Phillip Modise 
In a move to strengthen its global presence, Minor Hotels has embarked on a transformative journey, introducing a new master-brand strategy designed to enhance guest experiences and streamline operations. With a refreshed brand identity, an upgraded digital presence, and a simplified loyalty program, the hospitality giant is reinforcing its position as a leader in the industry. This strategic shift aligns with Minor Hotels’ vision to unify its diverse portfolio, which includes Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks, and Tivoli, under a single, powerful brand umbrella.
A major highlight of the transformation is the revamp of minorhotels.com, which has shifted from a corporate-focused site to a consumer-friendly booking platform. For the first time, guests can explore and book any of the group’s 560+ properties worldwide through a single website. In addition, the introduction of the Minor Hotels mobile app consolidates services across all brands, offering a one-stop digital hub for reservations, destination insights, and personalised services.
Another milestone in this transformation is the introduction of Minor DISCOVERY, which replaces brand-specific reward programs like Anantara DISCOVERY and Avani DISCOVERY. As part of the Global Hotel Alliance (GHA) DISCOVERY network, members will continue to enjoy benefits such as earning up to 7% back in Discovery Dollars, exclusive discounts, and special perks. Meanwhile, Minor PRO, a new B2B platform, is being introduced to provide tailored solutions for corporate clients, event planners, and travel professionals, making business travel more efficient and rewarding.
This strategic rebrand marks a new era of growth for Minor Hotels. With plans to expand its portfolio by nearly 300 properties by 2027, the company is solidifying its footprint in the global hospitality landscape.
