Bangkok-based Minor Hotels has created four more brands, including its first soft brands.
Two of the new concepts play in the luxury space: The Wolseley Hotels and Minor Reserve Collection. Drawing inspiration from London's The Wolseley restaurant, Wolseley Hotels aims to blend "British elegance with European flair and global influence." Minor Hotels owns the restaurant.
Minor Reserve Collection will operate as a soft brand, showcasing luxury properties that promise "to offer something singular that guests cannot find elsewhere."
The Wolseley Hotels and Minor Reserve Collection will be in Minor's luxury category, along with Anantara, Elewana and Tivoli.
Checking In: Major names with minor beginnings
Minor also has introduced a premium soft brand: Colbert Collection. It will focus on independent hotels that emphasize culinary programming and social connection. It joins NH Collection, Nhow and Avani in the company's lineup of premium brands.
A new select-service urban brand, iStay, targets budget-conscious travelers with technology-forward accommodations. iStay is Minor's third select-service concept, joining the NH and Oaks flags.
The company expects to announce initial property locations for all four brands in the coming months.
Minor has set a target of reaching 850 properties globally by 2027. The group currently has 560-plus hotels.