Minor Hotels has added four new hotel brands to its portfolio – The Wolseley Hotels, Minor Reserve Collection, Colbert Collection and iStay Hotels.
The move includes the group’s first soft brands and is aimed at supporting its expansion across the luxury, premium and select market segments.
The Wolseley Hotels is linked to the Piccadilly-based restaurant and positioned in the luxury segment with British and European influences. Minor Reserve Collection is a luxury soft brand, with properties selected for unique characteristics and a focus on tailored guest experiences. Colbert Collection, a premium soft brand, includes independent hotels with a focus on food-led experiences and social engagement. iStay Hotels targets the select segment, offering affordable accommodation with standardised service and technology features in key cities.
These four new brands join Minor Hotels’ existing portfolio, which includes Anantara, Elewana Collection, Tivoli, NH Collection, Avani, nhow, NH and Oaks. The additions reflect the group’s strategy to diversify its offerings, particularly in the growing soft brand category.
The brand expansion follows the launch of the Minor Hotels master brand in March 2025. This initiative includes investment in digital infrastructure and distribution channels, along with a unified loyalty programme under Minor Discovery. The platform is intended to support future brand development, improve returns for property owners, and streamline the guest experience.
Ian Di Tullio, chief commercial officer of Minor Hotels, commented: “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.”
Minor Hotels is in active discussions regarding development opportunities for each of its brands. The first property announcements for The Wolseley Hotels, Minor Reserve Collection, Colbert Collection and iStay are expected in the coming months.
Based in Asia for more than two decades, she has played a key role in expanding Accor’s regional footprint and driving innovation across the group. Most recently, she served as managing director, Asia Pacific, at D-Edge. In her new role, Couton will lead Accor Plus into its next phase of growth, focusing on enhanced personalisation, value, and member experiences.
