Minor Hotels has announced the strategic expansion of its brand portfolio with the addition of four new hotel brands, including the group’s first soft brands
Minor Hotels Introduces Four Hotel Brands in Strategic Portfolio Expansion
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.
The new brands include:
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.
Minor Reserve Collection
A luxury soft brand, Minor Reserve Collection is for travellers who seek extraordinary stays that celebrate personal expression and refined distinction.
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.
iStay Hotels
iStay, a select segment brand, offers stays that are fun and affordable, comfortable and convenient, delivered with minimal fuss.
These brands join Minor Hotels’ existing portfolio of hotel brands – Anantara, Elewana Collection, Tivoli, NH Collection, Avani, nhow, NH and Oaks – and 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.
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.
Ian Di Tullio, Chief Commercial Officer of Minor Hotels, commented, “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.”
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