Minor Hotels Unveils 4 New Brands in Global Expansion Push
Photo Credit: Minor Hotels properties featured in The White Lotus have seen a surge in bookings. Minor Hotels
Skift Take
The Bangkok-based company is betting on diversification across price segments, from luxury to budget accommodations, including its first foray into the fast-growing soft-brand category.
Minor Hotels, the Bangkok-based hospitality group, unveiled four new hotel brands on Thursday. The move is part of the group’s ambitious expansion plan to scale up to about 850 properties worldwide by the end of 2027, for roughly 50% growth.
The new brands are:
- The Wolseley Hotels, a luxury brand inspired by the iconic London restaurant that Minor bought in 2022. It includes a Wolseley-branded cafe or restaurant at each property.
- Minor Reserve Collection, targeting high-end independent properties.
- Colbert Collection, for upscale travelers who are focused on culinary experiences.
- iStay, a limited-service hotel brand that brings budget offerings to cities.
Minor expects to announce the first properties in the coming months.
The group already operates 9 established hotel brands, including Anantara, NH Collection, and Avani, across 57 countries. It also runs a range of services, such as luxury trains, riverboats, beach clubs, and a restaurant group.
“We have meticulously crafted each new brand to capture specific opportunities in the market,” said Ian Di Tullio, chief commercial officer.
The launch follows Minor Hotels’ masterbrand restructuring in March, which consolidated its loyalty program under the single Minor Discovery platform and upgraded digital infrastructure.
Minor Hotels CEO and Minor International Group CEO Dillip Rajakarier spoke at Skift Asia Forum in May.
