Minor Hotels has introduced its evolution into a consumer-focused masterbrand, reinforcing its commitment to delivering innovative hospitality experiences that prioritize guest satisfaction.

This rebranding marks a critical stage for the global hospitality group, preparing to expand its portfolio with nearly 300 new properties by late 2027, following the 2018 acquisition of NH Hotel Group, now functioning as Minor Hotels in Europe and the Americas, which tripled the group’s global footprint.

New Brand Identity

The initial aspect guests will notice is the refreshed look of Minor Hotels. The arrowhead integrated into the ‘M’ of the logo symbolizes direction, signifying discovery and adventure. This new visual identity includes a revamped color palette and distinct brand fonts, encapsulating the brand’s essence, “What Matters Most.” Minor Hotels aims to enhance its presence across digital platforms and marketing channels, increasing visibility among guests.

Enhanced Digital Experience

Minor Hotels has redesigned minorhotels.com focusing on consumer interests, enabling bookings across over 560 properties and providing destination information. A new mobile app introduces a unified platform for guests to manage bookings and interact with hotel staff, enhancing guest interactions.

Streamlined Loyalty Program

The loyalty initiative, formerly known as GHA DISCOVERY, is now called Minor DISCOVERY, simplifying member access while maintaining the existing rewards structure. New members are welcomed with a promotion unlocking $100 in rewards through two stays at these properties.

B2B Customer Approach

For professionals and event planners, the newly created Minor PRO offers tailored services and comprehensive solutions, facilitating business needs.

Dillip Rajakarier highlighted that the rebranding is a natural progression for Minor Hotels, emphasizing not only revenue growth but also leveraging diversity and knowledge for sustainable development.