Minor Hotels to Unveil Masterbrand and Unify 8 Chains on One App
Photo Credit: Minor Hotels has a new main website and umbrella, or parent, brand for its portfolio of hotel chains. Minor Hotels
Skift Take
Thailand's Minor Hotels is tired of running eight different hotel apps, and customers are tired of downloading them. Moving to an umbrella brand makes sense. The company can consolidate its tech, better recognize its most loyal customers, and drive more direct bookings.
Minor Hotels is pivoting to a "masterbrand" approach, unifying its eight hotel chains under a single umbrella brand and app.
"Up until now, each of the brands has had an app. What's up with that? That's crazy," said Ian Di Tullio, global chief commercial officer. "Many people don't visit every year."
Soon, all customers will use just one unified mobile app branded Minor Hotels, which has quietly soft-launched in app stores.
"This fits with our aspiration to be a top-10 global hospitality organization while maintaining a value-driven approach to growth," Di Tullio said. The Bangkok-based operator of nearly 600 hotels plans to run about 1,000 within five years.
Hotel Avani Palazzo Moscova Milan, part of Minor Hotels. More Hotel Brands ComingSkift has heard f
