Minor Hotels is shaking up its brand portfolio in a big way.
The global hospitality group, which already counts Anantara, NH Collection, Avani and Oaks among its more than 560 properties across 57 countries, has just introduced four new hotel brands — marking a significant strategic expansion into luxury, premium, and select-service segments, and signaling its first major foray into the soft brand space.
Here’s what’s new:
- The Wolseley Hotels, inspired by the beloved Piccadilly restaurant, brings old-school British elegance with a global sensibility to the luxury market.
- Minor Reserve Collection, a new luxury soft brand, will highlight rare, character-rich properties that offer refined and tailored guest experiences.
- Colbert Collection, the premium-tier soft brand, is for food-forward travelers who crave hyper-local flavor and community-driven hospitality.
- iStay Hotels, a select-service offering, promises a tech-forward, budget-friendly stay in major urban hubs around the globe.
With this expansion, Minor is tapping into growth opportunities that align with today’s traveler expectations — from immersive culinary stays to minimalist, frictionless city hotels. The move also supports the group’s ambitious target of hitting 850 properties by the end of 2027.
“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,” Ian Di Tullio, Chief Commercial Officer of Minor Hotels, said in a statement.
This brand rollout follows Minor’s March 2025 launch of a revamped Minor Hotels namesake brand, along with a simplified Minor DISCOVERY loyalty program and increased investment in digital and distribution tools — all meant to unify the guest journey and strengthen owner value across the portfolio.
The first property announcements for the newly launched brands are expected in the coming months.
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