Minor Hotels has undertaken a major rebrand as the global hotel group gears up to add nearly 300 properties to its portfolio by the end of 2027.

The group’s new masterbrand strategy brings its eight hotel brands – Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks and Tivoli – together under a refreshed Minor Hotels banner. The hotels are now clearly delineated into Luxury, Premium and Select categories.

Ian Di Tullio, Chief Commercial Officer at Minor Hotels, said the rebrand is in line with a guest-facing pivot focused on enhanced digital platforms, a streamlined loyalty programme and a strengthened distribution strategy.

“By uniting our brands under the Minor Hotels masterbrand, we’re excited to enter a new era of growth where Minor Hotels will resonate as powerfully with travellers as it already does with our partners,” he said.

The group also plans to expand its hotel brand portfolio with at least two additional brands launching later this year.

Minor currently operates 26 properties in Southern and East Africa under its Elewana, Avani, Anantara and NH brands.

Upgraded digital experience

The group has relaunched its main website as a consumer site, shifting its focus from a corporate and development-centric site. Guests can now book any of Minor Hotels’ over 560 properties on the site.

A new mobile app has been launched for guests to book stays, manage bookings and gather destination information as well as interact with hotel staff during their stays.

The group’s loyalty programme has shifted from brand-specific monikers to one simplified platform under the umbrella of Minor DISCOVERY.

Businesses, professionals, event planners and travel agents will also have access to a dedicated space in the newly created Minor PRO encompassing all products, services and communications for business-to-business audiences.