In the genteel world of global hospitality—where towels are fluffed and croissants are expected to arrive warm and flaky—Minor Hotels has lobbed a polished but potent pebble into the pond. Not content with merely operating over 560 properties across 57 countries, the Bangkok-based hospitality giant has now introduced four brand-new hotel marques, each tailored to serve a precise slice of the ever-fickle travelling public.

Yes, dear reader, four of them. Not one, not two, but four. That’s not just diversification—it’s hospitality’s version of a mic drop.

And it’s not just about slapping a fresh coat of paint on the lobby or giving the breakfast buffet a few more exotic cheeses. No, this is a sweeping strategic expansion into what the industry calls the “soft brand” segment—essentially, hotels that retain their character while benefiting from the muscle of a global player like Minor.

British Charm, Culinary Class, and Comfortable Cool

Let’s start at the top of the minibar, shall we?

Minor Hotels’ hotel brand portfolio, including the addition of The Wolseley Hotels, Minor Reserve Collection, Colbert Collection and iStay Hotels

The Wolseley Hotels is the first to check in. Drawing on the impeccable pedigree of the famed Piccadilly institution, The Wolseley promises a luxury experience steeped in British elegance, a touch of continental flair, and just enough global influence to stay relevant. These are not hotels, per se—they’re sanctuaries with soft lighting, stories whispered into cocktails, and furnishings that wouldn’t look out of place in a Merchant Ivory film. Think Mayfair meets Monaco with a dash of Melbourne hospitality thrown in for good measure.

Then there’s the Minor Reserve Collection—the first authentic soft brand in the luxury segment. This is for the well-heeled traveller who has seen it all, stayed in it all, and now seeks something not just boutique, but beguiling. These properties are rare, refined, and unapologetically individual. As the group puts it, “each property is a world of its own.” You won’t find cookie-cutter corridors here—only thoughtful design, curated comfort, and that glorious old-school sense of personalised service.

Premium with Personality, Budget with Brilliance

Down a notch in price point but not in purpose, Colbert Collection is Minor’s premium soft brand, lovingly stitched together for the global gastronomer and social butterfly. It’s about curated experiences—bespoke dining, culturally tuned itineraries, and spaces where stories are shared over sparkling glasses rather than shouted over nightclub basslines. Expect boutique hotels where the Wi-Fi is strong, the espresso is stronger, and the staff know your name before you’ve unpacked.

And for those who still count our cents but want style with our sleep, there’s iStay Hotels. This cheeky little brand promises affordable digs with a twist—fun, fuss-free, and functional, aimed at the tech-savvy millennial (and perhaps their parents tagging along). Minimalism meets modernity in some of the world’s most beloved cities, with comfort and convenience firmly front and centre.

Why the Expansion? Because Hospitality is Evolving

Minor’s move isn’t just about filling a few new beds. It’s about futureproofing. In March 2025, the company revealed its new masterbrand platform, investing heavily in digital smarts, streamlined distribution, and a unified loyalty program—Minor DISCOVERY. In the old days, hotel loyalty meant a complimentary breakfast after ten stays and a nod from reception. It’s all about seamless integration, personalisation, and brand storytelling that sticks.

Chief Commercial Officer Ian Di Tullio—never one to mince words—summed it up with a fair bit of flair:

“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. These additional brands are instrumental in helping us reach our growth target of 850 properties by the end of 2027.”

That’s right—Minor isn’t just dreaming big. It’s a bold plan. And with 850 properties as the goal by 2027, you can bet this quartet of newcomers is more than just a marketing flourish.

First Openings Coming Soon… Watch This Space

While the ink is barely dry on the brand blueprints, deals are reportedly already in discussion, with announcements for the inaugural locations expected “in the coming months.” The whispers are global, but the appetite feels local—boutique style with big-name backing, luxury with identity, and budget with brains.

Minor’s current portfolio already includes some of the hospitality world’s most recognisable names: Anantara, Tivoli, Avani, NH Collection, Oaks, and Elewana, to name just a few. With this latest expansion, the group is not just rounding out its offering—it’s refining it, diversifying it, and firmly stepping on the global growth pedal.

Final Word from the Front Desk

This is more than a brand refresh for Minor Hotels—it’s a renaissance. A nod to tradition with a wink at the future. It’s about recognising that today’s traveller—sipping champagne or scouting for street food—demands more than just a bed and a bathrobe.

And frankly, it’s refreshing to see a hospitality group take risks without forgetting that, at heart, good service still trumps gimmickry.

Here’s to four new brands, one very ambitious plan, and a world of possibility on the horizon. Check-in time? Now.

By Yves Thomas

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