Minor hotelsA global group of hotel based in Bangkok has embarked on a complete brand change initiative aimed at unifying its diverse portfolio under a single master brand. This strategic decision aims to improve customer experiences, rationalize digital interactions and consolidate the company’s position on the global market.
The brand change effort consolidates the eight distinct brands of minor hotels – Antara, Avani, Elewana Collection, NH Hotels, NH collection, Nhow, Oaks and Tivoli – under the identity of minor hotels. Each brand retains its unique character and its dedicated website while benefiting from the collective force and recognition of the parent brand. To help customers browse various offers, the portfolio was organized in three categories: luxury, premium and selection.
A key element of this brand change is the introduction of a new visual identity. The redesigned logo presents an arrow tip in the letter “M”, symbolizing management and exploration, reflecting the commitment of minor hotels to guide guests towards enriching experiences. This updated visual theme extends to a palette of colors, typography and refreshed images, all aligned on the brand’s essence to deliver “what matters most” to stakeholders.
In tandem with the visual overhaul, Minor Hotels has revived its website to provide a more focused on consumer platform. The new site allows customers to book stays in all properties, offering a transparent interface to explore more than 560 locations worldwide. In addition, the company has introduced a unified mobile application, consolidating the functionalities previously distributed on individual brand applications. This application allows travelers to reserve accommodation, manage reservations and access to destination information, improve convenience and commitment.
The brand change also includes the integration of loyalty programs into minor discovery, merging previous patterns like Anantara Discovery and NH Discovery. This unified program provides members with advantages such as up to 7% in discovery dollars, exclusive members of members and local offers, all accessible via the new application. To celebrate the revival, new members can gain $ 100 in dollars in discovery after finishing two stays in the minor properties of hotels.
For commercial customers, event planners and travel agents, Minor Hotels introduced Minor Pro, a platform that consolidates professional services and programs. This initiative aims to simplify access to business reservation tools and resources, improving the company’s B2B engagement.
In the past decade, minor hotels have undergone a Radical digital transformation aimed at supporting its global expansion and improving both operational efficiency and customer experience. Recognizing from the start of the strategic importance of technology, the company began to revise its main systems in 2013, including ERP, electronic and real estate management platforms.
This transformation has included the deployment of innovative technologies for guests such as mobile recording, smart tablets and voice -enabled room controls, as well as hard -ended workflows on durability. Last year, to improve financial management, Minor joined Kyriba to implement a centralized cash system, rationalize liquidity, forecasts and payments. Meanwhile, the adoption of the Oracle Opera Cloud PMS has accelerated systems deployments, unified guest profiles and provided real -time analyzes to clarify income and marketing decisions.
Brand change and digital transformation efforts of minor hotels correspond to broader trends in the hotel industry, where the main hotel groups are increasingly taking technology to improve customer experiences and operational efficiency. For example, Accor, a world leader in hotel industry, has redefined hotel experience thanks to complete digital transformation strategies. The group’s commitment to innovation includes initiatives first mobile, optimizing computer infrastructure and advanced AI services aimed at exceeding customer expectations and strengthening its market position.
Likewise, Marriott International explored blockchain applications for the secure management of the identity of guests, aimed at improving data security and rationalizing operations. This initiative reflects an increasing emphasis on the use of emerging technologies to identify the evolution of customer expectations and operational challenges.
Strategic brand change and digital transformation initiatives of minor hotels highlight the company’s commitment to innovation and the emphasis on the supply of significant hospitality experiences that meet the evolutionary needs of modern travelers. By unifying its brands under a master brand and by integrating advanced technologies, minor hotels aim to strengthen its identity, improve operational efficiency and offer coherent and high quality experiences to customers around the world.