebranding is the introduction of a new visual identity. The redesigned logo features an arrowhead within the letter ‘M,’ symbolizing direction and exploration, reflecting Minor Hotels’ commitment to guiding guests toward enriching experiences. This updated visual theme extends across a refreshed color palette, typography, and imagery, all aligned with the brand’s essence of delivering “What Matters Most” to stakeholders.
In tandem with the visual overhaul, Minor Hotels has relaunched its website to provide a more consumer-centric platform. The new site enables guests to book stays across all properties, offering a seamless interface for exploring over 560 locations worldwide. Additionally, the company has introduced a unified mobile app, consolidating functionalities previously spread across individual brand apps. This app allows travelers to book accommodations, manage reservations, and access destination information, enhancing convenience and engagement.
The rebranding also encompasses the integration of loyalty programs into Minor DISCOVERY, merging previous schemes like Anantara DISCOVERY and NH DISCOVERY. This unified program offers members benefits such as up to 7% in DISCOVERY Dollars, exclusive member rates, and local offers, all accessible through the new app. To celebrate the relaunch, new members can earn $100 in DISCOVERY Dollars after completing two stays at Minor Hotels properties.
For business clients, event planners, and travel agents, Minor Hotels has introduced Minor PRO, a platform that consolidates professional services and programs. This initiative aims to simplify access to corporate booking tools and resources, enhancing the company’s B2B engagement.
Over the past decade, Minor Hotels has undergone a sweeping digital transformation aimed at supporting its global expansion and improving both operational efficiency and the guest experience. Recognizing early on the strategic importance of technology, the company began overhauling its core systems in 2013—including ERP, e-commerce, and property management platforms.
This transformation has included the rollout of innovative guest-facing technologies like mobile check-in, smart tablets, and voice-activated room controls, along with sustainability-focused paperless workflows. Last year, to improve financial management, Minor partnered with Kyriba to implement a centralized treasury system, streamlining liquidity, forecasting, and payments. Meanwhile, the adoption of Oracle’s OPERA Cloud PMS has accelerated system deployments, unified guest profiles, and delivered real-time analytics to inform revenue and marketing decisions.
Minor Hotels’ rebranding and digital transformation efforts align with broader trends in the hospitality industry, where major hotel groups are increasingly leveraging technology to enhance guest experiences and operational efficiency. For instance, Accor, a global leader in the hospitality industry, has redefined the hotel experience through comprehensive digital transformation strategies. The group’s commitment to innovation includes mobile-first initiatives, IT infrastructure optimization, and cutting-edge AI services aimed at surpassing customer expectations and fortifying its market position.
Similarly, Marriott International has explored blockchain applications for secure guest identity management, aiming to enhance data security and streamline operations. This initiative reflects a growing emphasis on leveraging emerging technologies to address evolving guest expectations and operational challenges.
Minor Hotels’ strategic rebranding and digital transformation initiatives underscore the company’s commitment to innovation and its focus on delivering meaningful hospitality experiences that cater to the evolving needs of modern travelers. By unifying its brands under a master brand and integrating advanced technologies, Minor Hotels aims to strengthen its identity, improve operational efficiencies, and deliver consistent, high-quality experiences to guests worldwide.