Minor Hotels is set to introduce at least two new brands to its portfolio this year and will also enhance the overall master brand identity for the group.
Ian Di Tullio, the Chief Commercial Officer of Minor Hotels, noted that many independent hotel operators are seeking to convert their properties into branded hotels to improve distribution efficiency.
The group plans to develop two new hotel brands: one in the luxury segment and another in the upscale segment. These soft brands will provide a more straightforward conversion process compared to traditional hard brands like Anantara and Tivoli, which are characterized by heritage and stringent criteria, according to Mr. Di Tullio.
He mentioned that hotel investors in Southeast Asia and the Middle East are particularly interested in this management style.
Mr. Di Tullio emphasized the importance of leveraging the new master brand under Minor Hotels to meet elevated customer expectations and navigate technology and digital challenges. This is especially relevant now, as the group boasts a global presence with over 560 properties across eight brands in 58 countries.
Travellers can easily book accommodations across the company’s offerings through the revamped Minor Hotels website and app.
The company has organized its eight brands into three categories—luxury, premium, and select—while maintaining their distinct identities under the Minor Hotels umbrella.
As part of the Global Hotel Alliance loyalty program, Minor has simplified its hotel loyalty membership into Minor Discovery, which serves more than 30 million members within its network.
Furthermore, the company has launched Minor Pro, a platform for business-to-business clients, providing products and services for corporations, event planners, and tourism representatives. This initiative is expected to enhance direct bookings for the group’s hotels, as stated by Mr. Di Tullio.
The group aims to add approximately 300 properties to its portfolio by 2027, with most growth anticipated from management agreements and franchising.
In light of global economic challenges, the group maintains a balanced portfolio of hotels worldwide, which provides greater stability compared to companies concentrated in a single region, according to Mr. Di Tullio.
