Minor Hotels Expands Portfolio with Four New Brands, Including Luxury Soft Brand

Minor Hotels expands its brand portfolio with four new hotel brands, including luxury, premium, and select segment brands. The new brands include The Wolseley Hotels, Minor Reserve Collection, Colbert Collection, and iStay Hotels. These brands aim to provide distinctive hospitality offerings across different segments and support the group's continued growth. The expansion follows the evolution of the Minor Hotels masterbrand and investment in digital infrastructure and distribution strategies.

Minor Hotels has announced a significant expansion of its brand portfolio with the introduction of four new hotel brands. These brands, designed to cater to various segments, include The Wolseley Hotels, Minor Reserve Collection, Colbert Collection, and iStay Hotels. The move reflects the group's strategic ambition to diversify its offerings and strengthen its position in key international markets [1].

The new brands are part of Minor Hotels' broader strategy to meet evolving traveler expectations and support its continued growth. The expansion follows the evolution of the Minor Hotels masterbrand, which was officially announced in March 2025. This restructuring included the consolidation of its loyalty program under the Minor DISCOVERY platform and upgrades to digital infrastructure [1].

The Wolseley Hotels is a luxury brand inspired by the heritage of the celebrated Piccadilly restaurant in London. It promises immersive experiences that blend timeless British sophistication with an elegant European touch and a global perspective [1].

Minor Reserve Collection is a luxury soft brand tailored for discerning travelers seeking rare, character-rich accommodations. Each property within this collection has been chosen for its uniqueness and ability to deliver bespoke experiences [1].

Colbert Collection is a premium soft brand designed for travelers who value exceptional cuisine and meaningful human connections. This collection celebrates authenticity and individuality through food-driven experiences and cultural storytelling [1].

iStay Hotels is a select-service brand aimed at budget-conscious travelers. It emphasizes comfort, efficiency, and affordability, making it ideal for guests looking for hassle-free stays in major urban destinations [1].

These new brands will operate alongside Minor Hotels' established names, such as Anantara, Tivoli, Avani, NH Collection, Elewana Collection, Oaks, nhow, and NH Hotels. Together, they form a diversified brand ecosystem that reflects the company's commitment to innovation and adaptability [1].

Minor Hotels expects to announce the first properties under these new brands in the coming months. The expansion is part of the group's ambitious plan to scale up to about 850 properties worldwide by the end of 2027 [2].

References:
[1] https://www.travelandtourworld.com/news/article/minor-hotels-sets-new-industry-benchmark-by-introducing-four-innovative-brands-and-entering-the-soft-brand-arena-for-the-first-time-in-group-history/
[2] https://skift.com/2025/07/10/minor-hotels-unveils-4-new-brands-in-global-expansion-push/