This article was originally published in the Brand Finance Spain 100 2026 and the Brand Finance Hotels 50 2026.
Minor Hotels is entering a new phase of growth, having expanded its portfolio to 12 brands and repositioned its corporate brand to create a more unified, consumer-centric hospitality ecosystem. Through the launch of Minor Reserve Collection, Colbert Collection, The Wolseley Hotels, and iStay by NH, the group is responding to increasingly segmented traveller demand while strengthening its presence across luxury, premium, and midscale segments. Gonzalo Aguilar, CEO of Minor Hotels Europe and Americas, explores how combining global scale, a growing loyalty ecosystem, and flexible ownership models, aids Minor Hotels in creating greater clarity for guests and stronger opportunities for owners and investors. Looking ahead, the group’s growth strategy is underpinned by franchising, branded residences, and an increasingly asset-light approach, positioning Minor Hotels for sustainable international expansion while preserving the individuality of each brand.
Interview with Gonzalo Aguilar, CEO, Minor Hotels Europe and Americas
CEO, Minor Hotels Europe and Americas
You have recently launched new brands such as Minor Reserve, Colbert Collection, The Wolseley and iStay by NH. At what stage is your portfolio now, and what were the main reasons behind the decision to launch four new brands?
I would first highlight the evolution of our global corporate brand, Minor Hotels, unveiled in 2025. This repositioning was designed to orient the brand more clearly towards the end consumers and to reaffirm our commitment to delivering innovative, relevant experiences focused on what truly matters to our guests. This transformation marked an important step in strengthening our emotional connection with travellers and unifying our portfolio under a clearer, more consumer‑centric brand promise.
Under the Minor Hotels umbrella, we are also building a more integrated ecosystem for both guests and partners across regions. This brings together distribution, loyalty and B2B platforms so that each brand can benefit from shared scale, expertise and technology. In practical terms, this includes Minorhotels.com as our central distribution platform, Minor DISCOVERY as our unified global loyalty programme, giving access to more than 34 million members; and Minor PRO, B2B platform specifically designed for travel agencies, tour operators, event organisers, companies and other industry professionals.
Alongside the evolution of our parent brand, we have expanded our portfolio with four new brands, bringing the total to 12 under the Minor Hotels umbrella: Anantara, Elewana Collection, The Wolseley Hotels, Tivoli, Minor Reserve Collection, NH Collection, nhow, Avani, Colbert Collection, NH, Oaks and iStay by NH. Our ambition is to make each brand more meaningful and recognisable to consumers by creating greater clarity and relevance across the portfolio. By elevating Minor Hotels into a unifying consumer brand, we are making it easier for guests to navigate our offer while preserving the individuality, positioning and distinctive character of each brand.
Against this backdrop, the rationale for launching new brands such as Minor Reserve Collection, Colbert Collection, The Wolseley Hotels and iStay by NH becomes clear. Hospitality demand is becoming increasingly segmented, while growth is being driven more than ever by partnerships. Guests are choosing brands not only for where they stay, but for the type of experience they want to have, with gastronomy, culture, design, service and location all playing a decisive role.
Each brand has a clear role, allowing us to cover all segments from midscale to luxury, across resorts, urban hotels and branded residences. At the same time, we support owners and investors with flexible and efficient models, offering the full range of contract types to match their strategic needs.
The Wolseley Hotels is a luxury hard brand inspired by the iconic Piccadilly restaurant, combining British elegance with a European sensibility and a strong gastronomic focus. We just announced the signing of our first hotel under this brand which will open its doors next year in New York City.
Minor Reserve Collection, one of our new soft brands, part of our luxury portfolio, is aimed at travelers and hotel owners who value individuality and quality, offering highly personalized experiences while preserving each property’s unique identity. Our first hotels under this brand were also announced this year. The inaugural property will open its doors in the state of Rio Grande do Norte, Brazil in 2028 and the most recent hotel announced under this brand is in Slovenia and will open next year.
Colbert Collection, building on the success of the London bistro, this soft brand in the premium segment is designed to capture the spirit of each destination through hospitality concepts that foster a strong sense of community. The brand will debut in Italy with its first launch in summer 2026 and will continue to expand into culturally rich destinations around the world, including the UK, Spain, Austria, Thailand and Dubai, offering travellers a refined yet welcoming experience shaped by artistry, culinary excellence, and the simple joy of connection.
Within the midscale segment, iStay Hotels by NH plays a particularly important role. Created to facilitate fast and efficient hotel conversions, it offers affordable, comfortable and technology-enabled stays in prime locations, supported by the strength, know-how and brand trust of NH Hotels & Resorts. The opening of its first hotels in Valencia, Zaragoza and Berlin confirms that the brand is already a reality.
The addition of these new brands reflects Minor Hotels’ positioning as a group that combines global scale with a highly personalised approach. The group is large enough to deliver the distribution capabilities, loyalty reach and operational strength owners need, yet nimble enough to offer tailored solutions that respect the individuality of each property and market, as well as the needs of each client.
This evolution is fully aligned with Minor Hotels’ asset-right philosophy, which offers flexibility with a clear transition towards a more asset-light model. Historically, the Group has maintained a more asset-heavy profile, giving it deep operational expertise and a strong understanding of hotel performance across markets and cycles. Today, Minor Hotels is building that foundation by prioritising growth through management agreements and franchising, while selectively retaining owned or leased assets only where they offer clear strategic value.
Franchising will play a central role in Minor Hotels’ next phase of growth. Over the past year, the company has invested significantly in strengthening systems, brand standards and owner support capabilities to ensure a scalable and attractive franchise offer. This way, the franchise model will be deployed across existing and new markets.
In parallel, branded residences represent a growing and strategic pillar within the Group’s expansion. This model allows us to extend our brands beyond hotels, meeting rising consumer demand for design‑driven, lifestyle‑led residential offerings while creating additional, capital‑light revenue streams. Today, nearly 20% of Minor Hotels’ global pipeline includes a residential component, reflecting both the strength of this strategy and its long‑term potential.
