Minor Hotels, the Bangkok-based hospitality powerhouse behind brands like Anantara, Avani, and Tivoli, has unveiled a bold portfolio expansion with the launch of four new brands – The Wolseley Hotels, Minor Reserve Collection, Colbert Collection, and iStay. The move signals the company’s ambitious drive to reach 850 properties globally by 2027, further cementing its presence across diverse market segments.
This expansion marks Minor’s first move into “soft brand” territory, enhancing its ability to offer distinctive experiences across luxury, premium, and select-service segments.
A Curated Brand Mix from Luxury to Budget
The Wolseley Hotels blend British elegance with cosmopolitan design, inspired by London’s iconic Piccadilly restaurant, aiming to deliver immersive, ritual-rich luxury stays.
Minor Reserve Collection introduces a luxury soft brand offering rare, boutique properties with bespoke guest experiences – designed for travelers seeking one-of-a-kind stays.
Colbert Collection targets the premium soft brand segment, focusing on independently curated hotels where culinary excellence and community connection take center stage.
iStay Hotels fills the select-service niche, offering modern, budget-friendly accommodations with frictionless tech and essential comfort in urban settings.
Strategy and Scale: A Path to 850 Properties
With over 560 properties across 57 countries, Minor Hotels is leveraging its scale to diversify its reach and revenue streams. Executives emphasized that these brands are tailored to “meet the evolving needs of modern travellers and owners alike,” and will play a pivotal role in achieving the company’s 850‑property target by 2027.
This expansion also supports Minor’s broader masterbrand strategy launched earlier in 2025, which unified eight legacy brands under a single digital and loyalty framework – Minor DISCOVERY – streamlining guest experience and cross-brand loyalty benefits.
Distinctive Positioning and Future Rollout
Each brand introduces a uniquely tailored market proposition, strategically crafted to meet the evolving expectations of today’s travelers – ranging from high-touch luxury experiences to streamlined, tech-enabled stays:
- The Wolseley offers high-design luxury rooted in a storied culinary legacy.
- Minor Reserve caters to discerning guests seeking boutique exclusivity.
- Colbert appeals to experiential travelers focused on food and culture.
- iStay addresses the growing demand for affordable, tech-enabled stays in top cities.
Minor Hotels is already in active discussions with development partners, with the first properties from each brand expected to be announced in the coming months.