Minor Hotels has crossed into double-digit brand territory. The Bangkok-based hotel company, with current brands including NH Hotels and Anantara, has introduced four new hotel brands as part of a strategic expansion designed to support continued global growth and respond to evolving traveler and owner needs. The new brands span the luxury, premium and select segments, and include the company’s first soft brands.
The new brands are: The Wolseley Hotels, Minor Reserve Collection, Colbert Collection and iStay Hotels.
Rooted in the heritage of the Piccadilly restaurant, The Wolseley Hotels is described as “a luxury brand that blends British elegance with European flair and global influence.” The brand aims to create “elegant, immersive spaces that hum with the rhythm of cosmopolitan life.”
Minor Reserve Collection is a luxury soft brand for guests “who seek extraordinary stays that celebrate personal expression and refined distinction.” Each property is selected “for its rarity and ability to offer something singular that guests cannot find elsewhere.”
Colbert Collection is positioned in the premium segment and described as “a global collection of independent hotels designed for those fuelled by a passion for culinary excellence and genuine social connection.” The brand emphasizes curated experiences and “story-rich dining and gatherings that bring people together.”
iStay Hotels, a select segment brand, offers “fun and affordable, comfortable and convenient” stays. The experience is designed to be “budget-friendly” and tech-forward, with a focus on seamless service.
These brands join Minor Hotels’ existing portfolio of Anantara, Elewana Collection, Tivoli, NH Collection, Avani, nhow, NH and Oaks. The launch builds on the introduction of the Minor Hotels master brand earlier in 2025, which was paired with digital infrastructure investment, new distribution strategies and the consolidation of loyalty benefits under Minor DISCOVERY.
“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,” said Ian Di Tullio, chief commercial officer of Minor Hotels.
Minor Hotels said development discussions are underway for all four brands, with property announcements expected in the coming months.
William Heinecke founded Minor in 1978. One of its biggest deals was in 2018 when it acquired a controlling interest in Spain’s NH Hotel Group, which includes NH Hotels, NH Collection and nhow Hotels. Minor currently has over 560 hotels, resorts and branded residences across 57 countries.
