Global hotel operator Minor Hotels announced the strategic expansion of its brand portfolio with the addition of four new hotel brands, including the group's first soft brands.
The newly launched brands will support Minor Hotels' continued growth by enabling it to expand into new markets and provide distinctive hospitality offerings across the luxury, premium and select segments.
These brands will join Minor Hotels' existing portfolio of hotel brands which currently consist of Anantara, Elewana Collection, Tivoli, NH Collection, Avani, nhow, NH, and Oaks.
Likewise, these will reflect the group's commitment to offering its partners and guests a broader range of brand propositions, particularly in the fast-growing soft brand segment.
New to the Minor Hotels portfolio
- The Wolseley Hotels Rooted in the heritage of the iconic Piccadilly restaurant, The Wolseley Hotels is a luxury brand that blends British elegance with European flair and global influence. Each hotel is a timeless sanctuary where rituals are refined, stories are bespoke, and indulgence is offered with sincerity and grace. With unerring attention to detail and design, The Wolseley Hotels create elegant, immersive spaces that hum with the rhythm of cosmopolitan life;
- Minor Reserve Collection A luxury soft brand, Minor Reserve Collection is for travellers who seek extraordinary stays that celebrate personal expression and refined distinction. Each property is a world of its own, chosen for its rarity and ability to offer something singular that guests cannot find elsewhere. Minor Reserve Collection properties elevate every guest's journey by crafting thoughtful, tailored stays that balance innovation and time-honoured hospitality;
- Colbert Collection Colbert Collection, a soft brand in the premium segment, will encompass a global collection of independent hotels designed for those fuelled by a passion for culinary excellence and genuine social connection. Each hotel expresses its individuality through curated experiences, from insider-led itineraries to story-rich dining and gatherings that bring people together; and
- iStay Hotels iStay, a select segment brand, offers stays that are fun and affordable, comfortable and convenient, delivered with minimal fuss. Guests can expect a refreshing, budget-friendly hotel experience with seamless service, a good night's sleep, and the latest tech in the world's most loved cities.
Ongoing evolution
The expansion of Minor Hotels' brand portfolio follows the evolution of the Minor Hotels masterbrand in March 2025.
The launch of the umbrella brand platform is accompanied by significant investment in the group's digital infrastructure and distribution strategies, as well as a simplified loyalty proposition under a single Minor DISCOVERY programme.
Today, the Minor Hotels consumer-facing masterbrand provides the group a stronger foundation to introduce new brands, enhance owner value, and deliver seamless experiences for its guests globally.
According to chief commercial officer Ian Di Tullio: “We have meticulously crafted each new brand to capture specific opportunities in the market, enabling us to meet the evolving needs of modern travellers and owners alike. By expanding our brand offering to address new segments, we are empowering our partners, delighting our guests, and accelerating our global growth strategy. These additional brands are instrumental in helping us reach our growth target of 850 properties by the end of 2027.”
At present, Minor Hotels is also in active discussions regarding development opportunities for each of its brands.
The first property announcements for The Wolseley Hotels, Minor Reserve Collection, Colbert Collection, and iStay are expected in the coming months.
