Minor Hotels has announced a strategic repositioning of its Oaks Hotels, Resorts & Suites brand, evolving it from a serviced apartment model to a full-service hotel, resort and suites offering. The shift includes new brand standards, service features, and a refreshed identity to enhance competitiveness in the global market.
The updated concept introduces multi-use public spaces, integrated lobbies with barista coffee and fresh bakery items, and grab-and-go pantries offering essentials, local products and branded items. These features are designed to serve both guests and local communities.
The F&B programme will focus on communal dining, with each property offering its own version of a gourmet lamington. Guest rooms will feature upgraded amenities, including a new signature scent and a night-time ritual of calming sounds and light refreshments to support rest and relaxation.
Wellness remains central, with in-room access to yoga and meditation sessions, along with scheduled sunrise swims and running clubs at select locations.
The updated brand includes a new logo, yellow accents, and nature-inspired interiors for a cohesive and inviting experience.
The new Oaks brand and service applications will be gradually rolled out across existing properties and new acquisitions.
Ian Di Tullio, chief commercial officer, Minor Hotels, said: “The strategic repositioning of Oaks marks a pivotal step in elevating our position in the market. With our revitalised service culture, and addition of lifestyle elements to contemporise our offer, we’re creating a more resonant brand experience for today’s travellers. In a sector that has remained largely undifferentiated, the transformation repositions Oaks for global growth, further strengthening confidence amongst our investors and developers.”
His career also includes roles with Four Seasons, Mandarin Oriental, and Savoy Group, as well as leading the launch of Sindalah Island, Neom’s first luxury island and yacht club destination in Saudi Arabia.
In her new role, Sheller will lead Virtuoso’s global cruise strategy, strengthen partnerships with top cruise lines, and drive growth in the global cruise market. She will report to Úna O’Leary, vice president, global partnerships, and be based in Parkland, Florida.
With over 20 years of hospitality experience, she has held senior roles at Rosewood Hotels & Resorts and The Ritz-Carlton Hotel Group. Most recently, she served as chief operating officer at Resense Spas, where she managed a global portfolio of luxury spas, leading business expansion and maintaining high wellness standards.
